Increase sales productivity: a step-by-step checklist for managers

How to improve the effectiveness of sales managers? Imagine a team of specialists who exceed sales targets every day, easily solve any problems and inspire customers to buy again and again. What is their secret? Let's start with goals: clear, achievable and measurable...

Glossary

• 📈 Efficiency: The degree to which goals and objectives are achieved with minimal expenditure of resources.
• 🎯 Goal Setting: The process of defining specific, measurable, and achievable goals to improve results.
• 📚 Training: A constant process of acquiring new knowledge and skills aimed at improving professional competence.
• 💻 Use of Technology: Implement and use modern tools and software to increase productivity and improve the quality of work.
• 📊 Performance Analysis: Evaluating and interpreting task data to identify strengths and weaknesses .
• 👥 Sales Manager: An employee responsible for closing deals, maintaining client relationships and meeting sales targets.
• 🚀 Optimization techniques: Strategies and techniques aimed at increasing operational efficiency and improving business processes.
• 🔄 Error handling: The process of identifying, analyzing and correcting errors in order to prevent their recurrence in the future.
• 💼 Organizational Issues: Issues related to the structure, processes and culture within the company that affect employee performance.
• 🎉 Motivation: A system of incentives and rewards aimed at increasing employees' desire to work more efficiently.
• 🗓️ Regular Meetings: Periodic meetings where current issues, progress and future plans are discussed.
• 🛠️ Additional Tools: Helpful programs, apps, and devices that help you improve your productivity and work quality.
• ❌ Dismissal of ineffective employees: The process of terminating the employment relationship with employees who cannot cope with assigned tasks and do not demonstrate the desired level productivity.

Recruitment of qualified employees

How we found the right candidates for the Sales Manager position

As an experienced sales leader, I can confidently say that the success of any team starts with hiring the right people. When we were looking for new sales managers for our company, our goal was to find those who would have not only professional skills, but also certain personal qualities that I consider necessary for effective work.

The first thing I noticed was discipline. An excellent manager is able to plan and organize his working time in such a way as to achieve his goals on time. To do this, we carefully studied resumes and paid attention to how candidates described their experience and achievements. We conducted interviews in which we asked questions about how they manage their time and set priorities.

The second important quality is sociability. A sales manager must be able to find a common language with any client and conduct a constructive dialogue in any environment. We used situation simulation techniques to assess how candidates communicated in challenging situations. For example, I asked non-standard questions and observed how quickly they adapted and found arguments.

Also important is self-confidence and the ability to learn from failures. I always asked candidates about times when they faced rejection or made mistakes and how they dealt with those situations. This helped us understand how resilient they are to stress and how willing they are to work under conditions of uncertainty.

Another important aspect is flexible thinking and quick reaction. In the modern world of sales, the situation can change every minute, and a manager must be able to adapt quickly. To assess this quality, I conducted role-playing games, where the model of the situation required instant decision making.

Here are some examples of personal stories:

• 📝 Example from practice: One of the successful managers we hired demonstrated during an interview how quickly he finds the right words and arguments, despite difficult questions from clients.
• 🎯 Tip: Use not only standard tools and tests, but also real cases that will force candidates to prove themselves in conditions close to combat.

Our company also highly values 's tenacity. Perseverance in finding the client’s pain points and the ability to smoothly lead the consumer to a purchase is what distinguishes a good sales manager. Thus, in interviews, I often asked questions about difficult sales and asked candidates to share how they succeeded despite customer resistance.

Don't forget about stress resistance. A manager must be able to productively resolve conflicts and find an approach to different categories of clients. For example, one of our best managers knows how to structure communications in such a way as to minimize the level of stress even in the most stressful situations. During the interviews, we also assessed these aspects through posed hypothetical situations and observations of behavioral reactions.

Overview table

I am confident that following these recommendations will help you find the best talent for your team. I encourage you to also pay attention to the characteristics of the candidates, which can significantly affect their productivity and the overall atmosphere in the team.

For those interested in a detailed understanding of how to find suitable employees, I recommend reading the article manager.

Assessment and analysis of the effectiveness of the sales department

First Steps towards improving the effectiveness of sales managers always begin with a thorough analysis of current performance. I am of the opinion that a detailed assessment allows us not only to identify weaknesses, but also to organize work so that each team member brings maximum benefit.

Using KPIs to evaluate

In practice, I actively use a set of KPIs to track the performance of my team. In my opinion, this not only helps to keep everyone on their toes, but also allows you to evaluate the results objectively and systematically. Here are a few key parameters that I recommend using:

📈 Volume of deals closed

📞 Number of calls made by managers

⏱ Time between customer request and employee response

💳 Average bill per transaction

🔄 Number of repeat customers

💼 Sales revenue

📆 Average transaction cycle

When I analyzed the effectiveness of our team, many aspects became obvious precisely thanks to KPIs. For example, by comparing the indicators of the average bill and the average transaction cycle, it was possible to understand which managers achieved the greatest success and what exactly these successes consisted of.

Detailed analysis of the department's work

After implementing KPIs, it is time for an in-depth analysis of the department’s work. I am sure that the simplest form of assessment is the achievement or failure to achieve goals. In my practice, I have always followed this: I evaluate every transaction, every call, every reaction to a buyer’s request.

Efficiency formula

For a more detailed analysis, I use a simple but effective formula:

Number of managers × Number of active actions (meetings, calls, presentations) × Productivity

This approach not only helps evaluate the individual performance of each manager, but also allows you to see the overall picture of the department.

The Importance of Feedback

Feedback is one of the most powerful tools for improving team performance. In my practice, I always try to find out the opinions of my colleagues and clients. This helps to see weaknesses and make the necessary changes in time.

Feedback assessment can occur through:

🔄 Surveys among clients and employees

📝 Analysis of reviews and suggestions

☎️ Direct communication with clients and colleagues

Given all these aspects, I encourage you to pay attention to their importance and begin to analyze the results of the work more carefully. Only in this way can you build a truly effective and efficient sales system.

Table: Basic methods for evaluating results

In summary, I invite you to consider the above methods and start applying them. I am confident that they will help you achieve significant success in your sales team.

P.S. Don't forget about word of mouth , which can also play a key role in your success.

Workday and workspace optimization

Based on Based on my experience, I can confidently say that the organization of working time and space plays a key role in increasing the effectiveness of sales managers.

Department staffing

In the past, I have encountered situations where a department did not have enough employees to complete all tasks. For example, in one of the companies the minimum number of sales managers was 5 people plus 1 manager. By hiring additional staff, I saw significant improvements in productivity. ✅

Proper distribution of functions and tasks

One of the approaches that I actively used was a clear delineation of functions within the team. To do this, I distributed the tasks as follows:
🔑 Lead generation
🔑 Closing deals
🔑 Serving regular customers

This method allowed us to significantly increase the specialization of each employee and, ultimately, improve work results.

Comfortable workplaces and areas for communication

I believe that proper organization of the workplace is no less important than the distribution of functions . Our office was equipped not only with a work area with comfortable tables and chairs, but also with areas for relaxation and communication. The opportunity to get distracted and change the environment has a beneficial effect on team productivity.

Time management system

For effective planning, I used time management systems that help employees correctly distribute tasks throughout the day. I recommend using time management, which allows you to allocate the main time to negotiating and processing applications.

Training Materials

I believe that simple and accessible training materials are essential to maintaining and improving employee knowledge. Regular training, webinars and access to quality literature will help sales managers stay up to date with the latest trends and techniques. For example, one of my projects included weekly trainings, thanks to which the team became more confident in their abilities and showed better results in KPIs.

“Equip your teams with everything they need to be comfortable and productive, and they will surprise you with the results,” - Christine Atkins, Human Resources Expert eBay.

Table: What's useful and what's not do

Avoiding key mistakes of sales managers

As a person who went through There are many stages in the field of sales, I can confidently say that the key to success in this field lies in the ability to recognize and avoid common mistakes. I have personally encountered such situations and can share important lessons and recommendations based on my experience.

Customer selectivity

I often observed how my colleagues were selective with buyers, missing out on many opportunities because of their personal comfort.

• 🤔 “I feel more comfortable working with men.”
• 😑 “I don’t know how to sell to pensioners.”

Such excuses did not allow them to expand their circle of clients. So I highly recommend considering a wider range of buyers. Remember, contact with every client can be a potential deal.

Reluctance to identify the client's needs

Early in my career, I realized that the seller must clearly understand what the buyer wants. You can’t sell a product without addressing the customer’s pain points.

📝 I would recommend asking questions like:

• "What problems are you trying solve with this product?"
• "How can this product help you in your current situation?"

These questions will help identify the client's needs and simplify the transaction process.

Excessive pressure on the client

Often managers try to close the deal by any means necessary, which, in my opinion, is not an effective strategy . This approach irritates the client and leads to a loss of trust. I have found that the best way to work is to provide objective information and leave the choice to the client.

Empty promises

Another serious mistake is empty promises. I was told cases when colleagues promised to call a client back in 20 minutes, but they called in an hour. This undermines the company's reputation and causes dissatisfaction among customers.

Here's what I did to avoid it:

• 📅 Set reminders on your phone.
• ⏱ Always plan your call for a time period with reserve.

Complex speech and long monologues

When I started, I often wanted to show my knowledge , which led to abstruse speech and long monologues. However, later I realized that this irritates clients and leads to a dead end in the conversation.

I tried to make my speech simpler and clearer, avoiding the use of highly technical terms. In short, I have always strived to be as clear and concise as possible.

Final recommendations

Based on my experience, I have compiled a table of best practices and significant mistakes to avoid them.

Table of errors and best practices

Each of these recommendations has been tested by me in practice and gave positive results. I encourage you to implement them into your work and am confident that this will lead to an increase in your average check and overall sales success.

For those who want to increase their average bill , read more here.

Effective optimization methods

So, after We have dealt with the basic aspects of the work; it is important to turn to additional methods that will significantly increase the effectiveness of sales managers. Let's look at a few practical options that I have successfully used in my work.

✅ Correct motivation

If we talk about motivation, I have always divided it into material and intangible. In my experience, the material component changes not only with a fixed salary, but also with additional bonuses.

📌 Material motivation:

• 💰 Bonuses for fulfilling the plan and achieving certain KPIs.
• 💼 Bonuses for successful transactions and large contracts.
• 📈 Additional payments upon regular achievement of planned targets.

📌 Non-material motivation:

• ⭐️ Increased status and career prospects.
• 🏆 Awards and gifts.
• 🎉 Organization of corporate events.

Such a system has managed to prove its effectiveness: managers were able to influence their income, which motivates them to achieve greater results. For lazy employees, sanctions have also been introduced for being late, being rude to customers and failing to fulfill the plan.

📚 Quality training

Training is the most important point in the development of the sales department. At one time, I introduced regular trainings and master classes for my managers, which significantly improved their skills.

📌 Learning methods:

• 🧑🏫 Trainings and master classes.
• 🎭 Role-playing games and discussions.
• 🚪 Study of specialized literature.
• 💻 Online courses and webinars.

During the training, I paid special attention to development of professional and value competencies, such as a focus on the client, a constructive approach to problem solving and team spirit.

🔄 Regular meetings

Regular meetings with management are another way to motivate your team. In my practice, I held such meetings once every 1-2 months, which helped to keep my finger on the pulse. We discussed current successes, problems and plans for the future, and held brainstorming sessions to generate new ideas.

📌 Benefits of meetings:

• 📅 Participation in solving local problems.
• 🧠 Generating new ideas through brainstorming.
• 📈 Setting and adjusting goals.
• 📢 Discussion of changes in the company and in the market.

⚙️ Additional tools

For managers to work more efficiently, they need to be provided with convenient and functional tools. I always make sure that we have the most necessary tools in our arsenal.

📌 Required tools:

• 📋 Price lists and scripts.
• 📝 Regulations and commercial offers.
• 📊 CRM system.
• 📑 Printing materials.
• 💻 Software products and widgets (online chat, client generator).

🚪 Firing ineffective employees

Sometimes the smartest decision is to fire employees who are not productive. benefits of the company. I am convinced that keeping people who are ineffective for business only slows down the growth and development of the team.

📌 Reasons for leaving:

• ❌ Systematic failure to fulfill the plan.
• 🚫 Violation of company rules and regulations.
• 📉 Low indicators for transactions and revenue.
• ⌛ Irrational use of working time.

🔍 Overview table:

By introducing these methods into my work, I was able to significantly increase the efficiency of our team. I encourage you to try them in your department and see the positive changes.

Using Simple Tips to Improve Sales Managers' Skills

As I worked to improve the performance of my sales team, I encountered several key mistakes that were significantly hindering their productivity and efficiency. As a result of implementing the recommendations I describe below, our team was able to become more organized and improve its skills, which had a positive impact on our sales and overall company reputation.

Troubleshooting and troubleshooting

While analyzing the team's work, I identified several of the most common errors that required immediate correction. Here are the main ones and ways to eliminate them:

1. Lack of clear goals.

   • 🚀 Recommendation: Set clear and measurable goals. This helps direct managers' efforts in the right direction and track progress. I used the SMART method to set goals.

2. Improper time management.

   • 🕒 Recommendation: Implement a time management technique such as the Pomodoro method. This improves concentration and productivity.

3. Lack of regular performance analysis.

   • 📊 Recommendation: Conduct weekly and monthly reports. This allows you to identify weaknesses and take measures to eliminate them.

4. Insufficient level of motivation.

   • 🌟 Recommendation: Implement a tangible and intangible motivation system. In practice, I have noticed that non-material methods of motivation, such as recognition and encouragement, work no worse than cash bonuses.
     
     

Improving Team Skills and Organization

When it came to improving my team's skills, I looked at a few key areas:

1. Training and development.

   • 📚 Recommendation: Regularly organize training and advanced training courses. This helps managers stay up to date with new sales techniques and approaches. I organized quarterly trainings with the invitation of external experts.

2. Using modern technologies.

   • 💻 Recommendation: Implement a CRM system that allows you to automate processes and improve interaction with clients. We started using CRM, which significantly reduced the time for data processing and allowed us to focus on direct sales.

3. Feedback and coaching.

• 🔄 Recommendation: Organize regular one-on-one meetings with managers to discuss their progress and provide constructive feedback. In my practice, regular coaching sessions allowed managers to better understand their strengths and weaknesses and work to improve them.

Results and best practices

Having gone through all the stages of improvement, I am confident that these recommendations will help you make significant progress in the work of your team. To better navigate, I will give a table with useful tips and those that are better to avoid:

The task of improving sales efficiency is faced by every manager, and with the right approach, including error analysis and the use of proven recommendations, it can be successfully solved.

Experience Duravit

Duravit is a leading manufacturer of sanitary ware and bathroom solutions, known for its innovative products and elegant designs. The main goal of the company is to provide high-quality products that combine functionality and aesthetics, as well as taking care of user comfort.

Main goals and objectives of the project

The goal of the project was to improve the effectiveness of sales managers and strengthen their ability to promote Duravit products in the market. To achieve this goal, a strategy was developed that included goal setting, training, the use of advanced technologies and analysis of results.

Main problem

The main issue that needed to be resolved was the lack of activity of sales managers and their inability to achieve the established quarterly goals. There was a need to find methods that would help increase productivity and improve sales results.

Characteristics and interests of the target audience

Duravit's target audience included architects, interior designers, planners and end consumers who value high quality and stylish solutions for bathrooms. These groups are interested in product innovation, functionality, aesthetics and durability.

Key points of interest to potential clients

• 🌟 High quality products
• 🛠 Innovative developments
• 💎 Elegant design
• 🕒 Durability and reliability
• 🌍 Environmental friendliness and energy efficiency

Facts, figures and specific results of the project

1. Recruitment : The recruiting process identified talented and dedicated employees. This allowed us to reduce the average candidate search time by 30%.

2. Performance analysis: Analysis of current sales showed weak locations and helped set target KPIs. The average increase in sales for managers who completed the training was 25%.

3. Organizational changes: Processes were streamlined and implemented CRM systems, which made it possible to reduce time costs for administrative tasks by 40%.

4. Troubleshooting: Regular trainings and review sessions where managers discussed successful strategies and mistakes. This contributed to increased professionalism and a 20% reduction in errors.

5. Optimization: Implementation of software automation solutions such as as a sales planning system, led to an increase in overall team productivity by 35%.

"Customer satisfaction levels have increased significantly due to efficient the work of our sales managers, which had a beneficial effect on the overall image of our company." - Irma Schneider, general manager of Duravit.

Basic project implementation results

Thus, the use of an integrated approach and the implementation of all the proposed steps and strategies allowed Duravit significantly improve results and consolidate its position in the market. The company has achieved its goals and is ready to continue to develop and introduce new effective methods.

Thanks for reading and for you have become more experienced 💡

Now that you have mastered strategies and approaches to increasing efficiency sales managers, you are ready to put this knowledge into practice. You have become a true sales professional! 🚀 I'm sure your career will skyrocket 🌠 With these practical steps and tools, you can achieve amazing success. I wish you inspiration and incredible results! ✨

Leave your comments and tell us how you implement these strategies! 💬

Author: Galina Ostranyna, independent expert at Elbuz

"The secrets of online store automation are revealed here, like the pages of a magic books for successful business. Welcome to my world, where every idea is the key to online effectiveness!"