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Branding Tips to Increase Sales

What to do when you can't afford sales superstars…

Posted by Dale Berkebile on Tue, May 01, 2012

You've probably heard business owners and CEOs talking about the catch 22 issue with hiring sales superstars. You know the old… "When we get some more cash on hand I'll get a GOOD sales person!" And in the meantime you'll do what?

What if your current sales team sucks. What if they are hurting the brand because they just don't perform and never will? What do you do? Keep your current sales team and help them succeed or just keep the crappy sales people until you miraculously fall into some money?

Granted, some people are just natural born sales people and yes, they can sell ice to eskimos. These are probably the sales superstars right? Usually, because they can make as much as they want so the sky's the limit for these naturals. What do you do with the rest of the people?

Typically small business owners or CEOs can learn to sell well because it is their neck on the line and they love what they do. What happens if you fell into sales because nothing else seemed to fit? What if you do not love the product you are selling? Can these people actually change and become a better sales person and help build the brand? Maybe.

This is where the CEO or business owner should really look for outside help. What do we recommend? Start by hiring an outside expert that offers a sales evaluation. Evaluate the owner and EVERY sales person. With an evaluation, you will be able to know which sales people are trainable and which should be put out to pasture. If you need to fire your whole team and start over then first define what a quality sales person will look like and do evaluations on all future sales people. In the end, it will cost less evaluating a handful of duds and not wasting your time then it would be to try to get these people up to speed.

Keep in mind though, if you are in a situation now with an underperforming sales team, you need to do something. You can either - fire them, keep them as is, or keep them and get them evaluated and then offer support and training. Instead of having them bleed you dry, make a decision and get started right away.

Tags: Sales

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