Sales Performance Improvement

Each year, companies need to improve their performance in sales, not only because of cost pressures, but more important, because they will lose between 5% and 20% of its customer base each year. This means that within 3 years they will be less than half as large as they are now, if they don’t do anything else!

Due in large part to companies going out of business, mergers and acquisitions, or production, however, is a critical factor for the success of any business. Just to stand still every company needs to find more business from existing customers and find new ones. The need to improve sales is a matter of course.

Under these circumstances, the majority of business owners exhort their sales staff to work more, as if it in any way, do more of the same will result in better figures when doing more of the same, brings more of the same results. It is important to realize the need to work smarter, not necessarily harder.

So, how can we make these more “intelligent” results?

There are a number of areas that can be considered to improve the sales results, not all of them may apply to your situation.

The focus

Are your sales team with a focus on the right customers with the right products? To make an evaluation of the customers and potential prospects? Or is it just depends on what they have done in the past?

It is important that they understand their role in the business. Many times this is not the case. If you are unsure, ask! The vision you have for the company should be shared by all, to promote involvement and motivation.


Your goal should be in line with this vision. It is amazing how many companies don’t do it. For example, there was a case where a company which is needed for growth, but the sales team were targeted with the maintenance of existing customers in the business.

Cross-selling and upselling

Every opportunity should be taken to cross-selling and upselling. Cross-selling (other products) and sells products of superior quality, highest degree of service) increases the customer’s acceptance of little or no increase in the cost of the sale to the customer.


make sure that the sales force is trained in selling technology, because you can be sure that the purchaser is trained in how to combat them! Training, development and reinforcement of the skills that they learn, as well as feedback on your performance is crucial to ensure that you get the best out of the workforce


the sales team spend time on prospecting? This is the raw material of your sales pipeline. If not, you run up They know that the market to solve, where and what type of customers, the needs of the company.

Needs and Offer

the sales team to identify the needs of the customers, or they just want to sell the features of the product or service? They believe that the entirety of your offer or products and services? In many cases customers are convinced not only of the product, but for other items, such as delivery, terms and conditions, or just want to deal with you!

of course There are many other areas that will be discussed in an article like this, but by simply asking yourself and your team the questions above will put you and your business on the path to Sales Performance Improvement.


Bob Francis is an experienced consultant to spend most of his time helping clients with sales and marketing issues. His expertise is primarily in strategy, sales and marketing and is a member of the Chartered Institute of Marketing. He is an expert in sales performance measurement and improvement.


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