Take 3 steps to level up your sales team


January 3, 2024

Getty Images: Andrii Yalanskyi / iStock / Getty Images Plus

Getty Images: Andrii Yalanskyi / iStock / Getty Images Plus

Are you frustrated your sales team isn’t delivering the results you expect? Have you trained them adequately to meet your expectations, or are you relying on them to perform simply because they applied for a sales position? In other words: Does your team have a well-defined sales process in place?

Every phone call your team receives is an opportunity to grow your business, and overlooking this potential can result in lost revenue. If your sales team is handling calls between managing critical tasks like scheduling, deposits and billing, it’s time to reevaluate their responsibilities.

Communicate expectations

Who is taking charge of turning leads into revenue at your company? If you have an existing inside sales team, consider whether they are properly trained to:

  • Engage potential customers and build rapport.
  • Pose the right questions to understand customers’ needs.
  • Effectively present pest control service options.
  • Skillfully overcome objections.
  • Manage their day efficiently to achieve set goals.

Speaking of set goals, do you have daily, weekly and monthly goals set in place? Do these goals align with your company goals, or do they become arbitrary because the goals are rarely achieved?

Many companies overspend on marketing, assuming it will automatically translate into increased sales. However, this is not always the case and instead can be a costly endeavor. Is your marketing strategy yielding results, and are your sales teams effectively converting the leads they receive? Do you know how many leads you are getting? And how many leads they are losing?

Analyze sales performance

Sheri Spencer Bachman

Sheri Spencer Bachman

Take these three steps to get your existing sales program to the next level:

  1. Assess training and expectations. Ensure your sales team is not just relying on their job applications, but have received proper training. Define your expectations clearly to align with the goals of your business.
  2. Evaluate the sales process. A well-defined sales process is crucial for success. If your team lacks one, it’s time to establish it. If your team already has a formal process in place, take a critical eye to it and focus on its weak spots. What needs to change so there are no weak spots?
  3. Track and improve sales metrics. Set sales goals for your team members and measure them daily. Focus on how much they need to sell each day vs. how much they are closing. What is their close rate? What’s the mix of business they are selling – recurring, one-times, bundles?

Final thoughts

Frustration can be transformed into success through proper training, clear expectations, and a well-structured sales process. While we as an industry easily dedicate weeks to train our service teams to deliver the expected services, we much more rarely invest in the performance of our sales teams. It is crucial to give them equal attention.

Keep in mind that every interaction with a potential customer is an opportunity to grow your business. Ensure your sales team is not just prepared, but empowered to seize these opportunities.

The Game Plan

If you’re unsure where to start, I’m here to assist. Pest Control Business Coach is offering Sales Training Courses in collaboration with Sandler Sales Training. The first two are scheduled for Jan. 30 and Feb. 22. These courses are designed to equip your team with essential skills to close deals and provide them with a systematic approach to selling. Learn more at PestControlBusinessCoach.com.

About the Author

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Spencer Bachman is a second-generation pest management professional, and owner of the Pest Control Business Coach consulting firm based in Canton, Ga. You can reach her at Sheri@PestControlBusinessCoach.com.

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