Sales Training 101 for Sales Managers: Set The Tone
A sales manager REALLY must understand one thing about underperformers: there are many different reasons why people perform below standards.
It seems kinda obvious, but here’s why.
The salesperson has little or no talent.
They stink…they’re never gonna make it no matter how hard you push.
Let’s face it: your sales force has more than just a few of these…and its not gonna get any better the longer you wait.
More on that subject in subsequent posts…
For today however, if your instincts tells you this person has something inside him or her that could make him or her an outstanding sales person, at least if it were under the right circumstances, then a sales manager needs to apply the first of three rules of underperformance.
The first rule: Set the Tone.
The first rule is that a sales manager needs to set the tone and be brutally honest with their sales people. Tell them the truth about their performance. If they did something right, praise them. But if they did something wrong, tell it them straight. Don’t sugarcoat it, tell it to them in the clearest words possible.
Indelibly mark these two concepts below into the minds of your underperforming sales people:
- The only permanent value of work is achievement
- Achievement is a result of relentless effort and commitment
Invite them to a one-on-one discussion and talk about their goals. Explain to them what they need to do for the team for them to come closer to reaching their goals.
As long as the sales manager has invested heavily in the sales rep’s Trust Account, the sales manager is in the right spot.
Remember its the sales manager who’s in the position of authority so the sales manager needs to take charge. Be clear about expectations, and if the rep did something wrong under the sales managers careful watch, they need to tell it to them straight. They have to tell them that underperformance is not an option. If they can’t change, then the sales manager needs to start looking for other sales reps.
It sounds harsh, but it really isn’t.
Sales is a zeros sum game.
So remember, get your sales managers to set the tone. A leader can do a lot of things right. But a leader will never be successful if he, or she, doesn’t set an expectation of excellence.
Rule #2 is coming in the next post.
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What can you say about the first rule? Leave a comment below.
