Why Your Sales Team Is Not Performing

Got a sales team that’s just not hitting the mark? It’s frustrating, especially when you’ve got some of your highest-paid employees in those roles. If you're wondering why they're not performing, you might find the answer here.

The Problem

Hiring salespeople who don’t deliver is a real pain. Unlike other functions where non-performance might slip under the radar, sales are right in the spotlight. The hiring and firing cycle can be endless unless you find the right solution. So, What can you do to turn around this situation?

Well, I have a simple, proven and effective 3 step approach for you.

A Three-Step Approach

Let’s dive into a three-step approach to tackle this issue.

1. System

Have you figured out the winning formula for your sales? Do you have a structured sales process that works for your product and organization? This includes:

- Documented Scripts: Provide clear, concise scripts for sales conversations.

- Objection Handling Strategies: Prepare your team with responses to common objections.

- Rapport Building Techniques: Teach methods for building strong relationships with clients.

- Conversation Techniques: Develop effective ways to guide sales discussions.

- Questionnaires: Use questionnaires to gather essential client information.

- Collaterals: Ensure your team has the right marketing materials.

- Testimonials: Share success stories to build credibility.

Without a defined sales process, each salesperson is left to handle inquiries in their own way, often without a solid game plan. This lack of consistency can lead to missed opportunities and lost sales. By creating a standardized process, you ensure that everyone is on the same page and following best practices.

2. Training

Training shouldn’t be limited to just product and technical knowledge. Your sales team needs to upgrade their selling skills and learn sales management. It’s a common misconception that experienced salespeople don't need training. This might hold true for large corporates but is rarely the case for SMEs. Expecting a new hire to deliver without proper training is unrealistic.

Training should cover:

- Sales Techniques: Teach proven methods for closing deals.

- Product Knowledge: Ensure the team understands the products they're selling.

- Customer Relationship Management: Train on building and maintaining client relationships.

- Negotiation Skills: Equip your team with strategies to negotiate effectively.

- Time Management: Help salespeople manage their time and prioritize tasks.

Once you’ve established a sales process, you can effectively train your team. Regular training sessions can also keep your team updated on new techniques and industry trends.

3. Reviews

Regular reviews are essential. Even top performers benefit from consistent check-ins. Reviews ensure that:

- Accountability: Salespeople stay on top of their numbers, follow-ups, and order status.

- Continuous Learning: Use reviews to provide feedback and identify areas for improvement.

- Motivation: Keep your team motivated despite rejections by celebrating successes and encouraging perseverance.

A well-conducted review should include:

- Performance Metrics: Discuss sales targets and achievements.

- Feedback: Provide constructive criticism and praise.

- Goal Setting: Set clear, achievable goals for the next review period.

- Skill Development: Identify training needs and opportunities for growth.

- Motivation Strategies: Use reviews to recharge your team’s enthusiasm and commitment.

Summary

1. Establish a Sales Process: Create a standardized sales process that works and stick to it. Ensure it includes scripts, objection handling, rapport-building techniques, and more.

2. Train Your Team: Provide comprehensive training on sales techniques, product knowledge, customer relationship management, negotiation, and time management.

3. Regular Reviews: Conduct disciplined reviews to ensure accountability, continuous learning, and motivation. Use these sessions to set goals, provide feedback, and identify training needs.

If you want to boost your sales team’s performance and increase your revenues, this is one of the best methods you can adopt. If you want to discuss anything in detail you can reach me out on LinkedIn.

Until next time.????