Business Link

By Richard Marinus

What needs to change to improve sales performance?

Our first editorial introduced an assessment tool to help identify the factors that are contributing to an detracting from sales performance. Once completed, the tool will illustrate visually the developmental or opportunity areas that need most attention and that potentially contribute the biggest incremental improvement in sales performance.

Pic: Proficiency Profile of the Sales Team or Sales Person

The assessment above highlights Behaviours and Competitiveness as the two factors detracting from sales performance. Remember each sales team and each individual’s assessment will be unique to their situation. In this example we need to identify which of these two factors will deliver the best potential improvement in sales performance at the best cost and then prioritise actions accordingly.
(Free assessment worksheets are available on request from
skillssa@intekom.co.za)

Where do we begin?

Behavioural Fit
Are the behaviours of the team effective? Is each team member’s profile suited to the behavioural demands of the sales position? Work Environment Analysis – DISC technology First we assess the behavioural demands and expectations of the sales role. Using the Work Environment Analysis we are able to produce a report with graphic illustrations and the Success Insights Wheel that defines the unique behavioural demands of the position. This is an important application as
only once the inherent requirements of the job are clearly identified is it possible to qualify the comparative competencies of aspiring or existing sales consultants to successfully meet these requirements. See Figure A where the sales role is illustrated on the Success Insights Wheel using a triangle.

Assessing and Comparing the Sales Consultant’s Profile to the Job Profile Consultants each complete a personal sales profile. We are then able to compare individual profiles to the job profile for a valuable analysis of suitability and degree of job fit. See Figure A below where, of the four persons profiled only consultant matches the behavioural demands of the role.

This process highlights the skills gaps for training and development. It also provides direction for the re-focusing of activities such as the re-structuring of roles; implementing new or different systems, and addressing how consultants are rewarded.T

Pic: The Success Insights Wheel – Fig. A

Competitiveness

Competitiveness of the team and its members can be adversely affected by real issues or by negative perceptions held by staff and/or customers regarding the product (price, value, quality) service levels; systems; or staff competencies.

One needs to establish which of these factors is negatively affecting competitiveness and hence sales performance.

An analysis of staff and customer attitudes will identify the issues to be addressed. A strategy can then be implemented to address real issues and manage a change in perceptions to improve sales results.

Richard Marinus is a Director of Skills SA. If you have any questions regarding this article, please email them to
skillsa@intekom.co.za or call him on (041) 581 7688.