Evaluating and rewarding performance is only one part of the sales performance improvement process. While performance appraisals are useful, they need to be part of a robust and on-going dialogue that optimizes sales productivity and results.
To accelerate sales force performance in an increasingly sophisticated, competitive and complex marketplace, you need to adapt your business models, your processes, and your people to maintain a competitive advantage. This means aligning sales executives’ performance with your business objectives and making strategic investments in their skill-sets and identifiedgaps.
Most important, you want to raise the bar and present challenging sales, performance and customer service goals. You also need to align goal achievement with performance-based rewards. Doing so will address the following challenges and positively impact your bottom line.
- Customers expect much more from your salespeople, in terms of customer service and intrinsic value, and their satisfaction expectations continue to increase. One of the four World of Work trends clearly emphasizes the rise of customer sophistication as one of the market trends to be reckoned with.
- Shorter product lifecycles and/or increasing sales cycle length mean your sales force needs to commit to more focused activities and results in order to achieve the new bar of expectations and maximize sales growth.
- The voice of the customer is becoming louder. Your sales reps need to understand that a distinct correlation exists between their performance and customer satisfaction, which should, in turn, affecttheir bonus, compensation and advancement potential.
It is valuable to examine closely where sales and sales performance improvement opportunities exist. Then raise the bar and provide your team with the knowledge and skill-sets to achieve those goals – for example, sales executive coaching or sales mentoring can have a dramatic impact on performance and outcomes.
As you create your sales force development programs, we suggest including the following elements:
- Develop organizational sales success profiles.
- Make sure you have the right sales talent mix to achieve growth targets
- Carefully examine the sales talent you already have, to clearly identify their development needs.
- Provide metrics for sales performance and revenue attainment.
- Measure and improve the success rate in hiring and retaining high performing sales talent.
Raising the bar and preparing your salesforce to achieve these goals will maximize the potential to increase sales productivity, improve performance, and ultimately help achieve top line revenue growth.Filed under Accelerating Sales Performance | Comment (1)