by Brian Lambert
A recent study of 2,663 sales organizations by Think Training, Nightingale Conant and Trainique uncovered five areas that shed light on what separates the best from the rest (visit http://www.revegrowth.com/free_articles.htm for a copy)
Issue one - A poorly defined sales process. 82% of all CEO's said their sales organization had a process that was poorly defined or a process that wasn't being followed. A sales process is like a road map. If you pay attention it helps you determine if you are in heading in the right or wrong direction. A well defined sales process does the same thing. It should be consultative in nature, have defined steps that allow both parties to develop a better understanding of each other and a set of questions that help you qualify or disqualify.
Issue two - Lack of essential skills. 42% of CEO's said their salespeople lacked the essential basic skills needed to do their job properly-ouch. During the 70's and 80's it was common for large corporations to hire new sales recruits and put them through a 12- 18 month intensive sales development program. Those days are gone, leaving a huge skills gap! Odds are if you are younger then 40 you never received the type of training you really needed.
Issue three - Failing to focus on the right kinds of activity. 90% of CEO's said their salespeople focused on low payoff activities or called on the wrong people. It is a common mistake to confuse being busy with being productive. Top performers know what they are doing, why they are doing it and whom they are doing it with.
Issue four - Allowing "self talk" to sabotage your efforts. 86% of CEO's said their salespeople had negative thinking or self talk that was damaging their sales efforts. There are hundreds of examples but the most obvious has to do with discounts. Over and over again I hear salespeople say they have to be the lowest price to win the business. Every study I have ever read says that there are 4 - 6 other issues ahead of price but we have been "programmed" to think price is the issue. It is critical to understand how you have been programmed and how some of thoughts are working against you!
Issue five - Sales management not developing their people enough. 67% of CEO's said that their sales managers were not spending enough time coaching and developing their salespeople. The job of a sales manager is to coach their people just like in professional sports! Unfortunately if we don't have a sales process, salespeople with undeveloped skills or the wrong people coaching becomes impossible.
For salespeople taking responsibility for our own professional development is the key! Have a process, hone your skills, focus on the right kinds of activity, be aware of your thoughts, get some coaching, join a sales mastermind group, or join an association dedicated to your success.
Good sales professionals realize their strengths and weaknesses and create a plan that addresses their abilities. Great sales professionals repeat this process over and over.
Brian Lambert, CRSP is a Managing Partner and Chief Growth Officer with ReveGrowth, a revenue growth consultancy that helps small- and mid-sized businesses drive revenue by design. In this role he is responsible for Sales & Marketing functions as well as consulting with select clients and speaking and writing on key areas of corporate growth, sales, marketing, and service. As a growth discipline expert and thought leader on sales growth systems, individual sales performance, and sales culture, Brian has been instrumental in defining the ReveGrowth methodologies that help client companies and individuals achieve superior results. He consults with select client companies and is a sought after public speaker and author. He can be reached at http://www.revegrowth.com
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