Dr. Paul Hersey said that “Effective leadership is not ‘different strokes for different folks.’ It’s different strokes for the same folks, depending on their level of readiness for specific tasks.” Have you ever heard a sales manager say something like, “Well this is how I manage and that’s the way it is”? Sometimes, the good intention of working harder, not smarter, has the unintended consequence for managers of their team not meeting goals or at least not maximizing the potential they have to succeed.

The challenge with this line of thinking is that one-size-fits-all management fits no one well and everyone poorly. If a salesperson is great at greeting and building rapport but needs work on probing questions, the style of management or influence needs to be different when addressing them as they are clearly two very distinct areas. When a salesperson, whether frontline or executive level, is treated with a one-way type of direction and is micromanaged for a task in which they already excel, it creates disdain and apathy for both the task and the manager.  A more effective approach is to define the salesperson’s current level of performance for every task of their job and then exert influence around that task with the leader behavior they need, not what they necessarily want.  Inspired performance (meaning that your team is committed and not just compliant), comes from understanding what your people need and providing it for them. 

Here are five tips for defining the performance level of your salespeople and giving them what they need for specific tasks …

1.  Understand the task itself. What kinds of traits are needed and what is the process that will make this task successful?

2.  Define if the salesperson has the ability to do the task and if they are motivated to do it. Sometimes people have neither the ability nor the motivation to do a task. Take new salespeople for example, typically, they have great motivation but lack the ability to perform a task.  Others have the ability but just plain don’t want to do it and a superstar is likely to do the task incredibly well and will love doing it.  Each calls for a different management intervention.

3.  Once you know where a salesperson is with a certain task, define what they need from you. For example, a salesperson with very little ability is going to need a lot of direction – not yelling or condescending, just good, strong explanation and guidance.  The more ability they have, the less direction they need. Those with very low motivation, depending on how much ability they have, may need strong direction.  If they are highly skilled, just a chance to “vent” may be the answer; in which case, you as the manager become a “facilitator”, not a “dictator”.  In the case of a person who is really good at a task and enjoys doing it, they don’t need much of your time – just acknowledgement and an occasional “check-in”.

4.  Understand that as with all people, a salesperson’s performance may change over time due to a variety of factors, some personal and some professional. Just because they have done a great job in the past, it does not mean they are still performing the same task at the same high level.  If this is the case, analyze their new performance level and react accordingly.

5.  Practice your ability to analyze and diagnose the performance level of your team for various tasks; then work on adjusting your behavioral management style.  Your influence style should be based on the analysis of current need for a specific task.

Remember, if you are one of those managers who is of the belief that, “This is the way I manage and that’s it”, you will only maximize your potential 25% of the time.  Why not learn to understand what your sales team needs and then exceed beyond, best performance 100% of the time?

Michael Stahl - Senior Performance Manager, Frontline Performance Group  

Last spring I was at a client location doing side-by-side coaching with a Customer Service Representative (CSR) and observed the CSR offer a service up-sell. She used incorrect language when it came time to present the cost and the customer promptly said “no.” After the customer left, we discussed in detail the proper dialogue for explaining price during a service up-sell.

A few minutes later, another customer walked into the location. The CSR offered an up-sell and when the customer asked the two magic words, “how much?” the CSR explained the price using perfect dialogue and technique. The customer said “yes” without any hesitation. The CSR completed the transaction and escorted the customer out of the store. When the CSR came back through the front door, she did not say a word. She simply looked at me and took a long, deep, theatrical bow.

Salespeople are not born, they are made. It is human nature to want to learn and grow both personally and professionally. Investing in the professional development of employees does more than allow organizational leaders to capitalize on their newly refined skills; it creates a positive environment that leads to stellar employee performance.

Don Anderson - Senior Speaker, Frontline Performance Group

Ted Williams, the Hall of Fame left fielder of the Boston Red Sox, was the last Major League Baseball player to hit .400 throughout the course of an entire season. On the final day of the 1941 season he had an opportunity to sit out a double header and ride his .3996 batting average into the record books. Completely understanding the risks associated with going to the plate, he threw caution to the wind and suited up. After an amazing 6 for 8 performance on that final day his average for the season ended at .406! Williams was the last player to break the .400 mark.

Moral of the Story: A true top performer will always risk sacrificing their individual statistics for the betterment of the team.

Ken Stellon - Senior Vice President, Frontline Performance Group

It happens all the time. We work with a salesperson hitting home runs on every swing when they turn to us and say, “Just stay right where you are, you’re my good luck charm!” or “I’m going to put a cardboard cutout of you right here because whenever you’re around, my  numbers go through the roof!”

Here’s the good news: the sales spikes are real and they do happen when we work with sales staff and their leadership teams. Here’s the eye opener: it can happen any time. In fact, it can happen every time. A frontline employee is “on a roll” when we work with them because when we are present, they use the skills and techniques we teach and model. The fact that a client has a good day when we are on-site is a testament to the power of the program. It works if you work it.

You have to consider the difference between correlation and causality in a case like this. Simply being there does not move the dial. It will not motivate your frontline over the long haul. Good intentions alone do not create results. It’s consistency in presenting every product to every customer every time that leads to results.

Consider the individual who lost over 200 pounds by eating at a certain fast food restaurant for a year. True, he ate at the restaurant almost exclusively. True, he lost the weight. End of the story? Not by a long shot. Did you know that he often walked to and from the restaurant up to 3 times a day? There was a correlation (read “co-relation”) between the food and the weight loss, but was fast food the cause?

What about this famous scenario: in the summer more ice cream trucks drive around the neighborhood. Is there something about the presence of rocket pops that brings on the summer heat? There’s about as much chance of that happening as having a lucky charm on the sales floor.

The product that you sell might not be complicated, but getting your sales team to serve your customers consistently can be. So the next time you hear something like, “It’s got to be the shoes!” look a little closer. Its got to be hard work. It’s got to be dedication. It’s got to be belief. And above all, it’s got to be consistent.

Tom Diaz - Senior Performance Manager, Frontline Performance Group

When does employee loyalty cross the line and become management irresponsibility? We are fortunate in that the overwhelming majority of our clients have a deep desire to support and care for their frontline teams. They do this for many reasons; some altruistic, some not. Some care for their teams because they are genuinely concerned for their well being. Others, while not driven by a deep compassion for their employees, demonstrate care because it is in the best interest of the business. Regardless, these employers have a common understanding that taking care of their employees helps them take care of their customers. They recognize it is just good business.

We frequently run across organizations who under the banner of loyalty retain employees for extended periods of time that have no business working in a frontline capacity due to their poor attitude, inability to engage or influence customers, or both. It is in these situations that many well-intended leaders fall. What they fail to recognize is while employers have an obligation to provide all of the communication, tools, training, support, compensation, recognition and other resources necessary for the employee to achieve an expected level of performance, the employee has a reciprocal obligation to at least “attempt” to achieve that level of performance by using the resources the company has provided. Notice I did not say obligation to immediately achieve the expected level of performance, as someone could be improving month-to-month and still be below the target.

There are many reasons why someone may underperform. It could be a learning difficulty, an inability to acclimate quickly to new technology, an illness or a traumatic life event that is inhibiting their effort short-term. These things can be forgiven if the underperformer is earnest in attempting to improve. Not attempting, however, is inexcusable and usually a sign of a deeper problem. If an employee is unwilling to try and improve when their employer has invested in their skills development, what they are really saying is “The company goals and needs are not important to me. I am going to do my own thing.” This mindset can become not only damaging, but viral and contaminating, as the renegade performer’s interests may not be aligned with the company’s interests. An employer who allows this to happen repeatedly is not being loyal; they are using the banner of loyalty to mask a weak-kneed unwillingness to make tough decisions – one of the true hallmarks of great leadership.

Chris Brown - Senior Vice President, Frontline Performance Group