November/December 2022

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Building A Value-Added Sales Team Here are 7 steps to implementing a true sales force transformation. By Douglas Cook

2.State Your Vision to the Team

Staff understanding of change is important. Explain, and don’t sugarcoat your vision. Make sure they know you will provide the tools they need to be successful. And, while you will provide tools, reinforce they are the ones responsible for their own skills development. 3 Standardize Your Presentations

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any dynamics can spark the need for changes in your sales team. Generally, it’s the realization of a need for your company to rise to the next level. In addition to providing the right incentives, expectations, and goal setting, leadership needs to consider additional support so staff have every chance to succeed and survive a change. Here are 7 steps to implementing a true sales force transformation.

1.The Contingency Plan

Unfortunately, you should prepare to lose a few employees due to mismatch of skillset, so form your contingency plan for turnover. Identify the skills needed for your ideal value-add candidate and write or modify the job description to fit. Determine how a new candidate will be sourced, how they will be trained in your new approach, and how you can make any turnover seamless for customers.

Document value-added points that make you unique. Capture all product features, benefits, and specific value-added aspects of your company. These would be attributes that your customers value most and give you a competitive advantage. Peer presentations incorporating your complete value proposition are an effective way to drill these into your team and share different approaches to handling objections. 4 Involve Sales Support

It’s important that other departments are aware of changes and how those departments might be affected. Consistency with all customer-facing communication

is necessary. Having support staff attend peer presentations will help solidify your overall message. 5 Take Control of Messaging to Your Customers

Find opportunities to personally educate customers while involving your staff. Successful change potentially hinges on this one aspect alone as it helps your sales team learn and emulate your vision for the future. Schedule customer appreciation days or facility tour events that gather your customers and sales team in one convenient location. These opportunities will allow you, or your sales managers, a better chance to coach and provide immediate feedback to the whole team, interaction by interaction. 6 Validation: Ongoing

evaluation and communication of progress is key. Consistently review the metrics and validate specific individual and group wins to the whole team. It’s critical to provide the team with examples of how the new approach is being successful. Continued on next page.

Contributor ________ Douglas Cook is a Certified Exit Planning Advisor (CEPA®) and is the senior value advisor at Headwaters Strategic Succession Consulting, LLC. He specializes in helping business owners formulate exit strategies by helping to increase the transferrable value of their companies.

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