Learn how to effectively communicate expectations clearly to ensure that your sales team understands what you want them to do and achieve.

1. Set Expectations
HOW TO EFFECTIVELY
WITH YOUR SALES TEAM

2. Does your sales team really understand
what you want them to do (behaviors)…

3. …and what you want them to
achieve (results)?

4. Managing sales performance
consists of the following 4 steps:
Communicate expectations
Monitor results
Monitor and manage specific behaviors
Provide regular feedback

5. Holding sales reps accountable starts with clear expectations

6. Avoid vague language or
emails that don't clarify
specific behaviours desired
from each sales rep

7. 6 Communication Guidelines for Setting Clear Expectations
5
Personalize the communication1
2 State the desired result/s
Include the behaviors3
4 Define the metrics
Check for understanding

8. Personalize the communication1

9. The communication should be
specific to the sales rep
not a general message that could be
interpreted as not applying to them

10. State the desired result/s2

11. Make sure your
communication includes
what you want them
to achieve

12. Include the behaviors3

13. Include specific actions that, if performed well, should
lead to the desired result

14. Define the metrics4

15. It should be clear how you will measure performance and
over what period of time

16. Check for understanding5

17. Have sales rep recap
their understanding
of your expectations

18. Follow up in writing6

19. Send out an e-mail
recapping your
communication,
ensuring it adheres to the
five previous guidelines

20. Example: Unclear communication

21. “We’re tracking behind this quarter
and need to take our game up to the next level.”
Example: Unclear communication

22. Example: Clear communication

23. “To achieve your quarterly sales goal
of $500,000 this quarter, you will need to close
an additional $267,000
by the end of the quarter (December 31).
In order to accomplish this goal, I would like you to
conduct in-person meetings with at least 5 of the 7
customers that are in the “agreement” stage of your
sales pipeline by next Friday (December 12).”
Example: Clear communication

24. “Given your history of success with customers
(70% close rate of opportunities in agreement stage),
this should allow you to exceed your goal
if you can get these meetings set quickly.
Please let me know if this makes sense to you and
what steps you will take following this discussion.”
Example: Clear communication

25. [Pause, listen to response, and check for understanding]
Example: Clear communication

26. “Great. Let’s plan on reconnecting next Monday
(December 8) to review where you stand
on appointments, discuss the specific goals for
each meeting, and how I can help.”
Example: Clear communication

27. The importance of clear communications to set expectations
can be overlooked when focusing just on results

28. By clearly setting
expectations we can hold
our sales reps accountable
and help them succeed

29. Sales Coaching can drive
revenues up by 20% or more.
Help your Managers become
great coaches.
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30. By Norman Behar
@NormanBehar