HIRING, DEVELOPING, COMPENSATING — CULTIVATING SALES REPS
About the Author
Chadwick Consulting’s mission is to improve company and individual performance in the graphic communications industry through business development—resulting from research, strategy development, education and training, and publishing. Sid Chadwick can be reached at (336) 945-0645 or www.chadwickconsulting.com.
Developing a Sales Force
New sales rep development should include: a 30/60/90-day detailed orientation and development plan. Each day should be detailed regarding departments, and what is to be learned. In particular, we suggest a 30/60/90-day written plan be given to the employee up front, and include: (a) what is to be learned, (b) what is to be demonstrated, and (c) what is to be accomplished. Department supervisor ownership is also a key for this process being successful.
Note: the employee ideally should receive a 15-30 minute debriefing with his supervisor at the end of each day regarding: (a) what was learned, (b) what was confusing, (c) who was most helpful, (d) what was a surprise, and (e) what’s scheduled for tomorrow.
A 30/60/90-day written performance review: This process tends to identify and address subtle, but self-destructive, habits early, while also providing the candidate with positive feedback on what they are doing that’s correct, helpful, important and needs to be nurtured further.
A written description of (a) target customers to develop and (b) to avoid. These two documents require discussion, and frequent updating. However, they also provide integration of the organization’s understanding of which customers the supplier is important to, and which customers it should focus on developing—to ensure its future prosperity. Large customers may be important, but not if the supplier is not important to the customer. Mutual importance between customer and supplier is strategic.
Systematic Education And Sales Training
Technical Knowledge: If it is accepted that our industry is engaged in ongoing change and innovation, by what means are an organization’s sales reps to stay current on both company and industry technologies? Additionally, buyers look to suppliers as their primary source of useful information. To the degree that your sales reps are knowledgeable, and demonstrate and share that knowledge with target buyers, your organization has the opportunity to become a preferred, differentiated supplier.
