In order to change your sales results you need change your sales behavior. I bet you’ve heard that before, and I bet you agree. However, changing behavior is hard, real hard, unless you’ve set the foundation to make it easy. I offer 5 things you’ll need that will absolutely, positively, make changing sales behavior easy.
1. Defined Sales Process and Methodology
You must clearly define, in detail, your sales process and methodology. A clearly defined sales process and methodology becomes teachable, repeatable, and gives you the ability to measure the unique sales behaviors and skills that you have defined. The process and methodology must make sense to both your sales professionals and clients, and support your organizational values and beliefs
2. Commitment to Incremental Improvement
Wouldn’t it be terrific if changing behavior was as simple as sending everyone to a training class? Yes, that would be terrific, but it is never going to be that simple, regardless of the number of times we only train. Knowledge acquired must be practiced, skill-by-skill, and behavior-by-behavior. Therefore, training and knowledge gained requires a commitment to incremental and continuous improvement. That commitment has to be made by the organization at large, and by the individual practitioner.
3. Establish Ownership Objectives
The truth is people will only change their behavior when they believe it is in their best interest to do so. Ownership objectives help sales people come to the realization that they alone must own the knowledge, skill, and behavior acquisition. No one can do it for them or make them do it. They must agree that acquiring knowledge and skills will result in the achievement of their goals.
4. Create a Coaching Environment
Sales coaching is the single most effective way to improve a sales team. In fact, research conducted by SEC Solutions, a leading NASDAQ sales research best practice firm, found that sales teams receiving high quality coaching could improve their performance by up to 20%.
The reality is that nearly all coaches, across a wide array of professions engage in the same five fundamental coaching behaviors. They goal set, uncover gaps, identify cause, define corrective action, and evaluate performance.
By executing these steps effectively, sales leaders can identify strategies and tactics for course correction at the individual and team level on an ongoing basis.
5. Leveraging learning tools
Have you ever thought of your CRM system as a sales development and learning tool? Well it can be. By embedding your sales process, coaching model, learning support materials, and libraries into your CRM tool, reps and coaches can efficiently handle the administrative and development task required for outstanding performance. The CRM tool becomes more than just a pipeline management tool. It becomes a sales rep development tool giving the manager the data needed to diagnose the unique sales behavior gaps of the members of his team, and the sales rep the ability to immediately refresh key selling skills and behaviors. This is an exciting and emerging area in sales force development.