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FOR IMMEDIATE
RELEASE
05 May 2004
Lack of sales skills hurts SME's.
A survey by Australasian consulting firm Marketing Nous has found
that 'closing the sale' is the biggest problem for business owners in Australia and New Zealand. The international survey polled 391 business owners and managers, included 225 from Australia and New Zealand.
Survey findings also show that over 50% of respondents from each country have not received any sales training. "Most SME's rely on getting a steady stream of new clients to keep their business alive. So it's surprising to see they haven't taken the time to attend any type of sales training" says Stuart Ayling, director of Marketing Nous. "I think this is partly due to the preconceptions about sales training. Old style training that features high-pressure tactics really turns people off. These days effective sales training is quite complex, and should focus on communication skills."
When asked to rate their own selling skills respondents clearly said they needed most help with 'gaining commitment' from their client. "This result is not surprising when you consider most respondents have never been trained in how to properly assess
client needs and ask for the order" says Ayling. "But business owners can learn how to close the sale in a professional manner by using ethical sales skills. It's not about being pushy, it's more about listening to what your client is telling you."
Interestingly, there was little variance between Australian and New Zealand responses. One of the few differences was that Australian business owners think they have more problems with 'getting appointments with prospects' that their Kiwi counterparts (35% to 26%).
When asked what they wanted from a sales training program, the highest rating response was to get advice on 'improving sales presentations' (24% Australia, 25% New Zealand), followed by 'practical tips' (Australia 22%) and 'ways to approach new clients' (New Zealand 19%).
This international survey polled 391 respondents across Australasia, Europe and the USA. Of the total, 133 were from Australia, 92 New Zealand, 91 Ireland, 25 UK, 22 USA, and 28 Europe/Asia.
END
For further information contact:
Stuart Ayling - Director, Marketing Nous Pty Ltd
Telephone: +61 (0)7 3806 2238
Mobile: +61 (0)407 588 468
Email: press [at] marketingnous.com.au
Web: www.marketingnous.com.au
Local time = GMT +10
Download graphical summary
of findings (PDF 119KB)
About Marketing Nous:
Established in 1999 by Stuart Ayling, Marketing Nous is a Brisbane-based
sales and marketing consulting firm specialising in marketing for service
businesses in Australia and New Zealand. Stuart Ayling has 20 years of sales and marketing
experience, holds a Bachelor of Business degree and a Graduate Certificate
in Management, has taught at the
internationally accredited UQ Business School (University of Queensland),
and runs regular sales skills workshops.
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