We had an interesting discussion today in our office related to how we could better help one of our clients.  For a long time we have emphasized the fact that we are not a "sales training" company - we have a much broader focus that involves looking at every aspect of a sales organization.  Sometimes, usually in fact, that involves training sales people to overcome weaknesses and implement better skills and techniques.  BUT - that is not always a step that happens immediately or as early in the process as some clients might like.

Many times we need to start by fixing the sales leadership team.  Other times we need to improve the processes or systems that are in place.  Sometimes new people need brought on and other times the dead wood needs to be removed.  Of course, there are some people that will push or promote training without building the right foundation, but any good effects would be short lived at best.

Don't be tempted to, as the old adage goes, put the cart before the horse, when it comes to developing sales people.  Like so many things the order is as important as the content.  If you are looking for historical lessons then reflect on the poor foundation that was laid and the lack of planning that has plagued buildings like the leaning tower of Pisa.  You simply cannot rush or hurry through the laying of a foundation.

When we first entered into this mess about one or some say as early as two years ago, there were many salespeople that were not used to tough conditions. Those that are still selling have gained some valuable experience and when things eventually start moving this perspective should make them more effective.

I know - "that's nice - but what about now?"

The facts are that in this somewhat frozen economy there are things that your people can do to keep the numbers where they need to be.

To begin with - let's think about a literal freeze, an Ice Storm shows up while you are working and leaves 1 to 2 inches of solid ice on everything. Do you not go home? Are you trapped in your office forever? Can you not go next door to Starbucks and get a coffee? Of course not. But notice what does happen to your behavior when conditions freeze:

• You move much slower.
• You make fewer or no sudden movements.
• Tiny steps.
• Maintain balance and hold onto something.
• Complain about the Ice.
• Remember bad falls or accidents from your past.

So in these ICY economic times your buyers are doing the same things. They are still buying but they need help and guidance more than ever. If your sales people can be consultative and help them they will find opportunities to make those sales.

Stalingrad 1942 - one of the bloodiest battles in modern history began as the Russian forces in that city fought back against the German onslaught. The siege soon turned to street fighting and as the harsh Russian winter approached and the depleted Russian troops felt they were losing ground a new form of fighting emerged - the Russians turned to the sniper. The role of the snipers in the battle for Stalingrad is legendary - in fact movies like "enemies at the gates" depicted the crucial role they played in holding off the German advance until reinforcements could arrive.

Snipers travelled light, they moved quickly, expended less energy, were protected from enemy fire by the very nature of their work and when bullets were in short supply they used them sparingly - only when guaranteed a hit.

So lately I have heard that selling is tougher. The landscape has changed. The clients are more selective and moving slower. The competition is fierce. All of which leads us to the question - Have your sales people adjusted their techniques? Are they fighting smarter? Can they even hit the target if they want to? (rapid machine gun fire hides a lot of errors as does a booming economy) Do they know where to find their targets? Are they brave enough to pull the trigger and expose their own position to the enemy when they have to? Do they have the nerve?

Are they selling like a sniper? Has nothing changed? Are they being sniped?