With sales margins being pushed south I was reminded, yesterday, by a sales Director of a statement that I made from a conference stage a few years ago “Sales teams are often blamed for poor sales when it’s not their fault”.

So who or what is to blame?
Too often sales teams limp along with undiagnosed problems when a “new process” is implemented in the hope that it will have immediate improvements. In my experience there are a number of issues that need to be considered before rushing into another and potentially expensive new sales process. These include:

• There is little understanding how departments such as legal, accounts and IT impact on sales
• Senior managers don’t appreciate how the existing sales process works
• People don’t understand why the business makes sales and more importantly loses sales
• Too few of the sales team contribute too much of the sales result
• Sales forecasting is based on “Gut feeling” and “Hope”
• Sales forecast is made on a short term basis (This month or next)

Take time
There are many actions that can be taken to solve the above list but “blaming the sales team” isn’t always one of them. Instead correctly diagnose where the business needs to look for improvements in the sales cycle. The other thing to remember is that there’s no pill that will provide instantaneous results. Time, good analysis and correct implementation needs to be taken when delivering sales improvements.

I was asked last week what I felt was one of the biggest mistakes in sales team management and my answer was “lack of accountability”. Though I wasn’t talking about allocating blame for missed sales targets!

Lack of Sales Accountability:
Blaming poor sales results to uncontrollable forces such as
competitors, the economy, poor marketing or poor management is often the starting point for sales teams that seek to justify poor sales. There will be times when salespeople exceed monthly targets and others when they fail to meet monthly target. There is an urgent problem if the sales team fails to exceed target 80% of the time and when they do fail to reach target the shortfall is greater than 15%. 

Who is responsible for the lack of performance?
However, when failure does happen too often it’s because the business lacks a clear policy of sales
accountability. Sales people that under perform will often not accept personal responsibility, instead they will blame the economy or other reasons. Sales management are often no better and will blame training or marketing and so on.

Accountability
All good sales teams benefit from an accountability policy. Accountability doesn’t mean having people accept failure as if they were in a confessional. It does, however, involve the whole team as well as any support mechanisms such as training and marketing in determining the aspects that went wrong during a given time period and then the maturity and ability to determine how to improve the situation.

Creating a culture of sales accountability doesn’t happen
overnight but it’s an essential aspect of having a successful sales team.

How to motivate the sales team to achieve target is a topic that keeps sales managers awake at night. Yesterday a group of sales managers in my network talked about retaining and motivating salespeople at one of our regular meetings.

Their insomnia was the thought of their top sales people leaving the team. In the past huge rewards could be given to top salespeople but in these times throwing money at saslespeople to retain their loyaly is more difficult and in any event in the long run it will fail as, one day, all the best salespeople will leave.

A lot of suggestions were made and the group asked if I could put some of the ideas on film for the one absent member of the group. Having made the first I think it’s worth sharing with everyone in my network and, if popular, then I’ll create a series on salesteams.

Motivating A Sales Team For The Long Haul