Are all of Your Eggs in One Basket?
By Brian Norris

Everyone has them: those superb salespeople who are in essence the only reason a company is solvent. Those elite sales professionals who seem unstoppable; No goal is to high, and no prospective client is beyond their reach. There is no question that these individuals are assets to the company. But, are they an even greater liability?

How in the world could a top producing salesperson be a liability? The answer is obvious. When they leave, so do your profits. In other words, all your eggs are in one basket.

The question becomes, how can a company protect itself from extinction? There are actually four excellent approaches, that when used collectively, form a foundation for continued success.

First, take the time to invest and train other people throughout your organization. Very often, a company will go to great lengths to give their star performers anything and everything they need to continue achieving. Although it is true that these individuals deserve and often require a fair amount of ego stroking, it is crucial to invest in tomorrow. That investment demands a commitment to providing critical coaching, follow through, support and what ever tools the newer or less skilled salesperson may need.

Secondly, revisit the rules and policies of your organization. In my research and experience, one of the most re-occurring sources of frustration is anger, from newer salespeople who witness the constant bending of procedures and rules for celebrity salespeople. The challenge to you is to reassess those procedures and guidelines that may hinder the performance of an otherwise successful salesperson.

Do you really need to adhere to every I. and every T in the corporate role book? If the answer is no, they get rid of them. If, however the answer is yes, then you have an obligation and responsibility to make the rules applicable to every person regardless of financial contribution, and demonstrate a commitment to the hierarchy that you established. In any case, allow the salespeople within your organization to do what they do best — sell.

The third best thing you can do to prevent your company from going the way of the dinosaur is to believe in the people you hire. After all, as one of the top executives within the organization, you probably had some say as to whether that person was hired or not. Why not exercise faith in your own decision?

If you already have the tools and marketing materials and a decent product or service, then the onus is on your sales force to develop long-term relationships with new and existing clients. Once you trust and empower your sales team to be successful, the ball is in their court to produce the results that you know they can.

Finally, make it worth their while. Precisely what this entails is going to vary dramatically from salesperson to salesperson. But always remember that you're dealing with human beings. Unlike your monthly sales report, your sales team has basic desires and passions that provide their drive in life.

Most successful people in sales love to sell. They also love the recognition that comes with landing a new account or outperforming their sales goal for the quarter. Never forget the power of thank you. Occasionally, employ travel incentives or gifts in lieu of cash prizes.

Employ these tactics today. Soon, you'll have plenty of healthy, happy eggs, and dozens of strong productive baskets. It's your company, Ultimately its fate is up to you.

Brian Norris is a professional speaker and author of The Creative Sales and Marketing Manual and Escape Life Sucks Syndrome. He helps individuals to live with passion and positivity. He helps companies to improve morale, lead better and market their products and services more dynamically. You can reach Brian by emailing info@BrianNorris.com or calling 414-899-1905.

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