By Lauren Funk
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Measuring salesman productivity has always been an important activity for sales managers. Now that businesses are more data-driven, it is even more crucial for every sales team to have effective productivity tracking practices.
Fortunately, it doesn’t have to be hard to implement measures that show where your reps are wasting time, and where they should put more energy to get the most out of every minute they spend selling.
Let’s dive into five ways for measuring salesman productivity that are backed by sales experts — individuals with years of sales experience including sales authors, strategists, CEOs, coaches, and founders.
Measure the number and quality of customer interactions
Review Activity Reports in your CRM
While many reps may go through the motions of talking with lots of prospects (e.g., high dials), are your reps having enough meaningful conversations that will lead to a sale?
According to Wendy Weiss, president of ColdCallingResults.com, “The metrics that are important to measure for telephone prospecting are: Dials, Conversations (with a qualified prospect) and Appointments. Many sales professionals will track their number of Appointments, some will track their Dials and Appointments, but very few track the number of conversations they’re having with qualified prospects. Without that middle number, it’s impossible to know how you’re doing.”
You also need to monitor the quality of each potential customer conversation. Numbers are meaningless if you’re not building relationships and driving sales. “To me, quality is my most important productivity tool,” says author, speaker, and strategist Jill Konrath. She adds, “I want to have maximum impact with every client interaction, keeping my prospect moving forward. If that didn’t happen, I need to revisit my planning, knowledge, strategy, approach, messaging and more.”
Productivity measures: Track calls, emails, and meeting metrics in your CRM. Sell generates reports based on these activities. For example, you can see the number of calls, call duration, call length vs. time of days, as well as call outcomes — important to know if calls are high quality and effective. If you’re a sales manager, you can sort this info by sales rep. Some reps might have better call outcomes than others. Pair these reps with the ones who are struggling.
Pay attention to sales pipeline progress
Check opportunities in each stage of the sales pipeline.
If your reps only have a general idea of pipeline opportunities, that’s not a good productivity sign. The number of opportunities should be carefully monitored as each stage indicates what revenue you’ll have at the end of the quarter. Tracking the progress of sales stages also highlights what skills reps need to improve.
As Lori Richardson, founder and CEO of Score More Sales, explains “A productivity metric every salesperson should be paying attention to is number of opportunities prospected to qualified to closure. That’s really three metrics, but I want to see what a rep started with (to know if they have enough of the right activity while prospecting), what they move through as “qualified” in the pipeline (so I know if they are spending time in the right places), …read more
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