Life in sales is often frantic with many tasks competing for our attention. While we have the encumbrances of a ‘financial year’, seldom does this afford us with the real opportunity to sit back and reflect. There is a Zen saying:
We cannot see our reflection in running water. It is only in still water that we can see
And this plays very true in sales. It is usually when our clients are quiet that we have this ‘still water’ to reflect wholly on ourselves. This time of year around the traditional holiday season affords us with the stillness to reflect. Unfortunately, too often we cram it full of things which seem important (like tidying up files, organising email boxes, CRM etc) rather than taking the opportunity to personally reflect, refine and reset our mindset and processes for the coming year ahead.
In sales, there are 4 main areas we (whether from the perspective of a sales person or leader/coach) should be reflecting on where we will usually trip ourselves up:
Results don’t achieve themselves – they are a factor of doing the right things. Whilst we often have KPI’s in sales which measure the outputs of what we do, we need to clearly define what the right things to do are.
The question here is ‘Are you doing the right things to achieve your results?‘. There will always be things we can identify that we should be doing but aren’t.
Naturally, the next question to ask yourself is ‘If I should be doing them, why aren’t I?‘. It could be as simple as lack of prioritisation or planning. You just aren’t setting time aside to do what you need to do and, as a result, other tasks are filling that void/time.
It could be that you aren’t confident in doing them or don’t know how, so avoid them. In which case, be honest with yourself. If you know you need to do them and know you don’t know how or feel uncomfortable executing them the next question should be obvious: ‘What I am going to do about it?’. Where can you go or who can you lean on to support you developing the skills and/or confidence to do the things you know you should be doing. There are many avenues open to your here once you’ve identified these actions – seeking peer support from high performers, using your sales leader, formal/informal training and practice.
There is another question which is far more difficult to answer yourself – ‘What should I be doing, but don’t know I should be doing it?’. Are those more successful than you better because they are doing things you don’t even know you could and should be doing? How do you find this out? Well, you ask them, observe them, shadow them. Often these people don’t know you don’t know. If you ask, most will be all too happy to help. They will also likely be the people who will help you when you can’t do something or feel uncomfortable.
As a sales leader, do you know the things your sales team should be doing? Do you know what is separating the great from the good from the mediocre and under-performing? If you don’t, how can you help an individual sales person become aware of what they should, but currently aren’t, doing?
Obviously, if it were as simple as just knowing the right things to do, we’d all be superstars with this knowledge. I hypothetically know how a house is built, but would I build one?
The next question to ask is, ‘Knowing what you should be doing, are you doing them right?’. Are you executing these things correctly? This is a more qualitative question to ask yourself and one that requires you to be very honest with yourself. Often this can and is measured in sales through various conversion/success ratios, so can sometimes be quite obvious, other times it is degrees of success. A great example is where you ‘win’, but not everything. You leave value on the table unaddressed. So it looks like success – but is sub-optimal. Failure is easy to identify – we you can’t do something it is obvious. However, you can win poorly, inefficiently or despite your shortfalls. This is much harder to identify. We often ‘think’ we’re good at what we do (and blame failures on external influence), but the external perception can be vastly different. How do you better understand this?
- Seek feedback and advice. Again, observe high performers in terms of not just ‘what’ they do, but how they do it. Ask them to observe you and provide feedback – and it goes within saying, be open to receiving it
- Ask your clients. Ultimately, the single biggest perspective that matters is that of your clients. Analyse your wins and your losses. Seek feedback regularly – make it a habit. I observed a sales person ask a client ‘Is there anything I should be doing for you that I’m not currently?’ Brave question – but the responses were insightful. But it didn’t finish there. She then followed up by asking ‘Is there anything I’m doing now that is annoying you?’. She opened her Johari window with a whoosh.
If you’re doing the same things, in the same way and expecting different results, you’re definitely setting yourself up for disappointment. Just look at the evolution of digital/social sales, client available information and industry disruption. I would argue that even waiting to reflect annually may be too late given the speed of change in the sales industry. Not knowing is also not an excuse either. You can always ask, you just have to want to.
There is another factor here which can determine your success in doing things right which we’ll cover below – and that is the right reason; your why.
As a sales leader, you must actively observe your team to understand if they are doing things right. The analogy is to be the jockey on the horse, rather than the trainer in the stand – making timely, subtle and relevant adjustments and suggestions regularly to keep your sales people at the front of the pack.
If you find yourself struggling with your development plan actions – it is most definitely because you don’t understand the above. You have limited awareness of your current state and ideal state – so have no idea what needs development. This is something for sales leaders to keep in mind when they see their team struggling with development plans.
Assuming you have the above two locked and loaded – the next question is ‘Am I doing enough of the right things?‘.
In a nut shell, if you know the right things to do and how the execute them properly, are you doing enough of them?
This is often where prioritisation, distraction and apathy can set it. It is also where, as sales leaders, we need to be careful with targets. We often think this is about setting a minimum expectation for our sales team, but we also risk setting an upper limit on this performance as well. We can get to a situation where our high performers go ‘well, I think I’ve done enough’ based on where they sit against target (yes, hiring the right staff with the right mindset shouldn’t see this happening).
The volume question is quite simple and, in reality, is often what we measure first in sales unfortunately. As a result, we risk ending up with a sales team completing many of the wrong tasks incorrectly and lots of activity, without much output. But we look busy. When then try and fix output shortcomings by raising volume – but not always looking at whether we are doing the right things and executing them correctly.
Last, but by no means least, is our mindset. As a sales person, the question to ask is ‘Why am I selling?’. This can be something both difficult to identify and harder to adjust. It can also be something that, whilst we blame the sales person, can be the influence of the leadership or organisation.
Are you selling because you ‘need the income’, ‘can’t do anything else’, ‘want to make lots of money’ and the list goes on? There is often one thing consistent with sales people who are consistently successful in the long term – they sell because they ‘want to help their clients’, they ‘want to improve their clients position’, they ‘believe what they offer can make a difference’. The key difference is where their purpose is centered. It is centered on the client, not themselves. Without a doubt, in delivering this, they themselves will be successful, but this is an output, not a driver. They know and trust this will happen, but wake up, put their clothes on and come to work thinking about their clients.
Getting this right means you will
- use greater discretionary effort at work,
- care more,
- have better relationship with your clients,
- seek out the right things you should be doing and
- seek out the best way to do things things
As sales leaders, we need to tread carefully here as we can influence the ‘why’. Ensuring we are consistent in delivering the strategic vision of the business, that your team understand and agree with it, and we measure and reward against it is important. If we know what the right things to do are, how to execute them properly and how much of it should be done – our job is to sweep all the other dross and noise out of the way and both empower and motivate our sales team to get on with the job. Guiding them to be more effective at it.
This time of year is the perfect opportunity to reflect, reset and refine our sales mindset and processes – are you using it wisely?