Eighty percent of the profit generated by sales teams is gained by top performing salespersons who only make up 20% of the sales team.
If you’re a team leader or manager and you’d like more of your team to get ‘A lister’ results, there are things you can do to motivate them and you don’t have to resort to cheap freebies and gimmicks.
Invest in Your Employees
One of the best things you can do to increase staff satisfaction and productivity is to invest in their professional development by ensuring they have access to ongoing sales training. The salespersons with the most consistently positive results go further than just attempting to market the virtues of a product to a potential customer, they attempt to understand the customer’s problems and needs so that they can tailor the product or service to them and play a part in solving their problem. Not only is the consumer more likely to go through with the transaction, but he or she will be more likely to repeat purchase or to use the company again for future services. This is why problem definition in clients is more significant to a top performing salesperson than simply marketing the perks of the product that is being sold.
Developing this type of relationship with potential clients comes naturally to the 20% of elite sellers but that doesn’t mean that others can’t learn the skills they need. Sales coaching can teach them how to do this and enjoy better results.
Encourage Your Salespeople to Know Their Stakeholders
The salespeople who earn the most commission make it their business to have a good relationship with company stakeholders so that they understand the buying process for each project they are working for. Making sure this process runs smoothly will meet the needs of the staff involved in buying in each organisation, making life easier for everyone and boosting the reputation of the salesperson who has closed the deal.
Get them to Focus on Value
Successful salespeople don’t just focus on the price of their products, they focus on their long-term value. In value added selling, the marketer promotes the positive outcomes that are associated with the product (for instance, better business efficiency or business growth). Certain types of customers are willing to pay a higher price for a product or service if it will help them attain the benefits they are looking for. Rather than selling the product, the savvy salesperson will try to sell the end result.
Give Positive Feedback
Every team leader has workers who don’t get the number of sales they would like. Although the commission based incentive system is often used to try and improve productivity among staff, it can cause stress and lead to a fear based atmosphere in the workplace. It is not a sustainable way to motivate staff and could be counter-intuitive and cause a high turn-over of employees. The most effective way to raise morale and increase motivation is to give positive feedback to the salesperson, engage in a respectful two-way dialogue and help the staff member to feel part of the team. If the person feels their contribution is useful to the success of the company, this sense of satisfaction will create a longer lasting, self-sustaining motivation that will bring about better sales results.
By Alison Brattle, marketing manager of global leadership development and sales training firm AchieveGlobal (UK) Ltd, specialises in providing exceptional sales management training courses and helps organisations develop business strategies to achieve sales success. Alison enjoys sharing her insight and thoughts to provide better sales and leadership training.