By now every business owner has heard the phrase “you should work on the business not in the business,” but this is easier said than done. This philosophy is where a lot of owners get stuck. Typically the owner is the number one salesperson even among sales reps they have hired to generate more business. The owner is left feeling discouraged because the passion that made them successful isn’t visible in their people. This common problem that business owners face is called non-transferable skills. Non-transferable skills occur when the business owner is successful in sales but when they try to ‘transfer’ their sales skills to their salespeople they don’t achieve the same results.
Recently I had a conversation with a new client who made the comment that I hear too often in my line of work, “Aaron, I told my sales rep what I would say and how I would handle the situation but the deal fell through anyway.” After I explained the definition of non-transferable skills, I informed him this common problem happens for a few key reasons. First as a business owner there is a different mentality and level of passion that comes with growing something of your own. Second, everyone is unique, using the same techniques and messages as the business owner won’t translate the same through everyone. Salespeople have to be authentic to their prospects to be successful; if they don’t come off genuine the prospect will pick that up. Finally, the business owner could be a wing-it star. This term describes a salesperson that is good at what they do but don’t have a strategy or process that they consistently follow. This type of salesperson will give multiple ways of handling the same sales situation which leads to confusion for the sales reps asking for assistance.
Identifying why business owners don’t see the same results from their salespeople is only half the battle, but once this is done there are a few key things the business owner can do to keep this from happening.
1. Hire what you can’t manage- The best sale most reps make is getting their job. You can teach someone a skill, process or help develop a strength but you can’t teach someone to have desire, commitment or responsibility. All too often people are hired based upon their past successes which don’t always translate to a new position or industry. Instead hire those who have a high level of desire, commitment and responsibility and you will notice they will be easier to train and manage.
2. Understand your people’s personalities-Everyone is different and may have their own unique talents. You can’t change people, therefore understand your people’s unique talents and personalities and adapt the way you communicate with them.
3. Help your people develop a business owner mentality-Help your people with their big picture thinking and bottom line mentality. This will help them be seen more as an advisor to a prospect instead of a typical vendor.
4. Develop a sales process- By developing a process (not a script) you allow your people to make it their own system. When they make it their own system they can execute your steps in a sales process their own way.
Business owners who are not seeing the results they expect out of their salespeople in turn become stuck working “in” the business. To break this ugly cycle and to break through their current sales ceiling business owners need to understand their sales skills might be non-transferable. By hiring what you can’t manage, understanding your sales team’s individual personalities, developing a business owners mentality in your team and having a sales process you will be able to work “on” the business and help bust through your current ceiling of success.
Aaron Prickel
Lushin & Associates, Inc.
317-218-1913
aaron@lushin.com
Tags: indianapolis small business, Sales
