Dealbreakers: The 7 Biggest Threats to Sales Team Effectiveness

Last updated on: February 16, 2024

A eficácia da sua equipe de vendas tem um impacto direto no sucesso geral da sua organização.

Unfortunately, according to a recent study, only 24.3% of salespeople exceed their quotas. Why does sales team effectiveness sometimes fail to live up to expectations, and what can you do about it?

In this blog post, we’ll look at the top seven elements that damage sales team effectiveness and explore practical sales enablement strategies that you can use to improve your win rates.

1. No formal coaching

One of the biggest obstacles to sales team effectiveness is a lack of formal coaching. CSO Insights’ 2019 Sales Enablement Optimization Study found that only 37% of businesses have a formal sales coaching process. [Tweet this!]

This is problematic because coaching is where new information is reinforced so that it is put into action. Indeed, that same study found that a dynamic coaching process led a win rate that was 19% higher than the average.

2. No sales management training

Similarly, the presence of sales management training was also identified by CSO Insights as a factor in sales team effectiveness. Sales managers have a profound impact on productivity, execution, and sales development, and the CSO Insights study found that when companies invested more in sales management training, they saw significant improvements in revenue attainment.

Apesar disso, os gerentes de vendas da linha de frente continuam sendo negligenciados, e as organizações que não oferecem treinamento para gerentes são duas vezes mais comuns do que aquelas que não treinam vendedores comuns.

3. Unskilled salespeople

While much can be achieved by implementing high-level training and coaching programs, some skills required for sales are difficult to teach. Sales requires a wide range of skills, including soft skills like empathy and resilience.

Relacionado: "A empatia é uma superpotência em marketing e vendas": Perguntas e respostas com Brian Carroll, da Markempa

For this reason, you need to develop a hiring strategy that quickly and accurately identifies whether or not a candidate has the necessary mindset and traits for the job, regardless of previous experience.

4. An uncomfortable workplace

Um local de trabalho mal projetado pode prejudicar gravemente a produtividade, o moral e a motivação, e isso inclui tudo, desde o layout geral da área de vendas até as cadeiras em que a equipe de vendas se senta.

In particular, when it comes to sales, a certain level of sound privacy is essential for maximizing effectiveness. Uncomfortable working spaces, a lack of natural light, and excessive noise have also all been associated with increased staff turnover, meaning investment in training and coaching could potentially be wasted.

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5. Lack of customer journey alignment

In their sales enablement study, CSO Insights also established the importance of sales alignment, with dynamic customer journey alignment boosting win rates by nearly 18% above the average.

Nevertheless, approximately 48% of organizations do not actively align their sales processes to their customers’ journey or have only an informal alignment process, hurting their own sales performance as a consequence.

6. Poor staff relationships

Outro elemento que pode prejudicar significativamente a eficácia da equipe de vendas é um relacionamento ruim entre representantes de vendas e seus gerentes de linha. Isso pode afetar negativamente a motivação, reduzir a produtividade e tornar os representantes de vendas menos propensos a responder positivamente a qualquer treinamento de vendas que lhes seja oferecido.

Além disso, relacionamentos ruins no local de trabalho são uma das principais causas de estresse, doenças, absenteísmo e rotatividade de pessoal. [Tweet isso!]

7. Unhelpful sales content

Finally, the quality of the content your business puts out can have a major impact on social selling effectiveness. Indeed, CSO Insights’ Sales Enablement Optimization Study found that companies with a formal content strategy increased their win rates by around 27%.

A expressão "o conteúdo é rei" existe por um motivo e é fundamental que você dedique tempo para criar e compartilhar conteúdo de alta qualidade, genuinamente útil e exclusivo com seu público-alvo.

Conclusão

Research shows that well over a third of all salespeople are currently under-performing, and while some lack the necessary skills, others have their effectiveness limited by poor business practices. In particular, companies need to pay attention to training, coaching, and customer journey alignment.

Biografia do autor:

Monika Götzmann é a diretora de marketing para a região EMEA do Miller Heiman Groupuma empresa global de treinamento de vendas e experiência do cliente. A empresa é especializada em oferecer treinamento de vendas excepcional e ajuda as organizações a desenvolver estratégias de negócios para aumentar a eficácia de vendas. Monika gosta de compartilhar suas percepções e pensamentos para oferecer um melhor treinamento em vendas e liderança.

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