HARDISON’S TIPS – NOVEMBER 12, 2021 – Create Better Sales Results

HARDISON’S TIPS – NOVEMBER 12, 2021 – Create Better Sales Results

The fourth quarter of the business year is about planning. Unfortunately, I consistently see too many businesses that fail to have any written Sales Plan at all. So if your company failed to meet its sales objectives in 2021, reviewing or creating a Sales Plan for 2022 is the right place to start.

I once worked for an international company where the Sales Plan was: “Go with God, and come back with money.” Yes, the global Sales Plan was 1,000 salespeople creating their own plans, in a very decentralized and highly opportunistic approach. The results definitely generated some success; however, the new business won was localized, expensive to implement and inefficient to model to other prospect clients. It took more than 5 years to change the autonomous culture created by the lack of a connected Sales Plan.

One of the most beautiful behaviors of a good salesperson is their innate initiative, propelled by their desire to find new opportunities – especially when there is money on the line! However, when given the chance, salespeople have a habit of creating their own strategies and seeking the easiest business wins – no matter the impact (positive or negative) to the company. Proper sales planning funnels that positive energy to generate better, more coordinated results.

A well-written Sales Plan defines, “what we do, how we do it, and why we do what we do” – in a short document, which can be five pages or less. This road map will create the highest impact to generate consistent new revenue and profit for the coming year.

A plan tells everyone where we are going and how we will get there. Equally important, a Sales Plan explains to the company what you “aren’t going to do!” Different strategic paths could include:

  • Identifying opportunities with higher margins and avoiding lower margin business
  • Covering different geographies or markets than you do today
  • Hiring specialized salespeople to sell new or different products
  • Deciding to avoid prospect clients who issue RFPs to you – and all of your competitors

These strategic initiatives will set the foundation for successful tactical sales planning, allowing resource and investment decisions that match your agreed path.

The consequences of failing to act to improve your sales results is almost always very significant.

  • Losing one or more large customers could create serious financial troubles
  • New revenue coming from clients you don’t really want
  • No new revenue to offset declining business, or poor margins from existing customers
  • Ownership remaining frustrated at poor sales results

It seems obvious that a better Sales Plan creates better sales results. But too often companies don’t take the time, or put the focus, to building a plan creating sales success, which is – strategically providing more services to companies that you covet.

The good news is that sales planning doesn’t have to be difficult; you just need a – well, a plan! You can’t execute strategies that aren’t detailed, you can’t hit goals if you don’t have them, and you can’t put tactics in motion if you don’t know which direction to go. Your business must have a Sales Plan, period. Start now.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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