Avoiding the hit and miss in sales

IF you manage a sales team, here are a number of things to do to improve the achievement of sales targets. • Agree the monthly and weekly sales targets required to meet the yearly sales target. • Agree the minimum number of contacts needed each week to meet weekly sales targets. • Explore the attitudes and beliefs of your sales people in relation to the sales targets. • Discuss with your sales team ways to improve sales. • Share success stories within the sales team. • Agree a sales strategy for use with buyers. • Agree a list of actions to implement the strategy. Discuss things to say and do. • Identify which segments of the market buy most product. • Target those buyers with the highest potential to buy. • Seek referrals to other buyers from existing buyers. • Discuss ways to overcome typical objections to buying our product within the sales team. • Pass on feedback about your products or services to key people. • Identify customers who use one of your products or services already but who have the potential to use other products or services you provide. • Discuss ways to identify and contact potential customers within the sales team. • Develop standard script guidelines with questions to ask which will unearth known and unknown needs and provide benefit statements. • Obtain lists of potential customers from business and professional associations, the Yellow Pages et al, business directories in libraries, chambers of commerce, etc. • Develop a contact plan for prospects in the same area to minimise travel time. • Practice your sales presentation with other team members – learn from each other. • Discuss the best ways to make the key selling points to obtain sales. • Review the achievement of sales targets on a weekly basis. • Agree new actions to put into practice where sales targets are not being achieved. • Hold monthly in-house coaching sessions using the best ideas from the team to learn techniques that have worked successfully. By Daniel Kehoe

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