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Understanding Sales Force Effectiveness

Before any business can fully engage in the improvement of sales performance, it needs to understand 3 critical things about itself. Is your Sales Revenue, Customer Growth and Profit Performance meeting target?

Do you have a 2 - 5 year business growth plan and if so, is your sales team skilled to assist you in reaching those key business goals?


In order to develop effective sales teams, there are a number of key success factors needed to ensure you have a team capable of delivering profitable outcomes to your business.

So in order to begin the journey toward creating effective teams, you need to at the very least establish the following:


  • Understand where the current skill levels are within your team and where they need to be

  • Determine whether the skillset in place is actually capable of delivering against the business target  

  • Develop highly effective interpersonal selling tools to close the sales gaps identified

  • Understand where they sit with regard to key customer relationships - both retention and growth

  • Determine their negotiating ability and whether they are capable of creating win win scenarios

  • Does your team have the ability to demonstrate personal accountability and understanding and know why that is important

  • Are they effective at prospecting for profitable business growth

  • Do they understand the difference between margin and profit management

  • Are they effective and articulate in communication at all levels within your customer base

  • Do they demonstrate all the key attributes of successful Account Management 101

If you're not able answer yes to all of the above, then chances are your sales team will be unable to effectively deliver against the business objectives you have set. At James J Contracting, we believe our approach is designed to not only present tools to enable effective sales teams, but also our "In Field" support provides an opportunity to ensure each sales person has grasped, understood and implemented the learnings they have received.

In order for any business to succeed it must have a clearly defined and agreed set of business objectives. These are the agreed goals, aspirations and minimum expectations by the stake holders. They will include (but not be limited to) the following:

  •  A 12 month sales & marketing plan, targeted revenue, operational KPI's and a commercial performance plan agreed by the key stakeholders

  • A 2 - 5 year strategic business plan identifying key areas of market growth, product developments, planning, operational capex requirements and profit projects that can meet the capital investments while delivering an acceptable Return on Assets employed 

  • Supporting the above will no doubt be a detailed human resource plan designed to address areas such as key resource retention and recruitment, any collective or individual employment contract expectations, succession planning, training & development plans and action plans around culture, diversity, performance and health and safety

It stands to reason that for success to be realized, your biggest assets within your business (your people) need to be equipped to deliver the results the business need and demand.

Understanding the Business Objectives