article | September 2, 2014
How to Overcome Inconsistent Sales Rep Performance
Until you close 100% of your deals, your reps must consistently generate new opportunities. If they don’t, you will miss the number.
Most sales teams are composed of three groups:
The secret to a sales manager’s ongoing success is focusing on your B-Players. Even incremental improvements will have a huge impact on the revenue number.
SBI’s 8th Annual Sales Effectiveness Research Report just came out. For more ideas on how to Make the Number, download the report here.
To mitigate inconsistent performance, you must teach your B-Players to focus on the right opportunities. Here is your 3-part curriculum:
Identifying the Right Accounts
Not all markets are created equal; not all accounts are created equal either. You need to provide your sales team a way of objectively prioritizing customers and prospects. The discipline of segmentation covers three areas:
Collaborate with marketing and sales operations to understand your segmentation approach.
Defining a Prospecting Methodology
You need to fill the sales funnel with enough opportunities to make the revenue goal. Easier said than done.
The goal of prospecting is to get decision makers to say, “I’m interested – when can we meet?” Amazingly, most sales teams do not have a common approach to prospecting. Each rep is left to his own devices and creativity. The results of this approach speaks for itself.
The best sales managers equip their sales teams with a Prospecting Playbook. It’s a how-to guide for executing the different approaches to prospecting: Social Selling, Referral Generation and Offline Prospecting.
Enabling the Sales Team
The final section of your curriculum is Sales Enablement. Sales enablement is about getting the right content in the hands of the right people at the right time.
Segmentation defines and prioritizes who to call on. A prospecting playbook outlines the steps to follow to get the appointment. Sales Enablement equips the sales rep for the ‘moment of truth’- The Sales Call.
A lot of work goes into generating interest in the mind of a buyer and in securing an appointment. Then the sales call happens and the tools and the talk track used by the sales rep vary from rep to rep. Results are inconsistent. This is one of the reasons rep revenue production varies greatly from rep to rep.
To get Sales Enablement right requires:
Take Action: Tired of the rollercoaster ride. One year part of the team hits the number. The next year is a different group. The key to leveling out performance is getting your reps to focus on the right opportunities. There are three key elements to consistent performance: Segmentation, Prospecting & Sales Enablement. Are you neglecting one or more of these? If so, it’s time to take action. Download the Right Account Scoresheet now.
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