The "HOW" of a Sales Tune Up

The last 2 postings have addressed business & leadership issues that might very well result in taking a look at your sales operation. We also raised several questions that should be asked in preparation. This post will speak to HOW I believe it should be done.

Stated simply it needs to be a process. A process is a journey where individuals respecting each other talk candidly about what they do and how they do it. They then seek to improve its efficiency, customer satisfaction, and associate (employee)morale & pride.

To accomplish this, the organization must have a culture that allows it. If everyone simply looks out for themselves, the process bogs down and stagnates. In sales, it means that no one is more important than the customer; no one is more important than another. To use a label, we, they, it, must be a team.

Commonly found attitudes that detract from success here are: 1) Sales thinking that the world revolves around them 2) Operations thinking that the only thing that is important is keeping an efficient schedule 3) Management inadequately staffing to support what needs to be accomplished.

Instead of being self-serving one must be "customer serving" with a strong sense of ownership in supporting the corporate well-being. So many times I use the metaphor of the company being the golden goose that lays golden eggs. If we want the eggs, we must keep the goose healthy!

This is all said to drive home the point that HOW we interact with each other will determine HOW WELL we serve the customer. Accordingly, to facilitate an improvement in sales and profits, much of it initially is fostering solid communication interdepartmentally.

When this takes place, it is like being on a lake. One sees the beauty of the water, waterfowl, fish, and sun. Life seems good. But then, when we honestly communicate, we start to lower the water level. We then become aware of rocks, stumps, and other less desirable things. These are the areas that need work; they need improvement.

At this point, management really needs to be involved. Agreement on what should be addressed should be facilitated. Teams might need to be put together. coaching done, and eventually changes made. Whatever happens though, will be understood and bought into by the majority. Consensus among highly motivated associates most often results in the best outcomes.

I realize that this has been a broad brush look at, not only improving a sales force, but any area in your organization. It does require much skill, experience, and knowledge. At the same time, and I'll be consistent here, HOW you do this is incredibly important.

Good luck, and good selling!