Sales management is one of the most mythologized of the business segments. And even when practical confirmation of the myth or stereotype cannot be found, the owners, the owners and CEO are trying over and over again, hoping for a different result. The first myth. Hiring professional Superman in sales will solve all my problems
This stereotype is a dangerous one-sidedness. Sales every day are faced with great difficulties for a number of reasons: the increased requirements, changes in purchasing behavior (the emergence of “Buyer 2.0”), transformations in the dynamics of purchase (in B2B, for example, significantly complicated the process and increased the number of people involved), a sharp increase in competition. To expect that hiring one person can solve all of these problems is one of the biggest misconceptions.
If you have year after year people change, but nothing changes in the sales system and its effectiveness, is the first sign that the “Superman approach” does not work. You need to completely transform sales.
Transformation sales — strategic initiative that affects absolutely all functions of the company, including the owner, who, too, must change their behavior. Customers have become a strategic asset of the business. And the way of communicating and managing relations with them is no longer a question of the seller or the commercial Director. If today you do not manage customer experience, so they will drive more active your competitors are. The tops company is to grasp and understand if you need a transformation, in what scale, what resource is required to support the new or look on their people, perhaps they can manipulate the system.
Without understanding the owners and top management that should form the basis for the system as to transform, the miracle did not happen.
As soon as the company comes to this realization, the search of the person is built differently: the focus is on attracting professionals who received investment and support can transform the system and to manage it, increasing the results. A second myth. Great sellers is a gift from God, to raise them it is impossible
Nuggets — these are people who, because of their experience, specific education, life situations they faced, were able intuitive, the result of self-development to learn 90-95% of the sales practices of a world class.
The nuggets do exist, you often see them, as a rule, they give rise to stereotypes that you can build a sales system just for such people. But it’s not working. Often we see companies that are in search of nuggets.
Often y company box, set of 100 medium sellers. Of these, 3-5 nuggets, the rest are ordinary people. Nuggets have a very short life in the field. After people began to show some Cuernavaca and overclocking, it quickly grows to a top Manager, founded his business or moved to another country to work for a global company. Such people do not remain in the field, and their statistics is extremely small, only 3-5%. They are hard to motivate and retain, because they have a great vertical and horizontal mobility.
No need to chase the nuggets, it wouldn’t work.
If your sales force consists of 3 people, you have a chance to hire three more nuggets, but it will be very expensive. If you have 50 people, so many nuggets you will find.
You need to invest in a sales system that works primarily with ordinary people. They need to give tools in the form of methodology, process — overview of the funnel, coaching sales. They need to do, to grow, to change behavior, pushing them to new levels of performance.
Without such a circuit to operate the behaviors of the sales organization world-class will fail to build. The third myth. Win-Win is not possible: either you, or you
Any profession consists of four elements, one of them is ethics. We believe that the basis of sales should be an ethic of “win-win”. For example, if a company has 20-30 million customers, even if three of them came to build a relationship, and they go, nothing bad will happen (although with the current development of social networks and three can be more than enough). For others it could be a disaster.
In B2B sales it is still more difficult: customers satisfaction remains on the market. Unsatisfied people are moving from company to company, grow in position. And at some time X in the largest deal in six years they are waiting for you with the “good news” — they have not buy.
“Win-Win never happens” is very dangerous stereotype which forms a culture.
Win-Win is essential. It requires a build mentality: you have to understand that long term is the only sustainable format of relations. Often the inability to see the win-win-ability based on the fact that we are too narrow wins of the parties, for example, only the price. Price is only one of the characteristics of the product. Business and sales is not a zero — sum, the picture is always wider. In the end, both the company and the client can get more. It certainly works.