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Manage and Improve Performance
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Note
 
 – This is one from a sequence of exercises from the Sales Management subject outlined in the StrategicMarketing Process eBook. Download the free e-bookwww.growthpanel.com/marketing-tools/index.html and subscribe to this subject at www.growthpanel.com/versions/get-started.html to download from Growth Panel’s Intelligent Marketing Platform.
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SALES REP EVALUATIONS
To get the best from your team, go on calls with them to truly understand how well they are doing in all areasof the sales process. By participating in this way, you’ll also gain more firsthand and credible knowledgeabout what’s working and how the market is responding to your company’s products & services.Most good sales reps are strong in just one or two of the major areas listed below. Your best measurement isRESULTS – are your reps hitting their numbers? If not, use the matrix to identify areas for improvement andthen follow the coaching tips (later in this section) to help them improve.You may also consider restructuring your team to have the people with particular strengths spending > 90%of their time in their area. For example, an outstanding prospector who isn’t as good in person might bebetter off handling lead generation & qualification for the entire team.
SALES CALL EVALUATION FORM
Spend some time on sales calls with your reps and rate them on each section. With new reps, you may wantto do this once a week to ensure they’re progressing. With seasoned reps, you may only need to perform thisevery few weeks/months, depending upon their experience and skill level.(5 = excellent; 1 = poor)
REPDATEProspecting Skills
 
 
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Most sales reps love to present and close but hate to prospect – yet prospecting is what keeps the pipelinefull. Be creative. Think of how companies you see or read about or people you meet can lead to potentialprospects. Great prospects can be found in news stories, in magazine articles, or from referrals from friends.
PROSPECTING
 
RATING(1-5)COMMENTSQuantity of new leads generatedQuality of new leads generatedProspecting consistencyFinds decisionmakerIdentifies & involves other stakeholdersAccurately qualifies the prospectAveragePresentation Skills
Good sales reps can quickly identify pain and bring the right benefits and solutions to life.
PRESENTATION SKILLS
 
RATING(1-5)COMMENTSQuickly identifies the prospect’s true pain
; the faster the repdoes it, the faster s/he can close.
 Builds rapportPresents in a compelling way
with focus on how the p/s willsolve the prospect’s problem
 Interactivity:
Involves the customer
 Industry knowledge –
prospects like to buy from experts andauthoritative figures, and more industry knowledge can onlyhelp.
 Establishes trust – “People buy from people.”
Trust, rapportand credibility in a B2B sale will often overcome price and
 
 
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PRESENTATION SKILLS
 
RATING(1-5)COMMENTS
product/service objections.
 Confirms understanding –
When answering questions, alwaysconfirm with the prospect that they understand. People oftenhesitate to speak up if they’re unclear.
Doesn’t bash the competition.
Being polite and respectfulabout the competition can also help establish trust.
 Doesn’t exaggerate.
It’s better to say less about the productthan to overstate its capabilities. Exaggerations or mistruthsare extremely difficult to overcome.
 Asks questions –
open-ended questions give you information.Closed-ended give you “yes” or “no” commitments. Use open-ended early in process, closed-ended to complete. Morequestions should be open-ended – be friendly andconversational. EX: That’s interesting. Could you tell me …Don’t interrogate.
 Listens:
Rule of thumb: good sales reps listen for more than50% of time.
Identifies objections –
objections should be embraced, notshunned. It’s highly unusual for a prospect not to have anobjection. If the rep can’t find it, they’re not doing a good job.
 Overcomes objections:
If a rep doesn’t overcome anyobjections during the sales cycle, s/he probably won’t get thebusiness.
 Represents your brand.
The rep is the prospect’s primaryconnection with your company, so s/he must convey the traitsthat you’ve identified.
 AverageSales Process
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