Sales executives often talk about how salespeople spend too much time with existing customers rather than focusing on high-potential prospects. Redirect your sales efforts by asking six questions:
- Do salespeople know what’s important? Communicate exactly how you want people to spend their time.
- Do salespeople have the information they need? Give them the data to match product offerings to customer needs.
- Do salespeople have the competencies required? Train people on how to find and qualify buyers, describe the product’s competitive advantages, and convince customers to buy.
- Are salespeople motivated? They need to perceive value from their efforts: career success, recognition, personal satisfaction, money, or all of the above.
- Do salespeople have enough bandwidth? If not, consider creating specialized teams that find new clients, while others support existing relationships.
- Do salespeople have the right characteristics? Look for “natural sellers” who can learn the industry.
Adapted from "Help Your Salespeople Spend Time on the Right Things," by Andris A. Zoltners, PK Sinha, and Sally E. Lorimer
