How to be a Motivating Sales Director
To be the sales director and to boost the morale of a flagging team was a job that I hankered after, I was in the 'business' of direct selling for a number of years ,if I dare say so, was good at it. I watched the company go from a thriving company with a sales director that got results to a dictatorship where results were nothing spectacular. I watched and learnt every aspect of the business which was, Double Glazing or should I say Home Improvements, which they like now to be known. The things that I regarded to be essential job requirements are as follows:-
To be a sales director is not to be standing in a corner barking orders at the workers, the art of being an effective sales director, is to simulate the undercurrents of a seemingly calm sea. The sales director motivates and stimulates all members of his team so that they perform like a well oiled machine.
There are four different styles of leadership, each needed to enhance the relationship with the team. These four styles are 'Directing' and is used for those members that lack the competence but who are very enthusiastic and keen. ' Coaching' where although they have the competence are lacking in the commitment element. 'Supporting' for those that have the competence but are lacking in confidence or motivation. 'Delegating' is for those of the team who have both competence and commitment.
It is observed that most of a working team fall into one of these areas of leadership and the sales director needs that knowledge. He should know how to give direction and supervise, how to give support and praise to help build self esteem, he needs to allow involvement from his team in decision making so that commitment is restored, His support is necessary in order to bolster his teams confidence and motivation.
There is a saying, 'When the Best Leaders Work is Done, The People Say,"We Did it Ourselves!" '
The knowledge of a good sales director is equivalent to each and every member of his team, from the cleaner, through the canvassers, accounts up to the top one of his sales force. Without this knowledge he might as well give up, as the respect and the willingness of the team to work for him will be null and void.
It is not necessary for the director to have worked in all of the jobs above, although it helps, especially if he is to understand any grievance that may arise. It is not satisfactory for him to seat himself aloft in an ivory tower as this will not endear him to the team.
A good sales director will own several hats and be fluent in all conversations held within each department. The knowledge that he holds will help him with this. He will not be arrogant and insist that his way is the only way. He must be aware that new procedures and initiatives come into play on a regular basis, and he will not always be aware, his team are able to advise , therefore his knowledge will remain on parr.
Knowledge of all facets of the teams contributions to the 'company' is an assett. The 'Cleaner' although invisible to most , holds information that may alert the director to intervene in some cases. The 'Cleaner' on a quite innocent basis talks to many people and holds a mine of information. Importantly , the cleaner keeps the environment to a standard that is condusive to a highly productive working standard. Any director worth his salt will not underestimate the 'cleaner'.
The canvassers, whether they are on the telephone, [telcan] or out and about [footcan] are the ones that any potential customer has first contact with. They are in fact the face of the company, the first port of call as it were.
It is the job of the canvassers to obtain appointments for the consultants, this can be very daunting for a new canvasser and the correct training must be implemented. The Sales Director must be aware and have good knowledge of the training procedure , this ensures that those who give the training , are not giving conflicting procedures. This is a common problem , the seasoned canvassers have found what works for them and try, often, to train in their style. This is not acceptable as without the basic techniques no person will find whats works for them and can easily give up without realizing their own potential.
FACT -- the turnover of canvassers is very high, this is mainly due to inadequate training.
Every Sales Director should be aware that some appointments are ficticious and it is his job to ensure that the right person is chosen to recall and confirm the appointments. Many questions are asked at this stage and the S.D should put in place a way that the additional information required can be gathered without alienating the client.
The Sales Force, what a different breed of people they are, they are all individuals striving to earn their living. In the majority of cases they earn on commision and this can either motivate or demoralize them. The S.D , if he has never sold will have to learn this to enable him to supply the necessary encouragement. He needs to be on the end of the phone, available to all his team whenever they call, his job is a 24 hour a day position.
As a director he must have the knowledge regarding the selling circle and to be able to impart this information to his team. He must also know all the objections and the subsequent responses that his team must give. He needs to know the product inside out and be able to demonstrate the advantages and benefits to his team, for without this they will be out on a limb.
Another requirement is to have a creative flare,this will enable him to design various motivational packages and bonuses. This ability will also help him to simplify any forms to enable his team to perform at their best.
The Sales Director must realize that his secretary holds the key to the whole company in hand and is a tremendous assett. It is the secretaries job to correaleate all the information from all departments and to format it in such a way that anything required can be accessed easily. The secretary can advise on budgets and provide statistics on perfomance levels for every member of his team. This knowledge is invaluable when utilizing any one of the leadership styles above.
To summarize , The Job Requirements for the position of Sales Director are - motivational, supportive, a people person, disciplined , approachable, ability to multi task, have a creative flare, have the knowledge of the company and product, and have the ability to work to budgets , and above all to be able to produce the full potential and commitment from each and everyone of his team.
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