Build a Superstar Sales Force for Your Restoration Firm

Don’t rely on disasters to drive growth. No longer having to rely on unpredictable storms, third-party administrators, or other factors beyond their control, restoration firms should instead build an internal sales team that can place their business on a stable growth trajectory.

Building a strong sales and marketing team requires a clear vision and plan to ensure success.

“The scary statistics are that upwards of 70 percent of salespeople suck, and you should avoid them like the plague. The question is, how do you know which ones fall into the 70 percent category when nearly all people who say they are in sales are great rapport builders and ‘sound like’ good salespeople?” says Tim Miller, president of Business Development Associates, Inc., who will present “How to Hire Superstar Salespeople” at the 2018 International Restoration Convention + Expo

Sales team members not only need the right sales and marketing experience, but also the traits and behaviors that can fit into the current culture at the restoration firm. Beyond skills and traits, sales team members also need to become attuned to the overall mission of the firm. “The biggest mistake that restorers make when it comes to hiring salespeople is thinking that this role is just like all the other roles at their company. This is often a fatal mistake not just in terms of hiring the right people, but also managing them successfully,” says Miller.

Owners should determine if they want an independent thinking team of individuals who are competitive or a team of salespeople who feel valued as team members and are less likely to go rogue. The interview process should include the owner as well as possible co-workers so that a variety of perspectives on the candidates can be obtained.

Once the right people are selected for the sales team, restoration firms should make sure they are fully educated about the products and services offered to clients and how they should be sold to potential customers. This will require time and investment. Taking the time to create this process can lead to a network of good hires that can generate referrals to more good hires.

Don’t forget the metrics. Sales performance should be tracked in terms of how many customers buy products and services and the average value of those sales. These figures can then be compared to the average sales cycle, which can identify opportunities for further sales. Owners also need to reassess sales team members to ensure they are on mission and generate enough sales to ensure consistent business growth. Customer satisfaction needs to play a role in gauging performance as well.

Restoration firms face other challenges when it comes to sales, especially as customers demand greater personalization: Coordinating marketing across all channels. To accomplish this requires a sales team that knows the restoration firm’s customers and listens to their needs. Sales staff also must be aware that those needs and desires will evolve.

Providing the sales force with as much customer data as possible can improve their effectiveness, allowing them to tailor campaigns and identify business opportunities that might have been missed. Miller adds, “The good news is that it is possible to utilize a sales process that uncovers the truth about salespeople and allows you to hire great people on a consistent and high-percentage basis.”

This article was shared in C&R with the permission of the Restoration Industry Association.

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