A special employee group?
Definitely! The association with the majestic birds fits quite well, because the sales representatives are often far away from the head office and are sometimes left to their own devices in many matters. They are, so to speak, the global figurehead of the company and their decisions have very different consequences.
We expect a good sales representative to
- Customer orientation
- Negotiating skills
- Recognizing customer potential
- Weather development of customer (needs)
- Very good, comprehensive and prompt communication with the head office
- Loyalty and honesty towards your own company
- Commitment to the customer and the employer
- a high degree of discipline and self-management
And do these people even need guidance from others?
The answer is: Yes! Definitely, because although this group of employees works and acts to a high degree independently and decoupled from the head office, sales representatives also need, indeed want, leadership.
Without leadership, there is a risk of disengagement and alienation from the parent company. Without leadership, there is also no, or at least no valid, credible praise possible, because without leadership there is no control during the year (see next paragraph).
Management of sales representatives in brief
The sales manager should break down the sales strategy to the individual sales representatives and formulate work assignments and expectations. In practice, this is usually done in the form of target agreement meetings.
We all know it. At the end of the next period, the degree of target achievement is assessed and a bonus, management bonus, etc. of a corresponding amount is awarded.
But the real leadership happens during the year. It is important
- maintain contact with the field service employee
- keep him informed about what is happening in the company and
- inform him about the effects (positive or negative) of his own actions and deeds
- to formulate the agreed objectives as concretely as possible (SMART)
- to accompany the achievement of objectives during the year
- give the internal and external sales teams the opportunity to interact and plan joint team meetings
- Implement regular one-on-one meetings between you and your employee (also in the form of web meetings)
- Offer help in the form of coaching and supervision, for example
- Plan interim status checks several times during the year
- Provide feedback on performance and behavior
- offer the opportunity for further training
Back office / field service team and other interfaces
Finally, I would like to take up one point mentioned above, as I often experience friction here in my professional practice. Please try to bring the field service and office staff together on a regular basis.
Mutual understanding, successful cooperation, acceptance of others, avoidance of misunderstandings and interpersonal imbalances can only be avoided through regular contact and communication.
The same also applies to the contact between sales representatives and other departments, such as purchasing, production, etc. Joint success is only possible if everyone pulls together, is aware of each other’s problems, recognizes and appreciates each other’s performance.
Conclusion
Please do not lose contact with your sales representatives. Too little contact and, above all, too little positive contact, a scarce flow of information and ignorance of the effects of their own work often mean that the ADs lose the desire to spread their wings and lose their effectiveness. They virtually lead a life of their own. Some are then driven into the hands of other employers who promise to take better care of the successful flyers.
If you like, then let’s work together on your success.
by Eika Schoenmakers, trainer in the Lorenz-Seminare GmbH team