More Stupid Human Tricks –
The Corporate Version
By Dave
Kurlan
Those humans are fighting nature again.
That urge to cut back when things get tough is in itself – tough. So
the economy is slowing and orders aren’t forthcoming, previously booked
business is being cancelled, and salespeople are quickly learning that
selling is more than showing up and taking orders. But what do our
human friends upstairs in the corner offices do? Cut Back. Then cut
back some more.
OK. So it’s practical to cut costs where we
can, not take on additional overhead, and keep an eye on the budget.
One could even call it prudent. But why are people cutting back on
their sales forces? It’s a stupid human trick of the dumbest kind, one
that makes no sense either financially, logistically or practically.
That request for 10 more computers won’t bring in any more business and
neither will the request to upgrade office furniture. We can probably
get another year out of the fleet and we don’t really need to have the
national sales meeting in Hong Kong. But if the average salesperson
brings in a factor of 10 to 15 times their compensation in sales, why
would we want FEWER of them? I understand that their base is
(technically) an expense. But it’s the only expense, other than
Marketing, that brings revenue IN.
So the CFO, Controller and your CPA will
argue that we should cut anywhere we can. Fine. But not the sales
force. In this economy, we must put MORE salespeople to work, not
less. We must provide MORE training, don’t cancel it. Initiate more
accountability, not less.
Come, all ye humans. Don’t screw this
message up. If sales are flat, or worse, down from your goals and
projections, INCREASE the sales effort and do not tighten the belt in
the sales department. Have your sales organization evaluated, find out
who has the ability to become more effective and give them the training
they’ll need to reach their fullest potential.
The window of opportunity is only open for a
short period of time. If you wait too long or miss it altogether, by
the time you figure out that you need to do something drastic to bring
the business in it will be too late to compensate for what was lost. Be
proactive, take action now, and you won’t have to be one of the
companies that are adversely affected by the “blue economy.”
©Copyright
2001 Objective Management Group, Inc.
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