“My sales team doesn’t use our CRM. Why aren’t we closing enough business? I’m not sure my sales team is making the calls they should."
Sound familiar? If you’re nodding your head “yes,” you likely know something’s wrong. You may find that no matter what you do, you still don’t see strong, predictable growth. Your organization's sales performance is seriously lacking.
A high-performing sales team is a lot like a car engine. There are many moving parts, and they must all be working perfectly to ensure a smooth ride. If your car is making strange noises or leaking oil, you need to roll up your sleeves and look under the hood.
So, how do you look under the hood of your sales engine to figure out what’s going on? Here are seven symptoms of a poorly performing sales organization — and how you can address them.
Your Leadership Team Doesn’t See Eye to Eye on Core Values
If your wheels are misaligned, your car will pull to one side. Similarly, if your leadership team isn’t aligned on core values, the company will focus on the wrong things. Ultimately, sales performance will suffer. You could easily end up with different departments pulling in different directions. This creates conflict that makes it hard for anyone — including the sales team — to do their job.
Sit down with your leadership team. Hash out your company values and decide the direction you’re going. Get aligned, and then move forward together.
Your Messaging is Unclear
If you have the first symptom on this list, you very likely also suffer from this one. As a test, ask three people in your organization exactly what it is that you do and who you do it for. If you get three different answers, your messaging is unclear.
Unclear messaging makes life difficult for the sales team. If they don’t know the values, how do they know how to convey that story to leads? Short answer: They don’t.
Spend some time defining your audience and clarifying your message. Who exactly are the people you help and how do you best help them? What story do you want your salespeople to tell? If this is all new to you, consider hiring a consultant to help.
Your Sales Organization Isn’t Measuring Goals
If you don’t measure goals, you can’t track success or identify areas for improvement. You won’t know what works and what doesn’t, and your sales team won’t have any way to judge their own performance.
Determine what goals matter most to you. Is it generating leads, increasing number of sales calls, boosting your MRR? Whatever your goals are, measure them on a regular basis to make sure that when the end of the quarter comes, your sales team is on track.
You Don’t Have a Repeatable Sales Process
Do you know the exact path by which your leads become customers? Or, is it all just chaos? If your sales process isn’t repeatable and scalable, or even worse not defined at all, you’ll never achieve steady revenue.
Analyze the different ways your leads become customers. Nail down the processes that are most likely to generate sales, and then make sure these processes are used across your organization.
Your Hiring Process Isn’t Strategic
Take a look at your job board. Are you trying to hire someone for responsibilities across sales, marketing, events and accounts? If so, this is a job description for a department, not a single person, and it’s a big indicator of a weak sales engine.
Before posting another job that will be impossible to fill, think carefully about exactly what your needs are. A more strategic approach to hiring will vastly improve your outcomes, and your sales performance.
Your Sales Team is a Revolving Door
Another consequence of non-strategic hiring is a sales team with high turnover. If what’s broken is the system, firing a salesperson and replacing them with someone new won’t fix it. That’s like changing the oil without ever replacing the oil filter. You’ll still have a dirty engine.
Look instead at the foundation of your sales organization. Examine the entire system, from values and goal setting to your sales funnel. Yes, sometimes employees need to move on. However, more often than not what needs changing is the foundation — not the people.
You Focus Too Much on Quick Fixes
Addressing the problems above takes work. And, you might find yourself drawn to quick fixes instead, like taking another sales training or trying a new marketing fad. You think, “If I change this one thing and get one ‘right’ client, I’ll open the floodgates to revenue.”
These things may work in the short term, but there’s no silver bullet for lasting change. Rather than settling for a one-hit wonder, buckle down and do the work. Your efforts will pay off mightily in the end, namely in your sales performance.
These symptoms are very common in organizations, and they all signify underlying problems. The good news is that every one of them is solvable. By defining your value, clarifying your message and developing a repeatable process, you can turn a poorly performing sales organization into a high-performing one.
Learn how The Carruthers Group can help you get your company on the right track through Sales Engine Workshops, Sales Organization Consulting and Sales Engine Programs.
Improving Sales Performance Growth Case Study:
10 Sales Tips that helped CEAVCO overhaul their messaging, align their sales organization and boost revenue with The Carruthers Group
When Matt Emerson inherited the leadership of CEAVCO Audio Visual from his father, he knew he was at the helm of a company that had a solid reputation. CEAVCO had been providing innovative audio, visual and creative services for events for more than 50 years. And they had a stellar retention rate — a cache of dedicated clients that partnered with them year after year. So, why weren’t they closing new deals?
Well, a lot can change in 50 years, especially in an industry that thrives on the cutting edge. CEAVCO had built its business renting A/V equipment and had moved into curating live events. As event planners began to seek creative partners, CEAVCO began to search for ways to differentiate themselves in the event space.
Emerson needed to help his team adapt to this growing market. But, their sales processes, their messaging and their proposal strategy were all rooted in old school tactics. Embedded in the way things had been done for decades and focused on daily business needs, it was a challenge for Emerson to step back and see just how to find a new path.
So, CEAVCO partnered with The Carruthers Group, a consulting firm dedicated to helping businesses expand revenue through intentional sales design. With The Carruthers Group, CEAVCO was able to modernize its sales processes, align on value and messaging, and grow revenue by $2 million. In fact, CEAVCO has seen 20 percent revenue growth in the first half of 2017 alone.
Want to know how they did it? Here are 10 actionable sales tips from the Carruthers & CEAVCO playbook.
Top 10 Sales Tips