Creating a Sales Culture That Really Works
November 2005
Everyone in your sales department is really busy, the phone is ringing a lot, and big commission checks are going out every month. And yet your growth is not keeping pace with the industry average. You decide to look a little deeper.
Your sales people love to take great care of your customers and they work really hard to make sure they are happy... to the point of never having time to prospect for new customers. The new customers you do have all came from referrals from happy clients. This is good news...but it also means new business is not being uncovered through your active intentions. Your team did set goals at the beginning of the year, and there was a genuine moment of rah rah... but the graphs you discussed were never created and the only person who remembers their original goal is the one who is attracting the most new business through referrals. When you dig out your strategic plan, one of the primary initiatives is New Business Development... but you realize there's not really a strategic sales plan in there - no outline of the process steps of how you will identify prospects who do not yet know they would like to do business with you. Visiting the weekly sales meeting conversation, you notice half of your team has little to say and no one is asking the tough questions. Even worse, 90% of the meeting is spent addressing new business opportunities within your existing client base. And everyone rolls their eyes when Joe speaks. It's awkward because everyone knows it's just a matter of time before he'll be let go due to a lack of results.
Your conclusion is that your sales team does not really have that “hunter's mindset.” You realize this even though there's a poster in your office with a picture of a lion chasing a gazelle that says, “Every day the lion wakes up knowing it only has to outrun one gazelle; and every day each gazelle knows it has the same objective as the lion - to outrun at least one gazelle.”
So what do we do to create a real sales culture? The good ones involve three things:
- A clear Strategic Sales & Marketing Plan that “funnels” people through the transitions from “do not know you exist” to “aware of you” to “understands your value” to “recognizes a need that requires your value” to “chooses to purchase” to “satisfied customer” to “advocate making referrals” to “long term loyalty”.
- Accountability that provides data, support, education, coaching, and ongoing recognition for success; and timely decisions when someone is in a position they're not really suited to.
- People who enjoy the entire process, especially the earlier phases of it that are “not the easy part.”
Here's where it gets interesting - because a lot of people think of sales as a dirty word! That's easy to understand when you begin talking about the hunter's mindset, accountability and moving people through a funnel. When the sales game is done in the spirit of survival and self interest, it becomes competitive, pressure packed, and stressful. This approach only highlights or reminds us of the ugly side of business. Even when you are trying to take the high road with your sales team, you can easily succumb to the voice of “we have to have the numbers” that comes wrapped in blame and judgment. This is counterproductive when it overshadows inspiration and your commitment to truly helping people.
LionHeart offers an alternative for those who genuinely have real value to offer the world: a sales culture with heart that's built around purpose, passion and contribution. While it's impossible for many good people to play an ugly sales game, it's easy to find people who work night and day for a cause they believe in. To ignite your sales culture in the LionHeart way, you must answer a few questions before you implement the three ideas outlined above.
- Do you have an uncontaminated offer of real value built into every product line and aspect of service you bring to market? If you are working hard to develop a “perceived need” in the market for products or services that do not really enrich people's lives, think about this one deeply.
- Do you have the corporate integrity to only sell what people really need at a price that is “a good value for your customer?” It is imperative that your business is profitable and competitive, but you ruin your credibility if you convince customers to buy what won't really help them or what they can't afford. It may be unintentional or unconscious, but you could be taking advantage of people who are vulnerable.
- Have your sales people cleared away all of their hesitation and internal conflict with regards to being in a sales game? As long as your people are afraid of being perceived as a salesperson in an “unclean game" they will be ineffective. It's amazing how many great people suffer with this issue, even when they are well intended.
- Do your sales people have the zeal and confidence that lives up to the contribution your business is committed to making? Of course they must have the sensitivity to go with their passion, but when a purchase will truly help someone, they must be able to say “you need to buy this!“
In our society the “marketing voice of unnecessary materialism” does not lack confidence. This is unfortunate; but instead of inhibiting the rest of us from making our complete contribution, it is imperative that those offering real value learn to speak with powerful conviction! Our times are calling for integrity, sincerity and service. We have real problems to solve. If you need help developing a heartfelt sales culture, contact our office at 503-632-8572.