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Main factors affecting sales performance

According to the investigation and statistics of authoritative organizations for many years, the main factors that usually affect sales performance include:

Sales aptitude

There is a story in Zhuangzi: a man caught a newborn baby eagle in the Ying Chao on the high mountain. He took the baby eagle home and fed it with the chickens at home. So, this little eagle always thought he was a chicken. Gradually, the baby eagle grew up and its wings became full, and its owner had the idea to train it to become a falcon. However, the host tried many methods, but none of them worked. Finally, I was so angry that the owner threw the eagle from the cliff. The eagle began to fall straight like a fast stone. In a panic, it desperately patched its wings. In this way, it finally flew! From this story, we can see that this eagle has never discovered its potential to fly before.

The so-called sales potential refers to the innate quality that is suitable for the sales work itself, which is more than 51% important in the decisive factors of sales performance, that is, we often say to do the right things with the right people. Because sales are divided into many positions, including internal support sales, telephone sales, development sales, key account sales and so on. Therefore, the sales potential is also related to the sales position. Different positions require different types of sales potential. It is not enough to believe the sales potential by artificial interviews and feelings. When necessary, we should use professional testing tools, such as disc, mbti, cpq and so on. It is best to have a special evaluation tool for telemarketing positions. Therefore, in a certain sense, the appropriate telemarketing is recruited. In the following, we will take a representative evaluation tool as an example to illustrate what qualities a "telemarketing" position should usually have.

product knowledge

this is related to each enterprise's own business operation, and of course it also includes the knowledge of the market and competitors. The key depends on whether the sales staff can master it skillfully and use it flexibly in practice. Generally, enterprises have special people who are responsible for training this content.

sales skills

The so-called sales skills are the professional skills you need to do the sales itself, including common listening skills, tapping customer needs skills, personalized communication skills and so on. If you don't master these skills skillfully, you are not a professional salesperson. However, good sales skills do not necessarily mean that the results you have achieved are good. As the society says, "the sales genius who sells anything to anyone does not exist", whether the performance is good or not must be the result of comprehensive factors.

selfmotivation)

this is what we usually call the problem of mentality. Some people can be spontaneous, or the more frustrated they are when they encounter difficulties, which is called self-motivation. Usually, such people can score high on themselves.

but some people must be forced or encouraged to do things. This is called external motivation. If you want to be a successful person, you must change from "asking me to do it" to "I want to do it". Personality and ability factors involved in this aspect are the most complicated and the most difficult part of human nature. According to Jung, a famous psychologist, it is difficult for others to change and motivate ourselves for a long time only if we are motivated by ourselves. However, we can create a favorable incentive environment, such as providing a bright and spacious office environment for employees, having appropriate leaders to help improve their abilities, including targeted training for excellent employees. These methods are all important factors that can be used to influence employees' self-motivation.

Seven Steps to Self-motivation

1) Ask yourself this question frequently: "Do I have the enthusiasm for this job?"

2) Have a strong sense of mission-have one or more goals and stay focused. If you focus on your goal, excitement and enthusiasm will naturally arise. Setting effective goals (which must conform to the smart principle, that is, concrete, clear, time-bound and measurable) and then achieving them is one of the most fulfilling methods in self-motivation.

3) keep breaking your comfort zone-just because something in the past was done well in some way, it must be done in this way now. The biggest feature of the sales profession is to be brave in self-challenge, constantly innovate, constantly set bigger goals and constantly challenge the limits of yourself, and you will find that you can do better.

4) treat every communication with customers as a good opportunity to learn again-take some time to reflect after each sale, recall the process just now, and think carefully about the following questions: What did you do well? What aspects should be done well, but they are not? What are the new problems? What areas are you not aware of?

5) Failure and success are always inseparable-success can't be separated from repeated attempts. There are inevitably failures in attempts, and the seeds of success are born in failures. If you don't go through these inevitable processes, summarize the reasons for failure and improve your behavior, there will be no success.

6) You don't work for the boss, but work for yourself-you are the most important person in the world, and your destiny is dominated by you, not by your boss or the company you serve. What you want depends first on what you want, and then on your actual actions, and there will always be rewards for your efforts. Everything you get is the result of your efforts.

7) the most important thing is-action, action, action again!

not everyone is willing to motivate themselves all the time. If salespeople don't want to be promoted, they can't devote themselves to their work and study at all.

sales process

sales skills are the ways and means for individuals to deal with things they encounter, while sales process is a reproducible and standardized operation process that shows the professionalism of the company and individuals, which is what we often call sop(standard operation procedure). Based on this, the company's sales staff know what to do and what not to do. It is usually very helpful for new sales to get started quickly. In the "direct telephone marketing system", the sales process also occupies a very important position. We will discuss this issue in the following article.

Selection steps of telemarketers

For the position of telemarketing, it is also important to pay attention to whether the salesperson has suitable sales potential and characteristics.

learn more recruitment interview skills & enterprise management > Human resources > Recruitment column

Different positions have different characteristics, and different sales tasks have different characteristics. The steps to correctly select personnel according to their characteristics are:

The first step is to clarify the post roles and responsibilities;

it is also telemarketing, but it can be divided into different positions according to the needs of enterprises. For example, we are divided into active outbound and passive inbound according to the direction of business processing.

in active outbound calling, it can be divided into "primary development" and "secondary development" according to the business characteristics, in which "primary development" is responsible for upgrading the purchase quantity and frequency of customers from the state of unfamiliar customers to the first transaction stage, so as to consolidate and strengthen customer loyalty; Inbound forms can be mainly divided into "order hotline" and "customer service". Among them, the position of "order hotline" is widely used in online shopping or TV shopping industry, which is mainly responsible for answering customers' calls, confirming customers' intentions through sales skills, excavating customers' other needs, recommending corresponding products, handling customers' objections and achieving sales goals; The main duties of the position of "Customer Service" are to answer customer's consultation calls (including pre-sales and after-sales), provide technical support, handle customer complaints and matters related to after-sales service.

outbound telemarketing inbound customer service

Job responsibilities

1) Responsible for the collection of customer information;

2) Be responsible for developing new customers by telephone;

3) Be responsible for telephone follow-up to customers and upward or cross-selling;

4) Responsible for sorting and analyzing customer data; Job responsibilities

1) Responsible for customer daily order service;

2) responsible for customer consultation and answering;

3) Responsible for maintaining and further mining customer demand information;

4) handling customer complaints;

step 2: use professional tools to test the sales potential;

the selling potential is innate, and it is also the inherent gene and subconscious of people. According to Webster's dictionary. "aptitude" has the following four meanings:

1) tendency, tendency;

2) natural ability;

3) learning ability;

4) overall ability tendency and suitability;

According to the research, the natural potential accounts for 38%-64% of the success conditions, and the average importance exceeds 51%. The sales potential can be scientifically evaluated, but it cannot be obtained through acquired learning or external conditions.

At present, potential tools that are widely used in the world include disc, mbti and cpq. Some multinational companies, such as ge and ibm, have developed their own potential evaluation tools in order to recruit more suitable salespeople for their own enterprises. At present, all over the world, the tools for evaluating potential can reach the highest accuracy of 68%, and the tools for evaluating personality can reach the highest accuracy of 95%.

because each testing system has different standards, the following is an example of cpq, an authoritative testing tool applied in the world, to illustrate what sales characteristics are usually required for telemarketing positions.

Step 3: Select the appropriate telemarketing with scientific interview process;

it is a very important preparatory step for an enterprise to set up a telemarketing team by selecting and hiring telemarketers with sales characteristics through scientific methods.

the following is a general recruitment process and related interview points, which are described as follows.

a) resume screening judgment

we usually write down the main job responsibilities as well as the qualifications of the post when describing the position. Look at the resume, mainly to see whether the candidate meets these basic qualifications. So, what aspects should we focus on for general telemarketing positions?

1) Education: Basically, graduating from high school and junior college is the best. This is because you have to face a lot of rejections every day when you are engaged in telemarketing, and you have physical problems sitting on the phone all day. Too high an education is easy to resist this kind of work. Unless you are preparing to be a management class, it is not suitable to do first-line telemarketing above undergraduate level.

2) Age: Having a full-time job for more than two years after graduation, generally between 18 and 26 years old. It is not easy to be too old, because the older you are, the less willing you will be to learn, and it is less suitable for telemarketing. Therefore, if there are older candidates, it is necessary to examine their learning attitude; The younger you are, you need to check your job stability.

3) gender: it depends on the products sold, but usually women are more suitable.

4) Home location: According to statistics, the distance from home to the company is also an important factor affecting the stability of sales staff near and far. Unless the salesperson is willing to move closer to the company.

2) Initial test on telephone line

In addition to the qualification requirements, telemarketing should also examine whether the candidates have the post requirements. Just like we want to select a long-distance runner, we must test his "vital capacity" first. Because it is telemarketing, it is natural to listen to its performance in the real telephone conversation. Therefore, after the resume selection, we should conduct an online preliminary test by telephone. Mainly examine the following job conditions:

articulation

responsiveness

whether you have affinity

learning ability

logic of thinking

speaking order

For example, articulation and affinity can be evaluated by answering questions on the phone, and responsiveness can be evaluated by putting out stressful questions. Other evaluation questions that can be referenced include:

1) Please.

this question can examine the expression and organizational ability of the candidate.

2) where is your greatest sense of accomplishment? Where is the most frustrating place?

This question can examine the candidate's reaction and logical ability.

3) What do you value most about this job at present?

this question examines whether you are motivated and self-motivated, and it is best to pursue high income or high achievement, and like to influence others or guide others.

4) Why do you want to apply for the job of telemarketing

This question examines their self-awareness ability and understanding of telemarketing duties.

3) Interview

"Seeing is believing", and face-to-face communication with candidates is the most critical step in the whole recruitment and selection process.

learn more recruitment interview skills & enterprise management > Human resources > Face-to-face communication with candidates in the recruitment and selection column

is mainly to examine their comprehensive quality and psychological quality, and some problems can only be found through face-to-face consultation. For example, whether the salesperson has a strong ambition, his emotional response to difficulties and so on. Usually, the typical interview steps include the following steps:

Step 1: The examiner introduces himself to relax the candidates;

Step 2: Ask the candidate to make a brief introduction and talk about his work experience in depth. For the parts that interest him, you can communicate in depth what you need to know in your resume. Typical questions include:

1. What was your previous work related to telemarketing? What achievements have you achieved?

2. How long did you achieve this achievement? How does your leader evaluate you?

3. Please describe the most difficult customer communication experience you have ever had? When did it happen? What caused it? What methods did you use later to improve the relationship with customers? What was the result?

4. how does your supervisor evaluate your performance?

5. Is there any record of promotion during your tenure? What is the reason for the supervisor to promote you? How many competitors were there for this position at that time?

6. among the following options, what do you like most about the position of telemarketing?

A. High-income opportunities to make money B. A sense of accomplishment at work C. Professional training provided

D. Friendly working environment E. Career development space

Note: When looking for telemarketers, the best answer is "high income"

Step 3: Ask targeted questions for key parts

The "star" interview method is Among them, "S" is the situation, "T" is the target, "A" is the action, and "R" is the result. This interview method can quickly dig out what the candidates have done in the past.

usually the interviewer starts by asking about the situation.