NFIB

An Effective Sales Staff -- the Key to a Company's Success
04/ 02/ 2002


It has been said that many large corporations think of internal operations and manufacturing first, sales second. But all successful small companies, which have owners more directly involved, think first of sales and second of internal operations. This is as it should be: nothing is more crucial to the success of a company than the effectiveness of its sales staff. In today's Workshop, Jeffrey Moses discusses how to maximize sales efficiency.

During the hiring process, judge a sales candidate not only on previous work experience and length of time with previous employers, but on SALES SUCCESS. Usually, a person successful in one type of sales will be successful in others as well. Almost any good salesperson can learn a new product line, so hire on ability, not experience with your particular products or services.

When it comes to pay, provide draws, salaries and commissions at or above industry standards. This will keep sales personnel motivated -- and help prevent them from being hired away.

Remember, successful sales people are motivated by selling, not by doing paperwork. Make it easy for your sales staff to spend the majority of their time selling, not pushing paper. Review your paperwork requirements for sales people, and revise if it keeps them at their desks too much of the time. They need to be directly talking with customers -- ideally, for 75 to 90 percent of their working hours.

To accomplish the previous point, be sure to hire enough back-up staff to supplement your sales people. Secretaries, receptionists, and other clerical help can take the paperwork load off your sales people.

Successful sales is a combination of natural ability, skill, and motivation. It may be impossible to enhance a person's natural ability, but skill and motivation are factors that can be continually improved. Send your sales staff to seminars frequently, or purchase training tapes that focus on sales improvement. Also, bring in motivational speakers from time to time, or buy motivational tapes. Even the most energetic and experienced sales personnel can benefit from an occasional recharging.

Speaking of recharging, make sure that you encourage your sales staff to take enough time off, and to have enough physical exercise to keep fit. Sales is hard work, requiring mental and physical stamina. A tired sales person may not have the edge to be creative or to put in the required hours -- and that will quickly translate into declining sales.

Keep in contact personally with your sales people. If someone's sales begins to fall, find out why. Often, personal situations away from work may result in declining results. Sales is more of an art than most other types of work. It involves a lot of emotional output. As a result, sales people may have rises and falls in productivity. If any of your sales staff experiences such a dip, work with them to help them regain effectiveness, offering them seminars and tapes as described earlier. They'll reward you with increased sales, and ongoing loyalty.

workshop.marketing.mon
01.31.00

Small Business Sound Off
Does this story hit home?  Share your story with us