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Sales Manager: "The more demonstrations you give, the more you'll sell."  

Whilst this statement is not necessarily false; if not preceded by a systematic qualification process and coupled with skilled execution, the organisation is squandering its precious resources.  


Many sales leaders continue to rely on 2 dimensional measures to assess sales activity. Using 'in-process' or '2-tier' metrics that do not dig deeper to understand the direct relationships between each sequential step in the sales process means they have data but very little information.

Arsene Wenger and Jose Mourinho don’t just measure meters covered and goals scored by their expensive assets. They look deeper, understanding the interrelationship between movement, activity and ultimate impact. For example, in 2012, Opta the company behind much statistical analysis in the Premier League identified Leighton Baines as the player who created the most chances in all of Europe's top leagues. His crosses, which were 38% accurate, led to a goal-scoring opportunity every 21.6 minutes. This was highly useful information for his manager David Moyes.

CRM systems from Salesforce and Dynamics through to the lower cost new kids on the block like Sugar and Insightly means there's no excuse to not understand the inter-relationship between the steps.  Understanding the relationship between the steps in the process and the effectiveness of the salesperson is highly valuable. But on its own it doesn’t answer the question why?  

Sales leaders that are serious about improving the performance of their teams must use the information they have to inform and support their diagnosis of the situation but only observation through practice and in-field coaching will enable them to the answer to the question ‘why?’ If they understand ‘why’ things are happening, unhelpful actions and behaviors can be reduced and those that are helpful can be reinforced and shared across the team.   

Ask yourself and be honest. When did you last make the time for practice?  When did you last take the data for your sales team and combine that with in-field observation and really ask the question why?

If you’re still measuring the relationship between demo’s and presentations and results there’s a high probability that you’re frustrated by sales performance and struggling for ideas.

Thousands of organisations from Microsoft, Salesforce and Oracle through to ambitious startups are working with Sandler Training to re-wire their sales leaders and salespeople.

Crash A Class - Join us at one of our regular Sales Mastery classes in Hammersmith. Gain the opportunity to discover how to apply Sandler Sales techniques to your business in an interactive session lead by an experienced Sandler trainer - alongside other business professionals like yourself (Reserve your seat)

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