Adding structure to the job of sales

There is something wonderful about structure. Having to start and end at a specific time helps rivet one's attention.

One of the great things about sales is that for many hours during the day, there is nobody watching. For too many salespeople that lack of structure gives them too many choices. They can drive around aimlessly or purposefully drive golf balls at the range.

Having standards for your salespeople and actually enforcing them can add needed structure. Here are three ways to add structure to the job of sales and increase sales.

Write the Proposal

1. Stress that no more than two customer needs analysis interviews can be done without converting at least one of them into a written proposal. This stresses the importance of acting on the information salespeople gather instead of just gathering it. When a salesperson has nine proposals to write, it's paralyzing.

Book the Proposal Meeting

2. Require salespeople to book the meeting for the proposal before they leave the customer needs analysis meeting. "I'll get back to you as soon as I have an idea," is an unacceptable conclusion to a data-gathering interview.

"When is your proposal booked?" is a question you should ask of every salesperson that has completed a data-gathering interview. Pretty soon they'll start asking the question themselves. Booking the proposal meeting before they leave ensures that your salespeople won't wait until they feel like it to write their proposal. They'll have to turn it around in five business days (if that's your standard.)

Practice the Proposal

3. Have a couple of short sales meeting segments where people practice proposals they are giving in the next couple of days. Requiring people to practice proposals prevents procrastinating. It also lets you see what's going out of your shop and into the marketplace.