Sales is a people business. It’s all about the interaction between your rep and your customer. In this tutorial, Drew Boyd, marketing professor and consultant, describes four dynamics that make interactions between a sales rep and a customer unsuccessful. Professor Boyd also provides several strategies to help sales managers monitor the effectiveness of their sales team.
- Your sales plan and your marketing plan…may be in complete sync regarding the specific customers…you wanna target,…but that doesn't mean your sales reps…are actually calling on them.…And that's going to affect sales performance.…Now it may seem obvious that a sales rep…would wanna call on the customers…that they've been told to call on.…If they're compensated with commissions…they should be really motivated to see the right people,…but there are many reasons why that might not be happening.…First, the rep might not understand the sales task.…
Perhaps the customer target is defined too vaguely.…For example, just telling reps to call on any…potential customer in the city of Chicago is way too broad.…Instead, you would wanna tell them something like this,…call on any customer who is using a competitive product…within these four ZIP codes.…That's much more specific.…Another simple reason is reps can't find the customer.…The direction is clear on who to go after,…but the rep has no information or resource to pin down…
- Defining the sales task
- Calling on the right customers with the right products and services
- Evaluating your team's sales activities
- Measuring outputs of sales: customer satisfaction, wins, losses, etc.