Sales force productivity: Eight Practices to Ensure Your Sales Success
Sales force productivity: Eight Practices to Ensure Your Sales Success
Practice #1: The Prospect Profile
If you don’t have a documented prospect profile then you may be lengthening the sales cycle and driving your team to pursue under-qualified or unprofitable deals.
Sales people probably spend more time prospecting and qualifying than they do anything else. Sales people who have a documented prospect profile can qualify opportunities more quickly and with greater accuracy than those that have no such guidelines. The basic prospect profile includes standard factual data, such as industry sector, number of employees, annual revenue, and so on. The most effective profiles go beyond these facts and include more qualitative characteristics that describe buyer motivation, trigger events, corporate values and other psychographic elements.
Practice #2: Clear targets and incentives for acquiring new customers
New-customer acquisition is clearly an element of sales success. In fact, it’s the reason your sales people spend so much time prospecting and qualifying. Contribute to productivity by setting clear goals for acquiring new business, and provide incentives. When setting new-customer targets, establish goals for revenue from new customers, and also establish separate goals for numbers of new customers.
Practice #3: Clear targets and incentives for retaining current customers
No matter how important it is to acquire new customers, it costs a lot more than retaining current ones. If you are not giving your sales people specific targets for retaining current customers, your productivity is in jeopardy. This practice ensures that sales people will invest effort in keeping the customer happy, and encouraging them to buy again. You need to know if your team is losing loyal customers, and figure out a way to win them back.
Practice #4: Clear targets and incentives for developing current customers through up-selling and cross-selling
If your team has a goal of retaining a specific number of current customers, give them an additional goal of cross-selling and up-selling those customers. Maintaining the current contract is great, increasing the size of the current contract is better, and adding additional products or services is best. But unless you assign those targets specifically, sales people may not perform at maximum productivity.
Practice #5: Available sales support resources to handle labor-intensive low-return activities (database cleanup, proposal generation, collections, dispute resolution).
Sales people have many demands on their time, which means that one hour of opportunity revenue carries a value ranging from a low of $1,100 to a high of $18,750, based on calculations we have conducted with our clients. Tasks like database cleanup, email marketing campaigns and past-due collections cost sales people many hours but contribute very little to their sales success. Forcing them to manage these tasks is a false economy. It is far more productive to delegate, outsource or automate these tasks as much as possible, even if it seems like it’s stretching your budget to do so.
Practice #6: Require sales people to take Adequate Downtime
Stressed, tired or burned-out people take twice as long to do the same tasks. And they tend to use poor judgment. So contrary to conventional wisdom, if you encourage your team to work extra hours, you are inhibiting their productivity. Don’t simply tell them to work smart and take vacations. Demand it.
Practice #7: Create performance metrics that cover the sales process from beginning to end.
The classic way to measure sales performance is that of revenue produced or performance against quota. This is a weak indicator of effectiveness of efficiency. It comes too late in the process to correct the situation. Figure out ways to measure the sales process from the very start, and at critical milestones along the way. Define the stages of the sales process, and give your people specific targets for each stage in a given period of time. For example, consider adding number of prospects qualified, number of prospects who request a proposal, number of prospects who negotiate the terms and scope of the proposal. When sales people reach each of these key milestones the probability of a win increases. You can also figure out where the process stalls. The use of end-to-end metrics is a major contributor to productivity.
Practice #8: Useful methods for Managing Nonproductive Sales People
Figuring out who is productive and who is nonproductive is more difficult than it looks at first. Since selling is truly a team sport, it pays to find out if the sales team is under-performing because of their personal failings, or because they had inadequate performance targets, poor leadership or coaching, or other operational obstacles to performance. Popular methods of dealing with the nonproductive sales person include firing, sales skills training and product training. These practices tend to be relatively high cost and provide relatively low returns. Methods that are relatively lower in cost, and produce higher returns include clarifying performance expectations, providing more qualified leads through improved marketing and demand generation, and improving the management and leadership skills of sales managers.
Sales force productivity Eight Practices to Ensure Your Sales Success - To learn more about this author, visit Ellen Bristol's Website.
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We have never needed to improve sales productivity more than we do in this dreadful economy. For decades, businesses have embraced productivity and cost controls in operational functions like manufacturing and distribution; programs like Total Quality Management (TQM), Six Sigma and LEAN are thriving all over the map. Except in the sales department. We suggest that sales organizations can benefit dramatically from adopting some basic principles of productivity management, simple business techniques that lower costs, improve customer profitability and retention, and reduce sales-person turnover. This article explores the eight key practices that contribute to productivity. Each practice can be either a contributor if it’s in place, or an inhibitor if it isn’t.
Practice #1: The Prospect Profile
If you don’t have a documented prospect profile then you may be lengthening the sales cycle and driving your team to pursue under-qualified or unprofitable deals.
Sales people probably spend more time prospecting and qualifying than they do anything else. Sales people who have a documented prospect profile can qualify opportunities more quickly and with greater accuracy than those that have no such guidelines. The basic prospect profile includes standard factual data, such as industry sector, number of employees, annual revenue, and so on. The most effective profiles go beyond these facts and include more qualitative characteristics that describe buyer motivation, trigger events, corporate values and other psychographic elements.
Practice #2: Clear targets and incentives for acquiring new customers
New-customer acquisition is clearly an element of sales success. In fact, it’s the reason your sales people spend so much time prospecting and qualifying. Contribute to productivity by setting clear goals for acquiring new business, and provide incentives. When setting new-customer targets, establish goals for revenue from new customers, and also establish separate goals for numbers of new customers.
Practice #3: Clear targets and incentives for retaining current customers
No matter how important it is to acquire new customers, it costs a lot more than retaining current ones. If you are not giving your sales people specific targets for retaining current customers, your productivity is in jeopardy. This practice ensures that sales people will invest effort in keeping the customer happy, and encouraging them to buy again. You need to know if your team is losing loyal customers, and figure out a way to win them back.
Practice #4: Clear targets and incentives for developing current customers through up-selling and cross-selling
If your team has a goal of retaining a specific number of current customers, give them an additional goal of cross-selling and up-selling those customers. Maintaining the current contract is great, increasing the size of the current contract is better, and adding additional products or services is best. But unless you assign those targets specifically, sales people may not perform at maximum productivity.
Practice #5: Available sales support resources to handle labor-intensive low-return activities (database cleanup, proposal generation, collections, dispute resolution).
Sales people have many demands on their time, which means that one hour of opportunity revenue carries a value ranging from a low of $1,100 to a high of $18,750, based on calculations we have conducted with our clients. Tasks like database cleanup, email marketing campaigns and past-due collections cost sales people many hours but contribute very little to their sales success. Forcing them to manage these tasks is a false economy. It is far more productive to delegate, outsource or automate these tasks as much as possible, even if it seems like it’s stretching your budget to do so.
Practice #6: Require sales people to take Adequate Downtime
Stressed, tired or burned-out people take twice as long to do the same tasks. And they tend to use poor judgment. So contrary to conventional wisdom, if you encourage your team to work extra hours, you are inhibiting their productivity. Don’t simply tell them to work smart and take vacations. Demand it.
Practice #7: Create performance metrics that cover the sales process from beginning to end.
The classic way to measure sales performance is that of revenue produced or performance against quota. This is a weak indicator of effectiveness of efficiency. It comes too late in the process to correct the situation. Figure out ways to measure the sales process from the very start, and at critical milestones along the way. Define the stages of the sales process, and give your people specific targets for each stage in a given period of time. For example, consider adding number of prospects qualified, number of prospects who request a proposal, number of prospects who negotiate the terms and scope of the proposal. When sales people reach each of these key milestones the probability of a win increases. You can also figure out where the process stalls. The use of end-to-end metrics is a major contributor to productivity.
Practice #8: Useful methods for Managing Nonproductive Sales People
Figuring out who is productive and who is nonproductive is more difficult than it looks at first. Since selling is truly a team sport, it pays to find out if the sales team is under-performing because of their personal failings, or because they had inadequate performance targets, poor leadership or coaching, or other operational obstacles to performance. Popular methods of dealing with the nonproductive sales person include firing, sales skills training and product training. These practices tend to be relatively high cost and provide relatively low returns. Methods that are relatively lower in cost, and produce higher returns include clarifying performance expectations, providing more qualified leads through improved marketing and demand generation, and improving the management and leadership skills of sales managers.
Sales force productivity Eight Practices to Ensure Your Sales Success - To learn more about this author, visit Ellen Bristol's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. - Visit Dianne Crampton's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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