In this era of one sided Industrial Relations laws where ‘legislation treats employers as the enemy’ many managers are scared to hold their people accountable for the results they are being paid to achieve, in fear of an employee Activating a FWA Claim for unfair treatment. (When did the business world become so screwed up that demanding a sales person hits target in return for the car and salary they are being paid became wrong?)
To compound this issue, the current buzz word in HR of ’empowerment’ has some managers stepping away from their responsibilities of developing and in-field coaching their teams.
Too many are sitting behind their desks working on reactive problem solving tasks, and writing “extremely important reports”, while placating their own consciences with the cliché ‘my door is always open’, instead of coaching their people in the field or on-the-job.
In this environment true Acts of Leadership are unfortunately few and far between.
However I recently heard of an amazing ‘Act of Leadership’ from a financial planning organisation* that in over 16 years of running KONA’s Sales Training and Sales Management Training programs, we have never heard of a manager doing the same.
This Act of Leadership was so simple in its doing but has been so powerful in its impact and outcomes.
An employee was called into her managers office for her 6 monthly performance review, full of anticipation.
She had been working hard and achieving all of her KPIs, as well as committing to her own career development by studying in the evenings, and was hopeful of a pay rise.
As the manager went through her performance her excitement grew and when the manager got to the point where he gave her a substantial pay increase she was ecstatic and nearly jumped over the desk to hug him.
Now at that point, most managers would feel that they had done their job and move onto the next task.
However the manager then said “however as your manager I need to say how proud I am of you and your contribution to the company and therefore I would also personally like to offer you an additional $750 that I will pay out of my own bonus”.
The subsequent impact has had a massive effect as the Act rippled through the organisation and their client base:
To build an efficient and competent sales force, Sales Managers and Sales Leaders have to establish a Sales Management philosophy and process.
One of the keys to sales success is in the 5 Indicators of Sales Force Effectiveness and by adhering to the following principles, you can go a long way to establishing a successful team.
It’s one of the most frustrating things about sales – your team cultivates a promising lead, make their pitch, and the customer says no. However, what is more frustrating is the excuses that come from the team when they are not meeting targets.
Customers say no for all kinds of reasons: they don’t like the product, they don’t engage with you, they don’t have the money, the time or the inclination.
But the big reason that people say no is they haven’t been given a compelling reason to buy. Sales is seduction, and you’ve messed up the kiss!
So what can you do about it? It’s time to rethink and refocus your team with sales management training to start thinking about why they are not converting.
In sales, the value proposition is everything.
If you’re selling vacuum cleaners, the value proposition is that your particular brand and model has the most powerful suction, the longest warranty and/or the best quality build.
However, this kind of value proposition is generic and does not present a strong point of difference. If all you have to offer is some hokey lines about quality or rate of suction, then there is no compelling reason for the consumer to buy, no competitive point of difference, and a ‘no’ is expected.
Apple’s marketing strategy for its computers and smartphones barely mentions their technical specifications, even though they are state-of-the-art. Apple instead focuses on their image – that of creativity, innovation and passion.
The effect is to create a value proposition that goes far beyond the physical products they sell. Apple has created an image that is different from its competitors and that sells the product.
The lesson here is to rethink how you and your team are presenting your products or services. What you do and how you do it is important, but why should also be a major part of the pitch.
Clients and customers want to be part of something, to feel that they are gaining an advantage or fulfilling a need. Engage with them and demonstrate why your product is unique and most suited to them, and what needs will be met.
A firm lead has been worked up, pitch prepared and delivered flawlessly. At the end, you say “any questions?” and they say, “we’ll get back to you” – and of course, they don’t.
If your pitch doesn’t contain some hard sales questions or offers, then you’ve wasted your time. To convert leads, you have to ask buying questions, give them a reason to buy.
Is there a limited time offer? A free service or trial period you can give that leads to a long term paid arrangement? A demonstration of value that makes it irresistible?
Simply reciting your product or service’s good points is not good enough. There needs to be bait on the end of your hook – don’t let them leave the room or hang up the phone without making sure they understand what you are selling, and that they need to buy.
Sales is all about understanding consumer needs and having the confidence in your product that it meets these needs. If you aren’t converting good leads, then something’s wrong with how you’re pitching.
Estee Lauder said “If you don’t sell, it’s not the product that’s wrong, it’s you.”
Go back to the fundamentals. Every sale needs to be made around a value proposition.
If your products and services are good but you’re getting more no than yes, then the customers you’re targeting haven’t been given a compelling reason to act.
By rethinking your strategy with sales management training – shifting from what and how to why, and by asking relevant questions and setting up calls to action – you can drive customer decisions in your favour.
It’s time to stop making excuses. If you want to take things to the next level and start increasing conversion rates, KONA Group has transformed companies’ performance through proven sales methodologies with sales management training and coaching programs customised to companies’ individual needs.
For more information, please email info@kona.com.au or call 1300 611 288.
It’s not only made well – but it’s just uncomfortable enough to become an antique.
6. Ask, listen, and act. Better than any others, these three words summarise success in sales and your sales coaching must always reinforce them
By Garret Norris, Sales Training & Negotiation Specialist.
In Australia a good Sales Management professional has to move faster every day.
Very quickly, competitors can pop up out of the blue with products similar to yours and before you know it, the race is ON to retain and grow existing accounts while winning new clients.
No matter what industry you’re in, what worked well a few years ago isn’t good enough today. (Just look at the politics in Australia if you need any proof!!).

This is not the time for trial and error or order taking; this is a time to sell!
So here are some basic steps you can take to improve your sales performance, by implementing a robust and customised Sales Training and Sales Management Training program which will increase sales and reduce your cost of selling, to ensure your survival.
Begin by understanding your business niche. What do you do best? Who needs what you do? How do you best approach these prospects? What are the consequences if they don’t buy? How much are they willing to pay? If these questions are not answered easily, discuss with your own management for clarity and vision.
Write down the activity goals (calls per day, proposals per month, referrals per call, etc.) that you can control.
Set results goals (sales per month, amount per sale, profit per sale, etc.) to measure your progress, and track them closely. Increase your activity and measure the results as setting short term goals will focus your attention and energise your action.
Always assume your prospects will buy only what they need so uncover how you can convince them of that need
While you can emphasise the features and benefits of your product or service, by uncovering your customer’s business problems and “what keeps them awake at night” you will be way ahead of your ‘product flogging, price selling’ competitors!.
Effective marketing, referrals, strong sales skills, and strategic questions are the keys to creating favourable attention. Diligent follow-through and above-and-beyond customer service are the keys to maintaining it so what is your Customer Service Charter and Plan.
Know both what to do and why you’re doing it at every step along the way. Who are you targeting and why? What are you going to present to them and why? What are you going to ask them and why? What is your proposal going to look like and why? When are you going to ask for the order?
If you don’t feel sure of yourself at every step of the selling process, managers need to follow through and spend time on the road with you field coaching, not sitting behind their desk giving guidance.
Garret Norris is KONA’s Sales Training & Negotiation Specialist so to discuss how Garret can improve your sales results please contact him today on 1300 611 288 or info@KONA.com.au
For Tips 6 – 10 please read part 2 of Garret’s blog