How do you know if your sales efforts are successful? If you were to ask most sales managers, they might answer, “Close rates.”
But what about the practices that are making your team successful? Most, if not all, sales managers would stammer and struggle to answer this one. Why? Because Sales, as an organization and as a larger culture, tends to be staunchly and proudly all about the bottom line, the end result. In the sales culture at large, it can seem almost petty to split hairs about whatever happened to get you to the sale.
Yes, this could be the result of sales organizations not tracking the behavior that led to sale or failure. In this case, the sales manager will likely downplay the importance of tracking sales behavior rather than admit that they just don’t do it.
Maybe the reason most sales teams don’t track the behaviors that yield to higher sales numbers is because they’ve just never considered them?
Whichever camp you fall into, there are some tangible gains lost when sales teams neglect to track the how’s of sales success. Sales guru Jeff Shore takes a common sense approach to this problem in his recent post, “Do You Know the Simple Formula for Sales Execution?”:
“All too often we gauge the success of a sales presentation based upon the outcome – did they get the sale? Here’s the problem with that: a sale is not a behavior; it is a result. Are you keenly interested in precision of effort, or are you only evaluating the end result?… On the one hand, a sales process is a complex and unpredictable thing. On the other hand, a keen focus on sales execution ensure a greater chance of success.”
For sales teams looking to get the upper hand in increasingly competitive markets, it’s not enough to celebrate great numbers at the end of a quarter. It’s not enough to hire salespeople who “know what they’re doing.” They need to know why what they’re doing works, if only because that then gives them the ability to duplicate those same best practices across all of their sales personnel.
So how can sales team be better about capturing and tracking the behaviors of their salespeople and the results they yield? Obviously, technology is going to make this task easier. But no piece of software will be sufficient without the leadership of a sales manager who is willing to see the vision, convey that vision to the rest of the sales team, and see that software through from purchasing to implementation.
To learn how Consensus helps mobilizers share the vision of your solution with other stakeholders and tracks how they collaborate on that content, click on the orange “Watch Demo” button below.