Fix Sales Problems: Wear Hats Not Masks Leading Your Sales Team

Fix Sales Problems: Wear Hats Not Masks Leading Your Sales Team

 

 

 

 

As I shared in my post: “ Congratulations you have been promoted to sales manager…now what?” leading sales teams requires new skills you may not have acquired as a sales super star performer. Just because you were an amazing salesperson does not mean you will be a top performing sales leader. A common mistake new managers make is they put on masks of who they think they need to be to effectively lead their sales team. In this post I will share why sales leaders must learn to put on hats not masks.

 

“The most common mistake I see sales leaders make is they wear masks not hats.”– Mark Allen Roberts

…. let me explain.

Leading sales teams is about serving your team and helping them achieve sales goals and objectives. Often those goals and objectives are difficult and seemingly beyond reach for your people.

You cannot and will not effectively and efficiently lead your sales team until you remove the masks you developed over the years and start strategically putting on hats your teams require.

What do I mean by wearing a mask?

A mask is an adapted behavior we all use to adjust to a belief that is often not true. It is something we create to protect us.

You have seen people wearing masks many times I am sure…

 

The person who has to be the smartest person in the room..

 The jokester who makes a joke out of everything..

 The debater who has to win every argument even if they are wrong..

 The intimidator, gladiator if you will..

 The belle of the ball that needs to be the center of attention …

 

What these all have in common is they are about that person, for that person to feel safe. These masks and more were developed to protect that person from triggering a belief that makes them feel they are not safe and to avoid feeling fearful.

There are many others but what they all have in common is they are adaptive behaviors people have developed over time to protect themselves.

Would it surprise you to learn, as much as 50% of your personality was developed by the time you were seven years old? By the time you were eleven almost 90% of who you think you are and how you see the world was developed.

Over time you have experienced both positive and negative experiences. We create masks as defense mechanisms to protect us from future negative interactions. Think of a mask as you playing a role, an actor if you will in a play. You become whom you think you need to be to survive. However these masks prevent us from having authentic human interactions. Those people you deal with feel your lack of authenticity and they put on their masks…resulting in interactions that fail to discuss real issues.

Let that resonate for a minute….

Would you let an eleven year old make key decisions in your life?

Would you let a seven year old run your company? Lead your sales team?

I hear some of you saying..

I don’t wear masks…I authentically lead my sales team”…I hear you but you are probably wrong.

Unless you have worked with a coach, discovered all those false beliefs and reprogrammed them chances are you are wearing masks.

I gave a very short speech on this deep topic recently for a toastmaster’s competition. If this idea of the masks we wear and how they interrupt and interfere with being the leader you were born to be is something you would like to learn more about you could watch my speech here.

 

Wearing masks interfere with leading your teams authentically and must be removed.

 

Masks prevent you from authentically connecting with those you serve and negatively impact you’re your team’s performance.

 

Just as buyers are hungry for authentic salespeople, your salespeople are hungry for an authentic sales leader.

 

What sales leaders, leaders in general for that matter, must do is drop their masks and understand the various hats we can and often need to wear to serve our teams.

 

What are the most common hats a sales leader needs to wear?

 

In “Developing a Leadership Style,” Alan Murray shares six styles of leadership from Daniel Goleman’s “Primal Leadership.”

 

  1. Visionary.
  2. Coaching
  3. Affiliative
  4. Democratic
  5. Pacesetting
  6. Commanding

 

I found this content on how to develop your leadership style and the various hats leaders must learn to wear very informative. If you would like to learn more I recommend you read this Wall Street Journal Article and buy the book.

Hats are about serving others, how you adapt your service based on the needs of others.

The hat you wear helping one salesperson, one employee, may be much different than the hat you wear for others.

If your true goal is to grow your organization profitably you must learn how to loose masks and put on the right hat for each leadership opportunity.

 

How about you?

What mask do you wear? 

What hats do you feel comfortable putting on?

Are there any hats discussed above that make you feel uncomfortable? Why?

Are you letting an 11 year old run your sales team? Your company? Your life?

 

You were born to be great. You are destined for greatness! You have specific gifts and talents to serve others.

 

It is time we all must loose our masks and start wearing the right hats to authentically serve our teams.

 

What we are discussing here is emotional intelligence. In my speech I shared one way to help you identify false beliefs that cause you to wear masks and reprogram them.

 

In my next post I will share an important new book all sales leaders must have in their libraries Sales EQ, How ultra-high performers leverage sales-specific emotional intelligence to close the complex deal by Jeb Blount.

 

If this topic of “masks” is new to you, and you would like to learn more, I highly recommend you read the following books.

 

True Faced, by Bill Thrall

 

UNMASK, let go of who you’re supposed to be & unleash your true leader by Jeff Nishhwitz 

 

 

Is QDD Crippling Your Sales Growth?

 

 

 

 

 

Salespeople are disqualifying 70% of leads, why? Of those 70% of possible new customers disqualified, 80% go on to buy from someone in the next 12 months! Those lost sales are sales you could have (and should have) won. In this post we will identify a disease called QDD and how to cure it and fix your sales problems.

Your marketing team developed a lead generation strategy that is dropping a number of potential opportunities into your marketing and sales funnel. The accounts feel like they have a good possibility of becoming orders since they are from your core industries and you know they are buying products and or services just like yours. You have been tracking this  activity and it looks like you will see a strong return on marketing dollars invested based on the number of new opportunities. The entire senior management team and the board are excited and they are waiting in anticipation of hitting the sales and profit numbers. However as the sales leader you are not seeing these opportunities moving along the sales journey from opportunity to prospect to customer, and you are not seeing closed sales dollars increasing? Why?

 

Your salespeople are suffering from QDD.

 

I get excited when a team embraces the concept of marketing and driving what should be warm opportunities to my sales teams. They took the time to do voice of the customer research and determined problems their markets have, understand how buyers buy, and what buyers need today to make buying decisions. They positioned their products as solutions to those current problems in their markets. They understand their company’s value proposition and launched their message. The number of new opportunities is climbing each week and reviewing some of the account names you know they buy a product or service like yours…but you are not seeing new orders? How can this be? Having lived this scenario more than I care to admit, what you are experiencing is QDD; Quick to Disqualify Disorder.

 

When presented with new opportunities sales super stars say;

 

awesome, I know they buy products like I sell and I will one way or the other figure out the problems they currently have and help them”.

 

If your salesperson is suffering from QDD they say;

 

ah, I have heard of this company( even if they haven’t) , I tried to sell this company six years ago( one voice mail) , I doubt they will buy, they are probably happy with their current supplier and just price shopping us, so I will follow up.”

 

Do you hear the difference in mind set? The sales star understands the value he and your products bring and is excited to help authentically serve one more person. The salesperson suffering with QDD will “go through the motions” but already believes he or she will not sell the account. ( and they won’t) The sales star is seeking to serve; the QDD salesperson is focused on disqualifying the opportunity quickly so no one asks the status and next step to win their business. Who do you think will win the sale?

 

How do you know if you have someone on your sales team suffering from QDD?

 

By the Numbers

The first thing I do is look at the numbers…how many opportunities has this person been given in the last 3-6 months and how many went from possible opportunity to lead to close? Compare this to others on your team and if you find a disproportionate amount of opportunities are not turning into qualified leads, your salesperson has QDD.

 

By Mix

Review the product mix sold by your team. Quickly you should see a few patterns emerge. Look for anyone on your team who does not meet a similar product mix. What I am particularly looking for here is new products; sales from products you have been aggressively marketing. Salespeople suffering from QDD will have their product mix heavily weighted with older products or services in your offering.

 

By Margins

Assuming your marketing group has done their job and the products you have and are launching are brilliant solutions to unresolved market problems, you should have priced them at a higher margin based on the value they provide. Salespeople with QDD will have the lowest blended profit margin for their area of responsibility. They do not understand how to sell value so they take a commodity and relationship selling approach.

 

By Listening

Sales super stars will focus on the value, the value the customer will receive once their problem is solved. They are excited to help the customer, serve the customer they are shocked if they don’t move to the next step in the sales process. Salespeople with QDD will tell you their (your) customers are all about price and we are too high.

 

The shame is when I interview buyers on why they do not buy, rarely is price even on the list. What buyers do say is the salesperson did not seem to understand my problem, did not listen, and therefore I did not trust their solution. You very likely could have, should have won their business, but because your salesperson is suffering from QDD the buyer lacked trust.

 

You will also hear another why you are not able to break into this account and it will sound something like; “a competitor’s got a great relationship with his current supplier and won’t even consider us.” Relationships are important don’t get me wrong, however if a buyer trusts you can better solve a problem than a current supplier you should at least move to the next step in your sales process and not be dismissed so early.

 

View the CRM

Take time to review the CRM entries. Sales stars will be logging discussions, and have future appointments scheduled and maybe even new business quoted. Salespeople with QDD will have a series of entries that say; “left voicemail” and “sent email” and the prospects will only have one or two entries. Sales stars know you need to engage with buyers 8-15 times before activity occurs. QDD salespeople go through the motions, as if to say; “yes, I did my job, I made the call, but they obviously were not interested or they would have called me back,” They are focused more on showing activity than driving results.

 

One company I helped had a 42% close rate historically so 58% of the time they did not receive a return on their lead generation and cost of sale investment. Each of their sales team had QDD to some degree. Over the years they tried to fix their sales problem by adding more people, more costs and focused on having more quotes. They even rewarded sales with a variable compensation based on numbers of quotes ( not quotes closed). Sales were declining and profit margins were dropping.

 

We did customer voice work, created a repeatable sales process, trained sales, coached sales launched a strategic business development program and increased the average close rate to 68%,and key whale account close rates to 90% in 18 months.

 

We opened over 250 new customers and sales from new customers represented over 24% of total sales year in year three.

 

The good news is QDD is curable and does not need to be terminal. 

 

So how about your sales team…

 

Are you hitting your sales and profit goals?

 

Do you have one salesperson consistently missing their goals?

 

Do you have a number of new leads that are not turning into revenue?

 

Are you seeing this salesperson not moving opportunities through your sales process to the next level?

 

Are you concerned one or more of your sales team has QDD?

 

QDD cripples sales and profit growth efforts.

 

QDD salespeople believe if new sales were out there they would have already won them. They are not sold on how sales occur today and are waiting for things to get back to normal. Well, this is the new normal and they must adapt.

 

The first step in solving any problem is identifying you have it.

 

If this post made you wonder (or made you a but nervous) about one or a couple of salespeople on your team I recommend you take the five steps above to learn if one of your team members has QDD.

 

Aside from lost sales and profits you team could have won, should have won, I want to warn you QDD is highly contagious and must be identified, quarantined and cured as soon as possible.

 

This condition is curable if the salesperson agrees they want and need to fix it.

 

Some teams will put the QDD salesperson into more of a farmer than hunter role.

 

The trouble is QDD cripples sales results for new products to current customers just as selling new customers.

 

If you find QDD has infected your sales team you must cure it or remove to as soon as possible while there is still time to hit your numbers.

17 Benefits Of Voice Of Customer

 

 

 

 

Understanding the voice of your customer is critical to achieving your sales and profit objectives today. Taking the time to clearly understand your buyers, how they buy, what they need to buy and why they don’t buy today is critical in developing a strategic business development growth process.

 

Below are 17 reasons why companies who capture and leverage the voice of their customers consistently win year over year.

  

1.Fix Sales: Knowing Buyer’s Journey is like Creating a GPS for Your Sales Process

 

2.Fix Sales Problems With The Power in the  “Voice of the Customer”

 

3.Leverage Customer Voice into “Explosive Sales Growth”

 

4.Who Owns the Voice of Your Market and Voice of Your Customer? . Hint (not sales!)

 

5.Voice of Market Identifies “Roundabouts” in your Sales Process

 

6.Voice of the Market Identifies Key Buying Triggers

 

7.Increase Sales: Key Buying Seasons Surface in “Voice of Market” Work

 

8.“Voice of the Customer” Increases Profits…Lesson from a Christmas Ham

 

9.Voice of Customer Finds “Sales Secret Weapons”

 

10.Voice of Customer: Understanding the Entire Iceberg of Purchase Decisions Today

 

11.Improve Sales Productivity With Voice of the Customer Research

 

12.What is The Biggest Threat to Customer Voice Research? (It may surprise you!)

 

13.Give Salespeople More Time to Sell With Voice of The Customer Research

 

14.Customer Voice Research Identifies Content Buyers Need Today

 

15.Identify Purchase Influencers with VOC

 

16.The End Of The Greatest Show On Earth and What We Can Learn About Training

 

17 Voice of your customer identifies new markets and channels

 

How does your team capture the voice of your customers today?

 

How often do you conduct this research?

 

Is there any reason you feel you should not understand the voice of your customer today? (please share)

 

Have you experienced other benefits from capturing the voice of your customers?

 

We serve dynamic markets today. How buyers buy today is much different than how they bought 5 to 10 years ago. How buyers buy tomorrow will likely change as well.

 

Market leading organizations understand the importance of capturing your customer voice today and leveraging what they learn to increase sales and profits.

Voice Of Customer Identifies New Markets And New Product Applications

Voice of Customer Identifies New Markets and New Product Applications

 

 

 

 

Capturing and leveraging the voice of your customers is a powerful tool to grow your sales. In addition to helping your sales team realize explosive growth in sales and profits, it also can identify new markets.

My daughter and son in law just bought their first home. Like a lot of starter homes it has a number of fixer upper projects. Each room needed painting, the kitchen cabinets needed updated and the wallpaper in the bathroom had to go. What I learned is, as dad’s we typically get the jobs no one wants like removing layers of wallpaper.

It is a small bathroom but the first day I spent four hours removing wallpaper. I shared my frustrations with a friend and without missing a beat she said…Did you treat the walls with downy fabric softener first? What? I was using a tool to score the wall and a steamer, what will fabric softeners do? I figured it could not hurt so I tried it.

It turns out this is something home remodelers use often to make removing wallpaper much easier and quicker. I searched the Internet and there are article about using fabric softener you typically would buy for your clothing for stripping wallpaper. There is even a You tube video that shares how using fabric softener helps making wallpaper removal easier. A do it yourself website talks about using this process.

It worked so well, if Downy did voice of customer research they might offer small 4-6 ounce bottles at Home Depot and Lowes in the wallpaper isles. I would recommend they charge between $3.50 and $4.95 for these small convenient bottles to be mixed perfectly with one gallon of water when stripping wallpaper.

 

How do your customers use your products and services?

 

What problems do your products solve?

 

Could you have a new market you are serving today that you can expand?

 

Take the time to capture the voice of your customers and learn how they buy, what they need to buy, and how they use your products.

 

You may find new markets and new distribution channels for current products that can grow into profitable new business.

What Karate Taught Me About Making Sales Training Stick

What Karate Taught Me About Making Sales Training Stick

 

 

 

In my last post I shared how doing customer voice research can help identify needed sales training for your team. Training salespeople is over a $ 3 billion business. However studies show 80%-90% of training does not stick and will be lost within 24 hours. How do we train adults and make it stick? In this post I will share a training process that is proven to make training stick.

 

Somewhere, right now as you are reading this someone is in sales training. Training occurs for many reasons. One of the most common reasons teams conduct sales training is to change behaviors and beliefs. I have been hired to train sales teams for a number of reasons. The most common is: “we want to improve our overall sales efficiency, effectiveness and increase sales profitably. We want our sales team to be more proactive,…. more hunters than farmers” Sales training is about modifying behavior so the new behavior now becomes the norm. Why does some training create a positive impact and some does not? In this post I will share a training method I use that I learned as a Karate student.

 

While in college at Kent State University I took a Karate class as one of my non-business electives. I enjoyed it so much I joined the local karate club and over the years became club president and helped teach Karate classes.

 

I started out as a white belt. A big part of that training was getting our bodies in shape for the training that would come next. We were taught basic movements that we would build on as we progresses through the other belt colors.

 

If you have never taken a Karate class the design methodology of how they teach is brilliant.!

 

Organized

 

Everyone first lines up from the highest-ranking students in the front with the instructor to the lowest ranking new students in the back of the room. How the students participate and interact is designed into the training for the maximum expereince of the student.

 

Make us want to learn

 

Our Instructor first tells us what we will be doing and discusses the important parts of the technique and when we might use it. Next they show us what we will be doing.

 

Team Alignment and consistency

 

As we begin the entire class is moving in unison. If you are new you can always watch people in front of you to follow along.

 

                                                                  

Practice

 

We practiced techniques over and over. While we practiced our instructor would walk around the room and observe our form.

 

 

Coaching/ demonstration

 

If we were not moving correctly they would give us adjustments to make and once again show us how the movement is supposed to look.

 

 

Break into small groups

 

About half way though the practice our instructor would break us up into groups based on skill level. The white and yellow belts would work on basic techniques and would often be led by a green belt.

 

 

Teach based skill level ( fill in gaps)

 

The groups were broken out by our skill level and  belt rank. Our belt rank was something we were tested on to demonstrate our understanding and ability to execute a very well designed series of movements.

 

                                                    

Show me you get it

 

Once a student had practiced the basic movements for a specific period of time, usually months and we felt the basics created the foundation we could build on we introduced application. What is the movement you are doing designed to do? This instruction was instructor led and involved working with a partner. We practiced our blocks, punches, and kicks very slowly with a partner. Some times we were on the offensive and other times we were on the defensive side of each technique.

 

                                    

After foundation established build upon it

 

While the new students were learning the basics and how to apply them, the other ranks were learning more advanced techniques and series of movements called Kata’s . The more advanced your belt rank the more advanced your training. All training however was built on a common foundation of basic movements practiced over and over again.

 

 

Assessment to understood standards of performance

 

When your instructor felt you have consistently demonstrated your understanding of techniques for your belt rank you would be tested. The entire club would watch you perform what you have learned and hear the instructor’s comments and suggestions.

 

 

Importance of skill level badges

 

If you passed the test, and some did not, you would be awarded your new belt and the process would start all over again with new techniques demonstrated, explained, you execute them, practice, and the instructors would continuously coach you until you performed behaviors correctly without thinking to the agreed level of performance.

 

                              

Introduce stress to see use of new behavior

 

Once you have demonstrated your ability with basic techniques and applied them successfully you will begin sparing. Sparing is a controlled fight to use the techniques you have learned in a live situation. What we are looking for at this phase is does the student apply or try to apply what we have taught? Does the student freeze, and this often happen the first time they step into the ring? Does the student continue to demonstrate control or does their emotions take over in this stressful situation?

 

 

Create safe environment for coaching

 

When I taught it was not unusual the first time a student would move into a live sparing they would spar with me.

 

 

Training success is determined by student’s ability to demonstrate

 

This is not about winning but helping the student feel what it is like to apply what they have learned in a safe and coaching environment.

 

 

Ask students to teach other students

 

                                                                  

Coach

 

                                                              

Practice

 

                                                                

Repeat

 

Why all this talk about Karate and making sales training stick?

 

I believe all sales trainers would value taking Karate and learning how to make training stick.

 

The model traditional martial arts have used for centuries is brilliant.

 

This is the same model I have used for years when training, coaching and leading salespeople. The only thing I would add today is record your employees being trained and record your coaching in a digital format so they can take with them. As new training skills are introduced and practiced, the student can review the recordings and see their progress over time.

 

Using this training model helps your sales team own what you are teaching and make the behavior modifications you desire.

 

Teach me

 

Show me

 

Ask me to do it

 

Have me practice

 

Coach me

 

Teach me how to apply new behavior

 

Test me in a live situation, assess and coach

 

Follow up training with coaching

 

Add new skill sets once basics are consistently demonstrated

 

Break us up into small groups

 

Have clear training levels, in this case belts and everyone knows what is expected at each level

 

Today our sales teams need short bursts of teaching followed by how to apply and practice.

 

If you would like your salespeople to adapt to how buyers want and need to buy today I recommend you implement or hire a sales training company that follows the above methodology.

 

Does your team need sales training?

 

What new behaviors would you like to see your team demonstrate?

 

Does your sales on boarding training build on a foundation of basic skills?

 

How does your team assess the ongoing future sales training needs of your team members?

 

How do you currently identify gaps in new sales employee training?

 

Our markets and buyers are changing how they buy. Our teams must adapt and to help them adapt we must lead training programs that result in new behaviors that meet what our markets and buyers want and need. Implement your own or hire a sales training company that follows the above methodology and your training will stick and you will realize the ROI you desire.

 

For more information on training adults and trends in training methods please visit some of the following web sites.

 

Latest training methodology 

 

Most effective training

 

Effective training methodology

 

Creative training techniques 

 

Sales training do’s and don’t report 

 

Sales effectiveness training 

The End Of The Greatest Show On Earth And What We Can Learn About Training

The End Of The Greatest Show On Earth and What We Can Learn About Training

 

 

 

Understanding the voice of your customer and voice of your markets is critical to hitting your sales and profit objectives today. With all the changes and shifts occurring at a much faster pace than ever before market leading organizations are capturing the voice of your customer to insure they improve sales productivity and achieve profitable sales growth. In this post I will share how customer voice research helps identify needed shifts in how we train our sales organizations.

 

I can remember, growing up in Cleveland Ohio when the Circus came to town. There was such an excitement. Streets would be closed for parades and as children we would line the streets to see the clowns, tigers, and elephants. Our families would buy our tickets and we filled the big top. If we were really lucky, our parents would buy a ticket so we could sit on an elephant. Even as a child I felt sorry for the elephants, they seemed to have a sad, almost surrendered look in their eyes. They looked more like their spirits have been broken than trained.

 

2017 is the end of the greatest show on earth. Why? I was not alone all these years feeling sorry for these magnificent elephants and other animals. Animal rights groups investigated how elephants were treated and trained. Elephants are first given a large tight chain around one of their ankles and the other end of the chain is staked into the ground a specific distance away. The elephant quickly learns the length of its chain. If the elephant tries to wander beyond its training limits it experiences pain. Over time the elephant surrenders and the chain is removed and a much smaller rope is used. However the elephants, now “ trained “ do not try to explore. They are set in their ways. Even with the chain removed they do not step outside of their understood paradigm. Consumers learned about training conditions and ticket sales decreased . The Circus announced it would no longer have elephants in its show by 2018. However they adjusted too late. The greatest show on earth is over.

 

At a recent Toastmasters meeting I heard this story about elephant training and it reminded me of how some sales teams have been trained over the years. Before the “Internet of things” we often chained our sales teams to features and benefits. Our training was 90%-75% technical and maybe 10%-25% communications and relational. I was trained in this time and it made sense back then. Buyers did not have easy access to your product specifications. If a buyer wanted and needed technical information about a product or service sales was the keeper of the information keys so to speak. There was no Google searches, Smart phones, …heck we did not have laptops or cell phones when I was trained to sell. Back then we were trained in 2-3 day long death by power point presentations and given 3” thick three ring binders with copies of all the slides and more product data sheets than we could ever want or need. We were taught to sell using features and benefits, and “overcome objections”.

 

In a post some time agoI shared the leading reason why sales stall or decline is a shift, a change occurred and the team failed to recognize it and failed to adapt and pivot. I see customer voice research work helping us to adapt how we train our sales teams for markets of today. What buyers want and need has changed. In most industries buyers have instant access to technical data now.

 

I want to emphasize salespeople who are our serving their customers and meeting with potential new customers must still understand the technical information and be able to accesses it quickly to give their buyers amazing service and win more business. I believe buyers are telling us through voice of the customer work their needs have changed and sales training must adapt to those changes. Your type of product and industry requirements will dictate how much your training will need to adapt to your buyers of today.

 

How should sales training evolve today?

 

In an excellent article by Bob Apollo the author shares …

 

 

 

“It’s a sad fact that today’s average B2B sales person is still far more comfortable talking about their products than they are discussing business issues. However the average B2B buyer regards a sales person’s relevant business knowledge as being far more valuable than their ability to regurgitate product features, functions and benefits

Even more telling the author explains ….

87% of the revenues in complex B2B sales environments are being generated by just 13% of the sales population. Needless to say, the gap between the best and the rest is far narrower in best-in-class sales organizations. What sets these top performing organizations apart?

There’s abundant evidence to suggest that one of the most significant differences lies in their ability to systematically create unique value to their customers through the disciplined application of value-based selling techniques

Buyers today no longer want (not that they ever really did) salespeople trained in overcoming objections. Buyer’s today value a salesperson that understands their industry and possible challenges the buyers company may be facing and offers value based solutions to those problems.

Why are many teams adapting Value based selling?

Jim Heffernan shares in his article: Why Value Based Selling Is So Successful ……

Good value-based sales techniques are tailored to the needs of the customer, making them understand why they are buying a quality product for the asking price. Value selling resolves potential customer issues with pricing and prevents the stalling of important deals and the wasting of precious employee man-hours.”

Market leading organizations listen to their buyers and are adapting. I see companies allocating 50% of training to technical product training and 50% to value based selling, understanding buyer personas, commutation skills. presentation skills and other sales methods like the challenger model. Studies show companies who have a complex sales environment experience 4.5 times greater performance when applying the challenger model. Teams are adapting based on their type of product, market and what their buyers are requiring in terms of much needed criteria to help them make buying decisions today. Market leading sales teams are no longer chained to training methods that fail to serve how buyers buy and what buyers need to buy today. They have a balance of technical, relational and strategic sales and communication training. As markets change, and they will, salespeople are encouraged to venture beyond their current skill levels and explore and learn new skills and adpat to better serve their customers.

Just as markets shift how our buyers shift. Therefore how we train our sales teams must also adapt to give our buyers the best overall buying experience and equip our teams with a strategic advantage to help them win more business. For example Richard Branson shares just how important communication is and how story telling is a powerful communication strategy. Warren Buffet recently shared how if we want to double our value we need to improve our communication skills. John Millen shared in an article ….

“Buffett believes so strongly in the importance of leaders being effective communicators that he offered his own return-on-investment estimate for effective communication.”

There are many benefits of listening to your customers and capturing and leveraging customer voice. One big benefit this current understanding provides is how we train and equip our sales teams to serve their customers.

We must also capture the voice of our internal salespeople and leverage that information into new sales training and tools. We need to ask and understand what our salespeople are facing and develop tools and training to serve them.

 

What do your buyers value today?

 

How do your buyers want to be served today?

 

What % of your sales training today is technical verse value based sales techniques?

 

Does your sales training today include communication training?

 

Could how your salespeople are trained to communicate with buyers become your value proposition?

 

Conduct internal and external customer voice research and adapt your sales training to how your buyers want and need to buy today and enjoy profitable sales growth. Sales today are no longer about being the greatest “show” on earth and have evolved into the greatest “value” on earth. Sales today is about serving your customers and helping them buy. Our training must help our salespeople build trust early and often in the sales process.

We must adjust how we train our teams.

 

What if the Circus was listening to their buyers voice sooner and learned new ways to train their elephants?

 

Would they be going out of business today?

 

My guess is no.

 

What new sales training is your team adding today?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Identify Purchase Influencers With VOC

Identify Purchase Influencers with VOC

 

 

One of the leading reasons why sales do not grow as planned is something changed and your team did not adapt. Your salespeople are selling like they have been trained and coached to sell but it is no longer effective. Companies who identify change(s) and more importantly adapt to changes hit their numbers. Understanding the voice of your customer today empowers your team with current buyer information. In this post I will share how the voice of your customer helps your team identify buying influencers.

In my last post I shared how understanding the voice of your customers helps your team create content your buyers need when they buy. Companies who clearly understand what buyers must have to make a purchase today create new content that is used on their web sites and in sales tools to help move buyers through the sales funnel to a closed sale.

Understanding the voice of your customer also helps teams identify people who influence a purchase decision today.

What is an Influencer?

The influencer-marketing manifesto by Brian Solis shares:

Influence is the ability to cause effect or change behavior. Influence is not the act of trying to influence. Nor is an influencer someone who simply has a lot of followers. It should be very clear. Someone who influences does so because they have the capacity to have effect on something…”

What do companies who focus on influencer marketing have to say?

81% of marketers who have executed Influencer Marketing campaigns agree that influencer engagement is effective

65% of brands have plans to spend more on Influencer Marketing this year vs. last

Ad weeks shared an article that Influencer marketing is the next big thing in marketing. The article went on to share …

“There are few things that drive a sale more effectively than a warm word-of-mouth recommendation. A study by McKinsey found that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising.” And of those that were acquired through word-of-mouth had a 37 percent higher retention rate.

Influencer marketing presents a glaring opportunity for brands to leverage the power of word-of-mouth at scale through personalities that consumers already follow and admire.”

I was asked to help a company that manufactured wheelchair accessible vehicles grow their sales. We spent a considerable amount of time out in the market speaking with consumers in wheelchairs to understand..

Why they buy?

Why they don’t buy?

What is their buying process?

What are the key criteria they must have to buy?

Who are the leading influencers in your purchase?

We discovered for consumers who recently started using a wheelchair because of a medical condition and or an accident their influencers included certified driving instructors, association groups like the MDA, MS Society, Veterans Association , personal injury attorneys and many more. However one key influencer they all shared was their rehabilitation therapist. As one consumer shared with me…

“When I need something or face a new challenge I turn to my rehabilitation therapist who taught me how to get dressed or take a bath again…”

We developed and initiated an influencer-training program where our regional mangers would conduct in service trainings at rehabilitation clinics and educate one of our top buying influencers about our vehicles. We shared how they worked, the right vehicle based on the five most common buyer personas and provided education and information. We connected training and education with these influencers with our local mobility dealers. Our local mobility dealers did a great job of building a relationship with therapists and were on call to answer any questions they may have.

 

The key to influencer marketing is education or as I share in my next book: “Serve don’t sell”. The quickest way to shut down an influencer is if you start selling.

 

Your mission is to provide much needed information and education the influencer can share. If you have created new content as I recommended in my last post you can leave that content with your influencers and or show them where they can find it so they can share it.

 

What our dealers experienced over time was consumers coming into their dealerships already sold so to speak. Their leading influencers shared our dealer who they had a relationship of trust with. The therapists shared content specific to what consumers needed to make a buying decision.

 

Understanding the voice of your customers identifies leading buying influencers in the purchase process.

 

Who are the leading influencers for your buyers?

 

Does your team strategically educate and share content with influencers?

 

Does your team understand the voice of your customers today?

 

Influencers play I critical role in the purchase decision today. As markets shift and change, influencers also change.

 

Make it a key initiative for your team to understand the voice of your customers today and whom they turn to as purchase influencers.

Customer Voice Research Identifies Content Buyers Need Today

Customer Voice Research Identifies Content Buyers Need Today

 

 

 

Companies who understand the current voice of their customers and markets outperform teams who keep selling the way we have always sold. Customer voice research helps your team identify shifts in how buyers buy today and the criteria they must have to make a buying decision.

 

In my last post I shared how understanding the current customer voice helps sales teams spend more time selling and less time searching for and creating content.

 

Capturing the current voice of your customers has many benefits as I shared in a guest post recently.

 

  • Increased sales
  • Increased Profits
  • Increase in market share
  • Improved sales close rate %’s
  • Identify new product needs
  • Improved operational efficiencies
  • Increase in current customer sales
  • Increase in new customer sales
  • Strong overall buying experience for your customers

 

What about benefits to your buyers?

 

How can understanding the voice of your customers and voice of your markets help your buyers?

 

In a recent article by Sales Benchmark Index they shared how buyers only have so much time to search for information. The article shares how one company uses content to help buyers solve problems.

 

For content marketing to generate revenue you must know exactly what your customers need, where they need it, how often they need it, and in what form they need to consume it. Miss any of these items and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.”

  • Steve Keifer/Leaseaccelerator

 

If your team clearly understands why your buyers buy, why they don’t buy and the criteria they need to buy it puts you far ahead of your competitors to capture buyer mind share.

 

With as much as 57%-70% of the buying process occurring before a buyer speaks with a salesperson, market leading teams take the time to understand what their buyers need to buy today. Teams create content based on the feedback received from customer voice research. They update their sales tools and web site to include the content your buyers are searching for.

 

What content is your buyer actively searching for today to make a buying decision?

 

What criteria does your buyers need today?

 

Does your website provide content your buyers are searching for?

 

Who will buyers perceive as a market leader…someone with the perfect content they must have today, or a company that is not even found in their online research?

 

Capturing the voice of your customers today helps you understand how your buyer buys. In that buying journey it often includes research for meaningful content they must have to make a buying decision. When buyers find that content on your web site it starts to build trust with them.

 

Spend time understanding the voice of your customers and develop content that helps them buy.

 

Give Salespeople More Time To Sell With Voice Of The Customer Research

Give Salespeople More Time to Sell With Voice of The Customer Research

In my recent post I shared that capturing the current voice of your customers has many benefits as listed below. One of those benefits is improved sales efficiency. In this post I will share how understanding the current voice of your customers reduces non-selling time for your salespeople and gives them more time to sell.

Capturing the current voice of your customers has many benefits as I shared in a guest post recently.

  • Increased sales
  • Increased Profits
  • Increase in market share
  • Improved sales close rate %’s
  • Identify new product needs
  • Improved operational efficiencies
  • Increase in current customer sales
  • Increase in new customer sales
  • Strong overall buying experience for your customers

One side benefit I failed to share is customer voice work reduces non-selling activity for your salespeople freeing more time to do what you pay them to do…sell.

With the various Internet tools and social networks there is no excuse for a salesperson not to be prepared for a sales call with a current or potential new customer, and your salespeople know this.

When you study what salespeople do with their time as I do, I would argue all of the social networks and Internet search capabilities actually hinders their sales performance. It’s human nature to feel overwhelmed when we have too many options. In my experience salespeople are spending way too much time searching for information your company should already have.

In a recent report the authors shared the average salesperson spends approximately 30% of their time selling today. I have helped teams where I observed sales was spending less than 15% of their time in what would consider sales activity so I guess this report did not surprise me…but it was still disturbing.

What was the next time allocation? The next one surprised me in a way and confirmed my fears at the same time.

Salespeople today spend 30% of their time search for and or creating content to help them sell. (As much time as they spend selling)

Is that really how you want your sales teams spending time? …Yah, I didn’t think so.

I am a huge believer in sales having prep time before making a sales call. As leaders I see this as an opportunity to serve our salespeople and help them become more effective and efficient.

My what if questions are …

What if you had a repeatable sales process that mirrored the buyer journey your buyers take today?

What if your company had a content library, a library of tools, your sales teams knew how to find, and you trained them when and where to use those tools based on your customer voice research?

What if you clearly understood common problems your customers and prospects like your customers had today?

What impact would it have on your sales if your salespeople spent 15%-25% more time selling?

When my family moved back to Ohio from Arizona (yes on purpose) we found a beautiful older home built back the 1970’s. It has as the TV shows say “great curb appeal” but the inside was dated. Back in the 1970’s dark oak wood must have been the main design feature. Over the past couple of years we have been slowly bringing the interior of our home up to date. We took our dark oak kitchen and painted it white. We painted all the woodwork white.

I saved the painting jobs that take a lot of time for last like our stairway spindles. Anyone who has done painting will tell you just like sales the most important part of painting is prepping the area to be painted.

I had put this stairway off too long so imagine my surprise when I returned home from meetings to find my wife prepped the stairway as the picture above illustrates. A project that probably would have taken me 4-5 hours I now completed in two hours!

This reminded me how market-leading team’s work as a team. Sales sells and marketing owns understanding the voice of the customer and how buyers buy today.

What if marketing did the sales prep work through voice of the customer research and created the needed sales tools for your team?

What if your research shared how your buyers buy today and the criteria they must have to buy?

What if your salespeople where trained in a repeatable sales processes that helped buyers buy?

When conducting voice of the customer research you want to answer the following questions:

Why do buyers buy from your company?

Why don’t buyers buy from your company?

What does the buying journey look like today?

What criteria must you buyers have today to make a purchase?

In addition you are listening for common roundabouts as I call them where a sale stalls and or spins away from you. Each roundabout is a place you need a new sales tool.

Once you have completed your customer voice work I highly recommend you adjust your repeatable sales process to mirror how your buyers want to buy.

Create a digital library of sales tools based on what buyers told you in your research.

Train your teams to use the new sales process and where to find the tools quickly.

Monitor and coach salespeople to insure the new sales process and tools stick.

Salespeople will still need to do some research and prep prior to the sales call but you will increase selling time between 15%-25%.

What would your sales results look like if your team spent 45%-55% of their time selling?

Improve Sales Productivity With Voice Of The Customer Research

Improve Sales Productivity With Voice of the Customer Research

 

 

Each year sales reps hit the streets armed with their new goals and striving to hit their numbers. The sad reality is close to 80% will not hit plan. Why? There are many reasons but the leading cause is they are using dated value propositions. Your sales team is saying what they have said for years and it does not resonate with buyers today. In this post I will share how to leverage the voice of the customer to improve sales productivity by understanding your customers today.

 

I read an excellent report: The State of Sales Productivity report. This repost is the result of the authors surveying a number of sales leaders to understand how they plan to achieve their new sales goals. 56% of sales representatives are expected to hit a sales growth goal of 20% higher than last year. What gives me pause is close to 80% of those same teams failed to hit their number in the last sales calendar year. How can VP’s of Sales and Marketing change this trend?

 

In my last few posts I have been sharing the dramatic sales increases companies can realize once they capture the voice of their customers and markets today. As I have shared the key part of that thought is the word “today”.

 

With voice of the customer / market work you will understand:

 

Why your buyers buy from you and why they don’t?

 

What is your buyers buying process today?

 

What criteria do your buyers need today to make buying decisions?

 

With this information you will create a repeatable sales process that mirrors how your buyers are buying today, and create new sales tools that proactively provide the key buying criteria.

 

Once you create this for your sales team we must conduct sales training to insure your salespeople understand the sales process and are aware of the new sales tools, where to find them, and how and when to use them.

 

Voice of the customer work improves your sales teams’ overall productivity!

 

What percent of the time are your salespeople actually presenting and selling customers?

 

I have seen some teams where sales spend less than 20% of their time actually selling. In the report mentioned above they found salespeople spend 32% of their time selling. Having been the president for two companies and CEO for one, this is the kind of data that drives me nuts!

 

What are my salespeople doing most of the time?

 

  • Searching for data and content to help them sell, 30% of the time
  • If they can’t find it they are creating their own content (that should really scare you)
  • Updating CRM and reports
  • Administrative duties
  • Customer service functions

 

Sales spends as much time selling as they do searching for meaningful content and or creating their own sales tools.

 

That’s a broken unproductive sales model.

 

In this report 79% of sales leaders plan to hit their numbers by improving sales productivity.

 

62% said they plan to increase head count.

 

What if sales were spending 60% of their time selling this year?

 

*30% of the time selling as they have been

+

* And 30% more time selling because they are trained in the right sales process and where the right content tools can be found

 

In a recent post I share one company I helped that sold training. We conducted customer win loss interviews; mapped how the buyers were buying today and identified the HR managers had experienced a shift, a roundabout in the sales funnel where sales stalled and spun out of the funnel. HR managers now needed to get budget approval from the CFO and or CEO. (Something that was not the case prior). We listened for places in the sales funnel where sales experienced roundabouts and created tools to keep the sales on track to a close. We created content. We developed a very short slide deck to help the HR manager win budget for our training. We adjusted the sales process and introduced the instructor earlier in the process. We conducted sales training and shared the new sales process with our team, the slide deck for HR managers and other key content to be used in the trust building early funnel activities as well as case studies to be used after our quote. Within months we experienced a 200% sales increase.

 

Was our process perfect out of the gate? No, but we were experienced significantly improved sales close rates. I coached sales to adopt the new sales process and challenged them when I saw they shifted back to old sales tools or created their own.

 

We kept listing to our buyers, adjusting and experimenting with content until we consistently realized our sales objectives. This took a focused effort for over 12 months and after 12 months are team was breaking monthly sales records.

 

What percent of the time are your salespeople selling today?

 

How does your team measure sales productivity?

 

Do you track team and individual close rates for example?

 

To close this report also shared that 80% organizational leaders felt creating meaningful content and helping sales find it was a top priority.

 

However only 35% of those surveyed had a plan to do so.

 

Let me help your team improve sales productivity and not have to keep hiring more people.

 

Spend the time capturing the voice of your customer. Once you understand how your buyers buy, the journey they take, and the criteria they must have you will be able to create a repeatable sales process and sales tools that help your buyers buy. Your process will be a GPS system that takes your team, step by step to closing more sales.

 

I would appreciate your feedback…

 

What would be a good reason not to do this and set your sales team up to hit their numbers this year?

 

Understanding your customers and markets creates a foundation for a sales business development plan that creates sales velocity for your organization.