Video Mystery Shopping: Something is Wrong! My Top Producer Scored Very Low on Their Shop
Do those words sound familiar? As a sales manager, have you ever wondered aloud why your super star sales person scored a whopping 14% on their video mystery shop? Were your first thoughts those of disbelief? Your second thought was probably, “I’m going to FIRE the Video Mystery Shopping company! There is NO WAY this can be right!”
Well, before you pick up the phone and call….let me explain a few things to you.
Let’s discuss what constitutes a ‘Top Producer’. A top producer has the capability to sell well in ANY location. We all know that if a sales agent is has an excellent PRODUCT, with a great PRICE, in an ideal PLACE (Location), the chances of them selling are pretty high! In fact, some would call these folks order takers. In other words, the product actually sells itself.
So, how do you determine if your ‘Top Producer’ really is a Sales Super Star? One of my clients has a process he uses to separate the ‘wheat from the chaff’. He puts his Top Producer in a less desirable location that has had some issues with sales. However, he offers them an incentive of a higher commission. You see, TRUE Top Producers love a challenge and they love to be financially rewarded for their efforts. WHY?
Because a Top Producer can sell and close anywhere at any time, not just in a beautifully decorated model that has a great price in an ideal location!
Typically a Top Producer has a ‘system’ of doing things a certain way because it has worked well for them in the past. However, “their” way may be to sit in their office waiting for prospects to arrive. In today’s market, it takes MUCH more than that. You need someone who is pro-active in driving traffic and excellent at converting and closing buyers.
Oftentimes I hear that “Top Producers” have been offended by the fact that they were video shopped. Really? Why would that be?? Usually after digging a little deeper, it becomes clear that the sales person knows very little about the selling process and a bad shop simple exposes that.
A great salesperson welcomes a shop! It is their time to SHINE and showcase “how it’s done right”. They are usually the first ones to volunteer to role play to show the rookies how it’s done.
Remember this; a video shop is a glimpse into their overall sales performance. It allows you to look at and analyze the entire picture. Things are not always as they appear. I encourage you to conduct a second shop before drawing conclusions. You may be surprised at the results.