Taking Over A New Unit

The author shares how he successfully takes over an existing sales unit.
I know that you have taken over new stores before?
Yes. You mean another location, not necessarily a new build?
Right. What I want to know is how do you get the sales to be what they need to be? Assuming the store is under performing. What is your formula for success?
The first thing that I do is assume nothing. I don’t assume that the team is weak. I don’t assume that the neighborhood is the reason for the weak sales. I don’t assume that I will have all the answers.
Hmmn. I like that. Go on.
I like to figure out what are the key metrics. That’s a fancy corporate word … it means what are your sales figures.
(We both laugh)
I like …. no I NEED, sales results broken down by individual. I need as up to the minute data as I can get. Usually this data is raw and difficult to read. I break it down and simplify it so that everyone knows what the numbers are and what it means about our performance as a group. It also lets them know about their individual performance. What did they do, to get us where we are.
So it’s a numbers thing?
Not totally. The numbers a merely are means to an end. I use numbers to get them to think like business people. I use them to get my team to think like I do about the #s. I also use them to personalize the business. Now they see how they performed and how their co-workers performed. It’s like watching a video tape. You can’t deny it.
This is exciting. You use the numbers to get them to think like business people?
Yes. This is a must. I am trying to create a war room mentality. How are we going to get this victory? I talk to them very passionately. You know like those Fire an Brimstone Preachers … with a lot of passion.
That makes me think about the Legendary Lombardi.
Absolutely. Me too. I don’t yell (well not always) but I let them know that this stuff is important. I let them know if they contributed or if they did not contribute. Did they help or hurt the team. Most people want to help! I find that there are only two reasons why they will not perform. Fear. They get fearful in selling situations. Lack of know how. They simply don’t know how to do what I am asking. There is actually another reason but it is rare. I default to Fear and lack of know how as the main reasons why they don’t perform.
What is the rare one?
They choose not to. I find it is rare that someone just will not perform. When this is the case we start thinking about promoting them to customer.
(We laugh)
Ok you’ve said a few things and I want to make sure that our readers get this. You get your team focused on the #’s. You personalize the #’s. What are you doing? and How is this helping?
Again the #’s make them think. They think about their personal results and they think about business results. It makes them want to do better. Most people do not want to think of themselves as failures. Most people do not want to be part of a failing team. I just want them to know where we are and I want them to understand that THEY got us here.
Good point. How does this translate into sales?
Well now that we know the symptoms. We develop a remedy. As I said there only two reasons why they don’t perform. Fear and lack of knowledge. I conquer fear with motivation and encouragement. I look for little things. Whenever they get success I praise them and provide recognition. Finally I show them how. I conquer lack of knowledge with training and coaching. This basic formula has gotten me much success!
– Darryl Gee