SME Sales Mastery: A Guide For UK Business Owners

An small business owner at his desk with a desktop before him that he looks at and a headset on where he is talking to a lead about to win a sale masterfully.

Making sales can be a tricky area for owners of small and medium-sized enterprises (SMEs). With limited time and resources and an endless to-do list to manage, it can be extremely challenging to balance the demands of sales and revenue with service delivery. Is there a practical and affordable answer to this conundrum? In this article, we will share our top tips on how to achieve sales mastery as an SME owner, without compromising your position as a technical specialist and leader within your business. From effective delegation to marketing automation, these strategies will help you boost your revenues and grow your business.

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1. Delegate

One of the biggest mistakes that SME business owners make is trying to do everything themselves. This may be the only option in the early days, but as soon as it is feasible, smart delegation is crucial, in order for the business owner to focus on the core activities that make money for the business. Letting go isn’t always easy but start by identifying those tasks that can be effectively managed by your team and delegate those jobs first. If you still have too much on your plate, look at the skills gaps in your business that prevent you from delegating more responsibilities, and prioritise those areas for investment in training, technology, recruitment, or outsourcing.

2. Work Smart

SME business owners are known for being hard workers, but there is a significant difference between being busy and being productive. To maximise the potential of your sales time, it is essential to work smart. Start by setting clear goals and targets to help you channel your resources and efforts in the right direction to make the optimum impact, and prioritise your to-do list each day so that you have adequate time for sales, marketing, and customer retention initiatives that offer the highest ROI for your business.

3. Invest In A Marketing Automation Platform

Software technology can be an invaluable ally in helping you maximise the results from your sales time, and one of the most valuable investments for SME owners is a good marketing automation platform, such as HubSpot. An automation platform makes it easier for you and your team to nurture leads, keep track of your sales efforts, segment your target audience, and track customer behaviour, with less time spent on repetitive manual tasks, and less risk of duplicated effort. 

An automation platform also helps deliver personalised content to each customer based on behavioural cues without having to physically configure and send email campaigns each time, making you more responsive and increasing the likelihood of a sale. By automating core sales and marketing tasks, you and your team can focus more on developing human relationships with potential customers and closing deals, preventing leads from going cold.

4. Adopt An Inbound Approach To Marketing

Inbound marketing is a strategic approach to sales that aims to drive traffic to your website and convert visitors into leads. You do this by creating blog articles, videos, case studies, and other targeted content that aligns with your ideal buyer’s needs, preferences, and search queries. Make use of search engine optimisation and keyword research techniques to plan engaging content around key questions, developing your business’ visibility on Google over time and boosting your brand authority. 

And if your website could use some TLC, invest in a conversion-focused web redesign that builds lead generation and high conversion rates into your layout and content, with a focus on user experience, SEO, and a series of lead magnets (such as a downloadable e-book or infographic) that offer value to your audience and encourage them to give you their contact details.

5. Work With An Agency

If your budget is tight, it may feel counterintuitive to engage the services of an agency. However, if you’re not personally well-versed in sales and marketing techniques, tactics, or strategic execution (or simply lack the time to oversee this yourself), an experienced marketing agency can help you close more deals and boost revenues in a way that wouldn’t be possible yourself within the same budget. A well-chosen agency partner can give you a wealth of insights, expertise, fresh perspectives, and training in sales techniques and marketing technologies, helping you achieve higher sales numbers and lower acquisition costs.

What Next?

If you’re ready to start taking control of your sales potential and grow your business in a way that aligns with your personal objectives and responsibilities, speak to the team at JDR Group today. We can help you establish a tailored and sustainable sales strategy that maximises the value of your time and sets your business up for success.

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