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Dave Kurlan on Understanding the Sales Force

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Missing Sales Research and a Call for Sales Superstars

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I read this article on the Best-Kept Secrets of Sales Research.

First, I wouldn't call this sales research as much as market intelligence. 

Second, I wouldn't exactly call this stuff secretive.

Deborah Penta, the incredibly successful CEO of PENTA Communications, a full-service Marketing Firm, routinely has her staff performing audits like this on behalf of her clients.  Why don't the clients do it themselves?  Clients won't get this type of honest feedback if they perform it themselves!

So the research or intelligence above may help you learn why you didn't get the business, perceptions about your company, its shortcomings, and the perceived advantages of your competition.  But the author left out the most useful sales research - #6 (should be #1) the sales intelligence you get from evaluating the sales force.  Only through a sales force evaluation can you find out why your salespeople aren't able to consistently get the results you want, address and overcome their perceptions and win more frequently. In other words, what do you have to change, not from a marketing message, but in and on your sales force? Access the many articles I've written that are based on sales research, data and science.

You've read before about the elite top 5% of all salespeople - those we have identified from the 500,000 salespeople we have assessed.  Just last week I wrote an article - research really - about the difference between the top 5% and the bottom 5%.  I just learned about an opportunity for some of the top 5% - the sales superstars - to speak in Taiwan!  If you're interested in being considered for this honor, let Chiu Piling know by sending an email.

(c) Copyright 2009 Dave Kurlan

 

Posted by Dave Kurlan on Wed, Dec 16, 2009 @ 04:44 AM

COMMENTS

These days and economic times of change I am dumbfounded why any company of any size is not assessing their sales organization the right way, getting the right information to adjust, change and improve where they are today so that they may get to where they want to be in the future. 
 
This is not a money issue as I hear, or a time issue, or budget issue. This is a change issue for survial in the new economic era that is upon us. 
 
I do not know what it takes to wake folks up, but now is the time to look back over the past year, look deep and hard. Ask yourself what would you change to generate profitable revenues?  
 
The intelligence gathered by assessing your organization that generates revenue is a must. Make no excuses for not doing so. If you don't change you can bet that some of your competitors will. 
 
As I've said the economy has changed, have you? Why not?

posted on Wednesday, December 16, 2009 at 9:15 AM by Ed Kleinman


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