Research clearly points to great sales people being good for business. McKinsey’s updated War For Talent study highlighted higher performing sales people generate 67% more revenue annually than average performers. This takes on even more significance when you factor in that only 2.6 percent of prospects actually become clients – so for every 3 clients you get, 97 are slipping away! It may be not realistic to capture the entire other 97 percent; but consider this – what might your bottom line look like if you could improve your prospect/client conversion rate to just 5 percent or even 6 percent?
Our recent study revealed opportunities to improve sales behaviours
deliberatepractice recently conducted a qualitative survey on sales behaviours in the Printing Industry. We asked a group of managing directors and general managers from 18 companies the following:
Thinking about your top sales people, what are the skills and behaviours that make good sales people?
- What skills and behaviours lead to higher sales performance
- What skills and behaviours lead to lower sales performance?
- What would you like your people to do more of?
- What would you like your people to do less of?
The results were remarkably consistent with several main themes emerging as selecting and developing individuals who:
- are willing to prospect for business – cold calling, ask for referrals, close the sale, are comfortable being seen as sales people.
- have high attention to detail & follow up.
- are comfortable developing relationships.
- can demonstrate the ability to listen & ask questions.
- are excellent problem solvers.
- can communicate clearly & present with impact.
- think about the business & wider implications.
Implications for Selection – Get right up front
Organisations can increase the likelihood of selecting people with these qualities if they focus on the following:
i. Impact at Interview
We believe that if people can’t sell and market themselves in the Interview that they are less likely to be able to sell your organisation. How well do they communicate? How do they present? Can they clearly articulate features and benefits? Do they present with confidence and conviction?
ii. Behavioural Event Interviews
Past behaviours can predict future behaviours. When focused, well prepared behavioural event interviews are conducted, organisations can gain a snap shot of people’s likely future sales behaviours.
iii. Behavioural Questionnaires
Questionnaires can objectively identify a person’s problem solving approach, interest in detail, approach to developing relationships and even what is stopping them selling! They are a great addition to your recruitment process.
iv. Day in the Life Simulations
Want to get a snap shot of your prospective employees approach to sales? It is possible to put candidates through day in the life simulations to see how they react and behave. However, these must be carefully constructed as simulations must target sales behaviours. deliberatepractice develops sales meetings, planning and organising tasks and customer complaint meetings to help organisations get a controlled measurable snap shot of sales behaviours BEFORE hiring new sales people.
Some tips on selecting sales people include:
- Understand behaviours – what is stopping people from selling? Is it a fear of being seen as a sales person? A fear of asking for referrals? Too many goals? Discomfort being seen as a sales person? Not being motivated to sell in the first place?
- Use sales & behavioural questionnaires to objectively diagnose blockers and motivators to selling.
- Use sales simulations for real sales experiences.
- Ultimately… there are some sales behaviours that are easier selected than developed – carefully consider your selection decisions
So what we are saying is get it right upfront when selecting new sales people if you want to increase your 3 percent of sales to five percent, six percent or higher!
It really is worth spending the money upfront to select the right sales individuals if you want to increase sales and growth in your organisation.
Check out our next blog for Sales Development discussion and tips
Speak to Naomi Harrison or Greg Smith about diagnosing sales behaviours or blockers or for more information about their sales research.
deliberatepractice provides sales diagnosis and training for behaviours blocking sales and technical training and coaching for the sales process.