Many contractors find marketing to be a painful endeavor. Word-of-mouth and repeat business used to be enough to sustain established companies, but increased competition has made selling a requirement-not just an occasional way to drum up business. By adopting a "team-selling" strategy, contractors can slip another arrow in their quiver. It is a marketing concept proven to be both popular and successful. Team selling is "selling using multiple people who each bring something unique to the sales process. The difference between team selling and just selling with more people is that team sellers plan their process and use their team members effectively," according to Steve Waterhouse, author of "The Team Selling Solution: Creating and Management Teams That Win the Complex Sale." Planning and strategy is at the core—simply sending additional representatives into a sales meeting does not mean a firm engaged in team selling. It is a process that involves time, thought, effort and structure.
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