Previously, we discussed the common pain point of an inefficient sales force and how imperative it is for business owners to view their sales teams as marketing channels. If your sales team is your greatest marketing tool, it’s also just as likely to be your greatest marketing expenditure. Knowing this, it must be optimized to run efficiently, effectively, and with very well defined goals in mind.
Unfortunately, this is seldom the case. Often we see that the sales force doesn’t have any set job descriptions or responsibilities. They don’t know how to fully optimize their days and their resources. If given a detailed road map, they’re happier, know what you expect, and are better able to participate in developing action plans for better performance.
The goal is to ensure that your sales team is filled with solutions providers, not order takers. They need to know what they’re responsible for, not just what you sell. Develop a job description in which you map out percentages of time that your team should spend on the following tasks:
• Finding and pursuing new business
• Strengthening and building new relationships
• Speaking with new vs. existing clients
Additionally, map out these monthly numbers, and hold your team accountable for turning in monthly calendars that show the following:
• Out-of-office field work
• In-office time
• Client meetings
• In-person prospect meetings
The job description should further lay out any other responsibilities of your sales team, and provide the realistic metrics to enable them to hold themselves accountable, so you can too. Next up, we’ll discuss job descriptions on a company-wide basis and how taking the time to flesh these documents out can lead to increased productivity and a healthier bottom line.