There’s a reason why very few people want to work in sales or business development. One the one hand you have customers with unrealistic expectations and unattainable price and delivery demands, and on the other hand you have internal company-wide policies governing what a salesperson can close and how they generate business. It’s a balancing act and one that many B2B salespeople have a hard time with.
So, why is this important to me? Well, many times I’ve thought about pursuing another career entirely. I’ve been unimpressed with the demands companies place on salespeople and business development professionals. I’ve met or exceeded budgets one quarter, and heard very little about that success, only to encounter harsh criticism when I’ve fallen short the next quarter.
It’s Not Easy Winning Business in This Economy
Unfortunately, there seems to be this prevailing theme in a number of businesses that the stars have to align in order for sales to make sense. It has to be the right product, the right quantity, the right pricing, the right gross profit and under the right terms. Afterwards, the customer has to pay on time, and if they don’t, then it’s often the salesperson who is called in to deal with a customer unable or unwilling to cover their invoices.
Far too many times I’ve witnessed companies put their salespeople in unwinnable situations. They’ve asked far too much, demanded far too much and or were never quite satisfied with the results. This has especially been the case over the last seven to eight years.
The Great Recession of 2007 and worldwide financial crisis of wreaked havoc on businesses. Many closed, and most, if not all, had layoffs. Yet, the same companies that were reducing their purchases due to a lack of demand, were the same companies that were demanding that their salespeople magically produce business.
Granted, it comes with the territory. However, management must be willing to take a step back and understand why sales aren’t happening, as opposed to immediately launching into diatribe. Perhaps it’s wishful thinking. Perhaps it isn’t. However, I have been lucky enough to work for solid enterprises, ones who empower their sales team, provide them with superior customer service and ones who understand that while the salesperson may be the face of the organization, he or she can’t succeed alone.
Ultimately, employee turnover is high in sales because too few enterprises understand exactly what it takes to win business. Far too few have walked the walk or talked the talk and way too many support their salespeople the way they should.
The Best Enterprises Win the Day
Lazy companies leave everything up to their salespeople. It’s the lazy companies that expect their salespeople to be one-half marketing department and another half unstoppable salesperson.
The best enterprises don’t leave it all up to their salespeople. The best enterprises understand that sales happen when the conditions for sales are optimized. These are the companies who take a proactive stance to marketing and advertising. They understand where their customers are, what they need and why and most importantly, how they want to be serviced.
It’s the companies with superior after-sales service and support that leave a lasting impression on customers and make it easier for salespeople to deliver on what they promise. It’s the companies that treat business development as a cohesive team effort that win the day as opposed to asking salespeople to overcome all of the company’s inefficiencies.
If you are a business owner or the leader of a sales department, then stop and ask yourself if your company has made the condition for sales attainable. Do you deliver on what you promise? Does your customer service department go above and beyond what’s required? Do customers see your company as their most important resource or are you viewed merely as an afterthought? Finally, does your sales team have the support and backing they need to win business or are you asking them to overcome a myriad of company-wide deficiencies?
Salespeople are supposed to sell but they are not supposed to make multiple excuses in order to overcome a company’s inability to deliver on what it promises. No salesperson can overcome a company’s incompetence. They can ask for a second chance.
They can resolve problems and alleviate customer concerns. However, repeated offenses leave customers unwilling to buy from any salesperson, no matter who you send at them.
The next time you have a sales team sit-down, take the time to appreciate what’s needed to win business. Ask yourself all of those aforementioned questions. Be as hard on yourself as you are on others and don’t think for an instant that winning business is easy. You’re the business owner and your power is far-reaching. You’re able to make deals and get things done that everyday salespeople can’t – unless you make it easier for them.