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Marketing & Tech
Tibor Shanto lock

There is no shortage of productivity or enablement tools available to salespeople and sales organizations. Many tools may be useful, fun to use, allow salespeople to do things they may not have been able to do in the past, and if any, everyone gets the same level of productivity improvement.

Let’s start by defining productivity- the simplest definition from an execution standpoint is the rate of output per unit of input.

This leaves you three approaches to look at how to gain and get ahead in productivity:

1. Increase outputs while maintaining inputs the same

2. Maintain output levels but reduce the inputs required

3. Increase outputs while reducing inputs

The latter being the Holy Grail, but the first two will work well too. In the past, sales leaders would look to add headcount and stretch goals to drive more output. They have also been able to bring sales enablement tools into the mix over the last decade or so. But productivity continues to be a tale of two cities. On the one hand, there are a number of organizations doing some great things to drive measurable gains. Others struggle, where advancement in technology has not brought the expected productivity gains. When measured by average outputs per person, productivity for the period from 2000-2013 was only about a third of that between 1939–2000 (0.9% vs. 2.7%).

There are many factors that go into this- one being time. At the core, productivity tools should shift time in your favour. Time being a static input; despite all the cute phrases about time, it continues to be 60 minutes to an hour, 24 hours to the day, etc. How you spend or reinvest the recaptured time, the inputs, and create more output, will result in increased outputs. But this is not about time management, but time utilization. Organizations need to ensure that introduction of productivity tool is accompanied by a plan on redeploying the freed up time in a way that can drive more results.

Like most others, salespeople will approach time like a gas when left to figure it out on their own. The same volume of gas will fill any container even when the size of the container is doubled. So when you gain time from a productivity tool, you need to ensure that activity is actually raised, not just evened out over time.

Success starts before the rollout of the tool, not just planning, but also benchmarking. Where are we now, where to we want to be as a result of introducing the app or tool, and what are the metrics and milestones we’ll use as we move towards the stated objective? That objective needs to be specific, moving beyond just “we are looking to increase sales by 5%”.

Since the objective is to change the underlying behaviour, the focus has to be on activity, on what, when, how, why and how much. It is usually best to start with the ‘why’ if salespeople can understand why something is being rolled out, they are more likely to be engaged, and in turn, will not only use the tools but deliver the desired results. People who do start with the ‘why’ at times make the mistake of stating it from the company perspective. It is better to do it from the perspective of the salesperson, tell them what’s in it for them. Rather than introducing a tool by saying how it will give management more visibility and the data to make decisions. Tell them how it will help them execute better, helping them get more sales and more commissions. They’ll use it, and you’ll get more visibility and data than you’ll know what to do with.

Any investment in enablement technology should include budgeting for training both the front-line rep and their direct managers. This means more than a 2-hour webinar led by someone who sold you the tool, and a Chrome extension for reinforcement. Since you are changing how they sell, you need have one of your trainers relate things to how they sell, how they execute, and how a change in one aspect of that will drive productivity across the entire sale cycle.

Original post:

About the Author:
Tibor ShantoTibor Shanto is Prospecting & Sales Execution Specialist specializing in B2B companies that deliver professional development for professional sales people. He aims to help sales professionals better execute their sales process, with a focus on new client and revenue acquisition. He has worked with hundreds of companies and thousands of reps, helping them understand that success in sales is all about Execution – Everything Else Is Just talk.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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