20 September, 2018

Sharpen Your Sales Arrow To Dominate Your Market

Sharpen Your Sales Arrow To Dominate Your Market

I am working with a business at the moment that has gone from having a 7-figure turnover to a 6-figure turnover in the matter of a few years. They have gone backwards and they don’t know why.

After the first coaching session with them, I started to get a good picture of why.

Problem 1: Their sales process was broken.

Problem 2: The way they take their prospective customers along their customer journey is wrong.

The two problems are actually interrelated, but many people will start with fixing the first problem and not even know about the second problem. So let’s start with the second, because this is where the $$ are.

Think of the customer journey as an arrow. A great arrow has three components to it.

1. The point - This is sharp, it is what does the business and sometimes it has something special in it to help the process.

2. The shaft - This gives the arrow strength and allows it to fly accurately.

3. The fletching - These are the ‘wings’ at the end of the arrow. It provides stability in flight.

The problem is, most businesses only focus on the point, the selling part. If the rest of the journey is not there though, the arrow doesn’t fly and the results are poor. This is the same in business.

So I start at the back of the sales arrow, to make sure that when we get to the point, the sales arrow is going to fly long, hard and make the sale.


This is where we need to make sure we actually understand our customer. Three questions to be asking for stability of the sales message flight here:

  • What is the biggest fear or frustration your customers have that you love helping them solve?
  • What makes you unique in being able to solve this fear or frustration?
  • What added value do you provide that others can’t compete with?


We need to craft the message to give it strength, so that it hits the mark with accuracy. This is about crafting the sale arrow message with four components:

  • Interrupt: Creating a headline that speaks to the fears or frustrations of your potential customers.
  • Engage: Tell them what the result is that they could achieve.
  • Educate: Start to show them the benefits of your product or service.
  • Offer: Make low risk offers. Only ‘sell’ to people once you have taken them along your customer journey.


This is the sales process. When the fletching and the shaft of the arrow have been constructed properly then the point does its job without effort. If the point is delivered too early or without the other two components doing their work, then the arrow bounces off its target and doesn’t stick.

The sales process shouldn’t feel like you are a door to door salesman selling vacuum cleaners. The sales process should be one of excitement and empowerment for both you are your customer.

© 2019 Paul Mead