Techniques to control sales staff and make them accountable

Sales staff are a necessary component to all businesses and can influence whether your
business succeeds or fails.

If you’re considering taking on additional sales staff to help push your products or
services, there are important factors to bear in mind to ensure they bring value to your business.

When looking for sales staff, it’s important not to recruit in your own image. This
basically means employ people who use a different way of doing things and a different approach, so that they can complement your business offering.

It’s a good idea to use a professional recruiter to find sales staff because they can sift
through the good, bad and mediocre candidates more skilfully and effectively than you can and bring quality people to the table.

Many business owners simply think to themselves ‘this person’s in sales, I’ll try them out’ which can be an expensive process if it repeatedly fails. We should never take on people just because they have come to us with a sales background, it’s worth spending time and money on getting the right people in the first place and maximising your chance of success.

In any sales department, there needs to be a strong reporting infrastructure so the managing director fully understands what the sales staff are doing on a daily basis.
Sales should be about going and getting sales and maximising the opportunity, once you have got past the gatekeeper.

Owners of businesses should ask themselves when they last spent a day with their sales
force making calls. It’s impossible to set sales targets if you don’t understand the issues they are up against.

Overall you need to be more hands on and create realistic targets which people can achieve – so they are motivated.

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