You need a sales system, not more sales training
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You need a sales system not more sales training
Imagine a sales system as a series of dials. Turn the dials and you make an improvement, just like on a motorcycle. It is not uncommon to dial out friction and increase sales by 25 percent, just by making an adjustment to the sales system.
You didn’t re-engineer the business or rehire staff.
On the flip side, it can take years to train a salesperson before you see this type of improvement. With a sales system, you simply turn a dial and see immediate results.
Like motorsport, speed is critical for success in sales
I’ll use a motorsport analogy to explain why sales systems are so effective for boosting sales.
Think of a motorcycle as a sales system and the motorcycle rider as a salesperson. A motorcycle is a system comprising of many parts like brakes, drive chain and suspension. If you improve any of the parts within the system, the rider achieves a faster lap time, without necessarily retraining or replacing the rider.
The cost to design and build a motorcycle system to win a race far eclipses the budget spent on rider training. Some of the world’s top motogp bikes have price tags exceeding US$2M each.
What BMW can teach sales managers about sales systems
BMW claim to have one of the fastest ‘systems’ on the road. The new 2019 sr1000rr is a whole second faster than its predecessor. To put this statistic in perspective, it can take years to train a motorcycle rider to be a whole second faster. The BMW system is a second faster, out of the crate.
Granted you’ll find good salespeople, like you can find good motorcycle riders. But wouldn’t it be better if out of the gate you had the fastest system? To find the fastest salesperson, you have to scour the globe and find, interview and hire. The best salesperson may not be willing to work with you.
However, with patience and testing, it is possible to design a sales system to outperform your competitors.
Every improvement raises the effectiveness of every salesperson
What’s more, a sale system decodes how a founder sells and structures a sale into a recipe. Now that sales is a liberalized process, more minds can go to work each day improving the sales system. Instead of the founder gathering intel to improve the sales system, an entire salesforce is an intel machine.
Imagine a sales system as a series of dials. Turn the dials and you make an improvement.
Key takeaways
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