Why do sales teams underperform?
As a business owner or sales leader, figuring out why your sales people are underperforming is probably one of your biggest frustrations. Typically, it’s one of the following reasons:
1 - Lack of sales pipeline…
The number one reason for underperformance is an empty sales pipeline. The number one reason for an empty sales pipeline is the failure to undertake proactive sales activity every day. Consistency is key!
2 - Lack of accountability…
Sales team performance is measured in many ways – number of calls, number of appointments, value of proposals, value of signed contracts – but if Sales Leaders don’t hold their sales people accountable for achieving these metrics then what does it matter if they are achieved or not?
3 - Confusing sales messaging…
Whether you refer to it as your value proposition, brand promise or elevator pitch, your sales message needs to be clear and concise. It’s the single most important element of your sales toolkit as it feeds your prospecting calls, voicemails, social media, presentations and proposals. Too often sales messaging is focused on the company and its solution rather than the value the customer receives from buying from you.
4 - Poor understanding of your “ideal customer”…
Wasting time on potential customers that are never going to buy from you is another common issue. Providing a clear definition of your ideal customer is an essential part of the business owner or sales leader role. Your sales team needs specific targets to be successful.
5 - Right person; wrong role…
Some salespeople are good relationship builders and some have the hunger for proactive sales. No two sales people will ever be the same and trying to fit the right person in the wrong role is a regular cause of underperformance.
6 - Lack of people skills…
It seems absurd that someone working in a sales role would lack people skills, but we see it more frequently than you’d think and they are often offending potential customers rather than attracting them. Sometimes providing a mentor within the sales team who has a natural charisma can help, but it’s important to quickly identify this issue to avoid damage to your company reputation.
7 - Ineffective sales processes…
When sales people don’t have a proven, predictable sales process to follow they will fail much more often than they need to.
8 - Not following up on leads…
Without follow up, sales leads won’t convert, and your business will lose sales. The most successful salespeople are the ones who consistently follow up their leads and keep in touch with customers. The sale is made in the follow-up. It’s not made on the first call.
If you can identify any of these issues, then make sure you take action. Sometimes you can get the sales individual back on the right track and sometimes you can't. But the more you understand about what the actual problem is, the better chance you have.
If any of the issues raised in this article ring a bell and you would like some help, then please get in touch. Call us on 07873 548632, email hello@yellowbrick.ltd or complete our enquiry form.