Black Sales Journal

I will not attempt to convince you that the annual performance discussion is a guaranteed positive moment in your life. Everyone has a different situation. This is an important milestone in your employment, and you should be prepared for this discussion as it will memorialize the past year.

The Performance Discussion

Whether it is called a performance review, a performance appraisal, or some other term, you will find this time useful in determining if your manager values you. You will be able to determine this based on the amount of preparation and forethought that the manager shows.

For some, this is a time of discovery.  You may be asked to gather baseline data that this session will be based on. In other words you will need to sift through the sales and operational statistics to determine what you have been doing for the past year. You might think that this is laziness on the part of your manager.  You might think that  you have been asked to gather the information to “hang yourself.” On the positive side it gives you the opportunity to determine your weak points, accentuate strong points, and in general fairly and cautiously spin the information in the best light, all while preserving the truth.

Scenarios–A Few Practical Examples

Here are a few examples of how you can use this activity in your favor:

Scenario 1 : You have not been successful in developing one or more portions of your territory. Your numbers show it, and you know it will be an issue.

In your self-review point out the territorial weaknesses, the reasons for the shortfall, and the objectives that you will undertake to solve the issues. Indicate interim check dates, final completion dates and intended results. In essence put together the plan for producing acceptable results. Advance the discussion toward constructive solutions that you have drafted.

Scenario 2: Your sales numbers indicate lower sales figures and close ratios than some of the other sales professionals.

If your activity generates lower production and close ratios than are the company norm, you need to consider “baking in” those lower ratios into your activity goals. It is not uncommon for Black sales professionals to have reduced close ratios yet still be effective and successful. Everyone is not your ideal customer. The reality is that you may have to work more prospective customers to get as many sales as others in your organization. You need to be prepared to point this out and have these additional numbers considered in your sales funnel or plan. Estimate your quote/proposal ratios and sales ratios in a realistic light then share these estimates in your plan if you have confidence in them.

Scenario 3: Your sales totals are lacking and your prospect base is light and lacking productivity.

Here’s where you need to consider some real changes. You need to have a plan that is aggressive, and puts in your own milestones for your goals. Take the opportunity to outline a plan (if possible) based on quarters (this is better than months) and what the numbers will be for the interim checkpoint dates. See the two examples above for examples of how you might structure this. Above all, you must have a stronger prospect base to succeed. Consider a niche for a specialty, maybe even more than one.  As you read here previously (Your Customer Needs An Expert, December 20– see Recent Posts), this can be in terms of industry, product, or maybe even geography. Check the potential of the niche in terms of availability and numbers of customers and go in with a plan to increase your prospect base. Be honest with yourself regarding the potential and do some preliminary research on the niche.

You Are the Expert On You!

Above all, as was stated in the last post,  “Be the expert on you!”.  If your sales funnel is weak you will continuously be subject to problems as you go forward. There is a “law of large numbers”. You cannot have the success that you need without some solid sourcing of perspective customers.

Remember, you cannot instill confidence in others regarding your activities if you don’t have confidence in what you are trying to accomplish.

Resources at Stake

Your access to resources like house accounts, call-in business, and accounts and prospects from terminated reps is all open territory for this annual discussion. All this is made much more easy by having a well-thought-out approach to any deficiencies in your performance. Be prepared with well documented facts and logic. As a manager of a production staff, if someone had a plan, I tended to let the plan play out if it made sense.

Let me know what you think on this issue. Send a reply!

2011 will undoubtedly be a good year for the hire of sales professionals.  Pent up demand is showing, and there are possibilities that moving products and distribution will be an important priority during the full year of 2011.  Now, if you are considering a job switch, it is time for you to “get your ducks in line”.

Selling You! – Putting Your Best Foot Forward

I am going to give you some areas that you might want to focus on that could help you in this job search. Some of these you may have used already so this will take the form of a worthwhile reminder.  Some of these may be somewhat new.  From having hired sales professionals, I can tell you these items will enhance your chances!

I have broken this down to Stage 1 and Stage 2.  Stage 3 is negotiations for a job, and will be covered in another post.  There are items in Stage 1 which could be better relegated to Stage 2 so use your discretion:

Stage 1 of the job search effort (Discovery and Qualifcation):

1. Your Accomplishments
2. Your Sales Numbers/Statistics
3. Customer Retentions Statistics
4. Customer Testimonials
5. Special Skills or Areas of Expertise

Stage 2 of the employment effort (Proving Effectiveness):

1. Reviews/Appraisal ratings and documents
2. Income and Commission/Bonus Verification
3. Your sales agreement/contract

Be prepared! – Stage 1  Who are You?/Who are They?

Most of you have been through these stages before.  Few of us have ever been ‘gifted’ a job, so you had to work to get it.  You know they will ask for your resume and your sales numbers.  My suggestion is that you go in with all of them, neatly recorded and bound.  Remember, your competition is stiff and well prepared.

Your Accomplishments – A good resume featuring your accomplishments is the most solid method.  Dave G. a friend of mine and outplacement professional advises that “… the resume as an indicator of experience is lacking substance if you miss the opportunity to list bullets defining your accomplishments.” An example – “Opened new territory in Kentucky in 2010 – Exceeded sales expectations by 36%”.  If at all possible  be prepared to back up your assertion.

Your  Sales Numbers/Statistics – Gather your sales numbers and put them in their best light.  Whether it is by quarter, by month, or by product.  Know your numbers!  Be an expert on yourself! The numbers do not lie but may tell a special story. I believe you should know this story well.  Use numbers from the last two-three years, plus current, at least.

Customer Retention Statistics - In some types of sales these are important statistics.  Your retention of customers as a percentage of total customers, or retention of business in total as a percentage of total business tells a story about your ability to service and gain loyalty.

Customer Testimonials – Customers who take the time to reduce to writing your value and service to them are invaluable to you.  You should always maintain a file of these and use them appropriately. I would not solicit them, yet when offered I would gladly accept.

Areas of Specialties – Any evidence of specialities can be very important.  Volunteer evidence of your specialties and be prepared to show how this will give you an edge, and how that translates to sales and dollars for your new employer.

Take the Offensive! –  Stage 2 Proving Your Worth

Stage 2 is good ground.  I mention in the listing of items in Stage 2 that could ultimately be integral in getting the job.

Reviews/Performance Appraisal ratings and documents – I would advise that these can get personal. It is a truly a personal opinion as to whether you want to use them, although face a basic fact that they give insight as to your standing with your employer.  When you play this card, it is presumed that you have nothing to hide, and you are serious about a job.  You would only want to use this if you felt comfortable that the information that was in your review is not proprietary regarding the activities of your employer.  You may have an agreement or contract which outlines this, honor it.

Income Verification – In this noble profession, income verification is important.  No one wants to pay you significantly without knowing that you deserve it, and can get it elsewhere.  Be prepared to share an indication of salary and bonus/commission position.  This can be done in a few different ways including W2s, wage stubs, and commission/bonus reports.  Any combination of these items will probably suffice in showing income.

Sales Agreement/Contract - This document is fairly simple.  It will give confidence to anyone that you can work for them and are not restricted.  No new employer wants to be tied up in a legal swamp over the fact that you have agreed to protect materials, client lists, customers, and otherwise in an agreement you signed willingly, then violated.  You may present this in Stage 1 if asked.

Obviously the provision of these items do not guarantee success, but they can increase the probability immensely.

One last important note. I believe that you should protect your employer in terms of the sharing of proprietary information.  Any activity that results in you sharing proprietary information will result in the new employer wondering if you would do the same to them. Plan to pass that test.  Important Stuff!!!

Let us know how you feel about this….send us a comment.