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Corporate Productivity Consulting (CPC) has keenly researched into performance improvement over the last 20 years. It has studied over 85 organizations. The results revealed that sales training, in itself, brought marginal improvement in the sales team. It is because:
There is a low follow-up by the supervisor with his sales team post-training.
This is because there is no clear measure of the outcomes post the training.
The monthly sales review meetings (at every level) look solely at the sales figures. These neglect the drivers (lead measures/ levers) to the business KRAs.
The organizations (like HSBC Bank, Amazon, Asian Paints, Pidilite, Sony, Apple) that have been executing the above BEPC model, are able to achieve business KRAs smoothly.
CPC is thus, focused on providing the service where it helps the Business Head & the senior team discover the business levers to each financial KRA. Subsequently, a CPC Resultant helps decide KPIs, data source, frequency of data capture & reporting for each business enabler. The CPC Resultant assists the team to shortlist crucial Business Enablers and create a dashboard. Thus, a Business Enablers Progress Card is designed & deployed.
Brings Higher Focus on Business Levers as a route to achieve Sales & Other KRAs
Makes Business review meetings more structures, rigourous & effective
Enhance ownership & accountability in the sales team & thereby progress on enablers
Enhance senior manager engagement with frontline team & support them in the field
Makes business development / channel management activities process oriented
Provides support tools (Videos of ideal interactions / calls) so as to learn quickly
BEPC is stabilized at the Business Head level before it is taken to lower levels. It may take anywhere from 2 months to 6 months.
Additionally, CPC also offers designing & implementing a Balanced Score Card (BSC). BSC covers other aspects besides financial KRAs. Whereas, BEPC only focuses on achieving financial goals through keeping huge focus on business enablers progress.
Purpose of Performance Rigour System (PRS) is to build strong ownership & accountability in the sales team. For business enbalers outcomes to achieve business KRAs like Revenues, Realization (Contribution) & Collections.
CPC recommends the route of BEPC (Business Enablers Progress Card) to effectively achieve financial goals. The CPC Resultant attends all business review meetings and coaches the team towards progressing on the selected Business Enabler Objectives. The Resultant takes the team deeper into specific initiatives and actions (even micro-actions) to ensure results come through every month.
This rigour is implemented as a top-down approach. When the ZM is held accountable, he drives it downwards through RM to AM to the frontline sales team (FST). Thus, the AM starts coaching & reviewing on business enabler outcomes (business funnel, range selling, direct reach, channel partner effectiveness, etc) to the FST.
The HR department is also roped in to ensure monthly performance review of low performers basis BEPC. Additionally, the IDP (Individual Development Plan) is also devised to help the sales team members achieve BEPC from the subsequent month.
Since all the CPC Resultants are thoroughly aware of the business models & KSFs (Key Success Factors) for most of the industries, CPC proves to be of immense value to an organization.
There are several factors that impact the Sales Team Performance Improvement. One of these is the excitement each sales executive feels about his/her contribution to the company’s success.
To keep the motivation & excitement alive, the sales team leader needs to keep the executives engaged. CPC coaches the team leaders in this aspect. Independently, CPC also drives some engagement activities with the frontline sales team. These could be quizzes, treasure-hunt games or outbound adventure events.
Further, incentives, rewards, recognition & celebrations go a long way in keeping the sales team in top spirits. The executives feel proud of the company and are motivated to excel.
The experts at CPC help in devising these policies & practices that contribute in sales team engagement and performance improvement. The clients extend these CPC recommendations to other departments or group companies. The ROI for the client goes beyond just the tenure of the CPC assignment.
Implementing BEPC, PRS & TEM (See previous sections) helps move towards the desired business growth. However, sometimes, we still find senior sales team members being deficient in critical competencies. Some of these are :
Their own energy, mindsets & beliefs.
Own vision & values.
Ability to influence the team.
Ability to review, coach & inspire the team.
Building trust & cooperation amongst team members..
Garner support from the CEO or own peers.
Any time these bottlenecks are discovered, CPC addresses the challenges. It designs & executes FTF coaching, counseling or individual skill-building sessions.
Applied at the senior level
Understand your behavior's impact on organizational outcomes.
Effectively communicate goals and inspire trust.
Be comfortable persuading, promoting and delegating.
Know where to change course and help others to do so.
The idea is to align the four most critical interventions-BEPC, PRS, TEM & SLDC, to achieve Sales Team Performance Improvement. While executing these, if the CPC Resultant comes across some other hindrances, they notify the CEO about the same.