The Center for Sales Strategy Blog

“Why interview if I can’t hire?” This is a frequently asked question this year — and understandably so. Recruiting top sales talent takes time and energy, and it feels pointless if you’re a company experiencing a hiring freeze. Let’s pause there for a minute.

While not under a hiring freeze, college football teams are limited to the number of players that they can have on the roster. However, that doesn’t stop recruiters from scouting more players than their roster can accommodate in search of top recruits. They’re actively recruiting the best talent to build a winning team for future seasons to ensure the best replacement for this season’s graduating players. Plus, they know that not every player to whom they offer a position will accept.

In the business world, the same rules apply. Building a winning legacy depends on having top talent on your staff and top talent ready to join in a moment’s notice. Because we know turnover is inevitable. It isn’t a matter of if it will happen; it’s a matter of when.

With dozens of episodes coming to our brand-new Improving Sales Performance series, sales professionals will soon have a plethora of insights and tips at their disposal.

The Improving Sales Performance series is hosted by Managing Partner Matt Sunshine who speaks with guests that are thought leaders, experts, and industry gurus, to share their insight, tips, and knowledge on various topics that help companies improve sales performance.  

Episode 1 recently debuted on our newly-refreshed YouTube channel with guest, Dani Buckley, talking to Matt about Sales Enablement.

Can you identify with the following situation — and can you learn from this story?

A highly talented salesperson has a lot of natural ability, and when engaged, they're one of the company’s top performers. However, when not that engaged, they're occupied with other things outside of work and seems to lack the desire and drive to succeed in their job. 

We talk a lot at The Center for Sales Strategy about putting the right people in the right jobs and we believe that when you do that, they naturally soar with their strengths. Throw a fish in the water and it swims. Put Taylor Swift on stage and she belts it out. Hire someone who is born to sell, and they sell.

Except when they don’t.  

One of the most frustrating problems a sales leader encounters is managing an underperforming sales rep.

When you hire a seller, you see talent and potential. You know they’re a solid performer with a track record for success. However, they’re now in the 20-30% of sales staff that’s underperforming.

Interestingly, the pandemic has caused many successful AEs to struggle with sales performance. Seasoned reps with long term Key Accounts are suddenly finding themselves with no clients. Some of these reps now find new business development as their primary focus — and they don’t like it.

How can you help underperforming sales reps succeed?

Which skill do you think your manager needs to improve most?

When Robert Half Management Resources asked this question to more than 1,000 U.S workers, one skill clearly surpassed the rest — communication skills. Adapting your communication style based on individual and situational needs is critical to improving sales performance.

You can have the greatest business strategy and sales plan, but those plans will never get implemented if you can’t communicate effectively. Communication is key, and below are four focus areas where every leader can start improving today.

Sales leaders that commit to growing and developing their people through effective feedback boost sales performance, attract and retain top talent, and outperform other organizations that fail to make feedback and coaching a priority.

Recruiting and Selecting highly talented people for your organization is critical - but you can’t stop there. Innate talents cannot develop into strengths until your team members can use them consistently, confidently, and productively.

Providing consistent and specific feedback on performance is key in helping direct reports learn, grow, and maximize their strengths.

Sales coaching is not about telling your sales team what to do. There's so much more to it.

Sales coaching helps sales leaders equip their teams to reach their maximum potential, and gives them the tools and knowledge to make better decisions in their sales process, which leads to overall improved sales performance for themselves, the team, and you.

Are you coaching a salesperson who is struggling to stay focused and deliver results while working from home?

You’re not alone! Several studies provide evidence of increased productivity while working remotely, but earlier this year Forbes also reported more than 75% of employees admit their productivity has plummeted due to distractions related to working from home and the pandemic.

If your salesperson has low discipline and struggles with organization, don’t lose hope — there are several strategies you can use to regain their focus.

A recent CSO Insights report states that “sales reps are often drowning in content. Yet it’s often not the right content, nor is it easily accessible.” Getting busy reps to open and read material that will help motivate them through the sales process is challenging.

Podcasts, also known as “learning on the go,” allows listeners to consume powerful stories that motivate and educate. Although routines have changed significantly, innovative sales leaders are using podcasts to reach their sales reps on another level to improve sales performance.