2 actions to help your Sales Field reduce stress and sell more starting from today


Field salespeople are the most valuable asset for every Direct Sales company and the driver of its revenue. That’s why helping salespeople to adapt to the new realities is the top priority for every executive. Here are the 2 low-hanging fruits you can do in the current situation to see quick results.

1. Prevent “over-selling” and “passive-selling”

In the face of uncertainty, salespeople tend to “over-sell” – calling or texting several times a day in attempts to change a customer’s mind or to impose irrelevant products to make any sale. The opposite pattern is “passive-selling” when a salesperson doesn’t want to bother their customers.

As a result of both types of behavior, salespeople lose their customers to online/retail shops or competitor companies’ sellers. That’s why it’s so important to teach sellers how often they should communicate with their customers and what words to say.

Powerful Messages Templates from Avon’s #1 Area Sales Manager

The major sales channel today is messengers – TechCrunch reported that WhatsApp has a 40% increase in usage and Facebook usage has increased by 37%. For example, parents prefer text to calls because they’re looking after children and just can’t hang out on a phone.
However, it takes time to create personalized messages to the customers, so, if you want your salespeople to send really great messages to the customers, share with them templates. Here are 2 examples from Natalia Donskih (Avon’s many-years #1 Area Sales Manager in Russia)

message template in cotano

The optimal frequency of outbound calls or messages to a customer is 1-2 times a week. The seller should do extra communication only if it’s agreed with a customer or by reacting to the buyer’s actions, e.g. customer started to make an order but dropped it.

3 golden rules to maximize the effectiveness of the templates:

● Provide your salespeople with a good context by announcing new offers or discounts once or twice a week.
● Iterate messages based on stats on how customers are moving through the sales funnel after the message.
● Embed templates inside digital tools instead of expecting salespeople will copy templates from the text document. Here’s the example:

The phone call checklist from Avon’s top sales innovator

The second growing channel of communication is phone calls. Before the outbreak happened, customers were open to a call only for 1-2 hours per day, now it’s easier to reach out to them at almost any time of the day. Phone calls also replaced face-to-face meetings as the main channel for real-time communication since 68% of consumers started “social distancing”.
That’s why top sales leaders recommend starting with training salespeople’s telesales skills and providing field sales with phone call checklists for everyday usage. Here’s the phone call template from Elena Gorshenina (sales manager with 20 years of experiences, awarded as one of the most talented managers at Avon):

  • Step 1. Start conversation with a non-selling context (show that you really care!)

  • Step 2. Ask questions to understand how things are going

  • Step 3. Suggest your sincere help

  • Step 4. Make a smooth transition to your product (if possible)

  • Step 5. Overcome objections and agree on the next actions

2. Equip your salespeople with digital assistants

From our experience with digitizing 3500+ direct sellers, the biggest challenge for them is to manage all the online conversations. It’s a common situation when you send a message to a customer and receive an answer in a few hours or days or don’t receive it at all.

If a seller has only a handful of customers, it’s easy to check every dialogue manually. For the salespeople with at least a dozen customers, it turns to an annoying routine. Therefore, to avoid losing customers, many of them try Excel or CRM solutions that are too cumbersome for daily usage.

It’s perfect timing for the digital transformation! Salespeople are unable to act as before, so they are ready for adopting any tool to survive in new realities. That’s also a chance for you to show you really care!

That’s why Direct Sales companies provide their sales field with digital assistants that are integrated with their ERP systems and have a more straightforward interface with only the necessary functions. Check out the common workflow of how salesperson makes scheduled actions:

During the crisis, a digital sales assistant is an even better choice its deployment takes only 7-14 days and the adoption rate of 65%+. The stats are based on our experience deploying Cotano for the top-3 Network Marketing company, which led to a 4% sales increase in just a few weeks.

In conclusion

To summarize, here’s the list of actions to help your salespeople go through the crisis and keep their results high:

  • Teach sellers how often they should communicate with their customers and what words to say in this new reality
  • Provide your sales team with phone call checklists and message templates
  • Embed sales materials into digital tools to make sure salespeople are using them
  • Equip salespeople with a digital sales assistant to boost their results

P.S. We are happy to share with you more practices applicable specifically for your company, based on our 10+ years of experience in Enterprise IT solutions, sales productivity, and coaching. with our top-notch expert!