In order for a business to be successful, it needs to have consistent and high quality sales conversions. However, a common challenge in business is to get the whole team to perform as effectively and consistently as the number one sales person.
Regardless if you have 2 people in your team selling or a team of 20 you must look at the mindset, processes and approach around selling in your business.
To add to this, as the business owner or senior manager you may find that you are in fact the number one sales person in which case business growth can be too heavily reliant on your client relationships alone.
The more consistent everyone in your team is at selling, the more successful your business will be.
Sounds simple right? Whilst it can be simple in theory, it’s not always so easy to achieve. There are some key things you can do to ensure you’re team (and processes) are streamlined for success.
Evaluate your business’ sale mindset and culture
The first thing to look at is your ‘sales culture’. In other words, how do the team members view sales? Do they see it as helping as many people as possible or as being pushy and fake? Do they focus on high performance, or only doing enough to get the job done? If it’s the latter in either scenario, you have some work to do.
Determine and communicate your business’ purpose and goals
Once you have a positive sales mindset in the team, you need to ensure your team are aligned with an overarching purpose. Your team need to be clear on the business mission along with the why and how you help your clients. So ask yourself….
- Are they a brand ambassador for your business and are they proud of what you do?
- Are they clear on the company’s overarching goals?
- Have you set individual and team goals for your sales staff that drive them to perform at a high level? And are these goals mission critical?
Set the right metrics and measurements of success for transparency of results
It’s important you establish clear and measurable expectations and benchmarks of success (otherwise known as Key Performance Indicators) that feed into your overarching goals. Having these benchmarks in place will give you two things:
Firstly, transparency over your teams results in order to analyse and review what is working well and where the gaps are in your sales. You can then replicate the successful results and work on strategies to close the gaps.
To do this effectively, look at how you’re measuring your teams sales activity (ie number of contacts and meaningful interactions with potential clients such as phone calls and appointments) as well as revenue results.
A simply way to do this is to put an effective CRM in place (such a Pipedrive, Zoho, Salesforce). You can combine this with getting a weekly update from each individual on how they’re tracking to their KPIs, Rev targets and also feedback from the market (based on their conversations with customers and prospects).
Secondly, it’s an opportunity to acknowledge, recognise and reward the efforts of your team. Having a strong incentive plan in place gives your salespeople a compelling reason to continuously strive for high performance and celebrate the milestones along the way. If KPIs are continuously not being met, look at what the barriers are and work through them with your team.
All of this clarity on goals, transparency of results and positive shift in your teams ‘sales mindset’ will give everyone in the team the opportunity to perform at their best and ensure there is clarity on what high performance looks like as opposed to settling on delivering minimum standards.
Implementing or improving upon these three key sales focus areas will give your business the best chance to consistently improve and grow sales results.
Founder of Evergreen Coaching – focusing on sales & business growth strategies