NFIB

A Sales Manager's Roadmap to a Successful Field Visit
03/ 14/ 2002

Contributed by David Berger of Berger & Berger Associates, a management consulting practice focusing on sales workforce effectiveness.

The role of the sales manager brings with it a myriad of responsibilities, including recruiting, hiring, training, setting sales goals and business development expectations, providing for on-going account management, keeping the "troops" motivated, developing and implementing strategic initiatives and ensuring that you stay at least one step ahead of the competition. These are but a few of the seemingly infinite challenges associated with this all-important position. However, to ensure the long-term success of the sales organization, a manager must have a strong relationship with individual sales reps. Today's Workshop discusses criteria for a successful field visit.

Post-Call Coaching & Counseling:

After the sales call has been completed, it is important that you de-brief and discuss what occurred. Decide whether you achieved your objectives, what if anything, you might have done differently and what future actions will you take.

In a typical mentor role, a sales manager will review not only the results of the sales call from a strategic perspective, but also from a tactical one. What skills did the sales rep utilize to help determine the outcome of the call? What learning and developmental opportunities came out of the call?

Either at the conclusion of the call or at the end of your field visit day, take some time to provide your rep with some all-important feedback. Reinforce those things that were done particularly well. Provide insight and direction into developmental opportunities. Strategize and agree upon future plans that will either secure your existing business with this customer or position you for additional business. Take good notes, be supportive and create a positive work environment.

Assessing & Understanding Customer Needs:

As a sales manager, your insight into assessing and understanding the needs of your current and prospective customers is an extremely valuable resource to your sales rep. Assistance in this area can be provided during the actual sales call, as well as in a post-call strategic planning process.

During the sales call, your role may be to assist with gathering the necessary information required of a needs analysis process. Asking direct questions that uncover explicit needs is one way to accomplish that objective. Another may be to gather and evaluate any survey, statistical or operational data to support your product or service offering. Yet another method may simply be to play the role of the silent observer who utilizes effective listening skills and records important information. Whichever role you play, be certain that it is decided upon in advance and that it is clear to both you and your sales rep.

Your assistance should also be provided in the post-call strategic planning process. You and your sales rep should decide, based upon the outcome of the call, what future activities you will pursue. The timing and pacing of the sales process will be important to its eventual outcome. Proper planning is also an important step that cannot be overlooked.

Effective Utilization of Sales Force Automation (SFA) Tools:

During the course of your regular field visits with your sales reps, take some time to make sure your rep is up to speed on your company's software, especially if you've recently upgraded. Take the opportunity to state your utilization expectations. Remember, not all have the same level of computer literacy skills, and that over time, more frequent use will enhance the desired skill levels. If your sales rep needs some additional training, make sure that he or she gets it. Over time, you will reap many benefits of a well-designed and properly utilized SFA tool.

Be assured that your sales reps both need and appreciate your support. When field visits are done effectively everyone wins -- you, your sales team, your customers and your company.

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