Hands up everyone who’s involved in selling? Yes, it’s that old trick question. You and every person in a business are involved in selling. Anyone who isn’t clear about their role in selling is possibly sabotaging sales!
Think about when you deal with someone in an organisation. When you visit an office and speak to the receptionist, a poor attitude will make you less likely to do business. A good attitude and an awareness of what they can do to make you WANT to do business makes a difference.
A delivery driver with a bad customer attitude is creating a risk that the client will go elsewhere. Conversely a delivery driver that’s aware of his sales role will look for opportunities and report back to their organisation when they see one.
I could continue with every role in a business. Everyone can help generate sales and retain customers longer - or they can do the opposite. Everyone is in a sales role whether they realise it or not. So I have three questions for you to ask yourself:
1) Are you sure that everyone in your team is aware of their sales role, knows what to do, and is doing it?
2) When was the last time you sent all of your staff on a sales training workshop, or got someone in to train them, or even bought them a book and suggested they read it?
3) When was the last time you recognised a non-sales person (a role without “sales” in the job title) for their contribution to your sales?
A good response at this point is “Great ideas, I’ll get right on to it. What do you recommend we do?”. The responses I usually get fall into the categories of Blame, Excuses and Denial, including:
Don’t forget the sales team
Far too many organisations employ sales people and assume that they’ll automatically get better and do their jobs to the maximum by simply doing it every day. Last week I was told “John’s my best salesman, he’s got 12 years’ experience”. I asked whether that was 12 useful years of experience, or simply one day’s experience repeated 2880 times over 12 years?
The point is, without time to reflect and learn a repeated experience does not necessarily lead to better performance. On the contrary, it often leads to sloppiness, boredom and poor results. Even high-performing sales people need motivation and training. Investing in sales training is one of the best returns on investment available.
How much will you invest in sales training this year?
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