Unveiling the secrets to sales success
In this latest enlightening Nuggets with Sauce conversation, I had the privilege of hosting Ian MacDonald, an expert with 35 years of corporate sales leadership experience. With profound insights from his recent sales white paper, Ian dissected the challenges and misconceptions in hiring, onboarding, and training sales professionals. here are the key takeaways from this engaging discussion. Please note - pretty much everything shared in this post and the conversation we had is equally applicable to any other employees and teams, not just sales.
A Glaring Deficiency in Sales Training
Ian's white paper reveals a staggering statistic: 67% of the surveyed companies lack a structured onboarding process, and a whopping 92% fail to provide sales training. Such oversight is alarming, considering the importance of proper training in equipping sales (or any other) professionals with the necessary tools to succeed. Ian emphasizes that sales training should not be confused with teaching manipulation techniques. Instead, it should focus on understanding the value proposition, identifying ideal customers, and honing effective communication skills.
How can we get past these painful numbers and improve the odds of having more success in sales? Ian and I discuss several factors that make a BIG difference to business outcomes.
Hiring the Right Talent: A Matter of Mindset and Attitude
1. Go beyond the "perfect resume": One of the major points Ian makes is the misconception that a stellar resume equates to an exceptional salesperson. Instead, he highlights that the right attitude and aptitude are far more significant. Often, the best salespeople are not actively seeking jobs. Finding and attracting such talent requires a proactive approach and going beyond traditional hiring practices.
2. Avoid common mistakes in hiring and onboarding: Our conversation uncovered some critical pitfalls in the hiring and onboarding processes. High turnover and low productivity are direct consequences of inadequate support and mismatched expectations. Ian criticizes the misguided belief that top salespeople should thrive without proper support. Effective onboarding extends beyond giving orientations and product manuals - it’s about aligning new hires with the company's values and goals. Yes!!
Compensation and Motivation: More Than Just Money
Contrary to common belief, money is not the sole motivator for salespeople (or frankly, most other workers outside of sales). Ian cites a report which found that 66% of small to medium-sized businesses were unclear whether their compensation plans were driving desired results and behaviors. That's crazy! A well-designed compensation plan is essential and should align the salesperson's goals with the revenue expectations of the company while ensuring that they receive a sufficient base salary to cover their expenses.
Recognition and opportunities for career advancement are often more compelling motivators for salespeople than high commissions. Unfortunately, many managers overlook this, creating compensation plans that fail to inspire their teams. Ian also stresses that salespeople require proper coaching and leadership to succeed, achieving peak productivity typically in their second or third year. This goes for many roles in organizations; the runway to peak performance is longer than the first few weeks or months - and people need some help in getting off the ground in a new role and/or company.
Leadership: The Linchpin of Sales Success
Effective leadership can significantly impact employee happiness and success. The role of the frontline leader is crucial in any sales team. They are responsible for setting the tone, providing guidance, and ensuring that their team feels supported. Ian differentiates between motivation and inspiration, suggesting that true leaders inspire their teams to exceed expectations rather than just motivating them to meet them.
Promoting top salespeople to leadership roles is often challenging. Despite their sales smarts, they might lack the necessary leadership skills. Proper preparation and training for these roles are essential to avoid potential pitfalls. This highlights the broader issue of many businesses failing to prepare individuals adequately for leadership responsibilities.
Cultivating Passion and Belief in the Brand
A recurring challenge is the lack of passion and belief in the brands represented by sales employees. Without passion, employees struggle to convey the company's value proposition effectively, leading to missed opportunities, especially in crucial situations like trade shows. Ian underscores the importance of connecting with and hiring individuals who already resonate with your brand's identity.
Lastly, Ian likens employee engagement and team dynamics to the evolving stages of a team’s development, especially the forming and storming ones. Leaders must be aware and prepared to navigate these transitions to cultivate a cohesive and productive team environment. Proper coaching and support during the initial phases of onboarding can prevent premature losses of potentially great sales talent.
The insights shared throughout my conversation with Ian MacDonald underscore the significance of thorough hiring practices, effective onboarding, and the crucial role of leadership in fostering a successful sales team - or any other team. By addressing these challenges head-on, small to SMBs can unlock their full potential, ensuring sustainable growth and a thriving sales force.