Meet Paul Durrant, Author of Entrepreneurial Sales

I’m Paul Durrant, Author of Entrepreneurial Sales.

What’s the single most important decision that you made, that contributed to your business?

The biggest decision for me was striking out on my own and actually starting my business. It’s very easy and much less risky to take the monthly pay check as an employee – but not as rewarding. If you have a viable business concept, have done your due diligence and have the courage to go it alone – then there is nothing as rewarding and as being master of your own destiny.

What’s the most common problem your customers approach you with?

The most common problem that my customers face is what faces the majority of small business owners – generating sales and doing that consistently. We all make a living selling something but most small business owners don’t have a sales background – so the selling part can be the most challenging and that’s where I come in with my sales consultancy, coaching and training help.

How do you set yourself apart from other businesses in your industry?

I operate in what I call the ‘help’ sector (along with business coaches, advisers and marketers) but where many of my counterparts are generalists i.e. they know less about more – I’m a specialist and know more about sales. I use my 30 years sales expertise to help entrepreneurs, sales leaders and salespeople – sell better and sell more.

Does your company help the community that you’re located in?

I’m a great believer in giving back to your local community and whilst I’m only a sole proprietor, I try and give back by volunteering. My community roles include being a school mentor with a charity called Career Ready, a regional volunteer for Crimestoppers (the UK’s only crime fighting charity), a race marshal for St Luke’s Hospice in Basildon and helping out with my local branch of the institute of Directors by providing free training. Most volunteer roles only require a short amount of time commitment, so I would recommend that everyone get involved at a local level.

What would be your top marketing tip, to grow a business that is niche?

Grow your circle of influence because your network is your net worth. Your business associates and collaborative partners can help you increase your market reach and open new doors for you (plus it works in reverse for them too)! Look at building your book of contacts and try to hang out with like-minded, ambitious and positive thinkers but avoid those negative ‘doomsayer’ types.

What’s the most important question entrepreneurs should be asking themselves?

Your most important question should be: “Is my business relevant and do people still need or want what I offer?” Asking yourself this question regularly, will help you keep your business viable, solvent and profitable. Many successful entrepreneurs have changed direction and pivoted their business model successfully - by asking themselves this very question and realising that the answer was ‘No’.

How did you conquer those moments of doubt that so often affect entrepreneurs or stop many with great ideas – what pushes you through?

I am quite obstinate (this is a trait that my family surname is based on i.e. to ‘endure’) – so I don’t give up easily but what also helped me push through on occasion was having a small network of valued mentors to call on. All Entrepreneurs need an outlet for some fresh thinking now and again and a mentor that knows your business, can offer a fresh prospective and some encouraging words – can help you navigate those inevitable speed bumps on the entrepreneurial road.

Any new product launches we should know about?

I have developed three new products for the here and now. The first is a new online sales training course titled ‘Generating Sales in a Recession’, the second is another online course called ‘How to do Inside Sales’ (more of us will now be selling remotely) and the third is a bespoke 1-2-1 virtual half day workshop called ’10 Step Sales Recovery Action Plan’. Finally, my current book ‘Entrepreneurial Sales’ (which was previously featured by Just Entrepreneurs Magazine) has recently been stocked at Waterstones (as well as being available on Amazon). Details of all of these sales aids can be found on my website PDT Sales Consultancy.

As a business owner, do you know when to walk away from a sale?

I learnt this early in my sales career and you just can’t be all things to all men (and women). Understanding early on if someone has a need for what you are selling, the budget and a specific time frame for their purchase – can help manage everyone’s expectations. If you follow a logical set of sales steps i.e. a sales process, then you are more likely to get a sale but you shouldn’t brow-beat someone into the sale, as often they will get ‘buyers’ remorse’, back out and cancel the order. Look for customers that are best matched to you, your values and your business offering and stick with them.

What are your thoughts on failure?

Failure is part and parcel of being an entrepreneur. A failure can be viewed as a success as long as you take some learning from that situation and apply it next time. Very successful entrepreneurs are often happier to talk about their failures than their successes - because it’s a badge of honour that has been hard earned. Everyone fails at things – so it’s normal and sometimes necessary.

What’s the biggest lesson you’ve learnt so far as an entrepreneur?

Take your business seriously but don’t take yourself seriously. I was offered this advice many years ago and have carried it with me ever since. Having the ability to laugh at yourself, can help you keep everything else is proper perspective. Also, make sure to build some laughter into your work/life balance – as this will help you keep your sanity.