This may sound simplistic, but there are really only two reasons why salespeople aren’t successful:
You may say “So what?” But it is critical that the sales manager know which situation is the cause of the problem, because the each problem requires a different type of intervention. The first is more of an accountability intervention and the second requires a coaching intervention.
When a salesperson is not doing enough of the right activities, do the math to understand what the level of right activities should be.
The second problem, lack of effectiveness, can more easily be identified if it has been determined that the first problem is not present. If the salesperson is doing enough of the right activity and is still not closing enough business, then it is time to kick into intense coaching.
There may be situations where the salesperson is not improving even when engaged in additional coaching and practice. It is okay. Not everyone is well suited for sales. Just like most of us will not become Olympic medal-winning sprinters, no matter how much practice we do, some people will not progress in their sales skills.
The important thing is that the sales managers know why the person is floundering and then intervenes with accountability and/or coaching. If the salesperson is unable to improve activity or execution, the sales manager will know that he or she has done everything possible to assist.
Gretchen Gordon is the CEO of Boost Profits, a consulting firm specializing in sales team transformation. A self-proclaimed “Sales Nerd” with over 27 years of sales, sales leadership, and sales team transformation experience, she spends most of her time working directly with client companies and helping them improve their sales effectiveness and exceed their sales goals. Gretchen is also a frequent guest speaker for industry events and webcasts, and has been featured on the radio talk shows “Meet the Sales Experts” and "Sales Coaching over Coffee." She is also an accomplished writer, having been featured on industry-leading sites like SellingPower.com and SecurityInfoWatch.com. She authors a “Top 50 Sales Management Blog,” according to Docurated.com, and has published sales-focused eBooks, including “The 5 Essentials of Effective Sales Management” and “Cold Calling in the 21st Century.”
Find out more about Gretchen Gordon on LinkedIn
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