If that’s the case, you need to understand that, unfortunately, you’re not alone.   I was recently consulting with a sales organization whose salespeople are never consulted on new product design, marketing strategies, sales aid development or anything else.   When I asked one product manager how important sales force input was into projections, plans and products, his response was a straightforward, “minimal.”   Instead, he relies on focus groups (a tested, proven tool that is being seriously questioned), data, demographics and statistics.   I was sure glad he never has to get in front of live prospects!

The sales focus’ morale?   You guessed it.   Very low and rapidly heading further south.   So are profits, stock value, market share and long-term viability.

I’m going to suggest that sales forces do not (or at least, should not) exist in a vacuum. Successful selling requires active participation, cooperation and coordination from research and development, new product design, marketing, product management, customer service, sales management and finance.

This coordination is essential to guarantee that products or services are properly conceived, correctly designed, artfully crafted, brought to market in a timely manner, promoted, priced, serviced and supported.

All too often, salespeople have products or services dumped on them with little or no input into any of these issues, and are expected to “just go out and sell.”   Too little…too late.   And it just doesn’t work.

Clearly, products and services must not only be designed in ways that address customer needs but must also be in line with:

·         Corporate or organizational strategy

·         Marketplace demands

·         Prevalent pricing guidelines

·         Acceptable quality levels

·         Competitive dynamics

·         Industry trends

Bottom line – how do you handle this reality? What do you do to ensure you are hitting the streets with the full arsenal at your disposal?   Let’s take a look at 3 specific strategies you can implement:

·         Work hard at aligning yourself with your customer. But remember, there are both internal and external customers.   Marketing people need to service sales…sales needs to service marketing – customer service needs to service customers – but also provide feedback to sales, delivery and operations to provide accurate data related to how products and personnel are performing in the marketplace.

·         Don’t exist in a vacuum.   Destroy silos that pop up between departments. Eliminate power plays, political games and pompous self-indulgence.

·         Build an organization that solicits information from people who regularly see, hear and work with your customers.   Solicit their input and then design strategies that come from where the “tire hits the road”…not where it “hits the clouds.”

Remember, there are lots of issues that come to play when a product or service is sold.   These issues are generally colored by a person’s own, personal agenda.   But the big thing to remember? You guessed it…worry more about how everyone can serve customers – inside and outside of your organization – and you will be far better served. So will your customers.
 
 

©2000 Bill Brooks, The Brooks Group, Greensboro, NC

For almost two decades Bill Brooks has been one of America’s most in-demand sales speakers.   The reason behind Bill’s tremendous popularity is that he has successfully accomplished what other sales speakers merely talk about.   He enjoys real-world, legitimate sales success, executive experience, in-depth topic expertise, academic preparation, as well as the highest speaking and consulting accreditations.   Bill has been a sales executive and marketing manager, an international sales award winner, CEO of a 300 million dollar corporation and successful college football coach with a 70% winning record.   He has managed a national sales force of 4000.   Bill is author of over 100 video and 200 audio programs, and 9 books.   He has hosted over 300 satellite television shows.   For more information about Bill Brooks’ speaking, training and consulting services; or learning tools, call 800-633-7762 or e-mail sales@thebrooksgroup.com or visit his website at www.brooksgroup.com.