how to effectively set expectations with your sales team

Set ExpectationsHOW TO EFFECTIVELY

WITH YOUR SALES TEAM

Does your sales team really understand what you want them to do (behaviors)…

…and what you want them to achieve (results)?

Managing sales performance consists of the following 4 steps:

Communicate expectations

Monitor results

Monitor and manage specific behaviors

Provide regular feedback

Holding sales reps accountable starts with clear expectations

Avoid vague language or emails that don't clarify

specific behaviours desired from each sales rep

6 Communication Guidelines for Setting Clear Expectations

5

Personalize the communication1

2 State the desired result/s

Include the behaviors3

4 Define the metrics

Check for understanding

Personalize the communication1

The communication should be specific to the sales rep

not a general message that could be interpreted as not applying to them

State the desired result/s2

Make sure your communication includes

what you want them to achieve

Include the behaviors3

Include specific actions that, if performed well, should lead to the desired result

Define the metrics4

It should be clear how you will measure performance and over what period of time

Check for understanding5

Have sales rep recap their understanding of your expectations

Follow up in writing6

Send out an e-mail recapping your

communication, ensuring it adheres to the five previous guidelines

Example: Unclear communication

“We’re tracking behind this quarter and need to take our game up to the next level.”

Example: Unclear communication

Example: Clear communication

“To achieve your quarterly sales goal of $500,000 this quarter, you will need to close

an additional $267,000 by the end of the quarter (December 31).

In order to accomplish this goal, I would like you to conduct in-person meetings with at least 5 of the 7

customers that are in the “agreement” stage of your sales pipeline by next Friday (December 12).”

Example: Clear communication

“Given your history of success with customers (70% close rate of opportunities in agreement stage),

this should allow you to exceed your goal if you can get these meetings set quickly.

Please let me know if this makes sense to you and what steps you will take following this discussion.”

Example: Clear communication

[Pause, listen to response, and check for understanding]

Example: Clear communication

“Great. Let’s plan on reconnecting next Monday (December 8) to review where you stand

on appointments, discuss the specific goals for each meeting, and how I can help.”

Example: Clear communication

The importance of clear communications to set expectations

can be overlooked when focusing just on results

By clearly setting

expectations we can hold

our sales reps accountable

and help them succeed

Sales Coaching can drive revenues up by 20% or more. Help your Managers become great coaches.

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By Norman Behar

@NormanBehar