Tag Archives: Script

How Do You Make Sales “Farmers” More like “Hunters”? Three Approaches

Situation: A CEO finds that his sales team are relationship managers who are excellent at growing business in existing customers, but not as skilled at either developing new business opportunities with current customers or bringing in new customers. In sales parlance, they are more like “farmers” than “hunters”. To meet revenue goals, the company needs additional business. How do you make sales “farmers” more like “hunters”?
Advice from the CEOs:
• When working with the team be sure to considering what’s in it for them, not what’s in it for you. Communicate with and coach them so that they are inspired to try and adopt new behavior that will help them in their jobs.
• Create a low pressure script for your relationship managers. Build this around easy questions that they can ask both current and prospective clients:
 How are we doing?
 What are your most pressing needs?
 What more could we do for you?
 Can you see other ways that our services could benefit you?
 We have a new offering. May I tell you about it?
 Do you know other companies that can utilize our product or service?
• For training, pair the relationship managers in teams of their choosing. Have them rehearse and coach each other. As they learn or develop new techniques, have them coach the rest of the team.

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How Do You Prepare for a Difficult Conversation? Three Suggestions

Situation: The CEO of a family business faces his most difficult conversation. One brother, who makes more than anyone else, is not living up to his responsibilities. A long-term key employee currently handles most of this brother’s responsibilities at a modest salary. The CEO is intimidated by this task. How do you prepare for a difficult conversation?

Advice from the CEOs:

  • Call a meeting of the three brothers and the key employee. Propose putting all four into a pool. The key employee is treated like a brother. Ask: what is a fair way to split the pie and to build incentives so that each makes what their father, who built the company, made? Make it clear that all four members of the team want the same earning potential and that one team member is not more equal than the others.
    • Prepare and script this meeting ahead of time.
    • Don’t allow the under-performing brother to play the others off against each other.
    • Know what must be said if this brother says he will leave.
  • The CEO must stick with the message. If the underperformer doesn’t like the message, he is not indispensable. A replacement could be hired for far less than he is currently being paid.
  • What are the key points for the conversation?
    • Turn the question around – the brothers all joined a company model that no longer works – the three brothers, combined, make less than their father made.
    • Ask the underperformer – what are the proper incentives? What is fair? Is it fair that for years, he has made more than anyone else?
    • It’s time for each member of the team to work together to figure out how to make what their father made in this business.
    • The brothers have supported the underperforming brother for years. Any old debts that were owed have been paid.
    • Ask the underperforming brother for his voice in how to expand the company and make it more profitable.
    • This is a new game. If all members pull together everybody wins.

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