Re-energizing the Sales Team and Increase Performance

Re-energizing sales teamA sales management team might be faced with a problem concerning a lack of motivation among some of their representatives, as the nature of the business of selling may lead employees to perform at levels below their abilities.

There are many factors that can contribute to an underperforming sales team. Product pricing, quality, competitiveness, marketing and lead generation are all components that may lead to internal problems with representatives, according to Barrett Riddleberger, the chief executive officer (CEO) of Resolution Systems, Inc., a sales training and consulting firm.

If the problem persists after the managers have checked all of the external factors that could lead to lower numbers, the quality of the representatives on the sales team needs to be evaluated, the executive noted.

“A sales assessment can determine the true caliber of the representative and the manager,” Riddleberger said. “This should be the same assessment used during the hiring process so a benchmark exists.”

Once the assessment occurs, it may be necessary to change the nature of the sales team. Businesses either grow or face extinction, and in a rapidly moving market it is important to address this issue as soon as possible, according to

The spectrum of measurement that can be used for any assessment is vast, as the processes and systems may need updating, along with an adjustment of the sales and forecasting techniques, CRM methodologies and data entry templates. Once these are recognized and changed, it may benefit the company to bring in an outside consultant to help execute a transformation within the company, noted the executive.

A representative may also be turning in numbers that are below their potential due to a focus on the wrong aspects of their jobs. Non-sales responsibilities can affect the amount of time that an employee spends on correspondence with customers, according to Riddleberger.

“One of the biggest mistakes that I see is when a sales manager decides to add sales people to their team without first looking at the processes,” the executive noted. “Instead of adding a sales person, they could have someone to handle data entry or lead generation so the sales team that you already have is in the field closing more.”

The key to re-energizing a sales team is to remove the outside factors that negatively influence the ability to sell for each representative, as the business is based around the amount of time that can be spent on acquiring new customers.