This is part two of a two-part discussion on whether to replace or train mediocre performers. Today I’ll discuss the four key elements necessary to establish and then maintain a high performance sales culture.
Reviewing the Culpepper Sale study findings from the previous week’s blog post and seeing the results companies we work with have achieved, an answer begins to emerge. But first, let me offer this context: a sales organization committed to consistently meeting or exceeding its revenue objectives, and maintaining its state of competitive readiness, must establish and maintain a ‘high performance sales culture.’ There are four key elements necessary to establish and then maintain a high performance sales culture:
- A repeatable and auditable consultative sales process that is aligned with your target market’s purchasing habits.
- A sales training program, taught and coached by sales professionals, that provides attendees with the tactical selling skills and practice required to execute the company’s defined consultative sales processes.
- A sales management program built around the basic management skills of planning, organization, delegation and control, that focuses on areas such as:
- Pipeline analysis
- Opportunity assessment
- Qualification and coaching
- Sales skill assessment & coaching revenue forecasting
4. A commitment to sales process and skill maintenance that includes:
- Sales tools and job aides designed to help your sellers develop an in-depth
- Knowledge of your prospect’s critical business issues and economic drivers
- Custom designed workshops to address identified needs and skill
- Improvements within the sales organization
- Coaching of individual sales people and sales management on an as
- Needed or remedial basis conducted by sales professionals
This is the goal of every CEO, COO, and most of VP sales. Unfortunately, looking at Culpepper’s findings, it seems that few, if any, have the talent, knowledge, experience or expertise to put such a culture in place, much less the methods and processes to effectively and efficiently manage and drive its performance.