DIY MAN­AGE­MENT

Telus Corp. and the Cana­dian Pro­fes­sional Sales As­so­ci­a­tion (CPSA), head­quar­tered in Toronto, launch a new sales train­ing and cer­ti­fi­ca­tion pro­gram for the Van­cou­ver-based tele­com's em­ploy­ees this fall. CPSA pres­i­dent and CEO Peter Ir­win, and Louis Morin,

BC Business Magazine - - Contents - by Felic­ity Stone

How to get bet­ter per­for­mance from your sales team

1 IN­VEST IN YOUR LEAD­ERS

Com­pa­nies have a ten­dency to pro­mote their top sales­peo­ple to sales di­rec­tor, but they don't spend time coach­ing the coach, notes Morin. “The best re­turn on in­vest­ment is to make sure that first of all you in­vest in your lead­ers, be­cause they have to coach, and they have to help their sales team.”

2 DE­FINE WHAT YOU'RE COACH­ING FOR

Do­ing a needs assess­ment of the per­son to be coached is key, Ir­win ad­vises. “Once you've un­der­taken that needs assess­ment, you know what the needs of that per­son are. Then, from a com­pany's per­spec­tive, one needs to de­velop a plan.” The plan can be some­thing the coach does on their own or an ex­ter­nal train­ing pro­gram.

3 PRO­VIDE A STRUC­TURE

“When I was a young sales di­rec­tor, I thought I was a great coach be­cause my door was al­ways open—i was al­ways ready to help my sales­peo­ple,” Morin says. “But if you're not struc­tured, what hap­pens is that you're only going to talk about is­sues and prob­lems. You're never going to take time to re­ally talk about, `Let's prac­tise on the mes­sag­ing or the call plan­ning. Let's re­view an op­por­tu­nity to­gether, and I'll chal­lenge you and try to bring you some ideas and val­ues.'”

4 RE­IN­FORCE THE TRAIN­ING

Many or­ga­ni­za­tions un­der­take some type of train­ing but fail to fol­low up with coach­ing and re­in­force­ment, Ir­win points out. “Don't put some­body in a course for three hours and ex­pect the prob­lem to be solved,” he says. “That's the start of a learn­ing jour­ney. As a coach and as a man­ager, your job is to con­tinue to re­in­force the learn­ing and the be­hav­iours that are ex­pected from what was be­ing taught in that course.”

5 MEA­SURE PER­FOR­MANCE

“There's a say­ing, `If it doesn't get mea­sured, it doesn't get done,'” Ir­win says. “If you've got some­thing that you're try­ing to train against, to coach against, you've got to make sure you've got some de­fin­able met­rics which you can mea­sure your progress against. Louis and his or­ga­ni­za­tion are very much fo­cused on hav­ing things called KPIS, key per­for­mance in­di­ca­tors.”

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