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HYPER SALES GROW TH
KEYS TO HYPER
SALES GROWTH
By: Jack Daly
IN THIS world of immediate gratifica-
tion, I’m often asked what are the “quick
actions” to growing one’s business. In this
context, I wrote HYPER SALES GROWTH.
I’m not sure there are “quick actions,” but
here is a quick summary of steps.
My overall mantra for business growth
is, “If you want to grow your sales, grow your
sales force in quantity and quality.” Three
keys to entrepreneur success:
1. Vision–you can’t get there unless you
know where “there” is;
2. Key people in key spots–which means
someone in charge of growing the sales
team; and
3. Culture–creating a business environ-
ment where people want to work versus
have to work.
I’ve been selling for over 60 years, hav-
ing begun selling at seven years old, and I
know I’m darn good at it. However, there
are only so many hours in a day, which holds
me back from more sales. However, if I hire
and teach others what I know, that team
will eventually outperform me. Therefore, a
Sales Manager’s job is not to grow sales but
rather to grow the sales team. This is key
to hyper sales growth. As such, the Sales
Manager’s job should be focused on holding
each salesperson to minimum standards of
performance and removing those who don’t
measure up. Recruiting is a process, not
an event, and we should always be looking
for additional quality salespeople. There’s
always room for a top performer! Once on
board, it comes down to training, practice,
and coaching.
Think sports teams here. In fact, sports
teams are run better than most businesses.
There isn’t a sports coach in any sport at
any level that doesn’t have a Playbook. As
well, there isn’t a coach in any sport that
would put the players on the field without
proper preparation and practice. Yet, the
overwhelming majority of companies do
not have a Sales Playbook, which means
each salesperson is selling “their way” in-
stead of the best way. On top of that, most
salespeople are thrown into the market
without training and practice, meaning the
salespeople are practicing on real opportu-
nities. Sounds foolish, huh?
The Sales Playbook should, at a mini-
mum, include the following:
A. Goals for each salesperson. Focus on
High Payoff Activities (HPAs), a system
of measurement, and a means of ac-
countability. Our estimate is that more
than 50 percent of a salesperson’s time
is spent on non-HPAs.
B.
Proactive
Pipeline
Management.
Identify the prospects, customers, and
clients of each salesperson. This pipe-
line needs to be reviewed at least once a
month, and my best clients perform the
review weekly. We want to identify how
often the salesperson is “touching” each
category and what’s standing in the way
of each prospect progressing into cus-
tomers and clients.
C. Employing an effective Touch System.
Recent studies have stated it takes
an average of nine touches before the
prospect knows you exist. Additionally,
the touches need to be more about the
prospect and less about the company
and its products and services. Most
sales organizations quit at five or fewer
touches, and most of those are all about
products and services. People don’t
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Build your Success
Guide. Identify your
unique attributes
compared to your
competition and
be prepared with
best answers to
objections to sales.
want to be sold, and this approach is just
that.
D. Build your Success Guide. Identify your
unique attributes compared to your
competition and be prepared with best
answers to objections to sales. There’s
hardly anything that goes on in a sales
call that you couldn’t anticipate before
arrival. As such, there is no reason to not
be better prepared. The best salespeo-
ple are “canned,” saying the same thing
each time they encounter it. They have
figured out what worked and say it as if
it’s the very first time they’ve said it.
In closing, with all of the above stated,
be alert that 50 percent or more of selling is
about ATTITUDE. If you don’t believe in your
product/services, if you are not passionate
about what you do, the prospect/customer
will be quick to note that and skip on the op-
portunity to do business with you. Passion
sells!