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It's probably entered your mind--and left it almost asquickly. Sales are sluggish, quick fixes haven't worked, andyou're not sure where, or to whom, you can turn. Perhaps, youthink, a sales consultant could help you get to the bottom of yourproblems. Don't dismiss the idea outright; consider thepossible benefits of expert advice.
A good consultant can significantly improve a business'sales, whether it's by revitalizing a stagnant department orhelping a sales force crack into new markets. The trick is toselect the right person. In a field where, truth be told, anyonewho has sold newspapers or worked at a department store can claimto be a sales expert, that may be challenging--but the outcome mayvery well be worth the extra time and effort.
Bill Kelley is an Arcadia, California, business writer andformer editor of Sales and Marketing Managementmagazine.
What's The Problem?
The first step is deciding whether you need a sales consultant.While there's no specific criteria, there are a few signs tolook for--the most obvious being results. If sales are down, a goodconsultant can provide you with solutions. Maybe salespeoplearen't using their time well or aren't receiving effectivetraining. Maybe they aren't up to speed on changes in theindustry.
Sales don't have to be in a free fall before you make acall. In fact, if they are, you've probably waited too long.Consider a specialist when sales are 5 or 10 percent below theprojections, not when they've hit 50 percent--at that point,you might be in the market for a miracle-worker rather than aconsultant.
A consultant can also help if the sales department is flat. Thenumbers may be fine, but the team has hit a wall of sorts--aninevitable part of being in sales. As anyone in sales knows, awhole department can go through a slump, and sometimes it takes anoutsider to come in and shake things up.
In addition, consultants can help when your company is evolving.If you're expanding into new markets, opening additionaloffices or hiring reps, a specialist can assist you in making asmooth transition. So once you decide you need a consultant, how doyou choose one?
Who's Going To Solve It?
Once again, there are no set rules when searching for a salesconsultant, but there are general guidelines.
1. In most cases, avoid pre-packaged programs.People who come in with software or a training program thatisn't customized usually don't do much good. Instead, optfor a program or system that's built from the ground up foryour company, or at least one that's modified to suit yourneeds.
2. Make sure the consultant asks a lot of questions.Instead of just pitching their plan, prospective consultants shouldinquire about the company. Insist on someone who is willing andeager to investigate the problem before offering a solution. Themore the individual asks about your business, the more interestedyou should be.
3. Look for a "twist" or a new, innovativeapproach to a problem. If sales are falling short of goals,stay away from someone offering platitudes or warmed-over ideasabout how salespeople should become better at making calls.
4. Avoid motivational speeches. Unless you'relooking for a pep talk--which definitely has its place--stay awayfrom inspirational speakers masquerading as consultants. It'sunlikely they'll offer any real or substantial advice. Althoughit may be fun to listen to their war stories, these speakersgenerally don't address concrete problems or offer long-termsolutions.
5. Check references. Talk to your peers about thepeople they've used, research the names you're given, andask the references detailed questions. It's amazing, says oneconsultant, how infrequently companies that end up hiring himactually call the references he gives them.
6. Agree on payment before anything is done. Feescan range from a few hundred dollars for each salesperson to sixfigures for an ongoing program.
7. Don't expect too much.Keep in mind that noone person is likely to turn around an entire department,particularly if it's overrun with problems. Look for answerswithin the company, too. At the first sign of a problem, it'snot necessary to run to a consultant. Still, a good one can proveto be an invaluable asset to your business. If nothing else, theindividual will give you the perspective of an outsider, and in thepolitically charged world of most companies, that alone can justifythe cost.
Web Site
By Robert McGarvey
Want to know who's offering sales training, when and for howmuch? Where to buy mailing lists? Get the answers, plus just abouteverything else key to sales and marketing, at justsell.com, a Website that aims to be the portal for selling pros. Click onEntrepreneurs & Owners to find summaries geared for you. Oneintriguing site feature: a clipping service that summarizesarticles of interest from online publications. The site alsoprovides easy links for buying sales tapes and motivational postersand for hiring on-site sales trainers.
