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There Is No Substitute for a Well-Trained Sales Force

The home selling profession is a people profession. People — buyers — buy homes from people — your sales staff. So, it is imperative to have the best possible sales people representing your company.

You should do everything possible to prepare your product for consumer acquisition. That includes preparing the most important sales ingredient of all — the most professional salespeople possible.

Einstein once said, “The only uncontrollable dimension in the universe is people.” Therefore, you have to have well-trained, highly sensitive and emotional salespeople to help your prospects become participating buyers.

Excellent Sales People Are Worth the Investment

In order to get and retain outstanding sales personnel, you have to compensate your sales staff as well as, or better than, the competition. Not only that, you should offer them sales incentives.

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A solid compensation program with incentives for increased production will be money “well-spent,” even when compared with spending additional dollars on advertising. That’s because excellent sales people always find ways to attract business to their doorstep through their own efforts. They do not wait for the market to occur — they make the market.

Excellent Sales People Need Motivation, Too

While compensation is very important, it is not the only factor that motivates your sales staff. Remember, “Outstanding salespeople work for pride and commissions.” Your motivation program has to be equally as good as your compensation plan in order to help your sales team maintain its competitive spirit to outsell the competition.

As for your role as manager to the sales staff, keep in mind the following action items and adapt them to your personal development or management style:

1. Start with the best possible management team.
2. Get the best sales personnel to sell your product.
3. Train your sales team — positive sales results will follow.
4. Become people oriented.
5. Demonstrate…demonstrate…demonstrate.
6. Know the objections to your product and know how to overcome them.
7. Learn the art of “making and closing” the sale.
8. Get names, addresses and phone numbers of prospective buyers.
9. Good follow-up is the key to sales activity.
10.  Ask for referrals from everyone and then “work” those referrals.
11.  Always prospect for more leads.
12. Sell with enthusiasm! Emerson once said: “Nothing great was ever achieved without enthusiasm.”

Some Common Mistakes ... and Corrective Actions

Here are 10 simple ways to avoid or correct the 10 biggest mistakes a sales manager or sales person can make:

                    Common Mistake:                                        Corrective Action:

1. Failure to administrate.                              Administrate and communicate.
2. Poorly executed sales meetings.            Plan your sales meeting.
3. Failure to communicate.                            Communicate.
4. Putting people development (sales        Train. Train. Train.
   training) last.                  
5. Lack of professional attitude.                    Foster a positive and enthusiastic attitude.
6. Poor follow-through and follow-up.          Always follow-through and follow-up.
7. No goals or sales targets.                         Set and accomplish goals.
8. Improper hiring procedures.                     Hire the best.
9. No or low incentives.                                   Incentivize the team for more results.
10. Taking knowledge of the job for                You’re never established until you’ve sold  granted.                                                          your last product or service.

In order to constantly create more sales, be sure that you and your associates regularly review the lists above and critique one another.

You might also consider having your staff prepare written essays on one topic at each weekly sales meeting and follow it with a discussion. The exercises will create a better understanding of the sales profession among all involved. They will also help you reinforce the skills that your sales personnel need to make that next sale. In addition, the educational experience will provide each sales person with a personal sense of accomplishment and satisfaction.

S. Robert August is president and founder of S. Robert August & Company, Inc., a national marketing and public relations firm based in Denver that specializes in providing home builders, developers, manufacturers and lenders marketing/management consultation and sales training. Robert is also past chairman of NAHB’s National Sales and Marketing Council. Robert can be reached by phone: 303-220-8480, fax: 303-220-0107, email:  Robert@srobertaugust.com, or by visiting the S.Robert August & Company Web site.

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