194 • 100 GREAT BUSINESS IDEAS
-^ Ensure you have the right management information. It informs
decision making and shows people the indicators and issues that
they need to focus on.
-^ Establish a robust sales process. This will ensure the basics are
being covered, while emphasizing what matters and providing a
framework for action.
-^ Value relationships. Relationship management is central to a sales
culture because it leads to greater understanding of customers.
Thinking of customers in terms of your relationship together
takes them from being a statistic to being something that is
more signifi cant and valuable.
-^ Segment your customers. This leads to greater clarity, insight, and
success. This is important in competitive, fast-moving markets,
and ensures offers are more likely to appeal because they are
matched with the right customers.
-^ Avoid complacency and develop an entrepreneurial approach.
This is hard to achieve because it relies on the other stages
being accomplished fi rst. With the other measures in place, the
culture and focus of the business will inevitably change and
strengthen.
-^ Display strong leadership. This includes the need to communicate,
to act as a role model for the values that you believe are important,
to inspire trust, and to be personally effective.