No team reaches the NBA playoffs, plays in the Super Bowl, or wins the Stanley Cup
simply because it pays big bucks for talented athletes. . . Companies that insist on
hanging on to outmoded, traditional sales methods and marketing approaches do more harm than good
to their sales and marketing efforts. As a result, business gets sales people-bloated during good
times and goes sales people-lean during tough times. . . . . . Instead of
looking within to make necessary changes and improvements, business tends to blame outside forces including
ad agencies, competitors, the government, even customers, for its problems.Whenever a professional sports team loses
a game or a season, it doesn't waste time playing the blame-game. how important is
it to prepare for the first practice of the season?"What do you think he'd say?One
answer and one answer only: Preparation is everything.If that's true (and you know it is),
what, specifically, should you do to prepare for your all-important first practice session?Define your primary
objective in your first sales practice . . . Let Sales players know that you
have absolutely no interest in criticizing individual mistakes, errors, or shortcomings. You know that you'll
introduce the Sales Coaching Concept to some folks who know nothing about Sales Coaching while
others will know or think they know everything there is to know about Sales Coaching.
. Talk about the fact that Sales Coaching is more than theory . You're not
the VP of Sales and Marketing. . The game may be played on Sunday, but
it is won on the practice field during the week; in meeting rooms, where coaches
and players prepare the game plan; and in the weight room where the best players
do a few extra repetitions."How is this any different from your Sales Game? Your Sales
Game is played on a prospect's field every time a Sales Player gets in front
of a prospect to ask for an order. . Make sure that every dialogue develops
communications not confrontations. Professional sports teams take immediate responsibility for their failures. . And, where
will you find your best Sales Players? Like coach Gibbs said, you'll find them practicing
. Nobody likes change, least of all, sales people. To make it to the top
of its sport, a winning team, like a winning business, has to play well in
every facet of its operations or lose.Don't you agree that it's tough in field sales
these days? In fact, it may well be tougher today than ever before in recent
history. Because business doesn't hold individual sales professionals accountable for their failures to perform, when
you evaluate the win/loss record of the typical sales team in any company, large, medium,
or small, you find it consistently loses many more sales than it wins . maybe
not in the weight room, but perhaps in front of a mirror at home to
improve their ability to win by doing a few extra repetitions as they practice presentations.Copyright
© 2008 by l.t. . Build consensus by actively soliciting viable solutions to any obstacle
that may threaten the team's overall ability to increase sales, profits, and income. Nevertheless, we
caution you . You won't gain anything by slamming individual or collective feelings. Clearly communicate
the potential for growth and success that comes from utilizing the Sales Coaching approach. .
. Restrictive policies (call minimums, call reports, arbitrary office reporting days and times, etc.) are
a complete waste of time because they don't do anything to generate sales or profits.The
more sales people put themselves in front of customers and prospects, the more they sell
and the more they earn. . . Prepare a list of prioritized expectations, edit the
list carefully and thoughtfully, and, even though you should take your list of expectations to
the first Practice Session, we suggest you take the time to memorize it. Though you're
still the boss, you will find that a new dimension will have been added to
the relationship, a leveling of positions that, handled properly, will allow you and Sales players
to work Nike Requin more closely than ever to achieve common goals.EPILOGUEThere is an old saying in
professional football that applies to Sales Coaching: The will to win is meaningless without the
will to prepare to win.As Joe Gibbs, one of the all-time great NFL coaches, once
said, "A winning effort begins with preparation. Failure to perform (Win) causes the team to
make immediate changes in management, coaches, players, training, or whatever else it takes to turn
the team around.Business bounces from loss to win to loss because it is unwilling or
unable to invest the resources necessary to train sales professionals to perform at the top
of their sales games.Professional sports teams, on the other hand, are more than willing to
invest whatever it takes to prepare coaches and players to compete and win against their
toughest competitors.So, what does this mean to you?It means this: If you're serious about winning,
you'll study, adapt, and apply professional sports team performance strategies and tactics to prepare your
team to win against your toughest competitors.Sales managers will become sales coaches.Sales people will become
sales players.And, sales meetings will become sales practices.After all, if you can't coach your sales
team to renew and reinvent itself as well as a professional sports team so you
can win more sales in changing market conditions, your team loses and so do you.When
all is said and done, your mastery of the skills and techniques we present in
this article may be the most important contribution you ever make to your sales team,
your business, and your profession.We sincerely hope you agree._________________________________________________________________________The old days when the typical sales
manager was an authority figure whose primary responsibility was to manage the time and efforts
of sales people are as far gone as black & white television, carburetors, and whitewall
tires. Make it clear that your only interest is to equip each Sales Player to
sell more, more profitably, more often. usually at a rate of about ten to one.If
you applied this win/loss record to the National Football League, which plays 18 to 20
regular season games a year, the typical NFL team would win 2 games a season.Unlike
professional sports coaches, sales managers typically stay out of the action on the sales playing
field because they're too busy sitting behind their desks managing the administrative affairs of the
sales department. . Spell out specific techniques that individual Sales players - and the team
as a whole - can use to improve sales skills. . Talk about specific reasons
behind the lack of acceptable sales, profits, and income the team should be generating. .
. You are now someone you've never been before. All rights reserved.If you have questions,
comments, or concerns, Email me at LTDAssociates@msn.com (goes right to my desk) and since I
personally answer every Email, I look forward to hearing from you soon.Regards,l.t. . And, as
if that isn't bad enough, business is also willing to retain field sales people who
consistently fail to achieve performance goals and sales projections.Business doesn't lead . Nothing, not politics,
money, and/or relationships, changes a professional sports team's motivation to achieve defined performance. You and
your sales force work your hearts out, day in and day out, struggling against determined
competitors to sell your products and services to prospects and customers who demand the impossible:
low prices, discounted financing and instant, top-notch service.How can you rise above the fray, how
can you set yourself and your sales team apart from your competitors, and how can
you achieve the consistent success you so richly deserve?Simple . Because you are now the
Sales Coach! And, as Sales Coach, your first responsibility is to emphasize the human side
of coaching. don't you think? If an extraordinary coach in the NFL can develop extraordinary
players, why can't you?It's no accident that successful professional teams win off-field before they ever
win on-field. all of which had to be documented with a wilting stack of call
reports to be turned in every Monday morning to the Sales Manager who desperately needed
to make sure sales nike tn people were working.And sales people were working alright . How can
the average sales manager get in the sales game when he or she is too
busy working on projections, profit and loss statements, personnel problems, factory politics, and company politics?If
professional sports teams played the same way most sales organizations play the sales game, NFL
quarterbacks would run failed play after failed play, quarter after quarter after quarter, with no
input from coaches. . . Though you want to be completely honest, don't allow this
part of your practice session to become personal. . You're not the General Manager. .
so tell it like it is.Eliminate negatives with positives . You are no longer the
Sales Manager. . The team will respect your honesty and will at the same time
appreciate your sensitivity. . . . How does your Sales player get on the playing
field? How does your Sales player get in the right position, in the right place,
at the right time, to ask for the order and score the win?Practice. If professional
sports teams operated the same way most sales organizations operate, Major League Baseball pitchers would
walk player after player, inning after inning, while managers ignored the action and sat behind
desks shuffling papers in offices far away from action on the field.Business seems to be
perfectly willing to put up with sales managers who consistently run bad plays. In every
conversation, maintain your focus on the primary goal: To build a winning sales team.Establish new
relationships with sales players . . . Be honest about why you need to make
a change. . So, let's face it; you're likely to get passive, perhaps even aggressive
resistance from your Sales Team to the Sales Coaching Concept. . Sales people need to
get face-to-face with prospects and customers to develop relationships, to assess product and service applications,
and to put a human imprint on the selling process.What is important to today's customer
buyer is not whether a sales person claims his yellow widget will last longer or
is more popular than someone else's orange widget . for yourself, for individual sales players,
for the team? How soon do you expect to see an impact on sales and
how significant should you expect that impact be? How much investment of time and energy
is the company willing to put into Sales Coaching to make it work for everyone
involved? How much investment should the company make before it realizes a return? And, how
do you think this article will impact the every day lives of individual Sales players
and how do you think will it impact the team as a whole?The first sales
practice . the answers: Without pointing fingers, let every Sales Player know precisely what your
performance expectations are . Don't pull any punches here. So, consider how individual personalities might
shape the group's reaction as you decide how best to present Sales Coaching to your
team positively, honestly, to get broad support. . . look no farther than professional sports
teams.When you compare the way business plays the sales game to the way professional sports
teams play their games, you discover some interesting dichotomies.First and foremost, business does not demand
the best from its greatest asset: sales professionals. How would you like to coach a
team that wins at the sales game like top-ranked teams win in the NBA, NFL,
and NHL?Why wouldn't you? Who's better at producing consistent winning efforts than professional sports teams?Business?Education?Government?Science?You
gotta be kidding!Professional sports teams excel where business, education, government and science fail because professional
sports teams invest in developing extraordinary coaches who develop extraordinary players.And there's a nugget of
truth that ought to excite even the most jaded sales manager . if and when
you're forced to make a choice between honesty and sensitivity, the respect that comes from
honesty will be far more important to your ability to coach than appreciation will be
. the questions: Be smart and start at the beginning: The main objective behind your
first sales practice is to introduce the Sales Coaching Concept to your team. Also gone
are the wasted days when field sales people were forced to scramble around their territories,
struggling to make arbitrary quotas just to keep the boss happy.Those were baseless quotas that
required sales people to make so many cold calls, personal calls, and telephone calls each
day . . . . And where do Sales Players practice? In sales practices in
your conference room and in your office where you and each Sales Player prepare and
practice each individualized game plan. writing up call reports every Sunday night to be turned
in Monday morning!Ah, the good old days.The field sales game, like every other aspect of
business-to-business business, has undergone incredible technological, cultural, and social changes over the past few years.
Why? Because you're likely to get peppered with questions in the first sales practice and
you don't want to struggle for answers, get sidetracked, and forget to cover something important.Paint
an honest but positive picture . So, what do you think? Will the Sales Coaching
Concept be a tough sell to your team? Will the majority of your sales team
understand and agree that Sales Coaching will generate more sales, more profits, and more income?
If your team is skeptical, will the primary concern be about whether Sales Coaching will
work as opposed to how it will work? How will you introduce Sales Coaching to
your team? Will you simply drop the concept on the group and make a plaintive
announcement with the expectation that Sales Coaching will be accepted and implemented immediately? Or, will
you start slow, explain the concept, open a dialogue, and patiently work toward consensus? What
are your performance expectations . you need to find new business models, new strategies and
new tactics to cope with these challenges.Where can you find these new business models, strategies
and tactics?Like we said before . for yourself, for each individual, and for the entire
team as a group. . Dravis. . Why?Because when times are good, business gets greedy
and tries to grab every dollar it can by sending too many people after what
ultimately turns out to be too few opportunities.And then, when the next economic slowdown occurs,
business panics and cuts back.And then, when the inevitable recovery comes along, business gets caught
flat-footed and winds up throwing too few people at too many opportunities, creating a costly
cycle that plays havoc with sales, profits, and people's lives.When business loses, it refuses to
accept responsibility for its own failures. By that we mean never criticize, put down, or
put a Sales player on the spot - even if you think you're kidding -
in front of anyone else. it is a proven, incredibly positive tool each Sales Player
can use to increase sales, profits, and income.Explain the technical stuff . you'll need to
effectively and quickly increase sales and profits.This article will help you build, motivate, and lead
a winning sales team, a team of sales professionals whose collective ability to win can
be uniquely built upon compelling and profound knowledge, skills and understanding; fundamentals which are essential
to all great human achievement._________________________________________________________________________PREPARING FOR YOUR 1st PRACTICE SESSIONSuppose you ask Joe Gibbs, Bill
Parcells, or Phil Jackson the following question: "Hey, coach . what is important to today's
buyer is the answer to a critical question: Can I trust this person to sell
me the right product or service for the right application for the right price?Prospects want
to trust that the sales person and the company he or she represents will make
every effort to ensure the product or service purchased will minimize downtime, maximize productivity, and
provide a fair return on the investment.Whenever you create that level of trust with a
prospect, you're guaranteed a sale.As you work your way through BOTH SIDES NOW©, you'll learn
everything there is to know about virtually every significant business strategy and technique - aligning
priorities, benchmarking, competitive analyses, coping with culture change, cutting overhead, goal setting, improving quality, and
managing resources effectively . . business follows economic cycles. . Dravis.
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