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.