Case Study - Bolstering Suffering Sales
After more than eight years in business, David Goldstein, the owner of DMG Consulting--a full-service IT company that provides outsourced tech support and network design for small and mid-size businesses in and around New York City--watched his company suffer from slumping sales, while he suffered from this common business owner affliction: do-it-all syndrome.
Even though DMG Consulting had six employees, Goldstein spent much of his time focusing on the daily activities of running the business. And since he is also the primary salesperson for the company, Goldstein lacked the time and the insight needed to evaluate his company to make sure it was operating efficiently and effectively.
To make matters worse, Goldstein was stuck in a sales comfort zone that was no longer increasing sales, and he wasn't sure how to fix it--until he brought in the ABEL Business Institute and started working with his ABEL Adviser.
ABEL Adviser Identifies 3 Major Challenges
- Slumping Sales: Because a good portion of DMG Consulting's client base were in the real estate industry, many of their clients went out of business or reduced their technology contracts. In addition, Goldstein had no sales strategy in place. Although he had been successful closing sales in a robust economy, without a sales process in place that showed how he solved problems for his current clients--or how a prospect's company would benefit from using his tech services--sales suffered.
- Delegation Dilemma: It's exhausting being the owner who oversees the day-to-day operations of a business while holding the position of top sales producer. But Goldstein is typical of small business owners who fall into the trap of believing that because the business is their baby-they're the only one who knows how to take care of it. In addition to handling sales, Goldstein was managing projects, creating proposals, getting quotes from vendors, tracking components-making sure everything was in order. With a full plate, Goldstein had little time to evaluate and further develop the skills and talents of his employees and make the most of his trustworthy team.
- No Support-No Vision: Goldstein suffered from another common aliment of small business owners. He lacked the support of a trusted adviser-someone to bounce ideas off of or to turn to when he was faced with a problem or needed to talk things out. Because he was entrenched in the daily activities of running his business and responsible for sales, there was no time to focus on a solid strategy to grow the business.
ABEL Adviser Solutions
- Designed and Implemented Sales Strategy: Instead of narrowly focusing on one industry, the ABEL Adviser helped Goldstein create a sales strategy that included an expanded client base-with an eye on companies that truly understand the benefits of technology. The ABEL Adviser also helped Goldstein implement a sales system that included planning for the sale, building relationships with prospects and clients, as well as handling follow-up. Perhaps the biggest benefit of working with the ABEL Adviser was proving to Goldstein the value of offering his prospects and clients multiple options for a service contract-instead of a one-size-fits-all contract. Multiple options gave prospects and clients choices, which not only promoted an atmosphere of trust by making them feel more comfortable, but resulted in his ability to close more sales. Finally, with the support of the Abel Adviser, who defined both the job and the role of the salesperson, Goldstein hired his sister, an experienced salesperson, to bolster sales.
- Revamped Employee Roles and Responsibilities: With the assistance of the ABEL Advisor, Goldstein assessed and revamped employee roles and responsibilities. He added to his staff, promoted others, and reduced hours in some instances. Now, employees are positioned to make the best use of their skills and talents. One key change was turning over a number of Goldstein's tasks to his office manager, so he could devote more time to sales. And to keep his relationship with his sister solid and eliminate any suggestions of favoritism, they agreed she would report to the ABEL Advisor, who would track her sales progress-not Goldstein.
- Ongoing Encouragement, Support and Motivation: With the ABEL Adviser as a sounding board, Goldstein has a trusted partner he can call on for expert advice during his most challenging moments. Goldstein also benefits from the feedback and encouragement that keeps him focused on his sales goals and brings more business to the company.
Results
With the positive and dramatic changes in his company, Goldstein is able to spend more time focusing on selling and developing his sales skills. Since he started working with his ABEL Adviser, DMG Consulting has closed more sales with clients than any other year in business.
