CEO Sales Guide

As we head into the fourth quarter you should have a pretty clear line of sight on how things are trending across your sales organization, and salesperson by salesperson. As you look at what's in the forecast between now and the end of the year you should know where you are year-to-date. How strong is your forecast going into the fourth quarter? Who on your sales team will hit their numbers, and who's going to fall short?

One of the things we tell CEO's to emphasize is that high performing sales managers should be constantly searching for sales talent. They should continually be building their virtual bench of high performing salespeople so they can make better decisions about who to hold accountable, and how to make changes when necessary.

As we are already a couple weeks into the fourth quarter, you only have about 4 to 6 weeks left. If you don't already have activities underway to build, and maintain a virtual bench of high performing sales people, there's time if you act right now. You've got about five (5) weeks before you get into the holiday malaise where candidates become much more scarce. Once you get into the week of Thanksgiving and beyond, through the holidays and the end of the year, it's much more difficult to engage high performing salespeople. They're inwardly focused on their families. They're more focused on finishing their year strong. Typically, sales people who are on the annual calendar year are going to stay where they are until they get their year-end bonus. If you want to recruit high performing salespeople, if you want a sales manager who's constantly looking for sales talent now is the time to act. Now is the time to begin building your virtual bench, so you can start those conversations before the holidays, and move quickly when you hit the next great wave of salespeople switching jobs.

If you start those conversations in the middle of January, or beginning of February you may miss out on the high performers who have already engaged in a conversation with somebody else. Act now.

We recommend implementing our Sales Talent Acquisition Routine. It's a sales hiring system designed specifically for attracting, selecting, and onboarding high performing sales people. Once it's set up you can screen, and recruit candidates almost automatically. You need to invest time in setting it up right, but once it's setup you can just let it run automatically. Your sales managers can continue to focus on the activities they need to focus on: coaching your team, holding people accountable, and working on deals to bring in by end of the year.

If you need information or would like to talk about how to turn on a system like our Sales Talent Acquisition Routine, please contact me. Don't wait. You only have about five (5) weeks to start building that strong pipeline of high performing sales candidates. In January if you need to make decisions about switching people out, or getting rid of some under-performing salespeople (you know who they are already), start building your virtual bench today.

When we talk with CEOs about sales accountability at their companies, we usually hear stories about sales quotas, activities monitored, and how the sales team is either performing or falling short.  We rarely hear about how their sales managers actually use the data they track during coaching conversations with individual team members.  And we almost never hear about how those conversations change when a salesperson struggles week after week, month after month, and quarter after quarter.  Or in some cases, year after year.

Here are some questions for you to think about as you consider whether or not you have a culture of sales accountability at your company:

• How do conversations change when your sales managers are working with a low performer?
• Do your sales managers increase or decrease the coaching frequency with a low performer?
• Do they drill down beyond the numbers to the root cause? Are they capable of coaching to that cause?  For example, does the conversation shift from “you’re not getting enough appointments….” to “let’s look at who you’re targeting and practice how to engage them more effectively.”
• How are you, as CEO, monitoring the time your sales managers spend with high performers versus low performers? Do high performers get more attention than sales people who struggle?
• How are you, as CEO, monitoring the quality of their coaching conversations and reviewing what they are discussing?

Here’s the hard truth.  It's easy to coach when salespeople are performing. It becomes much harder when salespeople are struggling.

• Why? Because sales managers are prone to give second chances (and 3^rd, 4^th, and 5^th chances) for a struggling salesperson to improve.
• Why? There are several reasons but the biggest issue – and the issue that gets the least attention in my opinion – is because most sales managers aren't very good at hiring new salespeople.  In fact, they really suck at it. 

Frankly, it’s easier to keep giving struggling salespeople another chance than to go through the hassle of finding, interviewing, and onboarding a new salesperson.  So instead of working through the tough coaching conversations required to improve performance, it’s easier to just tolerate mediocre results and offer encouragement. Sales managers rationalize this with phrases like, "Well, they'll get better as soon as they get past this trade show" or "If they can just close this large deal, their pipeline's right back on track." It's more of a hope than an actual reality.

What can you do if your salespeople aren’t performing? We recommend implementing a system for coaching and accountability.  But that is only part of the picture.  We also recommend implementing an effective sales hiring system that allows sales managers to build a virtual bench of high performing salespeople.

Do your sales managers have a system that allows them to maintain a constant search for high performing salespeople while investing minimal time and effort in the process?  What would they do differently if they had a constant flow of high performing sales candidates coming to them that they can screen efficiently?  How would this change the dynamic of their coaching conversations with lower performing sales people? Would it give them the freedom to comfortably move on from a struggling salesperson who's not accepting coaching and is not committed to improving their performance?  What would your revenue look like next year if you had these types of systems in place?

In last week’s post we talked about growing your company to the point where it makes sense to hire a sales manager and we discussed some of the common pitfalls  that companies experience when they promote one of their sales people to become a sales manager. Today we want to focus on some of the pros and cons of bringing in an experienced sales manager from the outside.

Whichever approach you take to recruiting this new sales manager, we strongly recommend using a predictive pre-employment assessment to really measure what their strengths and weaknesses as a sales leader might be and whether or not they match your environment. These assessments also help you interview better, so you really know whether a sales management candidate will be a good fit and how to approach the interview. Assuming you find a good candidate pool after these assessments, as a CEO you need to explore and focus on their experiences when it comes to the following:

1. Growing the Team: How strong are they at growing a sales organization? Ask them for examples of past experiences where they took an organization from X sales people to Y sales people (whatever is relevant to your situation). Not only did they grow the team in terms of number of sales people, but how did they grow each sales person individually to make them more effective and productive?

2. Coaching Style: How much time do they spend coaching their sales people? What does coaching mean to them? Many sales manager spend all their time having coaching conversations where all they do is review the pipeline. To me, it's about situational coaching  and the ability to model the correct behavior through effective role play. Really press them on their coaching experience because that's going to lead to growing the team (see above).

3. Motivation: What's their approach to motivation? How important is it to them to understand the individual goals of each sales person? How do they get to know what makes each sales person on their team tick? How do they adjust their management style and communication methods to match each salesperson?

4. Accountability: How do they hold people accountable? What does accountability mean to them? What are some of the key performance indicators that they monitor to hold people accountable? Ask them for examples of leading and lagging indicators. Ask them for examples of forecast accuracy and date integrity (i.e. things close when they project they will close).

5. Systems and Processes: Ask them about their experience building systems and process. If you're a scaling company and you're at the point now where you need to invest in a sales management function, how much better is it to bring in someone who's done it before? What CRM tools have they used in the past? What inbound marketing and lead generation tools do they recommend? Have they developed and implemented a sales playbook? Look for examples of success.

6. Recruiting: Lastly, as you continue to scale, one of the core competencies that your manager is going to need is the ability to effectively recruit and onboard new salespeople. This ties back to accountability. Part of accountability is not holding onto mediocre salespeople. We can't really hold them accountable unless we have a strong pipeline of sales candidates, so what's their recruiting philosophy? Are they always recruiting? Do they only recruit in a reactive, as-needed basis? How are they recruiting and what's their approach?

Twice a year we offer a comprehensive, live interactive 12-week online training program that brings our STAR hiring system alive. This training teaches hiring managers how to effectively attract, select, and onboard strong salespeople and sales leaders. If you’re interested, please respond to me directly.

Is it time to provide some “adult supervision” for your sales people? Has your revenue grown to the point where you can make the business case to invest in having a full time sales manager? Congratulations! As you scale your business you’ll find the complexity of managing your pipeline, developing your sales people, expanding into new markets, implementing systems and processes, etc. will continue to increase and accelerate. If you’re ready to hire a sales manager, here are some common mistakes you will need to navigate to realize the full return on your investment.

The first decision you have to make is where to find your new sales manager. This article will focus on hiring from within or promoting one of your current sales people. Next week we will focus on hiring a brand new sales manager from the outside.

When sales managers get promoted from within they often struggle to be successful and the impact can hurt your business. Not only do you have an ineffective sales manager, you also lose the revenue that person used to produce. In many cases it’s as simple as helping your newly promoted sales manager remember the skills that made them successful when they were a sales person. Here are five common mistakes to watch out for:

1. Ask Questions: The number one thing we see is sales managers forget how to ask questions. Great coaching conversations revolve around asking questions. Getting your sales people to discover for themselves why they are getting in their own way, why they're not asking enough questions, why they're not discovering things with their prospects. Instead of telling people what to do, sales managers need to transfer their great questioning skills that made them successful as a salesperson to their new role as a sales manager. The questions they need to ask are going to be different, but the skill set needs to transfer.

2. Understand Differences: The second mistake we see new sales managers make is they assume everyone is going to be like they were. They assume that everyone should do what they did to be successful, instead of recognizing that everyone on their team has their own unique set of strengths, and challenges, and tailor their coaching around those. Instead of trying to build everyone in their image, they should instead take the time to understand what makes each person on their team effective, and how can they build on that rather than try to change it to match what they used to do. The faster a new sales manager recognizes that not everyone has to do it the way they did, the faster they're going to grow and develop their team.

3. Holding On: The third mistake that we see new sales managers make is they care too deeply about their old clients. It makes it extremely difficult for the new person who has to take over those accounts to be successful and to establish credibility, if the new manager is babysitting and checking-in with those old clients. You have to let that go. Give your new person space to establish a relationship and build rapport with those customers and serve those customers.

4. Too Friendly: The fourth mistake we see new sales managers make, particularly if they were promoted and they are now managing their former peers, is they're too friendly. They really need to assume their role as a sales leader. Be a little standoffish, be a little aloof, and establish that space. They're no longer a peer, they're a boss and they have to act accordingly. They have to maybe skip going out to that happy hour, or skip going to the ball game unless it's in a business function, and not be so friendly.

5. Avoid Tough Decisions: Finally, somewhat related to that, another mistake we see new sales managers make is an unwillingness to let go of mediocre talent. They're too patient and too tolerant. It may be in part because they know these people from when they were peers. I think this a problem that not only affects new managers, I think all sales managers struggle with this. They'll look optimistically at a person's pipeline and think, "Boy, they're right around the corner. They're going to turn this around," instead of setting high expectations and holding them accountable to it. Being ready to initiate a recruiting project when somebody's not performing up to par.

These are some of the common pitfalls you need to navigate if you hire from within. The advantages of promoting an existing team member are that they already know your business, markets, and customers. So if you can navigate through these pitfalls, promoting from within may be the shortest path for making a return on your investment. Then again, we’ve seen too many companies promote their top sales person to sales manager with disastrous results. As CEO make sure you are carefully considering these common pitfalls before looking outside for a new sales manager.

Not sure you're ready to take the big step of hiring a sales manager, but still need help holding your team accountable?  One of our services here at Intelligent Conversations is our Accountability Coaching Program.  This program helps sales teams that report directly to the owners/CEOs through regularly scheduled, structured accountability coaching calls with our Intelligent Conversations coaches.  Learn more about that program here.

Are your sales managers using sales recruiting as a growth strategy for your company? Are they consistently and proactively building a virtual bench of top sales talent? One of the main challenges we see in our consulting practice is sales managers who struggle when it comes to attracting and retaining the best sales talent available. Here are 5 reasons why many sales managers struggle to effectively hire top sales people.

1. Too Busy- Many sales managers simply have too much on their plate. There are too many “urgent” tasks on their to-do list and the can never catch up. Because they have so much going on, hiring sales people always seems to fall to the bottom of their list.
2. Overly Reactive- As a direct result of number 1 (too busy), they are not proactively managing their sales team. Rather than thinking ahead in terms of covering territories and continuing growth, they react to whatever crisis is right in front of them.
3. Industry Bias- Sales managers tend to stay in their comfort zone by looking for people who come from a similar industry. That makes sense if those sales people can bring customers and strong relationships that help them ramp up quickly. However, we’ve seen many sales managers use that as an excuse to overlook bad habits and weak selling skills.
4. Lousy Interviewers- This could be because sales managers are too busy and overly reactive, or simply because no one has ever trained them how to do it. Many sales manager interviews focus more on bonding and rapport-building to find out if they like the candidate. Is this the kind of person that I would want to work with? Are they like me? Too many managers fail to ask the hard-hitting questions that are going to uncover potential issues and challenges sales people are going to encounter in the field.
5. Bad Onboarding- The single most important step to a successful new hire is an effective onboarding plan. Very few managers do this. This may be because no one has told them how to do this so they just let human resources dictate what needs to happen. It also doesn’t help that they are “too busy” to really pay attention. More often than not, it’s because they have waited too long to get a sales person in place. When this happens the new sales person is walking into a desperate situation. The overwhelmed sales manager just sort of throws them into the fire, instead of bringing them on the right way allowing them to: effectively learn the product, understand the market, learn about the competition, and build a quality pipeline.

If your sales managers fall into any of these categories – what can you do to change this?

1. Slow Down and Do It Right- take the time to implement best practices like Topgrading or our Sales Talent Acquisition Routine (STAR hiring system). Your sales managers will have a much better success rate at hiring and onboarding successful sales people using these systems.
2. Build a Virtual Bench- Successful sales managers should work tirelessly to build a network of top-performing sales people. Overtime they should build and maintain relationships with these sales people so they can contact them if and when you're ready to hire. That way they’ve already established rapport and you can reach out to them when the time is right.
3. Attract the Best- Make sure that you've built the right kind of environment. Is your opportunity attractive? Is your compensation right? Is there a growth opportunity? Is there opportunity for learning and development? Are they excited about the opportunity to come work for your company?
4. Contact Intelligent Conversations- We're here to help! Whether you need us to help you implement a system like our Topgrading or STAR hiring system, or if you want us to just do it for you, we can help you attract and retain the best possible sales people.

    

When we talk with hiring managers, the number one thing they tell us they are looking for is finding someone with "the right skill set." Does a candidate have the skills to get the job done? Did they go to the right school?  Do they have the right certifications?  Do they have the right industry expertise? Of course one of the challenges we see is the longer the list of “skills needed” the smaller the pool of available candidates.  It’s like looking for the perfect unicorn.

But what if focusing on skills didn’t have to be your main focus?  What if instead you looked for candidates who fit your culture first, then focused on skills. In some cases, a cultural fit is more important than a skill fit for a company. After all, you can train for skill but it’s harder to train for culture. If people aren’t a good cultural fit, they're not going to mesh well with your company. Why is that important? If you only hire for skill and you hire people that are a cultural misfit, you're going to increase turnover. You're going to have low employee engagement and low employee satisfaction. Your hiring managers are going to get frustrated and you may create high turnover there as well. In short, you're feeding a vicious cycle of turnover.

Hiring for a cultural fit doesn't mean compromising your process. You still need a rigorous process and you have to define exactly what you're looking for from a skill set perspective, but think in terms of defining the minimum skill set required. What's the absolute minimum they need to be able to do what you need? Make sure that they have the skills that you’re looking for, then shift your focus to culture.

For example, when hiring a sales person, we look for people who've had success in a similar sound environment. They don't necessarily have to have sold the exact product or service our client sells. We want them to have some parallels between what they've sold and where they've been successful in the past and what we're going to ask them to sell. We're looking at questions like who were they calling on? Were they calling on CEO's and owners, middle managers, consumers? What type of person were they calling on in the past? What level of resistance did they encounter in their sales process? How large sale price did they have? Was it a low dollar, high transaction kind of sale or was it a high dollar long sale cycle kind of sale?

Think about the people in your company who've been most successful. Think about the core values and attributes you look for in your company and for successful people in your company. Use this as a checklist of things you should look for when hiring. If you focus on the cultural aspect in hiring you are going to have employees who are a match and both the employee and your company will thrive. Cultural fit is something that's hardwired, while skills can be taught.

If you can shift the focus to be more on hiring for culture and training for skill, your candidate pool will improve and you will have more satisfied employees.

Two years ago there were more candidates available than positions available. It was fun!  Hiring managers and HR recruiters were able to do all sorts of things to people applying for jobs.  You could make candidates go through multiple steps, take online assessments, and go through round after round of interviews. And the best part was, candidates HAD to put up with it.  They had no choice.  If they wanted a job they had to go through whatever you threw at them.

Guess what?  The market has shifted and is no longer employer-centric. Today there are more positions
available than candidates to fill them.  So if you still have an overly complicated hiring process you’re probably noticing a high attrition rate. Candidates simply are not willing to go through multiple steps to get to an interview or get the job. 

The challenge is, how can you streamline your hiring process without compromising its integrity?  If you use best practices such as Topgrading or our Sales Talent Acquisition Routine (STAR hiring system) you know how valuable it is to implement a rigorous selection process. Is your hiring process as efficient as it can be? 

We recommend taking a critical look at every step of your hiring process and looking for opportunities to streamline it. Review every single thing that you ask a candidate to do, from the candidate's point of view, and ask yourselves, "What value do I get from this step? Can I remove it without detracting from the rigor of our hiring process?" It's a balancing act. You don't want to take away from having a rigorous selection process, but you also want to restructure it to make it more candidate friendly.

In our practice, we help our clients hire sales people all the time. For years, we would have candidates fill out an application, and then ask them some basic questions. After they took the application, we'd have them take an online sales assessment. After that, if they were recommended, we would schedule a series of interviews. We found this process was no longer getting us the candidates we needed, so something needed to change. We decide to eliminate the initial application because with their resume and assessment we would get all the information we needed.  We didn’t compromise our rigor, we just made it more streamlined and candidate-centric.  What steps can you review, modify or simply eliminate from your selection process to do the same?

Once you’ve streamlined your selection process the next step is to make sure you have your hiring team fully engaged.  When you have a quality candidate who's interested and engaged in the process, have everyone on the hiring team on high alert and ready to go.  Nothing on their calendar is more important than engaging the candidate in an interview.  Do your best to accommodate the candidate, not the other way around. After speaking with candidates, come to a consensus quickly, and decide what you want to do. Quality candidates are not going to wait around. I've seen too many companies lose great candidates because they can't get their hiring team to engage in a timely fashion. 

Eliminating steps in your selection process and keeping everyone on your hiring team focused and engaged will help you win the war on talent. The companies who are able to maintain a rigorous, candidate-centric process, are going to attract better talent and hire better people. The faster you can get someone onboard, the faster they can get through the learning curve and begin producing results for your company.