Your sales team members are the face of your organization and can make or break your business. They help you reach out to prospective clients, build a killer sales pipeline, qualify and convert leads, and build long-term client relationships.

A good sales team works like a well-oiled machine, and every component is crucial for its smooth functioning. Focusing on individual performance is necessary for optimal sales output. In order to identify the areas where your sales team might be failing, you first must understand their underlying sales personas.

Every member of your sales team may struggle with a unique set of challenges. Classifying them into different sales personas not only helps you identify the root of the problem but also helps you manage the sales team more effectively and lead it on a path of success

Sales Personas That Struggle With Success

1. The Newbie

Every sales expert was once a beginner. The start is typically slow and sluggish, and the new member on your sales team likely isn’t familiar with your sales process or your product or service offering as well.

2. The Bad Listener

Many salespeople forget that communication is a two-way street. While these members of your sales team may be great at talking about the product, reaching out to leads and following up with them, one-sided communication often causes failure. Since they don’t listen to their prospects, they cannot understand their pain points and thus are unable to sell to them effectively.

3. The One That Doesn’t Prioritize

The secret to a successful sale is knowing which lead is the most likely to convert and pursuing that one. Prioritizing a series of small wins is better than running after the elusive jackpot. Help your team members realize the value of their time and use it effectively.

4. The Inconsistent Seller

When you have a salesperson who closes stellar deals one month and is stuck in a rut the next, it can be impossible to forecast sales. It also impacts the other members of the team, who have to pick up the slack. Pay this seller individual attention to figure out what isn’t working and convert him or her into a star performer.

5. The One With the Wrong Attitude

The correct attitude and approach toward the sales process is the minimum requirement for success in sales. A salesperson who is too timid to reach out to leads isn’t likely to see much activity in his or her sales pipeline. Conversely, an overly confident salesperson who tries to hard-sell products isn’t likely to succeed, either.

6. The Tech-Averse

In today’s day and age, it’s virtually impossible to conduct a complete sales cycle without leveraging technology. Salespeople who are averse to technology end up with lower productivity and efficiency compared to the ones who leverage technology effectively.

How to Help Your Sales Team Succeed

Closing deals successfully is an art that requires an in-depth understanding of buyer personas, customers’ pain and gain points, and an insight of how the product or service offering will solve their problems. Once you have identified the problems within your sales team, tackling them at an individual level will result in a cumulative effect, multiplying the success of your sales team.

1. Have a Defined Sales Process.

A clearly defined sales process includes a set of steps that the members of your sales team need to follow in order to convert prospects into customers. While every company’s sales process is unique to its specific needs, the general outline remains the same. The process starts with prospecting and qualifying leads and ends with closing the deal and nurturing customer relationships.

Having a well-defined sales process from the beginning equips salespeople with the tools they need to close deals while managing their sales pipeline. A customer relationship management (CRM) platform takes control of the sales process, cuts down the time spent managing and logging data, gives you the real-time status of your sales pipeline at a glance, and helps you manage customer relationships. Having a good CRM frees your sales team from doing repetitive tasks and lets them focus on what they do best – sell!

2. Conduct Frequent Training Sessions.

Training should start when an employee enters your sales team and be a regular part of your employee development program. Start with a solid induction and onboarding session for the new recruits. Give them an in-depth knowledge of the product or service that your organization offers, familiarize them with your sales process. Team them up with an experienced salesperson who can teach them the ropes and help them find their footing by acting as a mentor.

Conduct continued training courses and strategy workshops on a regular basis to keep your team motivated. These sessions are small investments that lead to compounded gains over a period of time. Continuous sales training helps your team refresh what they already know and add to their knowledge repository. Focus on the concepts we often take for granted, like communication skills, buyer personas and the psychology of selling, and the results will be soon visible in terms of more deals.

3. Periodically Conduct Individual Reviews.

Sit down with each member of your sales team, and work to create solutions together. Sit in on a few sales calls with your team members, evaluate their sales pipeline to identify the bottlenecks and ask them what specific training they need to in order to perform better.

Individual reviews will also help you gauge your team’s use of sales tools. Are they using the advanced features of your CRM? Are they focusing on filling the sales pipeline and updating the stages within the pipeline, or they are just focused on closing the deals?

4. Provide Actionable Feedback.

Conducting reviews is only half of solving a problem. It’s also important to give team members with actionable feedback. Provide them with clear goals and targets, including non-monetary ones. Give them pipelines milestones to achieve within a specific time frame, and ignite their competitive streak.

Landing sales is all about creating a stellar value proposition. Make sure your sales team does so at every step of the sales process. Ensure that every member of your team has intimate knowledge of your product, customers and competitive scenario and has access to the resources that he or she needs to deliver results.

5. Provide Positive Reinforcement.

Put a solid sales compensation plan in place that not only spells out monetary rewards but also keeps the sales team motivated by recognizing their efforts. A focused and dedicated sales team is the result of constant efforts on your part to provide them with an environment they can thrive in.