What do you do if your outside sales team's performance needs evaluation?

1 Assess Metrics

When you suspect your outside sales team's performance is not up to par, start by examining key sales metrics. Look into figures such as sales volume, conversion rates, and average deal size. These numbers will provide a quantitative basis for performance evaluation. It's important to compare current results with historical data to understand trends and identify any deviations from expected performance levels. This step is about gathering data that will inform the rest of your evaluation process.

2 Get Feedback

Direct feedback from your team can provide insights that numbers alone cannot. Engage with your sales representatives to understand the challenges they face in the field. This dialogue can reveal issues with sales tactics, customer objections, or even product-related concerns. It's also an opportunity to gauge the morale and motivation of your team, which can significantly impact performance. Remember, this is a two-way conversation, so be prepared to listen and take notes on what you can do to support your team better.

3 Evaluate Training

A well-trained outside sales team is more likely to meet their targets. Review the training programs you have in place to ensure they are up-to-date and relevant to your team's needs. Consider if there are new skills, such as social selling or digital presentation techniques, that your team needs to acquire. Sometimes, a refresher course or advanced training can reignite your team's effectiveness and confidence in the field.

4 Analyze Strategy

Your sales strategy should evolve with market conditions and customer expectations. Take a close look at the sales processes and strategies your team employs. Are they aligned with best practices and current market trends? Do they effectively address the customer's pain points? This analysis may uncover strategic misalignments or areas where your approach needs to be updated to stay competitive and resonate with your target audience.

5 Monitor Competition

Understanding how your competitors are performing can offer valuable context for evaluating your own team's results. Monitor the competitive landscape to see if there are shifts in market share, new entrants, or changes in competitors' strategies that could be affecting your sales. This information can help you adjust your tactics and positioning to better compete in your industry.

6 Implement Changes

After thorough analysis and reflection, it's time to implement changes designed to enhance your outside sales team's performance. This could involve adjusting sales territories, revising compensation plans, or introducing new sales enablement tools. Whatever changes you decide on, communicate them clearly to your team and provide the necessary support to ensure a smooth transition. It's crucial to track the impact of these changes over time to confirm they are yielding the desired improvements.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?