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Sales Leadership
Jun 13, 2018 | Canadian Professional Sales Association lock

How to Evaluate Your Team’s Success

Most sales departments focus on targets and quotas as indicators of success on their sales team; however, there are many ways to measure success on the sales team, and deals metrics are just one way. It is important to look beyond sales targets to understand the health of your department and other business areas. Here are some of the ways you can evaluate your sales team’s performance outside of targets and quotas.

Is the Sales Team Culture Healthy?

A strong culture is an indicator of success that sales executives frequently overlook. While HR professionals understand that culture impacts business performance, sales leaders don’t often acknowledge the role it plays in their team’s results. Evaluate your sales team culture on a regular basis. Look to understand whether your team works together to close difficult deals or resolve questions. Are they engaging in peer coaching and sharing interesting learnings or insights with the rest of the team? Fostering a strong culture will encourage team members to support each other, driving better results for everyone.

Are the Leading Indicators Strong?

KPIs are important, but there are other leading indicators that will reveal more about the health of your team’s pipeline and how likely they are to hit targets in future months or quarters. You’ll want to understand number of calls and meetings booked and the conversion rates from lead to opportunity to close. Your sales team could have had a rough month for closing deals, but if their numbers are strong for meetings booked and opportunities in the pipeline, they may still hit quarterly or yearly targets.

Are Their Calls and Meetings Going Well?

While it can be difficult to measure, the tone of your team members meetings and calls is another indicator of success. Building strong relationships and creating interest may not pay off in the near term, but your team members are working toward a sale at a later time. Pay attention to whether or not prospects are receptive and positive throughout calls, as this is an indication that your team members are successfully pitching.

What Is the Trend?

Everything is relative, and so it is important to look at your team’s results in the context of how they have performed in previous months or quarters. If they missed targets but closed 50% more business than the previous month, you may still consider this a success. Look to see whether your team’s results have a positive trend and improvement over time, as this is a strong indicator for hitting upcoming targets, and that they are learning and improving over time.

Understanding your sales team’s performance requires more than just a single metric. Taking a holistic approach and looking at all of the factors that need to come together to close sales will help you accurately gauge how the team is performing.

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