Navigating Challenges with Your BDM: Strategies for Success
As a business owner with an unwavering focus on tree care services and cherry picker hires, I’ve witnessed the complexities that come with sales management firsthand. After recruiting a Business Development Manager (BDM) to join our team on a part-time basis, it’s become evident that the anticipated results haven’t quite aligned with our goals. Here, I delve into what could have contributed to these challenges and seek guidance on how to course-correct.
Aiming for Results: The Initial Setup
Our BDM was brought on board with the promise of flexibility, working from home during core business hours from Monday to Friday. Despite lacking deep industry-specific expertise, they quickly grasped the essentials. Technical inquiries, when they surface, are efficiently redirected to me or a knowledgeable colleague. Their primary mission? To engage in cold calling and emailing, all while attracting and securing new clients.
We structured an attractive payment package with a full-time equivalent salary of £37,500. Additionally, there’s a £50 commission for each new cherry picker client, complemented by a sliding commission scale for tree surgery projects determined by job value.
Evaluating the Performance: Is It Meeting Expectations?
Eight months down the line, our BDM’s efforts have resulted in acquiring ten new cherry picker clients, generating approximately £11,000. However, tree surgery contracts have not materialized. Admittedly, selling these services isn’t straightforward; commercial clients require them infrequently. Domestic targets could potentially offer a more abundant market.
A promising aspect of their work has been their commitment to follow-ups, though I suspect the number of outgoing calls lacks vigor. Initially, I pledged to measure results based on output, emphasizing autonomy over micromanagement. Regrettably, current revenues don’t cover their salary, prompting a need for reflection.
Identifying the Core Issues and Exploring Solutions
After analyzing recent call logs and emails, a key observation is a sluggish pace in prospecting. It seems that if our BDM were given a comprehensive list of contacts to approach, their performance might boost significantly. Hence, furnishing them with more leads might prove effective. I’m contemplating whether purchasing a prospects database might assist in expanding our reach, although our operations are distinctly localized within a 70-mile radius. Any recommendations for reliable sources would be invaluable.
Considering Strategic Adjustments
To enhance accountability and track progress, I’m pondering whether requesting daily summaries of calls and emails might be beneficial. Ideally, I envisioned a self-s
2 Comments
It’s quite commendable that you’re reflecting on the relationship between management and employee performance and are open to feedback. You’ve outlined several important aspects that influence sales outcomes, so let’s delve deeper with some fresh strategies to help optimize your business development manager’s (BDM) efforts and overall sales productivity.
Lead Generation Strategy
Purchasing Databases:
While buying a database can be a quick fix to get a batch of leads, quality often trumps quantity. Look for databases from reputable data providers that offer industry filters to suit your business needs. Websites like ZoomInfo, UpLead, and Lead411 can offer localized databases. Verify that the contacts are up-to-date and relevant to ensure your BDM is reaching out to potential customers with a genuine need for your services.
Local Networking:
Consider leveraging local business networking events or partnerships with other local service providers who might serve similar markets. Attend industry conferences or trade shows and encourage your BDM to represent your business there to generate warm leads.
Digital Marketing:
Enhance your online presence through targeted SEO and PPC campaigns. For example, consider targeted ads on platforms like Google Ads or Facebook, focusing on industries or locations that typically need tree surgery and cherry picker services. In parallel, maintain an active social media presence to promote word-of-mouth referrals.
Improving Sales Performance
Structured Approach:
Since your BDM seems better suited to structured tasks, provide them with clear expectations and structured lists of potential leads. Utilize CRM tools like HubSpot or Salesforce to maintain organized contact lists and to automate some parts of the lead nurturing process.
Performance Reviews and KPIs:
Setting measurable KPIs (e.g., number of calls/emails per week, conversion rates) helps clarify expectations and motivates employees. While too much micromanagement can be counterproductive, a regular review, say weekly or bi-weekly, can help track progress and recalibrate strategies as needed.
Daily Summaries:
Requesting concise daily summaries might be beneficial if approached as a tool for learning, rather than a tool for management. It allows your employee to reflect on their activities and helps you understand their selling process without being intrusive.
Employee Development
Even experienced sales personnel can benefit from training that specifically focuses on industry knowledge and sales tactics. Consider arranging ongoing professional development sessions, whether in-house
Thank you for sharing your experiences and reflections on managing your BDM’s performance—this is a common challenge many business owners face. It seems like you’re on the right track by identifying key areas for improvement and considering more structured ways to support your BDM.
One thought I’d like to add is the potential value of incorporating targeted training or mentorship into their role. Given that your BDM may not possess deep industry-specific expertise, pairing them with a seasoned team member, even for regular check-ins or role-playing sales scenarios, could enhance their confidence and effectiveness in both cold calling and handling technical inquiries. This not only elevates their skill set but also boosts their efficiency in converting leads.
Additionally, while providing a database of contacts is a practical idea, consider leveraging local networking events or industry partnerships that fit your geographical scope. This could facilitate introductions to potential clients in a more organic manner, which might resonate better than traditional cold outreach.
Implementing metrics like daily summaries is a smart move to foster accountability. You might also explore setting specific, achievable weekly goals related to outreach, such as the number of new contacts made or follow-ups conducted. This could create a sense of urgency and purpose, driving better results.
Lastly, an open line of communication can help greatly. Regular one-on-one sessions to discuss challenges and successes can provide your BDM with the support they need to course-correct before issues become entrenched.
It sounds like your commitment to refining your sales strategy is commendable. Keep experimenting with