8-27-2012
As a sales manager, you have a plate overflowing with responsibilities, and developing your people is only one of them. But it could be argued that your coaching role is, in fact, the most important role of all. The more skilled your sellers are, the more success they will have reaching their budgets, and the more likely they will be to stick with you. Unwanted turnover is never a good thing.
Also, as a coach, I?m sure you would agree that in order for someone to become better at something, they must practice. So why does practice in the form of ?roleplay? have such a bad rap? Why do so many sales managers shy away from the opportunity to help develop their salespeople? And why do so many salespeople hold on to the notion that role-playing is a waste of their time?
It seems that nowadays the general idea is that roleplaying is only necessary for the new people to participate in to develop their skills. Using it for ongoing growth and development with more seasoned sellers is seen as a form of micro-management, or even punishment.
In other professions, continuing skill development is common, and in some cases it?s mandatory. A professional baseball player spends time taking batting practice before every single game. That?s certainly a form of roleplaying. Can you imagine what would happen if a player didn?t take batting practice before a game? The reaction from the media, the fans, and his teammates would be loud and critical ? especially if his performance at the plate wasn?t at an acceptable level. That baseball player also spends time in the infield or outfield, running through every scenario his team might face during a game so he can figure out how each play should be handled. Again, that?s roleplay, and not only is it important, it?s expected.
A dancer or an actor will rehearse countless times before every live performance. They will mark their spots, practice using different approaches or emotions, and they will have dress rehearsals before the final performance. That?s yet another form of roleplay. Can you imagine a performance where the performers had not had that opportunity to practice?
A student preparing for the SAT will attend preparatory classes, run through multiple practice tests, and often take the standardized exam more than once to improve her performance and outcome. That?s also roleplay. And not only is it seen as a worthwhile investment of time, it?s important enough that students and their parents pay top dollar for the opportunity.
Think about the best of the best ? the best athlete, performer, or student. When you hear them in interviews, they talk about the practice routine and the role their coaches and teachers played in their development. How often have you heard one of these people say they just had natural talent, so they went out there and did their thing? Never. The greats talk about how much time and preparation went into becoming great. Michael Jordan is most celebrated for the amount of practice and preparation he dedicated to his sport.
I?m not sure why salespeople feel differently, but you can change their perspective. You need to work hard to show them that practice and roleplay are important for their professional growth and that by embracing this, they will see a solid return. But changing their view is something that you?ll need to work hard to do.
Here are eight things you can do to improve roleplaying in your sales organization:
1. Plan to roleplay. Schedule it in advance. No sneak attacks!
2. Make it fun. Perhaps take it out of the office and do it in a new environment.
3. Make it useful. Make sure the scenarios are realistic.
4. Remind everyone that this is practice. It?s okay to make mistakes during practice. It?s how we learn and grow. Better to make mistakes in here than out there.
5. But also decide what perfect looks like in advance, and strive for perfection during the practice time.
6. Set up a system to give consistent feedback. Look for what the person did well, and where they could improve
7. Resolve to make roleplaying part of your sales culture. It can?t just be a one-sales-meeting gig.
8. Keep it positive.
Matt Sunshine is EVP of the Center for Sales Strategy.
E-mail: mattsunshine@csscenter.com
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