Tips for Building a New-Look Sales Team in 2012
No sales manager sets out to hire a mediocre team, but many end up with one. These managers will go through the interview process looking for the best candidates -- and on paper, they’ll find them.
They’ll put aside the fact that some people interview really well, and others don’t. In reality, many of these managers will settle for a half team -- middle of the road, some great, some terrible. Average an “A” and an “F” employee, and you end up with a “C” team.
Why does this happen? One reason is that many managers overlook the concept of team. They focus instead on the individual. They say to themselves, “Give me the best closers on the planet, and it’s smooth sailing.”
Wrong. Rough waters lay ahead. Do you know why? Because the sales process requires many specific skill sets: research (lead generation), introductory calls (the dials!), follow through (second, third calls), and negotiation (closing).
The truly great salesperson specializes in every one of these skills, but guess what? These folks aren’t salespeople. They’re usually presidents and CEOs.
As the year winds down and things slow to a crawl, many sales managers need to make time to reevaluate just what type of team they want to put together to drive the most revenue possible.
Let’s say these sales managers are looking to bring on 10 inside salespeople. Here’s the breakdown:
Two Lead Gens: These people are able to uncover quality information, information that goes beyond what anyone can find on Google. They understand buying trends; they scan press releases and know what information is relevant; they get direct lines and cell phone numbers of decision makers. Call them Woodward and Bernstein.
Three Dialers: This group sets up appointments. And they dial, dial, dial. They’re the sprinters, and they bust open doors and create opportunities. They also have the talent to run the meeting.
Three Drivers: They drive the meetings and move the needle on the sales process. They're excellent at follow-ups; they bite and hold on. Oh, and they can close, too.
Two Closers: These folks see things in black-and-white terms. No nonsense, no bs. They waste no time. They make it happen here and now.
This is just a rough look. The Lead Gens and Dialers could actually be one in the same, and the same goes for the Drivers and the Closers. All bring a specific skill set to the table. This is just one step in forming a cohesive team, and not simply throwing together individuals from the same pool of “talent.”
