Growing your business becomes an exciting opportunity. It is at this time, as a business Manager or Director, you will look to employ a sales team to develop and increase revenue. Achieving the right fit for your business should bring further opportunities to expand.
BDMs are experienced in selling not coordinating. Structure their work and job description to allow for this. Include set budgets, strategies and plans so they can do what they do best: generate revenue.
A good BDM will thrive on meeting budget and should be driven to exceed KPIs and targets. Ideally, you don’t want to see them in the office that often, you need them out, building business opportunities, executing your sales strategy, targeting specific markets, planning interstate trips and budgeting for sales conferences.
A good BDM will bring with them a wealth of contacts and established business relationships. If you're employing an inexperienced BDM, wanting to prove their sales capabilities, ask them how they intend to find new business? What streams or resources will they use to generate revenue? Responding with LinkedIn, industry websites, competitor pages, would be a strong and appropriate response.
Your investment in paying well and creating a supportive environment should be deemed by their sales, proactive calls, conversion rates while meeting financial and non-financial KPIs
If you give your team the resources and tools, the right team member will excel and make your business more money.
We may have some bias when it comes to this topic. Offering support to your sales team is a crucial element to the success of meeting your businesses annual budget.
You'll make more revenue! That's the short answer. You can have the most sales savvy business development team you've ever had, but at some point, they will need to refresh their ways, along with technology, sales teams need to grow and evolve.
You could have the complete opposite, everyone loves account management and event coordinating; they're the bi products of a good sales team; but what happens if you have these coordinators trying to convert business? Nothing or a very reactive sales department? At some point the phones will stop ringing or your competitors will grow their proactive sales team and your piece of the pie will decrease. Then what will you do?
Sales training is an essential investment for maintaining and growing business. Yes, it costs not only the training fee, but the on costs of the staff member out of the office; but the reality is, if your sales team member converts one piece of business worth $5k or $50k from the $300.00 sales training investment; there's your ROI. Why do we know this - because it happens, a $50k event, just from one new process learned during a training day.
What is sales training?
Sales training is revisiting your processes, reminding you of your internal clients and external opportunities. It's finding new avenues and resources to find new business. Sales activities are changing, competitors are advancing, business is harder to find and becoming even harder to convert. You need the right processes, the right language, the right people to make the wheel turn. Your team needs to be accountable, they need to be prepared and persistent.
Give your team the resources. Give them the tools to be successful and accountable for their targets. Meet your 2017 - 2018 budget, invest in your team, your business success is worth it.
Nicole Bates, Managing Director, shares sales strategies and solutions for your hospitality business.
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