When we think about a selling process, you must think stages of the specific selling process we want people to follow. During those stages there will be requirements from a knowledge, skill, and behavioral perspective. For example, in stage 1, which we can call general prospecting; a salesperson may need to know how to use LinkedIn search features to define target prospects. Next, they must have the skills to handle the phone to ask contacts for introductions and referrals into their personal networks. Last, behaviorally they must do this on a consistent basis during stage 1 to maintain a full pipeline.
It is imperative when coaching sales people we define the processes to be followed as well as the performance required within each process stage to ensure proper performance levels are being met. A critical element to combine process plus performance is to first define the process of selling that's unique to you and your organization. Next, define the requirements in each of those stages of the process in the categories of knowledge, skills, and behavioral attributes. Knowledge is what somebody knows and has the ability to teach back. Skills are those areas that somebody can act out or perform. Behavioral attributes are those areas where performance is conducted consistently without fear or anxiety on a continuous basis. An example of this may be general topics such as cold calling. The knowledge element of cold calling is to understand the specific questions someone might need to ask a prospect to get them engaged to gain a first appointment. The skills component requires the potential need to ask open ended questions consistently while demonstrating a high level of active listening. Behaviorally someone would perform cold calling without fear or anxiety which is often associated with cold calling, and the only way that this can subside is with continuous practice and skill development.
If you combine process plus performance development within the process; sales will not only increase, the profitability will as well!
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