Poor Sales Performance | Breaking The Cycle
Presidents, CEO’s and Business Owners:Sales numbers are bad enough, but that’s not the real problem. Poor sales performance sends morale into a downward spiral, in turn creating a vicious cycle that further impedes growth, ultimately all at your expense!.
The following steps outlined below are vitally important if you want to break the cycle of poor performance and low productivity; and reap the profits you deserve!
Step One: Look at Yourself! A sales team that finds itself struggling did not wake up one day to find the bottom falling out. This downturn in sales and subsequent downturn in morale happened over a period of time.Did you spot the first signs of diminished self-esteem? The first signs include excuses for deferring uncomfortable activities such as prospecting for new business, or failing to deal head on with common objections in your sales world. This drop in self esteem in turn lowers the level of expectation for success, which in turn decreases performance levels. This downward spiral results in lower and lower levels of sales productivity.
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Step Two: Understand and accept Change The first step is that you, the President or Business Owner must realize that change—change in sales behaviors, routines and mindsets—must occur. Change will not occur until you determine that preserving the status quo is more financially devastating than change itself. The problem is that change in and of itself is uncomfortable and uncertain. However, the certainty that you’re currently living with is that without change you will remain stuck on your plateau. Upon accepting the fact that change must occur, you must gain acknowledgement from others that change needs to take place before a change in results will be realized.
How stress impacts your corporate bottom line! Unfortunately, human beings typically don’t change when under stress—instead they resort to extreme behavior, meaning that they simply resort to doing more of the activities that are not working. This extreme behavior initiates the downward cycle. It is your job as a leader to be the catalyst for change within your own company. If you agree that human beings while under extreme circumstances or extreme conditions resort to extreme behavior (doing more of the activities that used to work) then you must step in to break this cycle. How driving your sales team to work harder creates a downward spiral! Simply telling your sales team to work harder only accelerates this downward spiral because you have not changed their minds about the situation and as a result they won’t change their routines to become more effective. Unless they change their routines and method of selling they will simply experience more negativity and rejection leading to a further depletion of their self esteem.
People do what they do because they believe that it is the right thing to do , however it is not always the most effective thing to do! Sales people don’t realize that change is necessary until they come to the realization that certain components of their sales routine are positive and productive while others are detrimental. The importance of identifying the real root cause of the problem. When we identify the actual root cause of sales failure (not the symptoms, but the cause) and begin to support these weaknesses, we now begin the process of increasing self esteem and morale.