Now that christmas is over and the snow’s melted many retailers are counting the costs of a poor trading season. Next, Waterstones and HMV have all announced fewer sales compared to the same time last year and store closures are expected. With families feeling the VAT rises and inflationary pressures sales are unlikely to improve quickly.

Many companies have been telling me that 2011 will be the year where sales will be vital to survival. The tactic to improve sales team results seems to be to increase targets and take the sales team on an away day to “align sales with core functions and client needs for the next twelve months”.

In my experience, away days where management sweeten a bitter pill of increased sales targets and restructured sales territories with “improved and innovative marketing initiatives” don’t increase motivation nor improve the way sales people approach potential customer’s needs and certainly don’t last more than a week, far less twelve months.

If one must have an away day then it needs to be linked with a measured programme of change that covers a long period and where changes in direction can be identified and implemented more easily.

Yesterday I was talking to a friend of mine who leads a sales team about his plans for the coming year. He outlined significant change for his team and quoted targets, market penetration and corporate expectations to cope with the difficuties that will befall all sales teams in 2011 with great ease and I will admit to being very impressed.

After a short time it seemed to me, however, that he was talking about the “Sales Team” as if it was one unit instead of a group of individuals with different attitudes, work expectations and personal goals. When I asked how the individuals in his team would react to the plans I was surprised by the answer. “Some won’t like it but there will be no choice”.

He was forgetting that a team isn’t like a machine with a series of machine cogs that when turned on rotate at the same pace and produce what’s required. Instead it’s ensuring that a group of spinning plates keep turning on their sticks and impress the audience at the dexterity of the man in charge. some of the plates will turn faster than others and possibly a couple will be in danger of falling off their sticks.