Our good friend and business writer, Colin Lovering has spent most of his career in front-line sales and his recently published new book “A Day in the Life of Exceptional Sales Professionals” is an in-depth and inspiring accumulation of his life-long experiences, successes, and challenges that have taken him on the adventurous world-wide journey that he is actually still very much on!
Background & Career so far….
From artistic dreams as a youngster growing up in rural Herefordshire, England Colin transitioned from Hereford College of Art & Design to pursue a career in the packaging design world. He quickly established himself as a prominent contributor to the competitive advantages of product display in major retail stores such as Marks & Spencer, Sainsbury’s and WH Smith. This eventually evolved him into a fully-fledged career in International Sales & Marketing.
After winning 2 European awards for Sales Excellence, Colin was asked to share his unique techniques and style and moved to Paris to head up the sales training operation for a large American corporation.
After 3 years he took his influences to the USA where he supported the global sales growth programme. This led to Colin training and coaching literally hundreds of Sales Professionals and Sales Managers in The USA, Canada, China, South Africa, Europe, and the Middle East.
His ability to turn around the fortunes of organisations and individuals established himself as a leading voice in transformation business performance where he lectured on the subject in various countries including his adopted home Romania where he has lived and worked for over 13 years.
Colin has successfully worked with the likes of KPMG, Petrom, BMW, HP, Oracle, Avison Young, Heineken, Renault Dacia and, not forgetting, his long-term partnership with COS (Corporate Office Solutions)
As mentioned, the book is almost biographical in its nature together with precious tips and techniques based around 30 classic sales scenarios such as trying to get an appointment, successful sales pitching, managing difficult clients etc.
The book is already becoming a popular acquisition for business and sales professionals around the world with over 600 copies sold just in the USA alone within a week of publication and Colin is following this up with his next book around management & leadership together with a comprehensive online/live Exceptional Sales Workshop helping anyone wishing to grow their business to do just that!
Real-world Business Advice
We took the opportunity to ask Colin to share something from the book that our readers looking to grow their businesses may benefit from.
“Well, I guess the most common challenge companies with a quality product or service have is being undercut on price by a competitor. This exasperating moment is usually responded to by a price reduction of some sort to pacify the hungry, shark like client in front of us. In this situation, we need to take a deep breath and seek permission to explain the difference between PRICE and COST. As an example, I went out and bought an HD camera for 140 Ron for my Laptop which , according to the sales guy in the store, was a very good one.
When I started to use on webinars I quickly realised it still wasn’t the quality of others. This prompted a trip to another store where the wiser sales guy confirmed what I already knew and handed me the camera I really needed which was 380 Ron. The PRICE I thought I was paying was 140 Ron, The COST to me was actually 520 Ron. If I had bought wisely it would have cost me just 380 Ron and I would be happy for months to come. When we are undercut on price we need to help the prospective customer to understand that in 12 months he/she would probably pay more than the price we have quoted. This false economy is a trap we all fall into whether it’s a camera or a pair of cheaper shoes that fall apart after just 2 months, we’ve all been there!”
Lovering and Partners
This is just one of the typical sales scenarios that Colin delightfully unravels for his readers providing anyone at any level of experience some golden nuggets of advice. The Lovering and Partners business model has been set up to easily access the ‘Business Performance’ initiatives that Colin and his team can provide. Colin makes the strong point that they do not bombard clients with unnecessary extra research, documentation and theoretical surveys but simply discover the goals of their clients, carry out an audit of their current situation and then propose the immediate impact remedies and then get to work.