As expressed in several articles and in my books: "In sales, what really matters are results and customer satisfaction."
In this vital management for any business or organization, the "sales interview" is the key moment in which every seller generates his daily results in the different scenarios in which he acts for the sale of his products or services.
It represents the area in which the seller meets each potential buyer and develops his important sales task, and according to his ability, training and skill to conduct each meeting, it will generate its expected results, or not.
For this reason, the desire to sell more and better only materializes through concrete management facts and is called and measured through “effectiveness”. To better understand this important aspect, it is convenient to analyze what it is and how it is calculated in order to apply it correctly in our own activity.
“Effectiveness” is an element that every salesperson and sales manager must know in depth because it measures the key performance of the profession.
Based on its definition, we can say that "effectiveness measures the ability to close sales according to the number of interviews that are carried out in a given unit of time."
Its final value defines how trained, strengthened and efficient the seller is to generate the results assigned to them in their periodic objectives.
We can measure the effectiveness of its management in a day, week, month, etc., depending on the period we wish to analyze and it is applicable to different scenarios where contact between the seller and the potential buyer is carried out, either in the buyer's address (direct sale), in a local or customer service office (retail sale), by phone and even online.
The calculation formula is very simple and consists of dividing the number of closings obtained by the number of interviews carried out in a certain period (week, month, two-month period, etc.) and multiplying it by 100 in order to obtain a final value in terms percentage.
Let's suppose that you carry out an average of 10 daily interviews, that is to say that in the month you complete 222 interviews. If you close an average of 2 daily sales, at the end of the month you will get 44 closings and your effectiveness will be 20%. If the average value of each sale is $ 500.- your total sales this month will be $ 22,000.
Continuing with the example, suppose that your desire to strengthen yourself leads you to discover a better way to increase your closing capacity and by applying the learned technique you increase your performance to 3 average closings per day, which means 66 sales in the 222 interviews in said month. In this way, your effectiveness reaches 30% and the income obtained rises to $ 33,000, that is, a 50% increase in your management compared to the previous month.
Due to the fact that you are also a perfectionist and you improve the application of these techniques that you learned and applied in the previous month, in the following month you manage to close an average of 4 average daily sales, thus reaching 40% effectiveness. The income generated now becomes $ 44,000 and this represents a 100% improvement in your management compared to the first month analyzed. (See table).
|
Month |
Interviews Monthly |
Closed Sales |
Sales Effectiveness |
Avg Value Of each sale $ 500 |
Increase Percentage |
|
|
one |
222 |
44 |
twenty% |
$ 22,000 |
0% |
|
|
two |
222 |
66 |
30% |
$ 33,000 |
fifty % |
|
|
3 |
222 |
88 |
40% |
$ 44,000 |
100% |
How to increase sales effectiveness
The answer is found in each of the readers and "their vision regarding the sale."
If we consider that we will achieve more sales only by increasing the number of daily interviews than we currently carry out, we will probably discover that something can grow, but we must not rule out the mental and physical exhaustion that it will cause to the seller and the consequent low level of satisfaction achieved by buyers. Because "it is not a question of quantity of interviews but of quality and efficiency in its conduct."
This traditional or simplistic view sees interviews as a "black box" where an attempt is made to obtain a result but how the seller conducts his interviews with each potential buyer is unknown.
The professional vision, on the other hand, sees the sale as a process of induction of the seller that naturally leads each interviewee along the logical path that satisfies their need or the solution of their problem when they become the owner of the product or user of the argued service (advisory sale).
In this way, each advice leads to quality closings and, in the event that it does not materialize on that occasion, it will surely be closed soon when the conditions are met and with the addition of recommendations to your friends for the quality of the advice received.
For this, it is only necessary to learn to apply the proven effective Professional Sales Techniques, since they allow the seller to lead each interviewee and potential buyer in a natural way, step by step, on the most direct path towards their best purchase decision, or be the closing of the sale.
According to the number of sellers, the Professional Sales Techniques can be learned to apply them in a short time through:
- A Professional Sales Course for sellers in a company in person (see at https://hellerconsulting.com/)The Online Professional Sales Course individually (see at https://hellerconsulting.com/), andThe book “ Professional Sales Techniques ”(see at https://hellerconsulting.com/) that contains the exercises to perform to learn how to apply each technique.
By applying and perfecting these techniques, the vendor becomes a true consultant for the products or services they represent while increasing their effectiveness in the number of closings in their daily interviews.
Conclusions
It is important to highlight that you have a high margin of increase in your effectiveness since you have seen how you can double your effectiveness and even reach the limit when you reach the excellence of closing all the interviews you do. And this now only depends on you, your conviction and your determination to permanently improve and perfect your way of conducting each sales interview.
You well know that no one will give you what you want and it is time to make important decisions to take the best action and make your dreams come true.
All the actions that we take and that lead us to achieve our greatest desires and desires must be supported by a predisposition to take action and simply do something new, effective and better than what we were doing.
Because "A goal without a plan is simply a wish," according to Antoine De Saint-Exupery.
A well-known saying describes that "the mind is like a parachute, since it only works when it opens" and this leads us to think that if we want to increase our effectiveness to close more sales, we must open ourselves to discover new and proven effective ways to improve and to perfect ourselves.
Although the first step of open mind is very important, it is not always enough.
Completing our open-mindedness with a determination to take action, Napoleon Hill wrote: "Action is the true measure of intelligence" which is reserved only for those who truly wish to realize their greatest wishes and enjoy their accomplishments.
