Why Sales Effectiveness is far more important than Sales Effort

Why Sales Effectiveness is far more important than Sales Effort

business consultantsTo help clarify, we put both words into the dictionary and here is what we got back:


Effort – The use of physical or mental energy to do something

Effective – productive of or capable of producing a result

We continuously encounter successful businesses where the sales resources are very busy, extremely busy, run off their feet. In fact, run a quick pole in your team right now and you’ll find the same thing, they’re all busy and you’ll probably get requests of “we need more people”, “we haven’t got enough time”. Business consultants with sales experience speak of similar experiences.

We’ve never met a sales rep or manager who has not said they are very busy, 100% busy. But we have met a boat load of sales resources who are busy doing the wrong things. So you’re natural question might be, why would they do that?

Most sales professionals are good, honest and hardworking. The main problems of them not being effective are:

–          Lack of clear direction on what is really expected of them

–          Poor management

–          Their integration or training in the business has been lacking

–          The products they sell have no real market differentiator or they don’t know what that differentiator is, the “why you should buy from us”

Most owner managers expect a rep to sell, they are after all “Sales Reps”. As leading business consultants we agree, they are indeed sales people, but that alone does not ensure they will be effective in selling your product.

So what do you do?

–          Integrate them well into your business, your products, your culture, etc. If they don’t get that grounding they will struggle to perform

–          Make sure you clearly explain, in detail what you expect of them, what they should do, how they should do it. Clear targets, method of operation, etc.

–          Manage them (not micro-manage). If they are told they are doing well they will respond positively, equally if they are told they are doing poorly they will try to adjust their behaviour. If they hear nothing then they typically assume things are fine even if they are not

You will spend tens of thousands of Euro recruiting, training and paying a resource. The best guidance we can give as business consultants is that you owe it to yourself and the employee to give them every opportunity to be productive, effective and drive the growth, productivity and profitability of the business.