Most Common Mistakes by Sales Managers - Coursework Example

Running Header: Sales Student’s Name: Instructor’s Name: Course Code: Date of Submission: Most common mistakes by sales managers Sales Managers are usually entitled with the overwhelming task of promoting a company or any particular organization by setting the objectives that will be achieved in terms of sales, planning how the said objectives will be carried out, budgeting and even assessing whether the results have been achieved (Stephan 2009, 99). It is a responsibility that calls and demands for comprehensive research and consultative measures which are eventually coupled with an informed decision making. A well-researched notion about a particular market coupled with an informed decision would ultimately translate to a positive impact while a non-researched one and a bad decision would translate to negative impacts on the organization. It is therefore necessary as Sales Managers to be well informed and to research wisely and widely so as to make the right choices and hence promote growth and efficiency in an organization (Stephan 2009, 98). All this notwithstanding, sometimes it is hard for the Sales Managers not to make mistakes in the running of an organization and some of these mistakes tend to be very costly in the end leading to large losses and even lack of confidence in the running and implementation of the various tasks that are required of them. Some of the common mistakes that are made by the Sales Managers include; Encouraging value contest instead of overall unity, Lack of candidness, neglecting innovations and lack of proper unwavering encouragement to the workers (Stephan 2009, 99). Many Sales Managers may start encouraging for value contests instead of cultivating for a united sales force even without knowing. This is when the Sales Managers decide to treat the top performers in the sales department exceedingly well than the other workers and although this may work for the short-term basis (Tom 2010, 12). Since not everybody can work to be a top performer, treating only those who have performed well may lead to those who are ranked ‘low performers’ feeling unappreciated with the little they offer to the organization and instead of them feeling the urge to work hard so as to be in the ‘top performers list’. They may end up feeling demoralized as the powers to make into the list are bestowed to the Manager. Such a move, which is usually applied by Sales managers, may lead to unhealthy competition and which may lead to the negligence of the team working spirit and the emergence of individualistic spirit which may give rise to ill will and foul play in the workplace as workers eye the prestigious list (Stephan 2009, 101). Lack of candidness occurs when Sales Managers keep some information to themselves thinking that it is not important to the rest of the workers. Workers need to know how their organization is performing especially in relation to the competitors and when they feel that some information is being kept away from them for any particular reason, they (workers) may feel that they are not trusted and that this may have adverse negative effects on the organization in the long-run (Tom 2010, 8). Workers need to have a feeling of ownership in the running of the organization as this feeling translated to boosted morale in the workplace. The moment this feeling lacks, there is a feeling of mistrust especially on the workers towards the management with many questions raised among the workers on why the management does not feel comfortable sharing the information with the workers. The workers may feel left out and used only for marketing the particular organization and when the results are out, they cannot access the information on either how the faired in marketing the organization and how their actions impacted on the same. Sales Managers should cultivate a culture of sharing the information concerning the organization with the workers so as to build a bond and create a feeling of oneness and belonging towards the workers. Some Sales Managers make the mistake of not giving their workers use the innovations they have come up with in the running of the organization (Tom 2010, 23). This happens when the Managers seem not to trust the workers. When workers are trusted, they feel encouraged, this boosts their morale in the workplace, and in turn, production is increased unlike when they are not trusted and given a chance to grow. It would be necessary to give workers a chance and encourage them even when they have not performed to their best instead of condemning them. Encouragement boosts morale and raises the confidence of the workers translating to increased output (Tom 2010, 4). Importance of training for both the new and experienced sales people In any business, it is highly important to always keep on top of the game. It pays to be the best and customers have confidence in dealing with a successful company. It is therefore necessary to undergo all that it takes to remain relevant in business and not lose taste or connection with the customers (Tom 2010, 3). This is so because of the fact that customers are the backbone of any business and for a business to remain relevant, it has to have the blessings and the support of the customers. For this to happen, the workers must have a close bond with the customers and this happens when the workers are properly trained to handle the welfare of the customers (Stephan 2009, 99). Since the workforce of any organization comprise of both the experienced and new workers, it is important to maintain uniformity and balance in the workforce by making sure that all the workers are trained for the different tasks that are required of them (Roger, 2007). New recruits in the sales department require to be trained so as to get the details of what expected of them in the business. They should know how to handle customers as well as promoting the different products and services. The new workers should know of the different products or services that the organization deals in and how to react to different situations that may arise while performing their respective tasks without resulting to unnecessary losses to the company or organization. This training of new recruits in the sales department is necessary as it will contribute to the elimination or the overall reduction of mistakes in performing the assigned duties and tasks. The training of new recruits will also enhance confidence and boost morale when performing the tasks assigned (Roger, 2007). Confidence will be enhanced in the sense that the recruit will feel ripe to tackle the tasks ahead as he/she is well informed of what the roles entail and will therefore feel confident to face the challenges. This is unlike in a situation where the worker is supposed to assume the duties without any prior knowledge of what is expected of him/her. When the recruit is well trained and informed, the fear of making uncalled for mistakes that is usually associated with facing the new challenges is alleviated and the confidence that has been initiated by the training prior to starting the job gives rise to better performance and increased output (Roger, 2007). Experienced workers also require training. It is not different in the sales department as the experienced workers are also in need of training. This is necessary so as to keep in line with any change in new products that may have been introduced in the market, any change in technology whose lack of know how may lead to adverse negative effects like heavy losses. Many customers nowadays are well informed and it is therefore important for all employees to be informed as well especially on matters concerning products in the market (Angela 2009). Customers may lose confidence with a particular organization or company the moment they realize that the workers in that particular organization are misinformed about the products that they are selling. This would paint a dim picture and may be taken to reflect an image of non-seriousness and this in return may translate to less customers eventually leading to losses in a business. It is therefore important to train both the new recruits as well as the experienced so as to keep on top of the cut throat competition that is prevailing in all business sectors and to equip the workforce with formidable qualities like customer care services, time keeping and management skills as well as good communication skills (Roger, 2007). Since customers are the backbone of any business, it is of paramount importance to cultivate a good bond and a healthy relationship for that matter between the sales people and the customers. The sales people can be said to be the ‘entrance’ to the company and it is for this reason that they (sales people) are supposed to nurture a relationship with the customers. The bond should be nurtured and compelled on trust and honesty (Lou, 2010). A relationship between the worker and the customer is vital, as it would make the accordance of services simpler. This is as the customer open up and informs the workers on instances the customer feels would have been performed better without having to worry about the reaction of the worker, as there already exists a cordial relationship built on transparency, honesty and trust. Importance of building a relationship A good relationship between a sales person and the customer has the chance of increasing sales. This is in the sense that, it becomes easier to hold a meaningful discussion with the customer where for example, in the event of the introduction of a new product or service in the market. The sales person would be at the liberty of explaining to the customer on a personal level as the bond exists and it would be easier for the sales person to convince the customer about the particular product or service as there already exists a relationship between them (Lou, 2010). This bond leads to confidence and mutual respect between the worker and the customer. The sales person tends to enjoy the trust of the customer which is vital in a business and this gives the sales person a leeway to market the products or services without fear knowing that there is already an acceptance from the customer. A good bond between customers and the sales person translates to a situation where the sales person is not afraid to lose the customer to other competitors as the customer may feel free to ask for anything and would also not feel afraid to caution on matters they, (customers), feel are not working right (Lou, 2010). Ways for an organization to nurture a relationship with customers An organization and its sales people have to work out ways of nurturing and maintaining healthy relationships. These relationships are important as they can be used to tell how products are fairing in the market, as the organization would always be sure to get feedbacks from their customers (Kim, 2005). They are some steps that the organization can utilize to enhance a good relationship with its customers. They include cultivating and maintaining a cohesive customer care service at all times, honesty and trust, awarding loyal customers, being flexible, and being initiative. A good customer care service will make customers return to an organization regularly. This is when they are treated like the important people they are. This involves being treated with respect and honour (Kim, 2005). When an organization gains the trust of the customers by keeping their promises irrespective of any mishap that may befall the organization, they can rest assured that the relationship will continue and the customers will stand by the organization and chances of losing the customers to competitors is minimal. Another way that an organization can build relationships with the customers is by rewarding loyal customers. This may involve forms of promotions whereby the loyal customers may be awarded by either being granted discounts or being to buy more for less. The buy more for less may involve the organization allowing the customers who have been loyal to buy more items for a lesser amount than they had been used to (Kim, 2005). This makes the customers feel appreciated and loved and a good relationship is bound to be initiated by these acts. It is also vital to be flexible in order to meet the needs of the customers in contrast to being rigid. In conclusion, it is important for any given organization to work hard to nurture a relationship with its customers as this would contribute to continuity of customers which in turn would translate to continuity of business (Roger, 2007). This is achieved by treating the customers with respect. Reference List Angela Schnaubelt. 2009. In-Home Demonstration Sales Skills and Training. Accessed October 9, http://angela-schnaubelt.suite101.com/inhome-demonstration-sales-skills- and-training-a119772 Kim, Gordon. 2005. Rewarding Loyal Customers. Accessed October 9, http//www.entrepreneur.com/article/78480 Lou, Dubois. 2010. How to Build Personal Relationships with customers. Inc., Accessed October 9, http//www.inc.com/guides/2010/08/how-to-build-personal-relationships-with- customers.html Roger, Trapp. 2007. How Customer Relationship Management systems can be of benefit to your business. Accessed October 9, http://www.independent.co.uk/news/business/sme/how-customer-relationship- management-systems-can-be-of-benefit-to-your-business-415821.html Stephan Schiffman. 2009. The 25 Most Common Sales Mistakes:And How to Avoid Them. Massachussets: Avon Media. Tom, Goad R. 2010. The first-time trainer. a step-by-step quick guide for managers, supervisors, and new training professionals. New York: AMACON. Read More