By Mark Allen Roberts
Relying on old dated and often false market beliefs will result in sick sales performance. Growing your business profitably is not about continuing to consume the beliefs that got you here in hope they will help you to grow in the future. The only way sales leaders can insure their sales teams do not experience poor sales performance is to practice “clean sales management” daily.
In my last post I shared how sick sales performance is much like catching the flu, and far too often sales leaders believe a number of myths about what caused the poor performance and how to cure sick sales. Another myth about how to improve sales is to do more of what you have always done. This like believing if you normally take a handful of vitamins each day, taking two will cure the flu… it’s simply not true. Some believe they just need to better manage (micro manage) their way to healthy sales and this is simply not true. The flu is something you catch by coming in contact with it. You touched a door knob, a car door, shook someone’s hand and you picked up the flu virus. At some point that virus then entered your system and you got sick. The best method of avoiding catching the flu is to wash your hands frequently and use hand sanitizer so the virus is killed before it enters your body.
Practicing clean sales management involves being in your market with your salespeople on four legged sales calls. You wash those old beliefs that may have got you to this point clean each day and humbly approaching your market and listening and observing how buyers want to buy, the process they are using today, and the criteria that they require to purchase from you.
Understanding how your buyers are buying today and what their buyer’s journey looks like , is like taking a daily shower in hand sanitizer ; it immunizes your sales team from poor sales performance.
Doing more of what you have always done is not the way to fix poor sales performance today. You must get out in your market and clearly understand the problems your buyers have and how they seek to solve them.
How are your sales performing to date?
Are you trying to manage fruit ripe? Or are you strategically, humbly, seeking to understand your market?
Is someone in your senior leadership team starting conversations with; “When I carried a sales bag we….”?
Is anyone in your senior leadership Monday KPI meetings starting their point with “I think we should…..” instead of sharing current market data?
Practicing clean sales management is the only way to immunize your sales team from poor sales performance. If you find your team is experiencing sick sales it’s often because you allowed an old belief of how and why your buyers buy to infect your sales process. The quickest cure is to get out in your market and determine how your buyers are buying today.