Sales expert Dmitry Norka believes that the era of “goods-which-sells-yourself” has passed, and the path to success lies only through building your sales and service system. What should be this staff? Should I search for star sellers? And why do good sellers leave?
Dmitry Norka - Owner, CEO and leading business coach of the consulting company "Strategies and tactics of sales." One of the most sought after and popular business trainers in Russia, an expert in the field of consulting and integrated sales, a specialist with many years of experience in the field of sales organization B2B and B2C. Editor-in-chief of the Personal Sales magazine. Author of the books “Sales Department Management, Strategies and Tactics of Success”, “Seller from God”, “Tell Me Yes. A workshop on the practice of preventing objections to sales. ”
Today, more than 80% of companies in Russia are headed by manufacturers who know how to produce, and believe that this is enough for success. Yes, 10-15 years ago that was really enough. But today the market has changed: almost no one has a product advantage, since all product offers are essentially the same. And when it is impossible to differ from competitors by product features, Her Majesty the Price raises her vile head. What can be opposed to a lower price? Quality of work, service, upscale sales. Therefore, for a company headed by a manufacturer, there is only one way to further success: to create their own sales system, which will give a competitive advantage precisely due to the work of sales staff.
The era of finance has been replaced by the era of talent, in which the success of a company directly depends on the people who work for it. But in the modern labor market, job candidates need much more than they can offer. Therefore, do not look for sellers of stars, look for the characters from which you grow these stars yourself. According to Tony Shay, founder of the phenomenally successful American online store Zappos, “We hire characters and teach them skills.”
Who is worth looking for? He who wants to make money loves and is not afraid of communicating with people and has the quality of kindness. After finding such a person and raising a good seller out of him, do everything so that he does not leave you to competitors. Why do good sellers leave? I will mainly talk about the situation of corporate sales, but retail is no different. The first reason a good seller leaves is to make cold calls. Do not burden an expensive sales expert with these tasks. Cold calls can be made by novice sellers, and sales sharks must hold meetings and complete transactions. The second reason: the lack of marketing support. Do you think that the seller should promote the product himself? Wake up! The era of self-selling goods has passed. The third reason: vague goals, high demands. Studies show that clearly setting goals for 3 months in advance, explaining their relevance and ways to accomplish them, increase the realization of plans and motivation for sellers by 30-40%. The fourth reason: excessive control. Get rid of the fix idea “I need to know everything.” You still don’t know everything, but humiliate your sellers and deprive them of their freedom of creativity. The fifth reason: commission wages. Sitting on a bare percentage, sellers begin to consider themselves free farmers who owe nothing to anyone and work as they wish. The wage system should be combined. Reason six: lack of result. This situation develops in companies that do not provide for training and adaptation of sellers. Not getting the result, people are disappointed and go to another place. Finally, the seventh reason good sellers leave is injustice. If an employee is offended, he will surely take revenge, and will do so in a way that does not seem to you much. This is just the case when the saleswoman in the store throws the goods on the counter and in response to the amazement of the buyer says: “As they pay, I work!” Take care of your good sellers, but do not let them relax completely. Combine hard measures with soft ones: control plans and demand a report, but don't forget to train and give praise.
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