For about three weeks I have been trying to figure out what two of my clients have in common that created unbelievable results in their sales models. I am using the word "unbelievable" because if I had not seen them first-hand, I would not believe they were as good as they are.

Here are the two scenarios. See how their processes might work for you and then I will explain what I have learned about what these two have in common - beyond the obvious.

The Killer App

"Killer App" is used by many technology applications - this really is a killer app because it will kill and industry and basically leave one player standing. Fortunately, that player is my client!

SafeRack (www.SafeRack.com) is a company that breaks all of the rules. All of them. From 50,000 feet, they should not survive, let alone become the industry leader, market leader, exemplar sales model and an interesting study in management. They have decided to break another rule. They are a "nut, bolt and steel fabricator" according to some folks. In their minds, they are high tech problem solvers.

With a proprietary iPad application, their salespeople can now reduce their sales cycle from three weeks to three minutes. As a result, they offer to "expedite every order" in an industry where expedites typically demand a 50% to 100% premium. If you are one of their competitors, by the time you have given a customer your bid, they have been using SafeRack's solution for weeks.

The Dispute Dissolver

Brasfield & Gorrie Equipment and Supply provides materials and equipment to construction sites. They have mastered using a value-added, solution approach to upselling and cross-selling. Do you think selling to general contractors and subcontractors requires you to sell on price? Think again.

There are inevitable disputes in this fast-moving business. Were the right materials ordered? What did the customer really want? And, most importantly, the condition of rental equipment when it was delivered to the site versus its condition when it was returned. (If you have returned a rental car with a dent, you know the scenario). Again, using a proprietary iPad app, disputes are prevented or eliminated.

What They Have In Common

What is the secret sauce for SafeRack and B&G? Obviously I cannot give you any proprietary information but there are some principles you might want to consider.

Target Both organizations had a clear objective. SafeRack wanted a differentiation that their competitors could not match. B&G wanted to reduce paperwork, increase accuracy, eliminate disputes and accelerate cash flow. Both succeeded.

Triangulate Both organizations began by triangulating Sales, Executive and one other department in their companies. Hey, it takes three satellites for our GPS to know where we are; you will want your leadership team and your sales team to find the other operating unit for your model.

Technology Coincidentally, both chose to use iPads. Why? iPads are portable, have innumerable capabilities and are easy to use - even for seasoned, technology-averse salespeople.

Development This may be the most important element. Both used multiple development teams to create their apps. The teams did not know what the other teams were doing and, in some cases, did not even know others were involved. The reason for this is that it prevents a single developer from taking their idea and marketing it to others.

Wow The wow factor gave each of them an initial burst of interest - and sales. The salespeople had renewed enthusiasm. Customers saw something different that made them rethink their attitudes about "commodity" businesses.

Okay, there is the pattern. What do you want to achieve or overcome in your organization? Besides sales and leadership, who else in your organization needs to be involved? What technology would be most appropriate for making that happen? Who is going to develop it? How will you wow your customers with it? 

Need help developing your project? Check out Elance.com or Odesk.com.

Need guidance, direction, ideas? Contact me.

Check out our new tool for smart phones: www.SaleSSuiteS.mobi.

It's free and it will give your salespeople a cool tool to use when preparing for a sales call. Since it is on their mobile phone, it will always be with them.

• Use your phone's browser to link to the site
• Add the link to your phone's home page or "Favorites"
• It will always be there quickly for you
• This is a web link, not an app (we want to be able to update it without asking you to download the app again)

 Chuck