If you want to lose weight you have to step on the scale. Common sense, right? I have worked in dealerships that believe in this and some that don't.
As a sales manager, I found that one-on-ones were virtually impossible without data. Not only were they impossible they were useless. How do you coach an individual to success if you don’t know why they are failing?
Sports are always compared to sales. Imagine a professional sports franchise that didn’t keep stats. What if a basketball team did not keep track of free throw percentage? How successful would they be if all that was tracked was the final score? Common sense, right?
One big difference between sports and sales is the audience. In most cases, there are spectators watching that basketball game. A salesperson can talk to a customer and in some cases no one will know. What will determine if they log that guest?
It is human nature to take the path of least resistance. As a salesperson, if my sales manager yells at me because my appointment percentage is too low, I know how to fix it. If I am financially rewarded for a high closing percentage my closing rates will be off the charts. I just won’t log my guests properly.
Salespeople need to be educated on why we need accurate numbers. One, in a lot of cases, this is how we gauge our advertising effectiveness. Two, coaching cannot occur without accurate data. You can’t fix a problem you don’t know you have.
Sales managers are coaches and mentors. It is vital that we approach numbers carefully. A salesperson will learn to kink numbers quickly if they don’t see constructive criticism and productive feedback.