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Putting together an effective selling team takes more than
simply assigning two or more salespeople to an opportunity. You
need to consider the individuals' willingness to participate in
team selling, as well as their ability to contribute to the
process.
To be a valuable sales team member,
the individual must be a willing participant in the team-sell
effort. Some salespeople are natural team players and are the
most likely to want to become part of the team. They demonstrate
an aptitude for working well with others - being reliable,
willing to negotiate and cooperate, likable, etc. On the other
hand, some salespeople are unwilling, or at least reluctant, to
participate in a team-sell situation. They prefer to work alone.
They like to be in control. Typically, they work long and hard
cultivating accounts. Any one of these people may be reluctant
to take on or become a partner in a selling opportunity. They
may be unwilling to share control or are afraid to share credit
with others. Or, they may worry that someone else will undo all
the good work they have done so far. Others may view the
decision to team them up with someone else as a lack of
confidence in their ability.
You may also encounter reluctance
because of personal feelings. One salesperson may be in favor of
the concept of team selling, but may object to partnering with a
specific person because of personality or stylistic differences.
Careful observation will alert you to these problem situations.
If the conflict is solvable, consider intervening. Be aware,
however, that some people just don't work well together and
shouldn't be forced into the situation.
A person's willingness and aptitude
for team selling is only one factor to consider when putting
together a sales team. You should also think about what other
skills or expertise each person can contribute to a team selling
effort. Consider their strengths and weaknesses in the selling
situation. Is one person better at uncovering information and
qualifying the opportunity while another is better giving
presentations and obtaining the buying commitment? Keep other
specialized skills in mind also, such as customer or industry
knowledge or experience.
The buyer or buying group can have a
significant impact on the makeup of your sales team. Where
possible, build a team that matches the buyer's and/or buyer
group's personality mix. For example, if the prospect's main
buyer is a bottom-line, get-to-the- point person and your
primary salesperson is an affable, get-to-know-you type, the
situation may call for the need to include a bottom-line
oriented team member.
The business situation may also
influence the composition of your sales team. If, for example ,
the opportunity is likely to be a long-cycle sales event, make
sure the team has someone who has the patience and stability
needed to maintain over the long haul.
When you build a sales team with
willing salespeople whose skills not only complement one
another, but also address the needs of the situation, you have
the makings of a winning team.
© Sandler
Systems, Inc. All rights reserved.
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