As September draws to a close, you’ve no doubt heard stories from your children’s first couple of weeks of school. The nerves, tears, laughter, the refusal to let go of your trouser leg…
A couple months back I compiled a list of some of the best sales course available in the UK and Ireland and after a heated debate with a colleague from the US (where she challenged my Anglo-centric agenda) we decided to put our heads together to help balance the books once and for all.
A good sales leader knows exactly when their company’s sales activity is performing at 100%. Or whether certain factors or attitudes are actually preventing business growth.
Before the advent of the internet, the sales cycle - the process that goes from securing a prospect to concluding a sale - and the buying cycle took place at the same time, and had a similar duration. The different stages of the sales cycle, seen entirely from the perspective of the company, are often summarised by the acronym AIDA:
- Attention: attract the attention of the user to your product or service, as opposed to that of the competition.
- Interest: raise the interest of your prospect by demonstrating that your offering will satisfy their needs or solve their particular problem.
- Decision/Desire: this is where your sales team works to convince the consumer they want your product.
- Action: when the prospect is almost convinced, lead them to take action and buy.
What does it take to be an effective sales leader?
According to a study by Neil Rackham, an international expert on sales strategy, teams that receive training but no coaching or reinforcement post-training, experience a drop of 87% in knowledge acquired. A culture of coaching increases productivity because of the active participation of all those involved. And it makes for a more attractive workplace. And having long-term employees who know the company well - and are passionate about their work - accelerates sales growth and helps assure a secure future for the company.