Even with high growth, resist the urge to skimp on sales training
Anyone who has been to a fake market has seen what aggressive sales can look like in China, and in fact it is a great manifestation of what makes the difference between a crowded stall and an empty one 3 meters away selling the exact same stuff. The likely reality is however, that you can neither get nor want a team comprised exclusively of top sales talent in the traditional sense. They become unmanageable and leave once they see your numbers trend downward.
So you need to invest in working with that you have. Further, building in training early not only shores up for the future, it more critically builds a culture accepting of pivots in strategy and tactics.
You see how inactive some can be when it’s their own money on the line, what do think they would do peddling your services?
There is definitely a hesitation among many sales people that I would say is derived from a national character of deference, especially when they are technical at their core. Perhaps you recognize this in your domestic team also. However in China I find it easier to help people stretch out of their comfort zone because quite frankly, they tend to have more on the line and more to gain.
As always, the core reasoning has to be expounded. The perception of an oily charmer out for personal advantage has to be replaced with one of an useful partner who can anticipate his client’s needs. Then they have to see it work, often led by example.
Then they need to be incentivized. As anyone who manages a commodity catalogue knows, as soon as the promotion of a product line stops, sales tend to taper off. The key here is to use incentives to train behaviour with the understanding that either a. there will be a permanent commission structure in place to reinforce the sale or, b. there will be a bump in base pay that recognizes the superior overall performance. I’m generally in favour of b. if you can pull it off. Not only does it give you simplicity, the employee will appreciate it more.
Here are a few general ideas that I’ve found useful that don’t require an outside trainer:
Explain the effect of price on your bottom line. You don’t have to use your real numbers (although I recommend it), but until they understand that a 1% drop in price can be a 15+% hit to earnings, it’s just too easy to drop the price as the go-to move, especially if their commissions are only minimally affected. If you can tie their earnings more closely to the company’s, even better.
Explain the effect of giveaways on your bottom line. Service is probably number one here. There can be an expectation of a lot of free service in China, and like in the US, it has to factor into defining who is a good customer. Again, the sales guy gives away something that doesn’t hurt him, but causes havoc to another department–it has to be tied together somehow, at least by a meeting of the minds internally.
Explain statistical results. Suggestions of change raise a very common knee-jerk objection: it will alienate the existing customers. After dealing with whether or not this is true, you then have to explain if how your tactics change the big picture, and more importantly, how it improves their pay-to-effort ratio. Formulate some case studies to illustrate.
Let them watch you walk away from a deal. They won’t believe anything you say if you can’t show them. A graceful, respectful exit can do wonders in improving your mix. Watching how you explained the move to your boss, perhaps even more so. Bonus if your boss supports the move and can demonstrate it semi-publicly.
Fire a disruptive top-performer. In a similar vein to the above. If the message is numbers buy immunity from policy, discipline, etc.. you rarely see the rest of the team reach for the stars. They in fact just sink to doing the minimum and you end up with a fairly toxic environment. It’s just not worth it. Now, I’d generally try to turn it around by appealing to their desire to exhibit leadership to the others, but in the end, if your value to customers rest solely on one woman’s smile, you have bigger problems.
Incentivize the up-sell. As I mentioned before, it should be a training tool to drive home maximizing margins or reducing losses. Charging for parts & service when the expectation was free can be a big one (lots of training involved there, and I’d suggest taking a few meetings yourself to show how it’s done, and perhaps learn their pain firsthand).
Recognizing the difference between an unwelcome automatic up-sell and one that seems informed can be demanding. Given how non-linear the extra effort is here, the incentive also has to be non-linear. This perhaps will improve your own focus: you can’t afford to offer bells & whistles that don’t have higher margin unless it’s part of your brand.