Sales Effectiveness Question 1:
“Do your sales people fully and deeply understand your client’s problems, and the cost or impact these problems are having on the client’s business”?

Your clients don’t care about your products and services, they care about their problems and only the sales people who take the time to listen and understand their problems. Ask your sales people to accurately quantify what a problem is costing the client’s business, and how the problem compares to other problems at the client’s business. Clients typically invest in/solve the most costly problems first.

Sales Effectiveness Question 2:
“What sales training have you developed that differentiates your sales people from your competition”?

World-class sales skills are essential, but no longer a differentiator. Outstanding sales skills are expected – the “ticket to the dance”, and are required to simply be considered. Standard, purchased training curriculum is better than no training at all. But custom training that is designed to work specifically for your company and in your industry is better. You expect your sales people to compete and win – expect your curriculum development/training personnel to do the same.

Sales Effectiveness Question 3:
“Do your sales people know your brand – how to articulate it and reinforce it every day”?

Your sales people are also marketers – they greatly influence your “brand” image in your client’s mind. If you ask several of your sales people to present your company’s brand to you, you should hear the same message.

Sales Effectiveness Question 4:
“Are your key metrics / KPIs / measurements improving”?

Metrics are mandatory, but the value is in using metrics to drive continuous improvement. A well-designed dashboard can be a thing of beauty, but the change that is occurring in the elements on the dashboard is what counts. Today’s achievements are tomorrow’s standards, and continuous improvement is required to sustain a competitive advantage.

Sales Effectiveness Question 5:
“After a productive face-to-face sales meeting with one of your sales people, what will your prospective see when they look at your sales personnel in the social media platforms”?

Your sales people must have BOTH a physical and a virtual presence with your clients. Your clients are checking on your sales people online. Audit your sales team’s online presence, and make sure the messaging is professional and reflects your company brand.