Make Sales Support Organization-Wide

It's fine to informally encourage all your employees to generate more business, but nothing beats hard and fast training.

Clerks, receptionists, repair technicians and delivery drivers are often in positions to spot opportunities that your sales staff might overlook.

Now, if you have a number of rookies on your sales staff, make sure you have enough veterans around to supervise and teach them two critical functions:

1. Skillfully presenting the merchandise, and
2. Closing the sales at just the right moment.

The idea is to educate them right away that it's not just a sale — it's a profit opportunity. So there must be enough staff available to close the deals. Your rookies will learn more, become better salespeople and stay with the company a lot longer if they see immediate results from their training.

But don't stop there. Schedule follow-up sessions where newcomers and veterans alike can review mistakes and improve sales techniques. Here are some questions to ask:

• Does the newcomer understand the company's "customer profile?"
• Did the rookie ask the right questions?
• Did the team miss a chance to sell larger quantities or a more expensive item?
• Did transactions result in referrals or new leads?

Once you get some answers, let the staff brainstorm. Both the vets and the rookies can — in a free environment — come up with ideas that benefit the sales process and your company. Sales (and profits) will pick up.

Keep in mind: Every dollar you spend on training should generate a high-multiple return for your bottom line.