How to Lose a Sales Rep
Lost Another Rep? What’s wrong with…YOU?
So, I heard you lost another one. Bummer. What’s that, six reps in two years? So, what do you think the problem is? Really? It’s all them, huh? Just a string of salespeople who are ill-equipped for the job?
What? Oh, nothing. I was just thinking, that’s all. Huh? Oh, well, um, maybe…and I mean MAYBE…the problem isn’t them. It’s you. Perhaps you have a hand in this as well. Okay, sure, I’ll explain.
Do you set any kind of expectations right from the get go? Well, actually, “Go get ‘em, tiger” really isn’t setting expectations. What are you realistically expecting in the first 30 days? No, seriously. You cannot possibly think that orders will come in. How about hustle, appointments, questions and even mistakes? That’s more reasonable. And what about the next 30 days and the 60 days after that? Okay, now you’re thinking.
What kind of time did you spend with these failed reps? Okay, so they hung around the shop for a couple of weeks. Good. Not sure what that achieved, but okay. What else? Oh, you gave them a stack of old accounts to call on? Seems logical. What about regular sales management? I said, regular sales management. R-e-g-u-l-a-r. No, asking them “Did you sell anything today?” doesn’t count. Sorry. In fact, while we’re on that subject, let me take the time to say, “STOP DOING THAT!”
Okay, back to the issue at hand, here…you!
Finally (okay, not really the last point on the subject but this is a blog, not a book), how about stocking the pond for the fisherman? Yes, Marketing is clutch and no, a Yellow Pages ad is not Marketing. I’m talking about a well-thought out, multi-faceted way of getting some name recognition, building a brand, and pulling in some leads. The sales rep’s job is made immeasurably easier with this component.
Bill Farquharson is a partner at Idealliance. As a print-specific sales trainer, Farquharson applies a fundamentally-sound approach to his coaching, online programs (found at sales.epicomm.org), and live presentations. Contact him: firstname.lastname@example.org or (781) 934-7036 to discuss your sales challenges.