Systems are Important
Sales managers… What are you doing for your staff? I know you hold training sessions, set goals, monitor performance, and keep people accountable. We all do those things. What separates great sales managers from the average is the ability to help salespeople build good habits, learn discipline and follow a consistent selling system.
We all want every sale to be form fit to the customer based on a relationship we have developed and leveraged over time. This helps us develop an ideal solution for each client. I also know that most salespeople will use this desire for appointment customization and relationship building to fight you on the development of any sort of sales system. I am here to tell you this is a huge mistake. Systematization is central to effective selling. It keeps us on track, it prevents us from forgetting key steps in the process, and it ensures we are efficient with our time.
So ask yourself: Have I helped my staff to develop a solid selling system that works?
This does not have to be complicated, but it helps to have a strategy. Imagine a football team trying to play a game with no pre-set plays? Nobody knows what is going to happen next and while some plays will work, most will end in disaster. Are the players inflexible and unable to customize when running plays from the playbook? No, because they have a set of option strategies they can implement to adjust plays. My goal for my staff is to provide them a framework to follow and then give them a series of plays and options to run based on what they find. This leaves them free to do what they need to but they are never far from the known path.
Example: My Telemarketing Strategy
For an appointment setting call for my staff the framework looks like this:
I have them write this on a piece of paper and make sure they have covered every point before asking for an appointment… The “Plays” are how we move from point to point depending on how things are going. It’s not a lock step script just a simple framework that lets them know where they are and when they have enough information to ask for an appointment.
For Further Study
I love Brian Tracy’s Advanced Selling Strategies. In this book, Brian will share with you strategies, tactics, and the mindset you need to develop your own system and close more deals. If you are looking for more of a cookbook approach I think you should consider Neil Rackham’s SPIN Selling. Unquestionably the best-documented account of sales success ever collected and the result of the Huthwaite corporation’s massive 12-year, $1-million dollar research into effective sales performance. This groundbreaking resource details the revolutionary SPIN (Situation, Problem, Implication, Need-payoff) strategy.
So let me ask you this: Does every member of your team have a well thought-out strategy or are you letting them shoot from the hip?