Saturday Morning Sales

Kevin Latchford


Hunt vs Farm - July 29, 2017

In the world of sales, the phrase hunting versus farming is certainly not new, but has been lost on the current younger generation of up and coming sales people. I’ve met dozens of younger sales people recently and almost none could explain the phrase hunt versus farm. Making matters worse, while they were familiar with terms (or titles) like account executive, account manager or business development professional, none liked the idea of being referred to as a sales person.


A simple explanation of the phrase is this: a sales hunter seeks out a new business relationship that do not currently exist (prospects), nurtures and develops the relationship (sells), and then manages the ongoing relationship (account management) all while repeating the process with new prey (prospects); while farming on the other hand is based around the concept that crops are already planted (a book of business already exists) and you must nurture the existing relationship (account manage) while not having any pressure of ongoing sales or new business development.


Organizations who employee more farmers and less hunters are causing issues in the market on two levels. One, they are not challenging young sales people to grow books of business, rather relying on the older or more experienced members of the team to bring in new deals. And two, they are leaving the general marketplace without qualified sales people, thus a lack of knowledge and experience exists where people become afraid of what real sales and real business development is all about.


I’ve had to get past my own frustration that many simply have never heard of the phrase hunter versus farmer. However, once I explain the difference between the two I ask one question, are you a hunter or a farmer (or who do you want to be)? If the answer is farmer, the conversation ends immediately, and the opportunity to discuss our open sales positions comes quickly to an end.


There is no denying that our society has changed and opinions and views on sales people or a sales career has changed as well. There are still a few out there that want to make an above average annual income and believe sales is a career choice that will help them. However, all too often companies hold back these talented individuals because their opinion too has changed, and they have become more and more accepting of farmers. Where have all of the hunters gone? Where are the “never take no as an answer sales people”?


Sales is not a dirty word and has provided many a professional a wonderful career. Hunters can change the course of their company’s growth. Hunters can call their own shots, make their own schedules, and have much more control over their own career destiny. Like hunting animals for food, one must be successful, or they do not eat. Sales hunters must be successful or they do not close business, bring in new revenue, and earn commission. In other words, they must hunt, be a successful hunter, or they do not eat.


As a longtime sales manager, I want to be surrounded by hunters, for the more success we hunters achieve, the more we will eat. Are you a hunter or a farmer? Are you an aggressive sales person hellbent on success? I am seeking a real sales hunter to join my team. Contact me if this post resonates with you.

For A Reason - July 22, 2017

Maybe it’s the Catholic school upbringing or just my grandmother’s words spoken to me as a child, but I’ve long put faith in the term “things happen for a reason”. Now, don’t get me wrong, I do believe each person has a large part in defining who they are and where they are going. But, I also believe that in business, as in our personal lives, we have individuals come and go for a reason. Sometimes the reasons are known in the moment while other times the reasons come at a later date.


Over the past few weeks I have been a firsthand witness to changes that I can only define as “for a reason”. To begin with, in my day-to-day business, I am dealing with the loss of a longtime teammate. He was my right hand for nearly five years. But, for personal reasons, he has chosen to move from the United States back to be with family in his home country. I will greatly miss Ned. He was an excellent salesman. He was a confidant. He was someone I genuinely enjoyed spending many hours a day with. He was an all around good guy.


I am forced now to look not to the past and good times we had, but to the present and future for my firm, and I must seek a new teammate. I cannot replace Ned, but I must replace the position. I believe this change is happening for a reason. For Ned it is an opportunity as a young professional to explore opportunities to build upon his career that are truly global, and for me and my firm, this is an opportunity to bring someone into the organization with fresh perspective. We will bring someone with sales experience, management experience, and full of hope and ideas for growth. I can say things happen for a reason and in this case we will use this as an opportunity to begin a new chapter of business expansion.


On the personal side I am faced with the loss of a neighbor. He has announced that he will be moving his family from across the street to a new home several miles away. Now, you may say so what, what’s the big deal. It is not as much of an impact on me as it is on my youngest daughter. Her best friend is moving. Her confidant. The person she spends hours per day with. Her “other sister”.  For young children this type of announcement is tough to swallow. But, again, things happen for a reason. As my daughter gets older and is becoming more mature, this will be an opportunity for her to expand her network of friends, move beyond the comfort zone, and to explore her boundaries. She is not losing a friend, as I’ve told her, she is gaining new opportunities and challenges.


Although these are simple examples of change, in both examples I watched others around me react with concern, get upset, and wonder “what now?” In life we will all be faced with challenges, with change, and it is how we choose to accept these challenges and change that will not only define who we are, but show others who we are.


Living my life with the belief that things happen for a reason has not always been easy. It is not easy to accept the sudden and tragic loss of a four year old boy. What reason is there for such a thing. Cancer diagnosis is again no laughing matter and something that one will ask themselves “why them” or “why me”. Looking beyond the immediate situation, but to the what comes next has helped me learn that life is short, change is inevitable, and things really do happen for a reason. You may be smacked square in the face with the reason or you may need time to seek the reason out. But, no matter what, things happen for a reason.

Sales Crossfit - July 15, 2017

Do you work out? Do you go to the gym? Hopefully the answer is yes, because as a sales person, staying healthy physically and mentally helps with the endurance you need in the game of sales.


Crossfit is no longer a craze, rather a mainstay approach to exercise. Crossfit combines a little bit of this with a little bit of that in a one hour routine. Think about it this way, in one hour you’ll do some running and probably other cardio exercises, mix in a lot of stretching, and then top it all off with weight training. Crossfit works the entire body and mind. And, no two days (classes) are alike.


Sales can sometimes become stagnant. A sales person’s routine can become repetitive. If you make the same amount of cold calls every day, at the same time of the day, and say the same pitch on every call, you can burn out. It’s like eating the same lunch at the same time at your desk every day of the week, it gets hard to be excited. So, what can a sales person do to breathe life into their routine – take a crossfit approach.


I’ve been using this approach for my entire career and I’ve taught this approach to countless numbers of sales people. It never dawned on me to relate it to crossfit until I started doing crossfit myself. Now I can call it something…sales crossfit.


My concept for sales crossfit is simple. Routine is important. Without developing and sticking with a routine, schedules may become very unbalanced, and you begin to scramble to find time to get something done. Much like going to the gym, if you don’t stick with a routine or schedule, it is easy to say “I’ll go tomorrow”. In sales terms “I’ll get to it tomorrow”. Routine is not a dirty word in sales or in your career so long as it is used in proper context.


A sales person should have a routine that calls for internal team meetings, client meetings, client entertainment, cold calling / prospecting, networking, etc. on a regularly scheduled basis. For example, Steve has a great routine, he makes calls Monday afternoon, Tuesday morning, Wednesday morning, Thursday afternoon, and Friday morning. He has this time set every day or every week in his schedule. Some days it is a one hour slot and others a two. Steve’s goal is to make a certain amount of qualified calls, but more importantly, to hold a certain amount of qualified conversations. Where crossfitting his sales comes into play is who he’s calling, why he’s calling and his pitch. Steve mixes it up to avoid becoming stagnant.


Some organizations require sales people to meet their clients on location while others want the client to come to them. Crossfit this sales approach and do both. Mix it up and get the client out of their comfort zone from time-to-time. Same goes for networking opportunities. Break from the same industry related events and look to others than may spark your curiosity even if not directly in line with your targets.


I’ve long believed that the path to success in sales is to always be in sales mode. Staying sharp and always being in sales mode requires a sales person to stay focused and excited. In an effort to keep the excitement alive, try different approaches to your sales tactics, mix it up a bit, try taking a sales crossfit approach.

Top Down Change - July 8, 2017

Top down change is by no means a new concept in business. At its very basic premise top down change simply means that a decision is being made from the top, embraced by top management, and shall be implemented throughout the company beginning with management all the way down the line. Pretty straight forward, huh?


There is another version of top down change that is oftentimes not discussed in day-to-day business operations and certainly not the most pleasant of concepts. This version of top down change is removing and/or replacing your human equity all together, thus forcing change that may scare an organization to its core. However, if managed correctly, the outcome can be hugely successful.


I recently consulted with a client where such a change was the last resort. A shakeup to the organization so-to-speak. Jim, the ceo of a midsize manufacturing company, has seen little in the area of sales and revenue growth for well over one year. The sales team has been walking around with their heads held high, a bit of a chip on their shoulders, as if everything is fine. Revenue is flat and even on a year-to-date basis, yet the company goal is to grow nearly 25% over last year. Jim began to look at himself as to the cause for being flat. Was he not leading the company the right way? Was he not participating enough with the sales team? Was he not providing the proper leadership to his sales manager, Neal?


Jim worked with his other management team members and his outside advisors constantly trying to determine the “why’s” of what was happening from a sales standpoint. More and more the answers were coming back that Neal, although a good sales person and seemingly good guy, was not a good sales manager. And, his poor leadership qualities, and the lack of mentoring he was providing his team was the root cause for the lack of sales. He led his sales people to believe they were doing fine. He managed by numbers with no emotion. Neal would often say “keep making your calls, make your numbers, and everything will happen in time”. However, he did not teach (or coach) his sales team to push down on the gas pedal, or to change up their individual styles when making calls. Neal may have been a good sales person, but not a good leader, and he allowed his sales team to become complacent. And, the sales people didn’t seem to care.


Jim gave Neal and the sales team several months of his own coaching starting with team huddles every two weeks, moving to every week, and then twice per week. He shared stories from customers, stories from other departments from within the company, all based around the need to enhance overall sales performance. Days and weeks went by all the while Jim growing more and more frustrated. The sales team was not responsive to what was becoming clear: sales were now declining.


The day finally came in early-May when Jim, his fellow executive team (not including Neal) and his advisors realized they needed to make a change. This would not be a pleasant change in the beginning, but if executed properly, a change that would turn the company back toward positive sales and an increase in revenue. A top down change was needed.


Jim engaged a professional recruiting agency with experience in his industry. He utilized this firm to select a new sales manager and two new sales team members. He then made the top down change a reality. In keeping with his planned two-a-week meetings with Neal and the sales team, Jim walked into the conference room right on schedule like many meetings prior, with one exception. His executive team was with him.


In a swift and deliberate move Jim announced that Neal and his sales team were all done as of that moment. They were fired. Jim explained that meeting after meeting with the sales team had been documented. Performance charts were being tracked. Communication with clients was being had by the executives and the clients were ready to buy but were not being contacted by the sales rep. Each sales person, including Neal, had failed not only the company, but themselves. It had been obvious for a long time that they were the wrong team for this company. A top down change was needed and a top down change was happening.


This approach to top down change can be and is dramatic. It is a last resort toward making needed improvements. Now, nearly sixty days later, Jim could not be more pleased with the new sales team. In his words “they get it”. Client communication is improving, the new sales team members are excited about their roles and the prospects ahead, and revenue has already begun to increase.

Great Salesman-Poor Sales Manager - July 1, 2017

In a follow-up to last week’s post, I was “called out” by a colleague suggesting I was speaking to him through my writing. Well, not exactly, but there were several correlations that could not be ignored. However, what my colleague missed in the post but something we discussed at length over the past few days is this, there can be great sales people that are not cut out to be a coach.


Going back to my analogy of professional sports, many coaches played the game, but not all. And, given the vast number of athletes playing in the MLB, NBA, NFL, NHL, et al, few ever go on to be a coach at any level. In sales, as I’ve stated in past posts, not everyone is cut out to become a sales manager.


Managing sales people requires a variety of characteristics ranging from empathy (because you’ve been there done that) to support to disciplined reinforcement. A successful sales manager does not manage from a spreadsheet alone, as in stats and numbers only, but with emotion. Keep in mind that sales is emotional and almost all sales require skill in working with human relationships.


I’ve been in sales for a long time and have interacted with many a great salesman, but also many a poor sales manager. I sometimes wondered why such a charismatic, successful sales person could turn out to be such a lousy sales manager? The answer was not that far from the question. It didn’t take long to determine why.


Sales is a big game hunt. You prepare, you stalk, you hunt, you kill, you take your trophy. The excited feeling of accomplishment is an euphoric high that quickly moves on and then the sales person plans for the next hunt in order to repeat the success and the feeling. Sales management on the other hand oftentimes does not come with the same sense of accomplishment simply because you are attempting to be the hunting guide and not the hunter.


A hunting guide chooses to be so because they know how to hunt and how to accomplish their goals. They’ve done it enough that they want others to gain the same level (or close to) of their success. The sales manager needs to change their own demeaner when dealing with sales people in that they want the sales people to taste success, learn how to be successful, and to make success a routine. They must be a guide, a coach, and not every great sales person ultimately wants to take on the added responsibilities.


While some sales managers say yes to the sales management role, they do it with a smile on their face, but reluctance just the same. They know how to sell. They are excellent at the big game hunt. But, they fall short when it comes to being the guide or the coach. When you ask or are asked to consider sales management, make sure you understand what is at stake for you and the team, what implications come along with becoming the coach, what expectations your team will have of you, and finally if you feel you can be equally successful as the coach as you were the player.