I feel that this topic fits because as an employer it is important to listen to several people. The first people you need to listen to are your customers. A person can get some great feed back from their customers. I think for most people this is obvious.
The second set of people to listen to would be experts from within your industry. This is also obvious I would think as you need to keep abreast of what is happening and developments in the industry and competition. A third but maybe not so obvious set of people you should be talking to are the employees that make the product or deliver the service. They are the people that know how the product works and often how it can be improved.
The last set of people you should be talking to and possibly one of the most important is your prospects. And as you know the people that talk to the prospects are your sales staff.
I think that many employers and managers do relatively well at keeping up with the first three sets of people. What I do find is that many managers do not take full advantage of listening to their sales staff. I have spent years in sales and with almost every organisation that I have worked with, the ears are completely turned off.
“Why is it important to listen to your sales staff?” And “why don’t people?” These are the questions I want to try and answer.
1) They can tell you what the prospects actually want!
It is important to listen to the sales people because the prospect tells them what they want. They hear day in and day out what is missing in their current delivery, what can be improved and what they want sold to them. Although this does sound obvious it is a skill of a good sales person to pick this up and they have a “gut feeling” about the market place.
This information is extremely valuable to companies, it can help them develop products or services better. It also helps them find out what can make them stand out over the competition. You will be surprised how effective listening to the sales people can tap into the real concerns of future customers.
And you can’t get this information from your current customers. Why? because they are familiar with what you offer. The relationship as a supplier changes the way they express their needs. They are also used to the way you do things, and that is more than likely all they know if they have been with you for years.
2) They can tell you what the prospects actually want!
This scares many managers which is why they avoid (often with vengeance) having the discussion with sales people. It is hard when you find out consistently that what you offer doesn’t cut it in the market place any more. It is also hard if you identify something that can improve service levels that doesn’t actually make you money.
I call it turning the halving effect. Keeping things the way they are might produce a 1in6 closing rate. Changing the way you do things may cost a bit more, but increases the closing rate to a 1in3 rate.
Even if ultimately you don’t change the way you do business from conversations with sales people at least you get to know the market place better. No one knows the front line of a battle better than the soldier that has to live there.
In conclusion let me state, I am not suggesting that Sales people know everything. In fact the are often very light on the ins and outs of running a business. But listening to their battles, their wins their loses and thoughts on where the market sits and what they want.