Are your sales people getting negotiated on price? Are they struggling to land new business? As a manager, how do you know if it’s a lack of strategy or sales talent?
I see a lot of companies where management expects the sales team to figure out the strategy to differentiate and sell their product. Many companies take the approach that “We make widgets and we need a sales team to sell the widgets.” They expect the sales team to define what makes the widget different and figure out the entire strategic sales process.
Unfortunately, I’ve seen some really talented sales people fired from companies because they didn’t have the wherewithal to define and communicate the differentiation of their company. They just kept getting negotiated on price. But as managers, you must lead and develop the strategy that paves the way for the sales process.
Some sales people can sell in spite of not having a defined strategy, but don’t you want your entire sales team functioning at the highest level? Strategy must come first.
Here are three keys to begin driving new sales growth:
1) First, define and deliver a competence. Simply said, your competence is what you do better than anyone else within the markets you compete. It is the real reason your customers ultimately do business with your company. It provides the message for your entire sales process. Give your sales team a differentiation to sell so they are not selling on price. Your company must Stop Selling Vanilla Ice Cream.
2) Measure and communicate the tangible value that your competence delivers to your customers. Don’t let your sales team look like every other sales force by saying they are the best but never proving it. You must prove you are the best. Give your sales team the tools and the proof that they truly are offering the best service or product.
3) Provide effective selling tools and training for your sales people. You must create the selling tools that effectively communicate your competence and the tangible value it delivers to your customers.
So, maybe it’s not your sales team’s fault. Don’t fire the sales team yet! Develop your strategy and your sales plan first. If you put all of these factors into place and the sales team is still not producing, then you probably don’t have the right talent. However, if you have a clearly defined strategy and a team of sales hunters with effective selling tools you will see a significant increase in your sales. Remember, Those Who Plan – PROFIT!
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