It doesn’t matter how well you think you’re doing managing your sales team. It doesn’t matter how well you think the division is running. It doesn’t matter all the new initiatives you put into place. There always seems to be a gap between your intentions for your sales team and their performance. You’ve been working on your marketing materials, the standard sales script, team motivation, and more. You’ve tried to implement the latest thought leadership and best practices. Still, no matter what you do, your competitors keep beating you.
It’s possible you might need to stop overthinking it. The root of the problem may boil down to how you’re communicating within your organization. Your competitors are making synapse connections within their sales team in ways you haven’t even thought of. In fact, renowned sales coach Jack Daly has a whole section in his program that explains ways to communicate better with your sales team that will improve their performance. You’ll never be able to achieve the goals you set for your sales team if you can’t translate the message you need them to internalize.
Here are some of the communication essentials your competitors’ teams are working on every day that you’ve ignored
1. Company strategy is well-known and integrated into daily routine.
Every member of the sales team understands exactly what the company is working to achieve and how it plans to get there. After all, the sales team is at the front lines of the effort to reach that goal. Everyone on the team has studied the company’s One Page Strategic Plan, and has individual annual goals that tie into your 3-Year Key Initiatives and BHAG. Each quarter, the sales team embraces the highlighted theme, and enthusiastically participates in the promotions and contents.
2. The team is aligned on company culture and values.
Culture is at the heart of what a sales team does, and your team exhibits behavior consistent with that clearly-defined culture. The team and its leaders have a common method of using storytelling to explain lessons and share successes. Good work is acknowledged and celebrated among the team, instead of being selfishly guarded.
3. Leadership is engaged in each salesperson’s success.
As always, success starts at the top, and then moves its way down. Instead of observing from a distance, the leadership team at your company is deeply engaged with the sales staff. Leadership is involved in regular sales coaching and even sometimes accompanies a sales team member on field visits. Company and individual metrics are regularly shared and discussed, and success and failure are learned from rather than forgotten. Leadership also makes a point to celebrate strong performance.
4. There is regular, robust two-way communication between sales and management.
Beyond sales coaching, leadership also gets regular time with sales team members for discussion, questions, and feedback. These interactions allow for deep two-way communication, and encourage better information sharing. Metrics allow everyone to be on the same page. They also allow issues to be surfaced and promptly, consistently solved. As a result, individual and team performance grows and improves.
5. Meetings are efficient, effective, and practiced.
Bad meetings waste everyone’s times and create bad practices. At your company, meetings are held regularly, take as long as needed, but are no longer than necessary. The facilitator starts and ends the meetings on time and follows a clear agenda. At the end, there are actionable takeaways and measurable followthrough to track progress.
6. The sales team has access to training and opportunity to learn from other’s success.
Just as your company does not work in a vacuum, your sales team members do not work in isolation. The industry has best practices that your company absorbs and integrates into training and culture, including onboarding materials. The sales team also has a 9-touch process to ensure marketing materials are used properly and thoroughly.
7. Messaging is purposefully delivered, encouraging high consumption and usage.
Your company understands that internal messaging is like advertising to the public: it takes at least 4 viewings of the information to make an impact on the brain. Your company, therefore, repeats messaging multiple times and in various formats to capture and inspire as many employees as possible. The content is engaging and useful, and its impact is tracked to measure effect.
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