Tips for Assessing Your Sales Team – Part II

Last week, Fire Enterprises, Inc. (FEI) marketing whiz Marka gave savvy salesperson Zoot some tips on assessing his sales team as the year draws to a close. This week, she tells Zoot a few more ways he can assess his sales team as the year draws to a close. Remember, fire = print.

Zoot returned from FEI’s break room with two piping-hot Holiday Grogs. He handed Marka one and they both drank deeply from their cups.

“Hits the spot,” Marka said with a contented sigh.

“Now, back to business,” Zoot replied. “I have to conduct sales team assessments in a couple of weeks, and I need a few pointers to guide me.”

“You got it,” said Marka, as she turned to the whiteboard and began writing.

• Make sure you have the right tools.

“Do your salespeople have all the resources they need to attain their targets?” Marka asked. “Such resources can include people—sales trainers, marketing support and customer-service staff. Resources can also be devices to increase productivity and enhance sales presentations, such as smartphones, laptops and tablet computers. If you can calculate any ROI from these resources, consider boosting your spend on them next year. If not, cut back on your unrewarded generosity.”

[Marka scribbled some more on the whiteboard.]

• Create your sales roadmap.

“Before implementing a plan, you and Org need to agree on overall sales goals with your sales staff,” Marka said. “Once this is accomplished, set monthly or quarterly benchmark targets. Otherwise, you’re setting your company up for disappointment and possibly future financial difficulties.
“Lay out a plan that clearly defines the expectations you have for each sales team member. Each sales rep should be given a detailed plan that communicates:

  • Overall sales goals.
  • Specific client goals.
  • Self-improvement action steps.
  • New customer acquisitions, including specific activities that will convert prospects into customers. Included should be targeted numbers for:
    * New prospects identified each month.
    * Telephone “dialings” each day.
    * Telephone conversations with potential buyers each day (or week).Sales visits to new prospects each week (or month).New customer quotes made each month.
    * New customers on the books each month (or quarter).
    * Sales volume generated from new clients each quarter.

“In short,” Marka said, “Help your sales reps create a road map for their future success.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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