In the past, managing your sales team was typically through “gut based decisions” and how you felt they were doing. Of course, after hours of observing their interactions with customers, your level of confidence was pretty high when it comes time for employee evaluations.
You rated each individual on a scale of 1-to-5 for categories that ran the gamut—from strategic thinking to customer engagement. 360° reviews, self-evaluations, and meetings with other managers confirmed the ratings your employees’ deserved. Or, so you thought.
Unfortunately, according to the Harvard Business Journal and years of scientific research, a manager’s ability to rate their employees’ performance is probably wrong. The results of these studies talk about how managerial feelings get in the way of true performance indicators. The only objective criteria for a true evaluation is found in the data.
Evaluate
For your sales team, data driven analytics can be found in customer feedback and sales of products and/or services. Customer feedback surveys offer a view from the other side of the counter. These surveys describe the customer experience, which differentiates your business from other businesses in your industry.
Along with surveys, today’s POS software helps you understand your customers’ buying habits. The most popular items on your shelves and the worst performers. This also provides data for your sales team. A sales report on revenue can indicate your best salesperson and the one that is lagging behind.
Reaching deeper into the data, you can see exactly what each individual is selling. For example, one of your top salespeople is selling only one item and not the full catalog. This is a top performer, yet they are missing opportunities.
Providing data driven feedback to your sales team and individual members can improve their performance. But, how do you present the data without upsetting the proverbial apple cart? We suggest sales performance coaching. Below are 5 tips for you to follow when coaching your sales team.
1. Timely Feedback
With mobile POS apps, you can give your sales team real-time data. Positive feedback on daily or weekly sales reinforces good behavior.
2. Include Recognition
Here is an opportunity to describe how your salespeople are succeeding. More than just hitting sales goals, this means digging deeper into the data and sharing your evaluation of the numbers. Your employees like to hear what it is they are doing right and why they are doing well.
3. Offer Suggestions
While you recognize their success, offer a suggestion about how to improve in weak areas. People tend to listen better if they have been praised. Any negative criticism can close the link of communication between you and your team. This is an opportunity to offer constructive criticism.
4. Align Feedback with Expectations
Give feedback that directly speaks to the sales goals and expectations. Your messaging will only create confusion with your team if you judge them on other aspects of their job, such as personality or habits. This is also a good reminder for you to explain exactly what you want from your sales team.
5. Discuss the Future
Did you ever like being lectured or talked at? Probably not. And, neither do your employees. Engage your team through dialog to construct their future success. Your salespeople are on the frontline every day, meeting customers and learning about their needs. They have valuable input, and you’ve had to spend more time in the back office. Listen to them and they will be more apt to listen and agree to your data driven analyses.
The Power of Coaching
Whether you’re a small retailer or have multiple locations, real-time reporting of sales and customer data gives your sales force a powerful tool to improve productivity and increase revenue. This data can also be shared with other employees in the organization to support the sales goals and create an environment of open communication. Everyone will understand how to better support the sales’ efforts. And, if done correctly, incorporating these coaching tips may do more than just improve sales, they may change your whole environment into a more positive and fun place to work.