WHY IS YOUR TEAM NOT GENERATING NEW BUSINESS?
Ever sit down and go over the financials and wonder WHY the revenue generation is not where you would like it to be? Then you dig a little deeper and find out there is not much new business being generated.
The reasons why could be: Direction - the team is unclear as to what they should be doing. This applies to who they should call (right target market), what the right level of activity is, which prod- ucts they should be promoting, etc. I can tell you that we talk to several sales lead- ers who think they are crystal clear about the direction they give. Then we talk to the sales reps and they are nowhere near aligned with that strategy. Make sure your direction is clear.
Competence – does the team know how to do what you are asking them to do? If they are terrible at cold calling, have never received training and you are not helping them, it is unfair of you to ask them to get deals by cold calling. Can they give an ef- fective demo or presentation? If not, they can be the most motivated and hard working salesperson in the world, but they won’t perform to your standards.
If you are a retailer and they don’t know the merchandise how can they be expected to sell it.. Opportunity - do they have the right tools, resources and time to do what you ask? If you are asking them to have 10 meetings per week, but also to sit in on 12 internal meetings per month and you don’t give them target lists of the people they are supposed to get meeting with, how can
they do it? A manager must make sure they are helping to remove the barriers that get in the way of productive selling time and give them the tools they need to do the job. If you are in retail are they keeping a list of clients and calling them when new merchandise comes in, or are they asking good customers for referrals? If not they should be.
Motivation - motivation is different for everybody. The job has to be rewarding for each person. When they do the right thing (land a sale, break into a new account, achieve their activity goal for the week, etc,) they need to be rewarded. Rewards don’t have to be monetary. Recognition by the manager, a “way to go” and pub- lic email, etc are all easy things that can motivate behavior. Comp plans don’t moti- vate people. You can’t leave it at that. It is the manager’s role. Make sure you are not the manager that only talks to them about when things are bad or only points out their shortcomings. This will kill motivation fast- er than anything.
By the way, you as the leader are re- sponsible for all of these things. So, to ad- dress the original question of “why is your team not generating new business?” look at yourself first and do this little analysis. I will guarantee you it will come down to one or more of these.
Norman Roth is CEO of Roth Sales Enhancers. With more than four decades experience in Sales Management, Sales Training, Client Retention and creating suc- cessful Sales Processes, Mr. Roth has developed a strong capability for helping small to mid-size businesses hire, train and work together with other departments to build a more profitable company. Norman has also been called upon to speak at universities in their Business and Marketing De- partments, has authored and presented CEC courses and is a certified speaker.
Visit his website: www.rothsalesenhancers.com