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MARCH 2006
Two Prerequisites to Hiring New Sales Reps
Recently in one of my coaching sessions a business owner asked me, "When do I hire more sales people". This question comes up frequently as companies are looking for ways to uncover more business. As our dialogue continued, it became clear that the current sales force was not really generating much business, yet they seemed to be working hard. Before investing in more sales personnel, it might be good to ask, "Will you sell more by adding more sales people, if your current sales force is not already selling"? Or is something in your current business model broken?. There are a number of things to look at...in this letter my focus is on lead generation through consistent marketing rhythm.
1. What are you expecting your sales force to do?
In assessing the sales force, the first issue that stands out is that most sales people are not prepared with a message that matters. Emailing and cold calling without any differentiating message has become a sore spot for most economic buyers, and they are no longer willing to take your call. To fix this, your company needs two things. First, your sales team must be willing to work hard to penetrate this market. But equally as important, you must arm sales people with a differentiating message. Selling servers and network components can not be considered differentiation. Listen to your sales pitch - does it really matter?
2. Assess your marketing strategy
Once you have a message that matters, consider your marketing strategy? Many resellers are going to market with a hand full of sales people, given orders to go sell. But where is the marketing program? Along with the message you need marketing momentum. People don't often buy after a first meeting, but consistently touching prospects with something valuable - information that helps them with their business, is a proven process. This should be happening in at least two ways. First, Sales people should be sending out information to a consistent set of names, targeting specific issues. Target prospects you can really help. But in addition, resellers should have a 2006 marketing plan with specific dates, topics, and programs. A mix of seminars, webinars, and other communications are needed to spark the interest of prospects. Hit your prospects with value, consistently, and don't let up. This means that your prospects should receive something every 6 weeks or so. Consistent themes using common, easy to understand language. Over time, if your message has value, sales will grow.
3. What to avoid
Avoid marketing language. For some reason, marketing groups tend to create complex verbiage riddled with esoteric phrases, pontificating about nothing. If you didn't understand all of that, you get the point.
3. So when do you hire more sales people?
Hire them when you have an outreach program that is working - generating appointments. Hire when your current reps are either too busy selling or have proven to be better off in another position (replacement). Let's face it, most sales hires today are not coming in with a list of existing customers. It takes a big investment to hire a new sales person, so you need to have your program in place in order to make the hire successful. Consistent marketing with a clear message that matters is one absolute necessity to growing sales, and proceeds hiring new sales reps.
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"... Our clients love you, our team loves you...I don't know where we would be without your help...".
(Marcie Moncief, Ingram Micro)
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