Baditude!

As a group of sales trainees took a break from our workshop on selling, the distress they were feeling, was clearly manifest in their intense discussions. It was obvious from their unrestrained conversations that the software being installed to track their sales performance was the reason for their anxiety. It was also evident from their negative comments, that many of these trainees had already given up on selling their company's services and that no amount of sales training could help them sell their firm's services. Our client, a large midwestern service firm, was willing to pay generous incentives for their customer service staff to up sell additional services. Yet, most participants in this training session felt, for a variety of reasons, that obtaining additional sales was impossible.

Jenny, a customer service representative from one of the inner-city offices of the firm was typical in her feelings about being asked to sell. She talked about how difficult it was to achieve sales success because of her location and the unique customer base she worked with daily. She said it would be impossible to achieve the sales success of coworkers in the more wealthy suburban locations-"so why even try?"

Jenny specifically talked about a coworker by the name of Arlene who had been exceptionally productive in producing sales over the last three months. Arlene worked at a branch in an upper middle class suburb. She had earned over half the incentive pool for her sales success, doubling her income. Jenny told the group, that she was sure she could do the same thing, if she could work in the suburbs like Arlene.

On meeting Arlene for the first time, you might surmise that her warm and friendly disposition produced her ongoing sales success. She has a great personality. As Jenny inferred, you might also feel, after visiting her office, that her location assisted in her phenomenal sales success. Her customers certainly have the money to invest in her products and services. However, to learn exactly what was behind Arlene's success, the firm's regional sales manager had her "shopped," (had someone act like a customer to check her performance). They also had her local manager observe her work for a few days to see if they could learn more about her success. On closer scrutiny, the sales manager learned that Arlene consistently used the selling process The $elling Edge®, Inc. had taught her in our workshops and our Self-Directed Learning reinforcement series. Along with Arlene's warmth, friendly personality and favorable location, it appeared that using our "selling process" was the major factor in her consistent sales success.

Because there were so many complaints about the unfair incentive and tracking system being implemented by the firm, the regional sales manager decided to run a test on his staff. He wanted to see if Jenny was correct in her assessment. Did the location of a branch dramatically impact an employee's ability to sell and earn additional income? Was it true that location alone determined the amount of incentive bonuses paid out? Overnight, this manager reassigned Arlene to Jenny's inner-city location. Jenny then took Arlene's place in the suburbs.

The first week after the transfer, Arlene's sales plummeted, possibly giving some credence to Jenny's theory. What few sales Jenny had been making also declined her first week in the suburbs. Since neither employee was familiar with their new customer base, these reductions in sales seemed in order. However, on checking the two representative's sales success on a weekly basis, the sales manager soon learned that location had little to do with sales or lack of success. As the weeks progressed, Arlene's sales began to steadily climb. After a month and a half in the inner-city location, her level of sales success was right back up to her production levels before her move to the inner-city. Jenny, on the other hand, over the test period, was never able to move her sales beyond what she had been doing before her move. Of course, she had an excuse for not performing well. Jenny told everyone that her sales were low because she had not had the time to get to know the customers in her new location.

Although Jenny had a pleasant personality and seemed to get along well with people, her new manager observed that she seemed unwilling to learn and then use any of the sales techniques taught in our workshops. When she was "shopped" during the test period, it was obvious that Jenny tried to use her personality to persuade her customers to buy from her. Not once did she move out from behind her desk to greet customers, nor did she shake their hand. She immediately got down to business, and failed to build rapport with the people she served. She preferred to be efficient and in turn was not at all effective in selling her firm's products and services. In short, Jenny did none of the things that would help her build the kind of customer relationships that regularly produced additional sales.

As the manager evaluated the results of the test, it became clear that Jenny's bad attitude about selling was at the heart of her poor sales record. Also, not learning and using the sales tools she had been given was the deciding factor in her lack of sales success. Arlene, on the other hand, had proven that an office location was not a major factor in the sales process for this firm.

On closer scrutiny, the regional sales manager found that a bad attitude about sales permeated the entire inner-city staff. To a person, they felt that they could not sell the customers they served, so they quit trying. While at the suburban location, everyone was upbeat about the new sales skills they had acquired from our workshop and used the methods to consistently sell their customers and earn more money while they generated more business for the firm.

As the regional sales manager looked into this attitude problem further, it became clear that the contrast in staff feelings about the consultative sales process they had been taught, primarily emanated from their respective managers. For the most part, Jenny only parroted back what she had heard her inner-city manager say about the selling process. On the other hand, Arlene's attitude about selling simply mirrored what flowed daily from her suburban manager.

As you lead your sales team, what messages are you sending to them about the selling process? Do they know that you believe in and personally use the sales tools that they must master to succeed? Are they able to use your example as a springboard to staff sales success? It really is your extended shadow that controls how well your staff performs their sales duties. As the research into the selling process outlined in this lesson clearly shows, sales success, truly lies in the extended shadow of the sales manager or supervisor. Check out our personal sales coaching training at:

http://wwwTheSellingEdge.com/personalCoaching.htm

VIRDEN J. THORNTON is the founder and President of The $elling Edge®, Inc. a firm specializing in sales, customer relations, and management training and development. Clients have included Sears Optical, Eastman Kodak, IBM, Deloitte & Touché, Bank One, Jefferson Pilot, and Wal-Mart to name a few. Virden is the author of Prospecting: The Key To Sales Success and the best selling Building & Closing the Sale, Fifty-Minute series books and Close That Sale, a video/audio tape series published by Crisp Publications, Inc. Menlo Park, California. He has also authored a Self-Directed Learning series of sales, coaching & team development, telemarketing, and personal productivity training guides.

Check out the listed books and manuals at http://www.TheSellingEdge.com/books1.htm Virden teaches for the Center For Professional Development, Texas Tech University at Lubbock, Texas and in the School Of Entrepreneurship, J. Willard And Alice S. Marriott School Of Management at Brigham Young University, Provo, Utah. You can contact Virden at: Virden@TheSellingEdge.com.

---

Sex, Drugs, & Rock-n-Roll: Trade Show Traps and Tips

Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More

Producing Premium Performance

One of the major issues that arises in managing a... Read More

The Art and Science of Managing Expectations in Selling

It is very easy to fall into a trap with... Read More

The Get Dangerous Quickly Approach to Product/Service Training

In 2000 a computer distributor hired me to help them... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 2

Another key reason why companies suffer from 80/20 performance is... Read More

How To Build A Worldwide Distributor Network

When your product is market ready and has a good... Read More

The Four ?D?s of Sales Management

Recently I stumbled across some notes that I had kept... Read More

Stop Drowning: Nine Strategies For Managing Your Priorities

I just got off the phone with Susan. She is... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 1

Business executives and sales managers frequently bemoan "80/20" performance on... Read More

How to Develop a Proactive, New-Business Sales Team!

I don't know about your business but in my experience... Read More

Pointless Targets

I recall a heated discussion with a sales director some... Read More

Do You Know How to Fire Up Your Sales Staff (When Money Isnt Everything)?

Money is the only thing that motivates a salesperson, right?... Read More

Keeping Your Sales Team Motivated

Sales managers frequently approach me for advice on how to... Read More

Raise Concern About Sales Competition, Not About Yourself

As you are reading this sales article, read very carefully.... Read More

Increasing Sales by Using Coupons - Will it Help Your Business?

Increasing Sales by using Coupons. Will it help your business?... Read More

How Do I Manage Workplace Conflict?

Workplace ConflictConflict is an inevitable part of business life and... Read More

3 Ways to Increase Your Sales

Last week I got a call from Jose, who was... Read More

Investing in Your Sales Team

While there's no easy answer to this question, there are... Read More

3 Steps To Getting A Sales Meeting

The best way to get a new customer is to... Read More

Hire A Six, To Consistently Produce Sales Success

For many years as a sales manager, I would only... Read More

Poor Performance - Fix it by Coaching

Coaching is about finding out the cause of poor performance... Read More

Business Career, Executive Coaching Article - Perfection vs. Excellence

"(Howard) Hughes never learned how to convert his knowledge to... Read More

Are Your Sales Meetings Boring?

Many sales meetings are boring and a waste of salespeople's... Read More

How Exhibitors Can Move More Attendees Closer to Buying

Q. What's the single, biggest change exhibitors can make to... Read More

A Real CRM Strategy or Just Tracking Customers?

Exactly what is CRMThe idea itself is nothing new; its... Read More

8 Procedures to Take Control of Sales and Marketing

The Cash to Cash Cycle Part Three of SeriesWe're sprinting... Read More

Leadership Lessons for Sales Managers

Leadership, like class, is hard to define, but easy to... Read More

Management by Osmosis

Sales managers are an interesting breed, effective sales managers are... Read More

Increase Your Sales Accept Credit Cards, Part 2

In part two we will discuss overcoming objections, which credit... Read More

14 Top Lead Generation Tactics

According to former Harvard Business School professor David Maister, typical... Read More

Discounting Your Way Into Sales Oblivion

I don't even like saying the word d---------g. I have... Read More

5 Secrets to Managing Your Sales Manager Productively

Many people believe that the main reason for representatives leaving... Read More

Snuff Out the Competition Without Leaving a Mark!

Does the competition drive you crazy? Are they relentless about... Read More