work with. Many managers are asked to improve process without the ac- curate resources or knowledge to complete such a daunting task. The assessment of data and information required to address these problems is far beyond any sales manager, and even the best manager with the best of intentions never gets close to ad- dressing or solving these problems. Sales needs to establish a sales


control plan similar to those of manufacturing. The concept of waste reduction is the best way to approach these challenges. We need to treat our sales staff like people, but manage them like equipment with the function of creating revenue. This can only be done by identifying all the areas of sales waste in the company. Assessments in areas of hiring, onboarding, selling process, CRM practice, training, resources, management practice, and account management will provide the starting point to sales control plan implementation. A sales control plan consists


of three areas of management implementation: 1. HR/Recruiting: To reduce sales waste, this part of the plan should include a profile for the sales position that includes criteria based on activity and logistics. This will help prevent the waste that comes from onboarding, training, and evaluating the wrong people. It is also important to make sure the company has provided a sequential and timely way to prepare the sales representative with the plan and training for success. This happens to be the greatest area of employee churn for many companies that send their soldiers out to war with faulty weapons, or simple ground skills required for success.


2. Sales Force: Create a sales manual (or company manual) that addresses company selling practices, policies, procedures, expectations, and requirements


of the position. Also, ensure your sales cycle is based on items to be completed rather than ex- pectations about time – if things happen when they are supposed to happen, then the chance of sales success will increase. Adopt a CRM based on simplified data processes and mandatory fields that must have information en- tered or checked.


3. Sales Management: Goal management, a sales strategy plan, and a management cycle are key elements of a sales control plan because they help constantly identify increases in sales waste – so corrective actions can be addressed promptly. This is where CRM can finally be the tool everyone in the company was hoping to love one day.


To maximize revenue while selling


effectively and ethically, we need to hire the right talent and spend the least amount of time required to train them effectively. We also need to spend as little time as possible on data management and administration while still getting everything from our sales staff – giving management the ability to effectively lead rather than react. We also need to forecast based


SELLING TIP


High and Low Some days are good, while other days are...well, not so good. Give yourself a break. It’s natural to have peaks and valleys within a day, week, and month. Learn your pattern. Which days in the week are you naturally the most positive? Simply observe the times of the day you are at your best. Track your peaks and valleys by making a note on your calendar at the end of each day. Evaluate your attitude toward • Yourself • Co-workers • Clients • Selling Does a trend appear over the course of a month? If so, adjust your schedule to anticipate your personal peaks and valleys. Sometimes, just recording your highs and lows helps identify why they occur.


– BEVERLY BRAUN SELLING POWER JULY 2019 | 17 © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


‘‘


Right now I’m having amnesia and déjà vu at the same time. I think I’ve forgotten this before.


STEVEN WRIGHT


on tangible information that can be taken seriously. Sadly, to most com- panies, this does not sound realis- tic – because the same things keep being done over and over again with the expectation of a different result. Sounds a little bit like corporate insanity, doesn’t it? We have all the resources to enjoy this kind of management success. It requires bold leadership to step out of the box and see that what is currently being done is not working to its full capacity. Sales waste is like a garden filled with weeds. You can’t grow anything healthy where weeds continue to grow. Reduce the sales waste and grow healthy profit. 


Edward Henry is president of Edward Henry Company.


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