SellingBrew

Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

See the Deals Salespeople are Missing

Sometimes we get so focused on seeing what’s there that we forget to look for what isn’t there.

Some of my favorite examples of this come from corporate logos that make use of negative space. For example, have you ever noticed the arrow in the FedEx logo?

Hint: Look at the white space between the E and the x.

Or how about the Hershey’s kiss candy hidden in the Hershey’s Kisses logo.

Hint: Look at the white space between the K and the I.

And then there are these zoo logos. You probably notice the elephant in this one right away, but do you also see the giraffe, rhino, and the Cologne Cathedral?

And the Pittsburgh Zoo’s logo seems like one of those optical illusions that is supposed to tell you something about your personality. Do you see the tree or the gorilla, lion, and fish?

Of course, these pictures are fun, but as usual, our point is a bit different.

When we’re looking at sales data and trying to understand what’s going on, it’s easy to get so focused on what’s being sold and what customers are buying from us that we forget to think about what’s not happening.

Each of your customer segments has a typical buying pattern — a group of products and services that they buy. If you line up a particular customer’s buying pattern against the group pattern, you might see some negative space — that’s the products they aren’t buying from you but are likely buying from someone else.

Obviously, capturing those missing sales could be a tremendous boost to your bottom line. But how do you spot those missing sales, and what can you do to get sales to act on them?

A few of our favorite webinars discuss this topic in greater detail. Check out “Whitespace Analytics“, “How to Maximize Cross-Selling and Up-Selling“, and “Predictive Sales Analytics“.

While you’re busy with that, we’ll be looking for the hidden Danish flag in the Coca-Cola logo.

 

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Assessing Your Sales Operation

    How do you know how your sales capabilities really stack up? How can you tell? In this on-demand webinar, learn how to leverage "3 P" assessments to figure out where you're at and where you need to improve.

    View This Webinar
  • Creating More Powerful Sales Proposals

    Delivering a proposal is often the final "yes/no" step that every other sales and marketing activity is leading up to. We spoke with Reuben Swartz about how to create sales proposals that win more business at higher margins.

    View This Interview
  • The Right Way to Manage and Enable Change

    How do you encourage, enable, and manage organizational change when the deck is stacked against you? In this in-depth interview, Scott McAllister and Suraj Mohandas share the quantifiable benefits of effective change management and expose the essential steps that are required to get it right.

    View This Interview
  • Avoiding Five Margin-Killing MarCom Mistakes

    Your marketing materials are often the first things prospect see. Learn how to identify and avoid five marketing communication mistakes that can damage your value before the sales rep even get a chance.

    View This Guide