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The Gap Analysis Between Your Best Salespeople and the Rest

Posted by Tony Cole on Wed, Apr 11, 2018

How does your sales team compare to others around the world and in your industry? Click HERE for a free analysis.

Imagine being in an executive committee meeting for your company and you’re having the budget discussion. Part of that budget discussion includes revenue. Assuming that the company you are part of is a growth-oriented organization, there will be a discussion about revenue growth – part of that being organic sales growth. Our sweet spot is organic sales growth, so let’s focus on that.

Using the Sales Effectiveness and Impact Analysis (SEIA) from our partner, Objective Management Group, we help companies identify where the sales growth opportunities are within their company. The SEIA consistently answers 4 critical business questions:

  1. Can we be more effective?
  2. How much more effective can we be?
  3. What would it take?
  4. How long would it take?

SEIA chart

The findings here answer several questions. One of which is: What are our current sales capabilities? The chart above identifies two important findings. 

The RED area identifies the current sales competencies and the GREEN area represents the potential for improvement in sales growth if a company focused their improvement efforts on these areas. Understand that these are symptoms and not root causes. Treating/training the system will maintain the current status but will do little to nothing to drive growth. Identifying the root cause for the current sales capabilities still need to be addressed!

As I have said to hundreds of sales executives and sales people over the years – “Your organization, your business, is perfectly designed for the results you get today.”

So imagine for the remainder of this article that this one chart represents your company. 

The sales competencies of the sales team are 1 of 13 different factors that contribute to a company that generates the $15M in new sales to your company. You might be thinking – “Tony, given some time to think about this I probably would have arrived at the same conclusion(s) that your evaluation has. So we need to get better at hunting, qualifying, consultative selling, selling value and closing?” Yes, that is true- you might be able to arrive at the same information we did but that begs a question doesn’t it?

If you could have come to the same conclusion then why is consistent and predictable sales growth still a persistent challenge for your company?

Sales growth today requires science and research. A leader of an organization needs to be able to find a reliable way to expose the exact framework of how your sales organization is built and how it operates. The leader needs an in-depth look at the people, the process, the culture and the systems that are contributing to results. Then based on those findings, develop a more strategic and intentional approach to building, developing and training a high-performance sales team.

Need more assistance identifying what makes your top sales performers the best? Click here to register for an upcoming Live Broadcast on The Role of Benchmarking, EEOC Compliance and Predictive Sales Selection in Hiring Great Salespeople for Your Company. 

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    About our Blog

    Anthony Cole Training Group has been working with financial firms for close to 30 years helping them become more effective in their markets and closing their sales opportunity gap.  ACTG has mastered the art of using science-based data and finely honed coaching strategies to help build effective sales teams.  Don’t miss our weekly sales management blog insights from our team of expert contributors.


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