Coaching without game films
Profiles in Sales Management
By Jack R. Snader
It’s next to impossible!
- Ever watch the coach of a sports team being interviewed after the
- All the interviews seem to sound alike.
- They are pleased when their team won and disappointed when they
- They know the final score.
- Whether they won or lost, their strategy was correct, but the execution
They are going to watch the game films with the team and study what
they are doing right and identify what needs improvement.
Sports teams and professionals know that being able to observe behavior is the
first step in improving performance.
What about game films for the sales coach?
Think about the benefits you and your team would have from the game films of your
selling world. As sales coach, you know the sales score. You also know the sales
score in every account, but you probably don’t know the why behind
these sales. You can only guess about that.
You also don’t know the opinion of the customer toward each rep nor why
the customer is really buying from the rep. Was the sale achieved because of—or
in spite of—the sales representative?
You are aware if your representatives follow the corporate selling process and
you can observe reps utilizing the skills they were trained in. But how does it
feel to be a customer of this rep?
You’ve never purchased your service or products from your reps. And you
don’t know what the customer’s real feelings are about how the sale
is progressing. So realistically, how can you effectively coach a rep if you don’t
have access to information about the customers’ perceptions of your rep?
As a consumer, you have purchased many things: automobiles, clothing, equipment,
financial services, boats, and vacation travel, to name a few. You certainly know
if the person who sold them to you was effective. Every customer knows if the person
selling to them is good or not. You could respond in a heartbeat whether each rep
you met as a customer was a valuable resource, rendered important information, and
generally made the buying process pleasant. You could also evaluate whether the
sales rep was truly helpful or an impediment in the sale.
Customers will help you
coach your reps more effectively
Likewise, your company’s customers know whether your representatives provide
added value, if they know how to sell, talk benefits and understand their situation—or
whether as customers, they have to do all the work in order to buy. The salesperson
should understand exactly what their role is in the selling process. Either just
facilitate the sale as easily as possible, or consult with the customer and help
them think through the purchase decision.
For over a decade and a half, Systema has pioneered research in customer intelligence
about sales organizations. Hundreds of thousands of customers are in our data base
in order to provide sales management with the information salespeople need to improve
their performance. These sales “game films” provide extraordinary information
for both individual and sales team growth.
Your organization is different
Because industries differ in how they sell, what they sell, and how the customer
is accustomed to buying, the idea of a “one size fits all” selling approach
doesn’t work. That’s why Systema has researched and developed a variety
of methodologies and selling models, combined with industry norms, to measure sales
For example: pharmaceutical representative sales calls range from less than 15
seconds to as much as 3 minutes with a physician. These selling situations certainly
cannot be compared with those of a medical equipment sales rep whose product complexity
and time with the physician and other buyers sometimes adds up to hours of analysis
and comparison demonstrations.
Likewise, a rep selling CRM software to a small business owner over the phone
is not facing the same challenge as a sales rep negotiating with a large corporation
to purchase a complex system-wide CRM solution.
Extraordinary information to
"kick-start" sales performance
Letting sales reps know how they sell compared with their competition is valuable
information. Knowing how your team and each individual on your team compare with
competitive organizations is extraordinarily helpful. It is the foundation on which
to build a sales performance improvement system. To get better, everyone involved
needs individualized information about his or her current performance.
There is not much new for the typical experienced salesperson to learn. He has
attended all the sales training classes. He could easily pass a written test on
how to sell, but in the real world, his skills may not be that effective. These
reps need an awareness of how their best customers see them. Only then can they
begin an effective individualized improvement program.
Customer input will improve
your team’s sales performance
Game films are being utilized by progressive sales organizations in dozens of
industries. Graphic virtual footage of selling behaviors highlight the specific
skills which need improvement. This wake-up call will provide your team a dramatic
and measurable increase in sales performance.
Energizing Sales Performance World Wide Since 1969