Ride-along work is one of the most valuable activities a sales boss can undertake. (When I write of a sales boss I'm referring to the person with responsibility for the activities and results being achieved by a business's sale group, regardless of their job title.)
In support of that statement let me summarise just some of the benefits of ride-along work -
It helps build morale
When a salesperson sees that the boss is prepared to get 'in the trenches' their respect for the boss can be raised to a new level. This can't help but improve morale.
(Having done plenty of ride-along work during my career let me assure all you sales bosses out there - it can be fun and there is no better way of getting rid of the mental cobwebs.)
It provides a coaching opportunity
There's nothing like seeing things happen in the real world of sales to open our eyes to missed opportunities. Sometimes these opportunities are about things that could be done better; sometimes they're about things that shouldn't be done at all. Either way it's only by being there that these opportunities can be identified.
It helps the boss with their own sales skills
In my opinion the boss needs to occasionally take the lead and 'run' the field call. This is good for the boss and their sales skills. It's also good for the salesperson - we can learn as much through the observation of others as we can from our own experience.
(In my experience the salesperson doesn't expect the boss to be perfect in this situation. However they do expect the boss to follow the boss's own guidelines; by this I mean that, if the boss wants sales discussions to be run a certain way in the training room, the boss does it that way in the field.)
It builds relationships with customers
This is a two-way thing.
Firstly, the boss gets to listen to real customers and their reaction to the company's products as offered by the salesperson. If there are weaknesses in the offering who better to point them out but a customer? If there are strengths in the offering who better to point them out but a customer? This is great feedback for the boss - unsanitised and straight from the horse's mouth.
Secondly, if handled properly, there is great PR value in having the boss visit customers - whether they are existing or prospective. It can raise the profile of the business and increase the prestige of the salesperson.
My suggestion therefore is that, if you're the sales boss in your organisation, commit some time to getting out there with your sales troops. Remember that, in wartime, the senior officers most respected by their troops were those who got out to the front line to see what really was happening.
History also shows that they generally got better results.
(The up-coming post for Wednesday 26/11 is Time Management and selling. It's a reminder about some easy-to-use time management tips that can help salespeople be more productive.)
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