A Guide To
The Modern Sales
With distribution sales hiring, retaining and
efficiency at a higher premium than ever, CFOs
and sales managers continuously face new
challenges to make sure their business has the
best team possible. This series of best-practice
articles from distribution sales experts provide
tips to address some of the top issues facing
sales organizations today.
Superior Sales Success Through Metrics
BY JEFF GURITZA
What percentage of your sales team’s day is pent actively selling? How many sales calls does your team average each day? And what
percentage of your sales is coming from new versus
Most reps know exactly how many miles they put on
their car, or how much money they spent on Dunkin’
Donut gift cards for their customers. What they usually
don’t track is how many sales calls they went on last month
or their average sales cycle.
After you read this article, you’ll learn the single most
important business metric you need to get the absolute
best performance out of your sales team.
When identified and leveraged properly, metrics unlock
business efficiencies and help define processes that increase the odds of sales success. Conversely, when metrics
are poorly chosen and/or improperly utilized, they can
result in behaviors that never achieve sustainable, long-term desired outcomes.
All sales organizations use a baseline set of metrics:
sales, gross margin, profit dollars, etc. Beyond this
rudimentary prerequisite, there is a multitude of more
creative metrics that support strategic decision-making.
And better-informed decision-making always leads to more
consistent, repeatable sales success.
Without Proper Leadership, Metrics Won’t
Too many sales teams are over-managed and under-led. Sales leaders fall into the well-worn rut of relying
too much on numbers and deadlines in an effort to drive
performance. Successful sales managers consistently find
innovative methods to motivate and inspire associates,
bringing out the best in everyone and not relying exclusively on just dollars, cents and percentages.
All sales teams thrive in consistent, process-driven
environments backed by clearly defined expectations and
goals. The more aligned the collective group is behind a
common belief and understanding, the more joint success
will be realized. Maintaining the same pace of business
and collective sense of urgency helps ensure team chemistry, trust and respect. Behind every high-performing sales
team is a system of metrics helping guide their collective
Effective sales leaders keep their communications
concise and their expectations well-defined so sales