Measure Numbers. Manage Performance.

Here’s another Sale Management tip from Jewelry Sales Trainer JIm Douglass:

Measure the numbers but manage performance. What that means is the two are different from one another. The salesperson with the highest numbers may not be the best or most effective salesperson. It is not uncommon for the salesperson with the highest numbers to also be the salesperson walking the most opportunities back out the door creating the most leakage. Leakage is how many people walked out of your store without buying only to buy in another. High sales numbers show only gross dollars and the number of transactions. They do not show how many actual opportunities were brought into the store by your advertising dollars, word of mouth, sales, events, etc., giving you the other variable in the equation to measure your sales by equaling performance. They don’t show you how many people returned, how many times, or which of your salespeople are effectively producing return opportunities and which are not. In other words, without being able to accurately record and measure opportunities (door counters do not work in this instance) you only have the gross sales and the number of transactions. You cannot effectively manage performance by using gross sales, alone, because without the rest of the information each person’s performance is really a mystery. For your advertising dollars to produce the most R.O.I. you must measure the numbers but manage performance and you can’t manage what you are not measuring.

For Sales Training in your store call Jim Douglass at 803-322-7532 or email him at jimdouglass@sellthroughpro.com