article | June 11, 2017
The 3 Most Common Territory Design Mistakes
Some sales reps only make their revenue objectives by selling to the easy accounts. Others are spending too much time with accounts that do not fit the ideal customer profile. And yet, some sales reps have so many accounts to cover they cannot serve all of them correctly.
Territory misalignment is a common cause of missed revenue targets. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 to access a revenue growth methodology to hit your number quarter after quarter, and year after year.
Think of each seller as an Olympic swimmer. The goal of territory alignment is to place each athlete in a position where they have nothing standing in their way of achieving their best time. Avoid these three common missteps when designing ‘swim lanes’ for your sales reps:
1. Territories based strictly upon historical precedent.
All too often, sales leaders make decisions based only upon where sales were derived from historically, and not on how they want to position their company for the future. Past performance is not necessarily indicative of future sales! In addition, most sales mangers are challenged with continuing to grow sales and revenue in order to make their number. Territories should be aligned based upon a mixture of established customers, combined with immediate opportunities and pure prospects. In total, a territory should be based upon a complete view of market potential in and out of the immediate sales funnel. If the entire sales organization is based strictly upon what happened in the past, future success will be difficult to maximize.
2. Territories based upon sales rep location.
Basing territories strictly upon where your sales people are located is a mistake. A recent client explained that of twenty two sales reps, only three were willing to relocate and were truly “movable”, basically indicating that much of the organization’s Territory Design is determined by where its employees are willing to live. This is a huge error. Don’t be constrained simply by where your reps are willing to live. If people will not go where they need to be to build the business, it might be time to upgrade some of your sales talent and phase out the lower performers.
3. Undefined hunter territories.
This problem exists in many organizations that have chosen a Sales Structure with selling role specialization. The thinking behind not defining territorial boundaries for hunters is oftentimes centered around the thinking that any boundaries constrain a rep’s ability to grow. This approach enables every rep to go after the largest and juiciest accounts resulting in an aggressive organizational spirit. This fuel a competitive environment as sales reps compete for the best accounts. However, these benefits are NOT true. There are three potential pitfalls to this rationale:
Avoid these common territory design pitfalls through a carefully constructed Territory Alignment framework. Listen to a recent interview with sales leader Jim Mears from Motorola as he demonstrates the process to achieve territory alignment: Territory Alignment: The Right Resources in the Right Place.
Territory misalignment is a common cause of missed revenue targets. Crack the code to unleash the sales potential in your people.
Have expectations gone up and left you wondering if you can make your number? Here is a tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:
Photo Source: Bruno Rosa, Shutterstock
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