In the previous post, I discussed how companies, and their management teams, react when sales drop. The numbers affect the bottom line, which affects the profitability of the company, which in turn can lower bonuses and other perks, like profit sharing. The company, not sure what to do, begins to institute a program of micromanagement, making everyone more accountable for their time, while at the same time, making all the sales people miserable. That's the macro perspective.
On the other hand, what happens to the sales person is a bit different. Especially if they are dependent on commissions, which are a reflection of their sales numbers, to pay their bills. Yes, they are miserable because they are under a microscope from management. Suddenly the sales person has to copy their bosses on items like details of appointments, how many phone calls were made, why the customer didn't buy and so on.
Along with getting pestered by management, the sales person is also having to figure out what to do to generate business. Previously, everything had been going swimmingly. But of late, sales have dropped. Commissions have also dropped, which stinks because there are personal bills to be paid. And the hardest part to understand is that the sales person is doing the same activity as before, such as appointments, taking clients out for coffee, networking and marketing.
This is where the sales person tries to think back. "What happened to put me in a slump?" or "Am I the only one who is missing sales goals?" Two interesting questions. Let's start with the second one because if the entire sales teams is missing goals, it could be a result of various reasons. Perhaps the goal is too high or something more serious. The pandemic sent sales spiraling downward for most companies (realtors excluded). Management should see this as an issue but the worst thing they could do is to start micromanaging the sales team.
From a micro perspective, things can be a bit trickier. If our sales professional, Mary, is the only one in a slump, we can rule out pandemics or economic earthquakes. Mary has to do some self-assessing. Has she been distracted with personal issues, like a sick family member or legal problems? Or does Mary need to step up her game? Maybe she got a little success and took her foot off the accelerator. It happens.
Let's assume that Mary is stressing herself out by the lack of sales. She tries to work harder, but that comes across in her voice or actions, turning off prospects. This condition, known as "commission breath", implies that the client can sense the desperation, which makes them feel uncomfortable.
I have been there myself. After looking at my sales numbers, I looked at my personal numbers, like the bills and my checking account. Not knowing what to do I jumped into my car and began cold calling areas I hadn't before. The stress was palpable and any prospects I spoke with could smell my "commission breath" a mile away.
Like a baseball player working through a batting slump, it just takes some time. Unfortunately, time isn't always on the side of a sales professional. When this happens, the best advice I can give is to step out of the batter's box and take a deep breath. When you are stressed, others can sense it. Do your best to relax.
There have been times when I literally went home in the middle of the day and went to bed, got a good nap, and went back to work, making calls as if nothing was wrong. Like pressing a reset button, that snooze left my problems on the pillow while I continued to book appointments and market.
How do you work through a slump? Leave a comment below.
Chris Castanes is a professional speaker who helps sales people succeed through workshops and humorous presentations. He's also the author of "You're Going To Be Great At This!", a humorous look at sales. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states.
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