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Wholesale Distributor and Manufacturer Sales Training Must Transform Due to Market Perfect Storm

 

By Mark Allen Roberts

I enjoy training and coaching salespeople, it’s a passion mine. I led sales training for a global manufacturer, helped develop online training as well as flipped classroom training. I have often helped train wholesale distribution sales teams and coach sales managers. There is a perfect storm brewing that will capsize most manufacture and whole distributor training programs ROI if learning and development teams do not make some strategic course corrections now and batten down the hatches. This post will share the top 4 forces quickly converging on how train and we onboard manufacture and wholesale distributor salespeople.

 

There was a great movie based on a true story titled: The Perfect Storm. This movie shares the story of courageous men and women who risk their lives on rescue vessels and fishing boats. On Halloween night 1991 a fishing boat faced three raging weather fronts that unexpectantly collide to create the fiercest storm in modern history. If you have not seen the move here is a movie trailer. The experienced crew has weathered storms at sea before but never three storms converging all at once making the Perfect Storm.

 

Having trained manufacturer and whole sales distributor sales and sales managers I see a perfect storm, a sales problem brewing on the horizon and in this post I will share the 4 converging forces that will capsize the ROI of sales training if you do not transform your sales training programs now. The bigger impact of this perfect storm will be felt by manufactures and distributors alike in the next five to seven years and will be seen as:

 

  • Sales growth quotas not achieved
  • Lost sales you should have won
  • Decline in customer experience
  • Decline in customer satisfaction
  • Reduced profit margins
  • Higher sales unplanned turnover
  • Large account defections to new competitors
  • Poor Training ROI
  • Manufactures not happy with their distributors
  • Distributors not happy with manufactures

 

So what are these four converging forces about to rain down on how we train our sales people?

 

  1. New Generation of workers: Millennials and Gen Z
  2. Buyers changing how they buy and what they need to buy
  3. The Amazon affect and how it’s shaping buyer service expectations
  4. Top sales talent leaving the workforce

 

 

I think you will agree any one of these would have an impact on your salespeople and how we need to train them differently. However, all these 4 forces are converging over the next few years to make a sales training perfect storm.

 

Let’s unpack each a little more.

 

New Generation of Workers: Millennials and Gen Z Workers

A new generation of workers are entering manufacturers and distributors. By (2025) they will be the majority of your sales team. Each generation is influenced by their education, experiences, technology and geopolitical environment. That is why each generation has its own unique characteristics.

 

On an article titled: 7 surprising traits that make millennials excellent employees the author shares Millennials are:

 

  • Curious
  • Individualistic
  • Want Financial Stability
  • The digital Generation/ tech savvy
  • Want and need regular feedback
  • Like to Collaborate with others

 

Other things to consider is they plan to stay with employers 24-36 months and move on to new roles that teach them new skills. They expect their employers to invest in training and if employers do not, they move on quicker.

 

Let’s take a look at Gen Z workers.

 

The Warton University article shares this about Gen Z in the workplace:

 

“As a group, they are “sober, industrious and driven by money,” reports the Wall Street Journal, but also “socially awkward and timid about taking the reins.” They are risk-averse and more diverse, says Inc. magazine. Forbes says they “want to work on their own and be judged on their own merits rather than those of their team.”

 

 

 

Another article shared these traits for Gen Z:

 

  • Preference for traditional communication
  • Work individually
  • Mobile first habits
  • Motivated by Stability
  • Naturally Competitive
  • High Priority for healthy work life balance

 

Millennials and Gen Z workers will need new forms of training and managers will need to provide frequent coaching and not micromanagement. Both generations want to know the why of what they are doing and they plan to change jobs often.

 

Buyers Changing How They Buy

 

Due to the Internet Of Things buyers can and do conduct online research like never before.

 

  • 70% of the buying process is over before they speak with a salesperson
  • 44% of buyers have already made their buying decision
  • 20% of buyers are only speaking with sales to finalize the shipping and other transaction information.

 

Buyers today want and need salespeople who are trusted advisors who provide valuable insights they cannot find online. 85% of buyers in one survey shared they expect salespeople to connect the dots from what they are selling to the impact it will have on the buyer’s bottom line and sadly only 15% of salespeople are meeting that expectation today.

 

In the past buyers made decisions based on regional proximity. Today with two clicks buyers can buy from all over the world opening up many new competitors you never faced in regional markets.

 

“The Amazon Effect” and how it’s shaping buyer service expectations

 

Entreprenuer.com article shared the Amazon Effect as:

 

“it generally refers to the difficulty many stores — particularly brick-and-mortar outlets — face when they compete with Amazon. The online retailer’s vast selection, fast shipping, free returns, low prices and “Prime” subscription service all serve to create high customer expectations for any retailer hoping to compete.”

 

More and more of Amazon revenues are from B2B sales each year impacting both manufacturers and wholesale distributors alike.

 

When buyers leave work and they go home to their families they are consumers. Each month 197 million consumers get on their devices and visit Amazon. They are experiencing what frictionless purchasing feels like and they can’t help but let it shape the type of experience they expect from their vendors at work.

 

Is buying from you as easy as two clicks?

 

How much friction do your buyers experience when buying from you?

 

Top Sales Talent Leaving the Workforce

 

Each day 10,000 boomers are leaving the workforce. This generation (my generation) often are in leadership positions in manufacturing and whole distributors. We did not grow up with technology but most of us adapted but many did not.

 

I just met with a sales branch manager at a distributor that has a 3-ring notebook with all his key account business cards, vendor sell sheets and a handwritten targeted account list. By the way he consistently is in the top 3 producers in his company. The challenge becomes he has so much what I would refer to as tribal knowledge. Because technology entered into his world at a later time the majority of what he knows is in his head. If you ask him how he consistently delivers the results he produces each year he often cannot tell you. If you complete a top producer analysis assessment you will discover the knowledge and sales competencies that he has.

 

In distribution in particular there are so many vendors, and SKU’s and nuances you just learn to know that are often not captured and it should not surprise us some distributors find it takes a new salesperson as much as six years to truly become effective generating incremental revenue. The manufactures I have served typically see a new salesperson deliver incremental revenue in 12-18 months on the job.

 

What are common characteristics of top performers today?

 

The business owners play book shares how to identify top performers and future leaders:

 

  • Quality – if you are going to do something do it right
  • Skills Development– continuous learning
  • Fearless decision making – they leverage data and make decisions
  • Desire input from others
  • Self-Directed – they have a plan and work the plan
  • Emotionally intelligent-cool under pressure
  • Strong people skills– interpersonal communication and listening skills

 

Boomers who often lead departments and are top performers will be leaving over the next five to seven years. One distributor shared with me they estimate over 50% of their workforce will be retiring over the next eight years.

 

I hear some of you saying: “This is all interesting and I knew most of this, so what about this perfect storm again Mark?”

 

Glad you asked.

 

Your sales training and onboarding must change to support the audience you are now training.

 

You must immediately start capturing that tribal knowledge digitally today.

 

Some key characteristics of modern learning?

 

Asynchronous

Online and flipped classroom application

Trainee is in charge

Fast paced

Just enough

Relevant to the sales role and customers

Just in time with workflow

Mobile friendly

Peer to peer learning critical component

Interactive

Gamification will appeal to the new generations

Virtual Reality and Augmented reality will become the norm

On the job tool and learning aids will be critical

 

If you would like to learn more about modern sales learning programs I wrote a whitepaper titled: 17 training innovations for the future and you can download a copy here.

 

Other consideration before we close?

 

You don’t have the time (6 months) to train new salespeople like the past.

 

Death by PowerPoint instructor led training alone does not work with new workers.

 

Instructor led one and done training without reinforcement or application exercises does not stick.

 

You don’t have 6 months to train salespeople who plan leave in 24 months.

 

On the job training is great if managers do it (50% of the time they do not)

 

The new generation wants coaches not managers.

 

Your sales managers will need strong coaching skills.

 

With every new challenge an innovator will design and deliver new solutions to meet the challenges.

 

What will sales training look like in the next 5 years for manufacturers?

 

What will distributor onboarding and sales training look like?

 

How will these converging four forces impact your sales?

 

What will sales training need to look like if employees only stay 24 months?

 

So there you have it. All the above forces are quickly converging and will create a perfect storm for training manufacturer and wholesale distribution salespeople.

 

What do you think?

 

Is my argument that sales training must change all wet?

 

Is there something I forgot to consider?

 

How does your team plan to weather this storm like we have never seen before?

 

I see this as an urgent and pervasive problem that is growing each month and must be solved.

If you have some ideas how to solve this perfect storm of a sales training problem I would enjoy chatting.

Accountability is not a 4 Letter Word When Fixing Sales Problems

 

 

Are your salespeople accountable? When I ask you that question what is the first thing, first emotion, you feel? Why do you think that is? Did less than 60% of your salespeople hit or exceed their sales goals last year? Has someone on your senior management team said: “ we need to hold our salespeople more accountable “? How do we improve accountability and achieve the profitable sales growth we want and need?

 

If you have experienced discussions about sales accountability lately this post is for you and your team and you all need to read: How Did That Happen by Roger Connors and Tom Smith of the Performance Group.

 

I was asked to help a company whose sales had stalled for the last five years. In the first senior management team meeting I attended I heard:

 

The furious young President and CEO shared: “We need to hold our regional sales managers accountable to their growth goals”

 

Marketing quickly chimed in: (or threw kerosene on the fire…you pick): “Why can’t our salespeople follow up on the good leads we send them, if they did we would be hitting our numbers?”

 

Engineering decided they had best pile on: “Why can’t sales sell the innovative new products and features we launched”? 

 

Which triggered the CFO to look up from his laptop and share: “ We need to start getting a return on all the investments we made to grow this business”

 

The COO needed to contribute; “Why can’t sales provide accurate forecasts? Its killing our manufacturing efficiencies, inventory costs and on time shipment goals”?

 

The Partner from the Private Equity Firm who is now attending meetings due to poor financial performance added: “ When will we see results? What specifically are you doing to turn these results around? Do we have the right salespeople?”

 

Their HR Vice President added: “Our salespeople who work from their homes need to stop cutting their grass and golfing and get out in front of customers and make some sales, they need to put in 12-15 hour days like we do”

 

I wish this was a rare meeting and the comments were unusual…but they were not and unfortunately I have heard the above or something similar with many of my past clients. Everyone assumes the solution is sales just needs to work harder and become more “accountable”. Some managers assume salespeople hate to be held accountable, as if it will somehow hurt their motivation. Nothing could be further from the truth.

“Top Performing Salespeople Hold Themselves Accountable”

– Mark Allen Roberts

The reality is top performing sales super stars love to be held accountable and serve on teams of accountable leaders. Sales super stars are like elite athletes. They are very competitive, they train relentlessly, and they are always learning and practicing their craft. From my observations over the past 35 years, most elite salespeople were athletes and now sales is their sport. Top performing salespeople own their goals and strive each day to hit their objectives and drive profitable growth for their organizations.

So where’s the disconnect? …And more importantly how do we fix this problem quickly?

The authors of How Did This Happen do an excellent job of explaining that accountability has two sides:

Taking Accountability For Yourself

 Holding Others Accountable

What we often quickly assume, as the team above thought was a sales accountability problem is actually an organization wide accountability issue. (Sorry) While all of your team is firing missiles from their silos, the true problem is your entire organization lacks a culture of accountability and this must be corrected.

 

Have you ever worked for someone who assigned you very specific objectives and held you accountable to your goals but they never follow up on emails, signatures needed, budget approvals and other tasks they committed to? How did that make you feel? Were you more or less motivated to achieve your objectives?

 

So if our manager is accountable it impacts our performance? ….Absolutely!

 

The good news is your team is motivated by meaningful work. They want to help the organization grow profitability and in the process contribute and one day retire from your organization.

 

The elite salespeople are accountable. They are out everyday hunting for opportunities to serve your current customers and searching for new accounts with problems your organization solves.

 

Still doubt your salespeople are accountable?

 

Let me ask you a few questions…

 

Where else in your organization are people as accountable as your salespeople?

 

  • Their sales are tracked real time, you can see their activity and results
  • You can see what they plan to do next in the CRM
  • You can read what happened in the last meeting in the CRM
  • In your weekly call in meetings they share what they set out to do, what they did, what they will do and what help they may need from you
  • You can see who they are selling, what they are selling them and at what price
  • You get reports showing profit by customer, salesperson, region, district, country (there is no hiding in sales)
  • Their expense reports tell you if they are making good decisions based on return on investment, if they are managing their time appropriately and you can see where they have been and how long they were there
  • They often do weekly call reports
  • You complete customer surveys and ask about their service
  • Other executives attend customer meetings with them
  • If they do not make the sales to achieve their sales goals they do not make the targeted income they were promised

 

So again, are you sure you have a sales accountability problem?

 

The book: How Did This Happen is brilliant!

 

It introduces the concept of an accountability sequence that is broken down into two parts.

 

The first half is the outer ring as they call it. Here is where you form, communicate, align and inspect expectations. This is where most managers fail. This step is about your managers setting clear reasonable expectations.

 

The second half is the inner ring where you engage in accountability conversations in a professional way to deal with unmet expectations. (Emphasis on words professional way)

 

What I enjoyed most about this book is it sets the tone to lose all your emotional assumptions about accountability and it teaches you how to be and lead your teams in a professional and accountable way.

 

This book provides many tools and assessments to help you determine where your team is in the competency of accountability and guides you how to improve.

 

The book shares five reasons people do not hold others accountable:

 

  1. Fear of offending someone or jeopardizing a personal relationship
  2. The feeling they lack the time to follow up
  3. A lack of faith that the effect will make a difference
  4. A worry that by holding someone else accountable their may expose their own accountability failures
  5. A reluctance to speak due to fear of potential retaliations

 

(Did any of the above resonate with you and your team?)

 

Lets get back to the small company. The senior management team meeting ended and the CEO and CFO asked I stay in the room. They were concerned I was taking notes but did not offer any advice or solutions. I shared I have a process and I have noted everyone’s concerns assumptions and perceptions and now I need the voice of your customers and your salespeople and we will develop a strategy to improve your bottom line results.

 

What did I find after spending just under six months in the market traveling with their salespeople and and doing voice of customer interviews with top distributors and end customers?

 

  • Customers openly shared how difficult the company was to work with
  • Their order follow up was poor and orders often had pricing errors
  • On time delivery was under 60% hurting distributor relationships with their customers
  • Their product was plagued with quality issues resulting in warrantee claims
  • Warranty claims just after purchase negatively impacted distributor relationships with end users
  • New products over the past 5 years were historically launched before they were ready. Distributors now wait at least 18 to 24 months before buying new products because they feel the company will have “worked all the bugs out by then“
  • Their salespeople, regional managers and distributors were never trained in commercial selling skills
  • Their salespeople were exhausted and spending more time of tracking late orders and warranty parts than selling
  • Their customer service team was never trained and over 70% of incoming calls went to voicemail
  • Their sales compensation plan was so complicated their salespeople did not understand it, trust it, and often found the company made errors in their commissions and it often took over 90 days to correct them

 

Did this company have a sales accountability problem or a company wide accountability issue?

 

In chapter 9 the authors give you a simple yet brilliant model to assess accountability. It starts with asking: Is the person above or below the line

Above the line

  • Do it
  • Solve it
  • Own it
  • See it

Below the line

  • Wait and see
  • Cover your tail
  • Blame others and finger point
  • “Not my job”

Accountability is not a 4-letter word to elite salespeople. They hold themselves accountable and they must know you are accountable as well. They are constantly training, learning and practicing to improve their skills.

We must also understand accountability moves above and below the line for your people ( and yourself) . Once you have read this book you will quickly identify when a victor has become a victim and you are provided tools to help coach them to get them back on track.

I highly recommend you add this book to your library, read it, share it among your leadership team then share it with your sales managers and salespeople.

As for the company above…their sales grew from $14 million to over $80 million in the next 6 years once everyone understood their customers expectations and aligned their strategies and goals to achieve them. We became customer centric and when we did the silo’s went away. We all shared cross functional goals and the bottom line became healthy. So healthy they were acquired a few years later.

 

I saved the tough questions for last.

 

How accountable is your team?

 

How accountable are your salespeople?

 

Has anyone on your team said: “Our salespeople need to be more accountable”?

 

How accountable are you?

 

If the last question hit a nerve then you really need to read this book and help your team understand what accountability is and how to hold others accountable in a professional way. We all drift above and below the line of accountability. This book helps you identify it sooner and provides many tools and coaching ideas to getting your team back on course to profitable performance.

Increase Sales: Fix Broken Windows in How Your Team Sells

 

 

Is your sales team prepared to win and achieve their sales goals  today? Do your salespeople consistently exhibit the discipline to drive profitable sales growth? Do your salespeople clearly understand your expectations and they are accountable to them? One way to ensure your sales team breaks the growing global trend of sales teams not achieving sales growth goals is to fix broken windows in your sales organization. In this post we will discuss where to look for broken windows that are hurting your sales performance.

 

I am very thankful to a number of my mentors over the years. They taught me how to capture and leverage the voice of the customer and how to serve customers by providing industry insights and best practices to improve their bottom line. One mentor taught me how to listen, actively listen for unresolved problems. Mentors help salespeople understand the discipline required to drive profitable sales growth and to be accountable for key behaviors that if performed consistently will drive profitable sales growth. Having disciple and being accountable is not about doing 1,000’s of things perfectly. Being accountable and having discipline is about is having clear goals and expectations on how you will achieve those goals. As the sales leader it is about inspecting what you expect and understanding the behaviors and attitudes to support key goals.

 

I am very proud of my children. My dream for my children was I would grow a business and give it to them one day to run. In running the business they would learn the life lessons I experienced and have financial freedom. I discovered about 15 years ago this was only my dream. My children had much different plans. My daughter became an amazing artist and now is the social media marketing manager for a company driving 3-5 times the traffic to their trade events and website leveraging her artistic skills creating innovative content. My son has a burning desire to serve and protect others and a police officer.

 

Over the holidays my son and I were talking and he shared something called “Broken Window Theory” and I thought it was fascinating. Broken window theory suggests that visible signs of crime like cars stripped and up on blocks in the street, street signs missing, traffic lights not working, people consuming alcohol in public and other anti- social behaviors create an environment for more crime and more serious crimes. The theory suggests that policing methods that target minor crimes such as vandalism, public drinking and others create an atmosphere of order and lawfulness, thereby preventing more serious crimes.

 

In the 1969 a psychologist named Philip Zinbardo from Stanford ran an experiment. He parked a car with no license plates in two neighborhoods. One that was run down, broken windows and signs of crime and one in an affluent neighborhood in Palo Alto California. The car parked in the run down neighborhood was vandalized within 10 minutes. Next he smashed the front window and what he observed surprised him. Others in the neighborhood with vandalism and other crimes joined in and within 24 hours the entire car was stripped to the frame. Who did the vandalizing is what was disturbing: It was respectable adults in the community often with their children not …street gangs.

 

The car in Palo Alto remained untouched.

 

The findings from the study?

 

Unintended behavior leads to a breakdown of community controls

 

One broken window leads to many if left unaddressed

 

Disorders drives fear and withdraw from community laws and norms

 

Even the best citizens in a community can start bad behaviors if the behaviors are left unchecked

 

My son has been a police officer in a large city now for a number of years. He has personally experienced how policing and correcting what seems like minor misdemeanor crimes helps bring a neighborhood back to life. He has seen the impact having the discipline to enforce common community norms and expectations that support a safe and prosperous community and how this reduces crime significantly.

 

“Ok Mark, this is all interesting … but how does this apply to driving profitable sales increases year over year?”

 

I thought you would never ask!

 

How many broken windows exist in your company’s sales organization?

 

Do you know where to look?

 

The good news is you have a good smart team and there are many things about your company you and your team should be proud of. When I did business development consulting work I asked a lot of questions and looked for broken windows that are signs of much bigger sales problems to be solved. It is not unusual for my past clients to not even see the broken windows they walk by each day. Many broken windows have been broken for years and they became “ how we do things around here”. New team members will see them immediately but if they want to survive they learn to look the other way. Instead of repairing the broken windows teams try to just cover them up.

 

Let me help you see the broken windows that I have seen because you too may have grown accustomed to seeing them and may walk by them everyday and they are hurting your business development and sales growth efforts…

 

Majority of salesperson’s time spent in non-sales activities

 

“Hi how are you meetings” …Salespeople bringing donuts to their distributors with no other business reason for the visit, no one at the distributor even knew you were coming

 

Not being properly groomed

 

Company car dirty inside and out

 

Not making eye contact with customers in meetings

 

Sales people not taking notes in meetings

 

Salespeople not having a pen visiting a customer job site and having to “remember” the requirements

 

No pre-call plans 

 

No CRM entry for future meetings or past meeting notes

 

Outdated company brochures in sales associate’s vehicles

 

Damaged and stained brochures from not being properly stored used in customer presentations

 

Poor or no customer follow up

 

Not following up on leads provided, QDD disorder

 

Salespeople leaving sales training to make/ take phone calls

 

Customer email not responded to in 24 hours

 

Out-dated sales process

 

Salespeople working on laptops in meetings and not paying attention

 

Missing team weekly meetings

 

Salespeople openly criticizing others on sales team, others on other teams ( not constructive criticism ) 

 

Not responding top your email of voicemail in 48 hours if you asked them to

 

No plan to achieve their sales goals

 

Showing up late to weekly meetings

 

Salespeople playing feature and benefit bingo 

 

Not being prepared for weekly meetings

 

No cadence for how often they visit with each customer

 

Not completing expense reports timely

 

Poor interpersonal exchanges with team members from other business groups

 

Talking too much in meetings with customers

 

Salespeople who have never been trained in sales (product-yes, sales-no) 

 

Not understanding their customers’ businesses

 

Not understanding their market or market language

 

No dollar value in CRM for new opportunities identified

 

Not understanding how your product or service impacts your customers’ bottom line

 

Not qualifying potential customers

 

Salespeople seen as just another rep not a trusted advisor

 

Salespeople not spending the majority of their time in sales behaviors

 

Not updating sales stage in CRM

 

Asking poor questions in meetings

 

Poor listening, talking over customers 

 

Selling on price not value

 

No ideal customer profile so everyone could be a customer 

 

Company vehicle not maintained

 

Poor to no relationships at key customers

 

Key account budgets/goals… but no strategic growth plans on how to achieve them

 

Only knowing the buyers at key accounts no relationship with other influencers 

 

Sales pipeline bucket not a funnel 

 

Poor new product sales 

 

Poor sales customer visit trip planning (more time driving and flying than in front of customers)

 

No formal sales process

 

Salespeople staying at very expensive hotels

 

Salespeople submitting very expensive dinners without customers

 

If you see some of the above you have broken windows that need to be repaired before your team can experience explosive sales growth.

 

The above are some broken windows I have observed but there are plenty more I am sure.

 

How about you…

 

What broken windows have you observed in your sales teams that are negatively impacting your profitable growth plans?

 

Do you have associates in key sales leadership roles that have not been trained to lead salespeople?

 

Are their politically incorrect secrets that your salespeople know but are afraid to discuss?

 

If we allow broken windows in how we sell they hurt our ability to drive profitable sales growth and increase shareholder value. We are not saying everyone has to be perfect and 1,000’s of things. What we are saying is we need discipline and accountability in our sales teams. As the leader you need to set the expectation and insure compliance. If you observe a behavior that is not consistent with what your team has identified as your core values you must be safe to address it and correct it. If not the little broken windows become chaos and good team members in your sales community will start behaving in ways counter to driving profitable growth.

 

In our next post we will discuss common marketing broken windows to look for and repair.

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