In the world of online sales, staying ahead of the curve is key. Industry benchmarks show that close to 50 percent of sales come from appointments generated by your Online Sales Specialist. In this blog, we’ll dive into insights and explore what it takes to build a top-tier online sales team!
The Five P’s Framework
Platform, People, Process, Performance Targets, and Punishment are the five Ps that serve as a blueprint for success in optimizing your online sales program.
- Platform: Beyond technology, the platform includes the entire online sales program. Understand the processes from lead acquisition to conversion. Dive deep into the tech stack, CRM utilization, and communication platforms. Ensure built-in accountability to support your Online Sales Specialists (OSS) effectively.
- People: Attract and retain the right talent for the OSS role. Seek individuals who are hungry, humble, and smart. Coach them towards success and be prepared to make changes if necessary. Provide a supportive environment for your OSS to excel and grow, which includes looking for signs that you need to staff up or down - burnout, lead volume, sales goals, and future opportunities.
- Process: Understand and optimize the processes involved in online sales. From lead management, coming soon communities, and handoff procedures, ensure that each step is well-defined and aligned with organizational goals. Regularly review and update processes with your OSS to ensure relevance and effectiveness.
- Performance Targets: Track key metrics to gauge success and drive improvement. Monitor conversion rates, incoming calls, follow-up activity, prospecting efforts, lead response time, and more. Set realistic targets and continuously strive for improvement.
- Punishment (Accountability): Accountability is essential for driving results. Regular meetings with your OSC provide instant accountability. Structure meetings with a clear agenda to maximize productivity. Address performance issues promptly and ensure everyone is aligned with organizational goals and standards.
Using the PAM Approach
Regular coaching sessions with your OSS using the PAM (Praise Publicly, Accountability, Mindfulness) approach help maintain motivation and address any signs of burnout. Emphasize accountability as the glue that ties commitment to results, ensuring everyone is focused on delivering a great customer experience and hitting or exceeding sales goals.
By aligning the Five P’s—Platform, People, Process, Performance Targets, and Accountability—organizations can ensure their online sales programs are optimized for success. Mastering the details of the Online Sales Specialist role and implementing frameworks such as the Five P’s are essential for maximizing online sales performance. By prioritizing professionalism, talent acquisition and development, process optimization, and targeted performance tracking, organizations can position themselves for success and stand out against the competition.
