Sales at any cost?

KPI’s.  KRA’s.  Performance Targets.  Commissions.  Bonuses.


When my clients tell me they want their customers to be blown away by the experience, I ask to see the performance measures against which their sales team is evaluated.

It’s usually sales, sales growth.

Sometimes, this will be broken down further into measures like average transaction / project value, margin, conversion rate.

And these are important measures, don’t let me be mistaken here.  They speak to a sales behaviour of consistency, an ability to commercially sell and to ensure value isn’t left on the table.  They’re important.

If, however, the experience is also important, how do we measure the effectiveness of our sales people in delivering this without subjectivity?  It’s a bit tougher because it speaks to sales behaviours in a qualitative manner, and measuring this comes down to observation. 

Without consistent sales behavioural criteria to measure against, it leaves the measurement to opinion, how well someone performs under observation, the clients in question, the relationship between the observer and the salesperson and other subjective factors.  When salespeople know what actions they need to take consistently and effectively in order to deliver the results the business has set for them, it’s left to the individual.   Quite often, without a qualitative direction, sales people are left with activity and numbers which just drives volume with a hope that a % will convert.

Provide your team with more than that.  Provide your customers with a better experience.  Map the behaviours you want your people to display consistently and effectively with customers and in between customer conversations.  Show them how to implement these actions, and then coach them to help them to improve.


Support your people with the how.  Don’t assume they will know already. 

Your business, your customers and your team will all thank you for it.



View our other posts

From My Heart to Yours This Xmas

Any business which has person to person  interactions has an opportunity to embody the spirit of Xmas by demonstrating our willingness to serve others.  I talk about service a lot.  I am guilty of banging on about it actually.More recently I’ve been asked why the word...

Rep vs consultant

What makes a good sales rep? Is it someone who has the courage to walk into a brand new prospective business and give them the “spiel” like a door to door encyclopedia sales person?Is it someone who builds great rapport on first introduction and makes a time to have a...

When Connection goes wrong

Some people are amazing at building rapport.   They’re naturals.  Everywhere they go, they meet more people who like them and who trust them. It’s almost like they can’t help it….or can they?I recently met someone like this, who connected with me so well that I had to...

Build your network before you need it

A few months back I caught up with a friend and colleague who had recently been made redundant.She’d been in the role for a few years and couldn’t foresee the events that led to a few people in her department being let go when a new Managing Director started making...

Why gratitude is fundamental to better service

We can only give away what we have.  The disease of more is rife in our culture: more money, more time, more boobs, more lips, more sex, more love, more holidays, more recognition, more likes, more followers….when is what we have enough?  When do we learn to...

PODCAST: The Art Of Backing Yourself

Listen to EP 6: The art of backing yourself | Ingrid Maynard from The Millennial Crisis in Podcasts View our other posts

Have we trained customers to expect too little

Are customers expecting too little of retail? When our customers believe that great service is being greeted when they enter our store we must NOT pat ourselves on the backs as retailers!Because it’s not great. It’s common courtesy. A service standard.  And it’s on...

Merging online and bricks and mortar

In 1999 when I was working at the Australian Retailers Association, I read that MYER was adamant that its online sales would only ever be 10% of total sales revenue. How times have changed. With bricks and mortar retailers battling declining sales, it’s easy to think...

The Customer Experience?

Retailers!   We have never lived in a more exciting time when technology and personal experience can work together.  Ignite your imagination beyond marketing and understand that your people are your front line brand ambassadors.  They embody your brand…..or not.  What...

How to have a SERVICE culture

How to have a SERVICE culture Culture.  You can feel it.  It’s embodied by the experience we have as employees, as clients or customers, as service providers…and it’s a tricky one to define.  But we all know when the culture is a good one, and when it isn’t.Creating a...