Improving Sales Effectiveness – The Question is Why?

Achieving sales success is crucial to every business, after all sales is the only revenue generating function within a company, everything else costs money. So what do we do to ensure that our key players in the sales arena are doing all they can to develop this most important of areas?

Much is said about the process and techniques of sales and there are many books and courses written on the topic of sales strategy. However, I believe the key to improving sales is not what we tell our sales people to do or even how they should do it (although I agree they cannot be overlooked). No, for me the answer is not aligned to things you can teach or processes you can explain. I believe the answer is much simpler and at the same time much harder. The simple fact is that most businesses do not achieve the sales they expect through their people because they never answer the why, or to put it in clear terms ‘Why should I sell this product if I am not motivated to do so by my leaders?’

I have seen many a sales meeting where the sales manager carefully explains what the product does and how it works without once explaining why it is important that the team sell the product at all. What’s in it for them? What’s in it for the business? Why should I sell this product!?

We’ve all heard of features, advantages, benefits and you can be sure that the customer is only interested in the benefit to them of buying a product, so why should this be any different for a salesperson selling a product? They need to know the benefit to them of selling the product, otherwise why should they?

Now I know there are some cynics reading this who will answer the question, ‘Why should I sell this product?’ with the much fancied response of ‘…because you are a salesperson and that’s your job.’ To that I say ‘great’, if you are getting results in this way then carry on doing things just the way you are, but if you’re not getting results using this method I have another response…

…If you always do what you always did, you’ll always get what you always got.

Now I mentioned earlier that what a product does and how a product should be sold should not be overlooked and I think that is very true, but when you only focus on these you will be left scratching your head as to why your sales team aren’t getting the results. So, a simple way to deal with the issue is to use the following formula…

What + How + Why = Sales

In this formula, ‘What’ is the clarity around the product or service, i.e. do they know the features and benefits of the product? ‘How’ is the capability to sell the product, i.e. do they have the correct skills and techniques? ‘Why’ we can call motivation, i.e. do they understand the benefits to them and the business of selling the product?

You may find that results still come in with one of these elements missing. However, when you combine the elements you will be truly blown away by what you can achieve.

So next time you hold that sales meeting, remember the reasons why.

Trainer Bubble Sponsors Develop the Developer Survey 2007

Trainer Bubble are proud sponsors of the Develop the Developer 2007 survey.

The Survey goes live on 21st May.

The project is the largest independent survey of people developers, trainers and managers.

MANAGERS, TRAINERS, DEVELOPERS, COACHES, TEAM LEADERS

The focus for the new research project looks at the current and required skills for people that develop others. - to develop the developer.

To participate in the survey click here

To find out more about the survey and the history of the project click here

Background

A lot of research as gone into looking at the skills people need to fulfil occupational roles. Little has been done to explore the skills required for people who develop others but are not in the role of teacher or trainer. Even the role of trainer and coach has changed dramatically.

In 1991 AMED were involved in carrying out such research for the government. Now over 15 years on we will be running a similar survey and need your help.

If you consider yourself to be a people developer we would like you to complete the survey.

Developing the developers is a project with an aim of researching the current and future needs of people developers. As the business world progresses so does the role of people developers. At one time this was the remit of the HR or training team. Now with an increasing pace within the world of business, most of us have some responsibility for the development of others. But do we have the necessary skills?

What skills do we need and where can we get them?

This project sets out to answer these questions. So if you manage, mentor, coach, train teach, educate or develop people in any way we want to know how you develop these skills and most importantly how you learn new skills, just when you need them.

What and who are Developers?

Developers are people that help other people to grow. Other titles you may be more familiar with include: Manager, Trainer, Coach, Facilitator, Mentors, Team Leaders etc.

Over recent years more emphasis has been placed on people development than ever before, with the responsibility of learning handed to individuals the eye has been taken of the ball in providing the skills to those involved in support the learning of others. This project seeks to identify what the current responsibilities are and to identify the development and training needs of this audience.

We welcome your involvement in this ambitious project. All you need to do is to take the survey!

What makes 100%?

Here's a little mathematical formula that might help you answer the question, what makes 100%?:

If: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z is represented as:

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26, then:

H-A-R-D-W-O-R-K 8+1+18+4+23+15+18+11 = 98%

and,

K-N-O-W-L-E-D-G-E 11+14+15+23+12+5+4+7+5 = 96%

But, A-T-T-I-T-U-D-E 1+20+20+9+20+21+4+5 = 100%

So there you have it. The key to hitting 100% is attitude, but it doesn't end there...

Now we've all been at the meeting where our boss tells us they want more than 100% (Huh?). Well, the mathmetical formula will help you once again, because...

B-U-L-L-S-H-I-T 2+21+12+12+19+8+9+20 = 103%

and, look how far ass kissing will take you:

A-S-S--K-I-S-S-I-N-G 1+19+19+11+9+19+19+9+14+7 = 118%

So, one can then conclude with mathematical certainty that:

While Hardwork and Knowledge will get you close, and Attitude will get you there, Bullshit and Ass Kissing will put you over the top!

The Silent Negotiator - By Wolfgang Halliwell

A few years ago my friend Jane sold her house. She decided not to use an estate agent and advertised in the local press.

Before long a mother and her young daughter came to visit, and it was obvious they were interested in buying. So Jane offered them a cup of coffee and the three of them sat down at the kitchen table.

After exchanging a few pleasantries the visitor explained that she was interested in buying and made an offer of £170,000. This was £10,000 below the asking price and was a little less than Jane was hoping to get. Nevertheless, the offer was not unreasonable so Jane spent a moment or two thinking before responding.

Whilst she was deciding how to reply she heard her visitor say, ‘Or perhaps I could meet you half way.’

Up to this point Jane had said nothing in response to the offer and yet it had just been increased by £5000. What should she do now?

Once again, Jane suspended her reaction. This gave her valuable thinking time. During this time she pondered how readily her buyer had moved on her initial offer. It occurred to her that this person was very keen to buy. With this thought firmly in mind, Jane was now ready to speak. She explained that she had only just placed the house on the market and was expecting a lot of interest. In view of this she was not ready to reduce her asking price quite yet. The buyer instantly responded by agreeing to pay the full price, and the sale was finalised a few weeks later.

At this point, it is worth mentioning that Jane is a very experienced negotiator who is very aware of just how useful silence can be. On this occasion, she chose not to reply instantly to the first offer. She had two reasons for this.

1. She wanted to take a moment to consider what was being proposed.
2. It was obvious that the buyer was keen to buy and she did not want to frighten her off by responding immediately and negatively.

She was also aware that many people are uncomfortable with silence and will often fill a quiet spell with words. This often results in them modifying their original offer, as happened on this occasion. This was not the effect that Jane was trying to achieve this time, but she was certainly not unhappy that it happened.

All too often negotiators are too quick to respond. The pace of their negotiations get faster and faster and before they know it they have reached a deal they are not really happy with.

We could probably all take a leaf from Jane’s book and slow down a little. Silence at the right time in a negotiation can be a very powerful tool.

Visit Trainer Bubble, where you can download the full training materials for 'The Art of Negotiation' for just £49.