As the corporate world emerges form their "rabbit frozen in the headlights" mode to "how we plan our way out of this mess" mentality, there is, like never before, a new focus on "Sales Effectiveness"

So says James Alba-Duignan of Performance Matters Limited.

James explains further:-

"Now is a time to be out there proving the value you bring to clients.

Their business has fundamentally shifted as has yours and the best sales people are out trying to understand what has happened and how they can help their clients "win" in this new world business order.

The current climate will be bringing opportunities to some and disaster to others, the trick is to be in the former group and not the later!".

So how do we achieve this? - James advocates - "By focusing on "Sales Effectiveness" - that is, your ability to win, retain and grow "profitable business" by truly understanding your clients and prospect's business needs!".

"If you're selling the same way you were 12 months ago, you're running the risk of standing still or moving backwards visa-vie your competitors - things need to change and evolve".

"And beware those for whom this time spells disaster - that may include some of your competitors who may be out their slashing prices in order to win business from your customers - another good reason why you need to be talking to your 'priority accounts' about how you can help them win by "adding value" and proving "competitive differentiation" - not just giving them a discount!".

And what of those companies "forced" to reduce head count - even the sales force? - James acknowledges this. "It's a little known fact that, statistically, only about 15% of any sales force have both the skill and the will (motivation) to perform well - this is exaggerated by a tough business environment. Sadly, another 15% have neither the skill nor the will to shine, but the spotlight may not fall on them due to policies dictated by head office.

The other 70% of your team are likely to be equally divided between either having the right skills, but not the motivation to perform well, or conversely, keen and eager to do a great job and put in long hours, but lack the right skills to be truly effective.

Sadly, too many sales managers are ill-equipped to spot the differences between these groups and for the want of either some skills training or effective coaching, the wrong sales people are let go, instead of managing them into the group of top performers and therefore providing the much needed revenue the business needs - This makes the future bleaker than ever for those without the tools to correctly diagnose the problems."

After leaving American Express 3 years ago, James formed his own consulting company, Performance Matters Limited and now advises companies on how to get the best return on investment from their Sales & Marketing Resources

"It's in the name of the company really" James says, "and in challenging times like these, your performance really does matter!"

James Alba-Duignan is Director of Performance Matters Limited and is a much sort after Sales & Marketing Consultant, Coach and Trainer; advising clients on all matters regarding sales effectiveness, market entry and growth strategies. He may be contacted at email: jad@performancematters.com.hk

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