Situation: A company uses a seller-doer model where the key sellers are also the key deliverers of service to the client. In the case of this company, their people tend to more highly value and be better at service delivery than sales. How can the company increase their sales effectiveness and efficiency? What are best practices for managing a seller-doer team?

Advice from the CEOs:

• Is the doer role necessary for the sale? Yes, to add credibility, but not for the sales effort.
• What has the company tried so far and how is it working?
  • The company uses the Doer-Seller approach wherein the expert sells and performs the work. However they hate the sales role. We have been experimenting with alternative models.
  • To date it’s not working because the Doers will find a way not to call on clients and instead hide behind their service efforts for existing clients.
• Work with your team to develop a best practices sales methodology that works for the company’s industry and client base.
• Implement and manage a sales discipline such as Sales Solutions.
• Select certain days or weeks where everyone focuses on new customer acquisition.
• Consider an Account Manager approach for new business development wherein the AM is responsible for finding and closing the account and managing the resources, including:
  • Determining when the Doer should be brought in
  • Pricing
  • Follow up, etc.
  • In essence, this is using individuals’ natural strengths appropriately.

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