Many companies offer products that are sold to different markets and, like you, are frustrated when certain of those products seem to gather dust on the shelf for no apparent reason. However, from the salesperson's perspective, there is a rationale for focusing on one product versus another. It's all about the sales cycle.

Sales Cycle

Every product that is sold has a unique sales pattern, and that pattern is learned over time by the salesperson.

1. The salesperson learns to introduce the product by using certain key phrases that interest the prospective customer.
2. Most of these prospects will voice a certain resistance to the product in the form of objections. The sales representative becomes proficient at addressing these objections and convincing the prospect to agree to a demonstration.
3. After many tries, the salesperson learns to how to demonstrate the product in a proficient manner.
4. Finally, the salesperson learns how to most effectively ask the prospect / decision maker for their business.

This is the sales cycle and once the salesperson understands the approximate length, how it works, and what can go wrong, they become very practiced and efficient at selling the product. Selling another, completely different product involves learning a whole new set of rules. Every facet of the sale, from the introduction to the close, changes. There is a distinctive cadence to this new sales cycle.

It's Not a Matter of Intelligence

So could the sales representatives learn to sell both products? Yes. If they are successfully selling one, they probably have the ability to learn to sell the other. What suffers when you ask your sales staff to sell two completely different products is productivity and expertise. They will naturally be more comfortable and get into more of a rhythm with one versus the other. Having to switch "sales hats" disturbs the flow.

Talk with the Sale Representatives

Discuss Product B with the sales staff. Ask a lot of questions about such topics as the length of the sales cycle and the objections they are hearing. Though you have offered training on the features and benefits, make sure you understand the challenges they face when they actually try and sell Product B. Let them know you understand how difficult it is to sell two vastly different products. Agree to provide the tools they need (such as well-targeted lists) to make the job easier, and follow through on your commitment.

Make Quota and Commission Adjustments

If Product A is clearly easier to sell, has a more defined target market, is more profitable or whatever the case may be, adjust the sales representatives' quota so the majority of their sales are realized through Product A, and offer a more generous commission rate on Product B. If their quota for Product B is reduced to a more reasonable, achievable number and they have the opportunity to make more money, they may be more inclined to sell it. You can always raise the quota gradually over time as the sales representatives become more proficient at selling Product B.

Create a Specialized Sales Team

If you have tried everything else, and selling both products seems unachievable for your sales force, you might consider hiring an additional sales representative to sell Product B exclusively.

Selling two entirely different products to two entirely different markets is possible. All parties involved, however, need to clearly understand how the sales cycle differs and what the sales representatives need to be successful.

Are your sales results in for the first quarter? Were all of your sales representatives at or above quota? If not, don't go too much further into the fiscal year without investigating where some of the problems might lie. Diagnosing the issue is half the battle. Call me to learn how.