Increase Sales – Conduct a Masterpiece

increase sales

Baryshnikov or Benes

When people ask me how their company can increase sales, I often think about… Seinfeld. Random, I know – but perhaps you recall the Seinfeld episode, “Little Kicks”. Elaine Benes dances at a party in a fashion George describes as a “full-bodied dry heave set to music”. To be sure, what Elaine lacked wasn’t just well-orchestrated movements and perfect timing. However, the timing certainly compounded her general lack of ability.

This brings me to improving sales through sales transformation. Perhaps you have read our white paper on Sales Transformation. If so, perhaps you are considering a project for your organization. Or possibly, you want to improve results, and sales transformation is one of the approaches you are evaluating.

Maybe you are simply curious about a term that is fast becoming one of the most talked-about initiatives in business. Whatever the stage of your interest, you can quickly see that achieving trusted advisor status with your customers, and the corresponding impact on revenue and margins, involves more moving parts than Elaine’s famed “little kicks” dance move.

Transitioning Customer Engagements To Increase Sales

Successful sales transformation isn’t simply a training class. It’s not an improved CRM solution or a new comp plan. Furthermore, it isn’t an updated set of sales tools and presentations. In fact, transforming your customer engagements requires all these things and more. Choreographing your project can be the difference between Elaine’s random movements and a Baryshnikov masterpiece. So what is the appropriate order? How do you ensure your efforts produce the desired result?

For starters, consider what it is that you are trying to transform. Results? Of course. Customer perceptions? Absolutely. But these things change ONLY AFTER your sellers’ behavior. Given that transforming behavior is the fundamental objective of your project, it only makes sense that the first order of business will be to define, clearly and completely, the desired behavior model for your sales team.

This includes how they should prospect new opportunities, present solutions, and address objections. It also extends to your sales managers and senior leaders. Furthermore, it includes the methodology by which they will coach members of your team. Finally, this model must define metrics that can be used to measure behavioral progress. This must be done prior to the production of business results. Doing so ensures that systems and reporting are properly aligned.

Absent a clear understanding of what you want people to do (process), how you want them to execute (methodology), and how you will track the degree to which they are executing effectively (reporting and metrics), it is extraordinarily difficult to make effective decisions about the other elements of transformation – all of which must support this fundamental change.

A Unified Body in Motion

Does this mean that transformation projects must be a linear progression whereby every single step is completed before another can begin? Absolutely not. Your transformation projects are akin to independent parts of a single body in motion. Effective choreography will engage people responsible for each element early and continually throughout the project and sequence their activities for maximum impact and efficiency. Ongoing communication among the individual project owners is critical to keeping the project on track and properly coordinated.

By laying a proper foundation and defining your ideal behavior model while investigating alternatives for CRM, compensation, analytics, etc., you can ensure your project flows like a Baryshnikov ballet and will increase sales with tremendous efficiency.

increase sales - dance

About our Founder, Bob Nicols

AXIOM Sales Kinetics founder, Bob Nicols, is a trusted advisor to c-level executives & senior managers for countless organizations. After 40 years, Bob gets calls thanking him for the positive impact of his program. This includes, both professionally and personally, the lives of countless sales professionals, managers, and business owners.

Bob Nicols has done it all. He has managed and mentored thousands of salespeople, sales managers, and senior managers. Moreover, he is responsible for hundreds of millions of dollars in sales. For decades he developed and delivered sales programs that have become the standard for leading companies, including AT&T, Equifax, Verizon Wireless, CommScope, Pactiv, Altura Communications, ESPN, and Canonical. 

Bob knows that ANYONE can be successful in sales. Bob’s energetic & inspiring lectures have kept his name at the top of the keynote speaker lists for several national & worldwide technology conferences. With a proven track record of sales success, Bob and his team of trusted advisors are here to help.

Increase Sales – Contact AXIOM Sales Kinetics Today!

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