Motivation or Sales Process?

If I were to tell you the one issue that plagues CEO's the most when it concerns their sales force, it would be how to keep them motivated. It is one of the questions I get asked all the time.  I usually respond by telling them that I might be able to motivate their sales force for a few weeks, but without a fundamental shift in their belief system, sales process, and ongoing reinforcement, I can guarantee they will fall back into the same stagnant patterns as before.

So how can you keep a sales force motivated? The first thing to do is to try to determine why they aren't motivated. Perhaps they were motivated when they first started, but there's been a steady decline. Often the decline is directly related to the sales process they are using, if they are using one at all, and their behavior is just symptomatic.

When your sales force uses the same old traditional selling techniques as the competition (product knowledge dumping, cutting price, and touting quality and service) they are no longer a competitive advantage for your company. Your product or service becomes a commodity. Now the prospect can shop the competition, squeeze you on price and use you to prematurely disclose information that puts them in a more powerful position.

The world of sales is ever changing. If your sales force is stuck in a process that causes them to be hitting their heads against the wall, it's no wonder they are not motivated.  They are constantly playing catch-up to a prospect that has control of the process...a tired process that leads inadequate sales, frustration, poor morale and staff turnover. And even if you do get the deal, the sales cycle will typically take longer, and you will probably give up profit to get it.

So before you try to motivate your sales team, examine the sales process they are using to see if it's a competitive advantage and gives them the edge you they need to excel for themselves and your company.