What happens when this is the issue?
It would be a mistake to think that falling sales is the only outcome of such a situation. No doubt, the bottom line will suffer when the majority is missing their target, but it may not be the only problem. Here are some of the issues that salespeople experience during conversion:- Low Self Esteem – A sales person’s worth is governed by the sales they generate. If their contribution to the company’s total business is below par, their self-esteem is bound to decrease, which often, drags down their performance further. This then becomes a vicious circle.
- Lack of Team Cohesion – The outcome of only a few sales people meeting their targets is the business becomes too dependent on them. High performing salespeople, then, start feeling that they are doing their work, as well as what others should be doing. The team eventually but inevitably becomes divided—those who meet the target and those who don’t—with each group resenting the other.
- High Attrition Rate – When the team becomes divided, the manager often gets stricter and more demanding with salespeople missing their targets. Too many managers often tell their salespeople to improve their sales skills and, by extension, their sales conversion rates yet, such attempts do not yield significant results because of lack of sales training and coaching expertise of the manager. This, in turn, can lead to a further drop in morale resulting, in the present economy, in people resigning and going elsewhere.
