Background...
When Sales volumes/numbers/profits are not at the desired
levels, Management have been known to cry out "Sack
the Sales Team and get
some people who can
sell" OR, just
as irrational, "Get some one to train our sales people
how to Close the
Sale". The problem is never as simple
as that, which means neither of these approaches ever obtains
a long term result.
What usually happens
is each department
runs for cover...it's
not the Products
fault we make
them good and they
last...It's
not Marketing's fault,
we give them
all the support they
could ask for...it's
not Distributions
fault, we can
only deliver what
is in
stock ....it's not
accounts fault, if
they don't pay we
have to cut off their
credit...it's got
to be the Sales Departments/Frontline
fault. And that infers
that they must be
deficient in their
performance in some
way...back to sack
them all or train
them..WRONG !!
Sales people do not
take up the role
of Sales Person because
they like to fail,
in fact they are
driven by the complete
reverse. They love
to succeed no matter
how minor the success
is, be it getting
a Customer to buy
a bun with their
coffee or having
a Customer return
due to their trust
in the Salesperson.
Salespeople's results
are a direct reflection
of firstly, how
they are Managed, followed by the Brand's
positioning
and then the Product/Marketing/Tools
they have to work
with, plus the 'competitor' factors
with in their Market
Place.
When we conduct Sales Audits, we take a total view of everything
which influences
the Sales Outcome. Then we report on all the aspects that need
to be addressed and create a plan to make
the necessary changes...the
key then, is to SELL-IN those changes as being positive, and
at the same time influence the various
skill levels to ensure
the strategy can and will be applied.
Examples range from:
1.) A Sales order form which was used by
a Blinds Retailer during
their "Measure & Quote" phase...we
altered the inappropriate wording which was preventing them
from obtaining
orders at the time
of the measure...we changed the "Quote" mentality
to " Home Improvement Plan" and showed the Sales
People how to set-up
the Sale with the new process and how to obtain the order
immediately...Result: 25% increase in
Sales Conversions in
the first month. Interesting angle to the Story. The Client
contacted us requesting a Close the
Sale program as their "fix" for the problem.
2.) A
Wholesaler wanted to
have their Reps
trained to sell more. " They
need to know how to
make more productive
calls and get orders
while they are at the
call etc etc " was
the cry from the Client.
The Audit discovered
that they would only
be able to do that
when their Role was
repositioned with their
Customers. That also
meant that what they "offered" had
to be changed, plus
what support they were
given by Marketing.
A program was devised
to achieve this, resulting
in ALL parties being
better off. Their Customers
have a much better
relationship with their
Area Managers now,
the internal sales
team know what is happening(
to the minute in the
field ) so they can
provide enhanced service
levels, plus some Customers
who were previously
viewed as B's and C's
have become A's, as
the new direction has
opened up opportunity
to deal with these
Customers in a better
light.
In every case we have
been involved in, not once has Teaching the Sales people
How to Sell or how to CLOSE, (as a single issue) been an
effective solution...
An overview of the
Sales Process Audit.
Please note that we
decide on how in-depth
the Sales Process Audit
will need to be after
we have completed an
initial interview and
investigation process.
Step 1 Initial Interview
and Investigation
Step 2 Concept outline
of the Sales Audit
Process for approval
to proceed
Step 3 Sales Audit
Process and Report
with Action tabled
Step
4 Role out of
Actions required for
implementation of the
program
Some of the aspects
we consider investigating...
How customers are dealt
with/treated/influenced/sold
to - from the first
contact to post sale
to retention and referral.
We often talk to all
parties, including
satisfied and dissatisfied
Customers...we evaluate
supplier relationships
in respect to their
effect on the process.
What we do not do...
We do not follow
structured forms and
involve reams of paper
and statistical
analysis...you
get the exclusive use of
our most powerful computer
and unique software
program in the form
of Colin Bockman's
neck-top-computer.
We focus in
on the real issues and get
down and dirty to find
out what needs to be
done.
Some relevant Results...
Improving our Client's Position !
|
