Einstein stated that if you continue doing the same thing and expect a different result that is insanity. I was conducting some research for this blog post when I discovered the following from a recent CSO Insights report.

“For the fifth year in a row, [lead] conversion rates are declining, which is having a negative impact on the ROI of marketing investments. “ (CSO Insights 2009) After exhaustive research in the area of lead generation, apparently selling representatives are having little impact in converting their leads. When an organization cannot convert leads into sales that is similar to an ocean liner with no place to make port.

In addition to converting leads organizations have other relevant issues such as:
•    Companies raising revenue targets
•    Raising individual quotas, And
•    Cutting marketing budgets
The notion of doing more with less is reigning at many organizations. However, when there is a fire, one does not douse it with more gasoline. As Einstein said keep doing business the same way and nothing changes.

Converting leads stems from other mitigating issues that manifest within organization:
•    92% of most selling institutions have no traditional selling method
•    95% of many selling professionals cannot find the economic buyer
•    96% of selling professionals do not know how to withstand objections
(Taken from independent research with over 1000 organizations)

So what is a sales manager to do? From research in the area and from work with thousands of clients the issues above are repaired with a focus on the following:

1.    Training

Of the 120 billion dollars per year invested in human capital development only a small percentage focuses on sales training. It is incomprehensible that every organizations number one asset is selling- yet so little time is allocated. Sales Managers typically state a lack of time for training, yet nothing is more imperative than an investment in human capital. A great example was when a sales manager from a Fortune 1000 firm called me to conduct training for his team of 45 but was only willing to invest three hours total for over 100 representatives. Would you trust your cardiologist if he had only three hours of surgical training?

Of the numerous professions in the United States, selling is the more prevalent. Nothing happens without a sale. Selling professionals that have a methodology and understand environmental issues have better productivity and closing efficiency. Stop throwing more leads at your staff; rather provide training so they create relationships that lead to client retention.


2.    Event Versus a Process
Sales Managers typically hold short-term event. Development is a process not an event! Beliefs, habits and values will not alter in seven-hour program. I mentioned the three-hour training event. Nothing will alter in three hours.

Selling is a profession that requires patience and more importantly practice. We believe athletes practice, students practice, physicians practice, why not selling professionals? To do so requires more than the rote seven-hour training event where it is hoped information is memorized. Rather, selling skills require instruction, research, and review and repeat to enhance skills and alter behavior. Investing in an event is similar to taking money from a bank vault and burning it!

3.    Accountability
A travesty of development is the lack of accountability following a development program. Many managers speak often of accountability and its importance, yet so many are bogged down with responsibilities, there is little time to review individual goals and standards. Selling professionals above any other position require accountability and feedback. Pitchers know how many balls they have thrown in a ballgame, why not give selling professionals feedback on their performance. If managers want individuals performing at elite levels, there must be communication, and it most be often. Stop hiding behind cubicle partitions.

The issues above are not difficult and will not take much time to repair. However, they will require dedication, a timeframe and individual performance goals. It will be vital to establish objectives and metrics so that value and return are provided to the department and the corporation. More important, if you want to make change, begin today, otherwise you will results will continue in a negative direction.

Copyright 2009. Drew Stevens PhD. All rights reserved.


About Drew Stevens


Drew Stevens PhD is a leading authority on sales and selling method issues. Known as Dr. Drew, he assists organizations to dramatically accelerate revenue! Dr. Drew is the author of six books including Split Second Selling and the forthcoming Ultimate Business Bible.


Drew Stevens provides his selling advice on the top ten iTunes Podcast Sales Fitness! He also hosts his own radio show on Business Expert Radio. Dr. Drew provides over 50 seminars and workshops per year. For more information on his programs contact him at www.drewstevensconsulting.com/contact