The world of benefits has changed. It used to be that those with the most discipline simply had an advantage over everyone else. Now, what was once an advantage has become a necessity for survival.

Unfortunately, one of the almost universal frustrations I hear from agencies is their lack of a disciplined sales culture.

As I talk to these agencies, I see two realities playing out. I see many struggling with a reality of a changed industry: their books of business are shrinking; they sense impending irrelevance; they're scared.

And then there's the second reality. I see those who have found unprecedented opportunities as a result of the changing circumstances: they're bringing value to their clients in new and unexpected ways, and they've found themselves more in demand than ever before.

The difference between the two realities isn't resources, intelligence, some new product, work ethic, or even divine intervention. The difference between the two is one thing: discipline.

Those with the most disciplined sales culture . . .

1) Coach their team

Not only is coaching necessary, your employees are looking for it. And, it doesn't take excessive amounts of time.

Read: Coach K to HR: Make employees feel valued

Five meaningful minutes a week with each direct report can dramatically change your company.

Only 2 percent of employees who get no coaching are engaged in their job while those coached to weaknesses are 20 times more likely to be engaged, and those coached to their strengths are 30 times more likely to be engaged.

2) Know what matters and measure it

As Einstein said, not everything that can be measured matters, and not everything that matters can be measured.

Companies with disciplined sales cultures know what to develop and track:

The results each role has to deliver
The behaviors that drive those results
How to measure/quantify the behaviors
What discussions are necessary when measurements aren't possible
Teaching employees how to measure, report and initiate discussions about their own performance

3) Prepare and debrief

Preparation means learning your prospects' overall situation. The better you understand their situation, the more often you will win.

Win or lose, debriefing means understanding what happened.

Asking the new client, “Why did we win” will reinforce the decision in their mind, and it will also help you identify what is most important to them.

Asking that lost prospect, “Why did we lose?” will give you insight as to how to avoid the same result in the future. Maybe you need to qualify better, have better timing, or simply prepare more effectively.

4) Feed the tigers, tend the sheep, and shoot the dogs

In undisciplined companies, the 80/20 rule is alive and well. Managers spend 80 percent of their time with their worst performers. All the while, their best performers get ignored and, as a result, are twice as likely to be actively looking for a new job.

Despite the time spent with poor performers, undisciplined agencies struggle firing those who need to be fired.

The behaviors you tolerate may as well be the behaviors you promote.

One of your greatest responsibilities as a leader is to reward the right behaviors and refuse to tolerate the wrong behaviors. If you don't, you put all of your credibility at risk.

5) Create a theme

Selling is hard, it's emotional, and it takes a commitment to something bigger than ourselves to go out every day and face rejection. Having a theme, an idea to rally around, provides the emotional counterbalance to what can be an emotionally draining effort.

6) Celebrate everything that matters

We're competitive people; we expect to win. Unfortunately, we don't celebrate nearly enough and, when we do it's usually only about a new sale. Yes, it's important to celebrate sales, but we need to be celebrating everything that matters.

7) Master a sales process

The most successful people in any profession are the ones who practice the most. It can't be just random practice; it has to be purposeful practice built around a process that can be taught, repeated and coached.

A sales process is as much about helping the buyer make better buying decisions as it is about the producer selling more effectively.

Agencies with a disciplined sales culture have a sales process that:

Differentiates
Educates
Is scalable
Is repeatable
Delivers value

This isn't just about working harder at what you're currently doing. This is about changing your game, changing what you have to offer to clients, and doing so with great discipline. Is it going to be hard work? Of course it's going to be hard work, but finding the discipline to do what is hard is what makes successful agencies successful.

Instant Insights /

7 disciplines that drive growth

More From HR Executive

Related Stories

Recommended For You