Sales Performance – What Do You Really, Really Want?
Sales Performance – the puzzle for anyone in sales management.
Bigger? More? Faster?
But what does Sales Performance means to you, and how do you measure it?
I ask this question a lot.
Every business and sales leader I know wants better sales performance. Every single one.
Ask those same people to define what ‘better sales performance’ means and it gets more complicated.
It turns out a simple question generates a very long list, all under the heading of ‘better’
The mind-blowing thing is that the long list is long because it’s pointless!
While we’re on the subject of sales performance – interesting article on this very subject here – well worth a read.
Sales Performance – What Do We Mean?
Bottom line, for most businesses they want more customers, spending more money, more frequently.
They also want short sales cycles, decent margins and a flowing sales pipeline.
You and I can buy into that. It makes sense.
BUT, here’s what happens in reality.
The key person, or group of people, responsible for bringing on board more customers, encouraging them to spend more money, more frequently, are also the same people that are often handling customer account, queries, complaints, emails, and all manner of other functions that actually STOP them achieving their goal of recruiting more customers, spending more money, more frequently.
But it’s true.
How to ACE Sales Performance – The Plug and Play Sales Model
Rule Number 1 – let the sales team do what they are good at.
Let the sales team so what you recruited them to do and what you want them to do!
You wouldn’t expect a top level chef to wash the kitchen down at the end of the night, or have a major fashion designer order stationery…it’s not playing to their strengths and the truth is they’d be the most expensive cleaner and office junior imaginable.
It doesn’t happen.
Yet, it happens so frequently in sales teams – it’s almost like we imagine that anything to do with the customer is ‘sale’s job’
A slick sales operation has sales people selling 100% percent of the time.
Sales people don’t manage accounts – that’s for account managers.
Sales people don’t handle customer complaints – that’s for customer service
You get it so….I won’t go on
Rule Number 2 – isolate every function in your sales pipeline if you want real sales performance clarity.
Who’s generating the leads?
Then, who’s contacting the customer to sell?
And, who’s managing the existing customer accounts?
know this – Sales in a production line.
Think about the car manufacture production line – if the same guy that bolts the chassis is also running to the end of the line to polish the car before dispatch – well, guess how many cars get made and finished that day? NONE!
It’s the same with your sales production line – when everybody does everything – nothing gets done! Or if it does, it gets done more slowly than it should, which means it’s also more costly.
Even worse – if you do have sales performance issues…can you identify them in a heart beat? Not a chance.
Can you solve them easily? That would be no!
Having true clear transparency around every sales function in the sales production line with real time KPI’s and sales metrics can see your sales rocket.
It’s the fastest way to get your sales engine roaring.
Rule number 3 – monitor and manage your sales metrics religiously.
KPI’s at each of the gates in your sales process will let you see where you’re wasting resources – that might be time, leads, conversions or profits….or maybe all three.
Keeping a close eye on your key metrics is vital if you’re driving for optimum sales performance.
Sales is very scientific in that you can have a process of Continuous Sales Improvement – hour by hour, day by day, week by week…then all of a sudden you’ve had your best quarter yet because this the only way to consistently drive improved sales performance
Sales Performance – Quick Summary
– Make sure your sales guys do what only your sales guys can do! Multitasking will kill your productivity and chances of success in a heart beat, because your sales people will never be your best administrators!
– Have a very transparent sales function process with key metrics at each stage because that’s the fastest way to see where your sales leakage is taking place. Hit the link here if you want to know what sales metrics to monitor in your sales team.
This might mean having a research team, an appointment setting team, a sales team, a customer service team. Or maybe your team equates to just one person in each function. You can do the maths, moreover separate functions work best because you get total clarity along your whole sales process.
– Know your numbers at each of the gates in the sales process because that way, if the sales results aren’t what you expect you can IMMEDIATELY see where the leak is…and that usually means a speedy fix too.
If you’d like to discuss your sales team and sales performance – do contact me on the details below, because every day wasted in sub standard sales mode costs you money.
0779 002 1885
Plus check out my blog for further sales and business development insights because it’s the fastest and easiest way to start boosting sales performance.