People Management

How to turn your sales staff into sales superstars


Your people are the difference between a good company and a great company. They are the productivity engine that drives a high performing culture.  We all know the saying happy staff = happy customers, but how do you do turn your sales and customer service staff into sales superstars?  What training, processes and management style is needed to take your sales staff from order takers to revenue kings and queens?

The People Manager Journey

We’ve narrowed down the formula for business success. We help small business with:



We’ll help plan your journey so you’re on the right track to deliver the right results for your business.


Business Intelligence

We’ll navigate the path with the right tracking, measurement, analysis and strategy.



With small steps brings big rewards. We’ll optimise and improve results, generate more profit for lower costs, and bring you rapid growth and business success.


Now that your small business is humming along and your team is growing, what is the best way to manage sales teams and their activity, to ensure a consistent and effective way of driving revenue for the business?  Regardless of the nature of your business, by instigating our top tip strategies your business (and your team) will reap the benefits. 

To understand the appropriate management strategy, start by asking yourself questions such as:

  • What outcomes do I need to measure?
  • What’s the pipeline my business manages that begins at first contact with a potential client and ends with them taking out their wallet?
  • How effective is each channel/individual in helping me make first contact with potential clients?
  • What do I need to see on an individual level?

As managers, we need to ensure that every individual within the team is clear on what is expected of them in order to be successful and hit the required targets, and to ensure that you can quickly and easily measure performance for each individual. This entails developing a clear understanding of:

  • Each individual KPI’s and outputs for each position
  • Each individual’s required activity levels:
    • How many phone calls to make
    • How many meetings
    • How many proposals
    • How long should you be on the phone
    • How many sales, upsells, side sells
    • How much foot traffic
    • How many customers/clients/referrals do you need to get
  • What the expected conversion rates are:
    • Leads to proposal
    • Foot traffic to sales
  • What are the metrics to measure:
    • Average sale
    • Average margin

Business Intelligence

Business intelligence is the process of tracking, processing and analysing data from individuals, departmental and the business as a whole to help you make better decisions and get better outcomes. It helps keeps people accountable and lets you know how effectively every person, asset and process is contributing to your business revenue.

From a sales management perspective, with the right tracking in place you can determine exactly how much work each individual is doing and get answers to questions such as, “why Jim only did 4 sales yesterday, whilst Mary did 10?”

To establish the right tracking and reporting, you need to put the systems in place to capture the right information, and this could include tracking data from:

  • Sales and Service: CRM and POS, Sales data, Individual data, Business unit data, Pipeline management data, Conversion rates, Customer contact (foot traffic, inbound enquiries)
  • Digital Marketing: Google Ads, Google Analytics, Social, Email
  • Offline Marketing: Materials, Inbound phone tracking*
  • Financial: Revenue, Costs, Transactions

You then want to look at integrating all the data so that you are able to generate reports effectively and efficiently at the click of a button.


Manage The Sales Process

Once you have identified the specific phases of your sales cycle, use this to form your sales process that your sales team can follow.  Create the ‘sales bible’ so that it sets out the rules, provides the tools, and clearly defines how your team will approach, move and close prospects at each stage of the sales cycle. 

Manage Workflow, Pipeline and Activity Levels

Now that you have the right business intelligence in place, you can start reporting on a daily, weekly and monthly basis to tell you where things (and people) are working and not working out, activity levels, workflow and pipeline.

This is really important to allow us to push leads through the right sales process, drive conversion rates, and identify exactly where individuals team members are falling down (and what sort of coaching they may need). 

Daily reporting: Primarily about activity

These reports should answer questions like:

  • How many phone calls did the sales reps make?
  • How many people walked through our doors?
  • How many sales did we make?

Weekly reporting: Are we on track?

These reports should answer broader questions, like:

  • What did we achieve last week?
  • What do we need to do this week?
  • Are results on track?
  • What’s working well?
  • What’s not working well?

Monthly reporting: The devil is in the detail

These reports are much more comprehensive and granular. They cover:

  • Revenue and sales
  • Marketing stats
  • Conversion rates
  • Results by product, location, department, person, unit, etc

Manage Staff

Managing performance and output is an ongoing task. Its purpose is to continuously improve the performance of employees through implementing tasks, tracking and monitoring progress, providing regular feedback, reviewing achievements and identifying learnings.

To get the most from your staff and maximise output, try:

  • Setting expectations: This is all about being super clear on the role. You can’t manage a team unless you and your team are crystal clear on this – knowing exactly what is expected of you is half the battle. 
  • Setting Clear Timeframes: As their manager the best way to help your team manage their activity workflow is by providing clear communication around deliverables and deadlines.  
  • Communicating regularly with staff: It’s important to have constant and open two-way communication with each individual staff member. This is best either over the phone or face to face and should be an open discussion about current priorities, road blocks, deadlines and an opportunity for both parties to ask questions or raise concerns. As a manager, it will help you identify if your team has enough (or is completing enough) activity, is effectively managing the pipeline of activity, and how effectively they are converting across all areas of their business stream. 
  • Coaching & mentoring your staff: As the business owner – you know your business and product better than anyone else.  Spend time sharing your knowledge, thoughts and insights (even when you feel like you don’t have the time) as information is power – the more your team are engaged and empowered, the more time this will save you in the long run.

22,000 new small business clients

Engagement: Jul '04 - April '15

New business customers

Database of leads

Staff in Australia

“I love working with Ben and his team. They are a no-nonsense, ‘get it done’, company. If you want to grow your business, I’d chose Due North (formerly Merchantlink) any day of the week.”

  • Strategy
  • Customer Experience and Journey development
  • Sales Process and Systems
  • Search management (SEM and SEO)
  • CRM design and development
  • Complete channel management
  • Sales methodology, coaching and induction
  • Sales Execution (inbound and outbound)

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