Too many sales professionals in the staffing industry are doing what they’ve always done – but expecting new results. I think that’s the street definition of insanity, by most books.
What’s a Sales Manager to do? Here is a “Daily Double” ticket that can get your team to the winner's circle.
Create a Prospect Profile
One of the easiest, and most often overlooked, ways to manage clients and prospects is to rank them as A, B, or C contacts depending on their type and level of business (potential or realized) with your company.
Focus Sales Efforts
While you’re categorizing your clients and prospects, analyze where your sales reps are spending their time. My guess is that you will find that 80% of their time is spent calling on clients and prospects who give you less than 40 % of your business, your “C” contacts and low-level “B” contacts. There are many reasons for this mistake. It’s “what we’ve always done,” “the only way to bring in new business,” or a simple lack of understanding of what your true client potential is.
Use a Consultative Selling Approach
Only when you know who your clients are, what their potential is, and where your reps are spending their time, can you begin to sell to them. But forget the “foot in the door” techniques of yesterday. If your reps are walking into clients’ businesses with a card in hand and proposal in the case, you might as well tell them to stay at home. Clients have become savvier, closing the door on this tactical selling technique.
Working from the top-down in your firm, reps must be trained and managers must remain committed to the Consultative Selling style that your “A” and “B” contacts require. As a sales leader, you must coach and mentor your “players” in order to help them grow as Sales Professionals instead of being Order Takers. Be warned, though - everyone can’t make the shift. It’s possible that you’ll find some “C” reps on your team that will have to find alternate opportunities.
The Needs Assessment
The first step of consultative selling approach is to never sell on the first appointment. Instead conduct a Needs Assessment. You can’t sell to a client or turn a prospect into a client without knowing what they need. Your reps should be asking things such as…
This is just the tip of the sales strategies iceberg. This time a rising tide may not lift all boats! Start rowing now and you’ll be growing in 2005 and beyond.
-Jim Della Volpe
Jim Della Volpe, The-StaffingCoach is a training / coaching specialist. He combines his passion for mentoring sales and management professionals, 30 years in sales, training sales management and coaching for his clients. Jim worked in IT Staffing fro 10 years prior to starting Growing Tree Partners, Inc. in Hingham, MA. His website and email are www.the-staffingcoach.com and Jim@the-staffingcoach.com.