More than 20 years ago, while working in the area of Corporate Transformation, I came across a fascinating explanation of the nature of Culture within companies. I, like many people saw the culture of a company as something “inherent” in any organisation but until that time I failed to understand how it came into being and underestimated the enormous impact it had on the performance of those within a company.
While studying “Total Quality Management” in 1992, I came to understand that a company’s culture is like a virus, good or bad it invariably infects all of those within the company including all new people that join the company. It fascinates me that companies often seek to “bring in new blood” when they recognise that they have a problem with their culture only to find that the anticipated changes and improvements haven’t been effective and in fact the resistance to change was so great that either the “new blood” has left the company or they have succumbed to the path of least resistance; the existing company culture. In short they have been assimilated.
I recently came across a perfect example of this principle as it relates to salespeople. We were asked by a CEO to conduct an evaluation of his Sales Force. Our findings were fascinating as they showed that every member of the sales team from the Sales Manager down had the same significant sales weaknesses, those being a “Non-Supportive Buy Cycle” and “Money Weakness”. These are two of the most serious sales weaknesses as they impact on the ability of salespeople to close sales as it makes them highly vulnerable to put offs from prospects.
In discussing this with the CEO during my debrief of the findings, he began to understand why they had the sales problems that they did and committed to taking steps to address these issues with our assistance. What happened next was fascinating; the CEO called me 3 weeks after the debrief to challenge the findings of the evaluations. As good fortune would have it, the company had employed their most recent salesperson only 6 months before we evaluated the team and the company they had used to recruit this person used our OMG candidate screening tools to identify suitable sales candidates. The successful candidate had no significant sales weaknesses according to the pre-employment evaluation; in fact he had a very supportive buy cycle and no money weakness at all. This candidate was recommended to the CEO and was subsequently employed. When we evaluated the team 6 months later, including the new guy, the findings were significantly different which led to the call from the CEO. His first comments to me were “I’m beginning to doubt the accuracy of your sales evaluations” after which he proceeded to tell me the story of the two different findings 6 months apart.
In looking at the original pre-employment evaluation and comparing it with the findings 6 months later, it became clear to me that the new salesperson had become infected by the company’s sales culture. Having started out with very strong sales capabilities and beliefs; in fact in his first 4 months he outsold everyone else in the company, over time picked up the major sales weaknesses from his Sales Manager as had the rest of the team. He now was vulnerable to resistance from prospects and had developed a belief that price was a major issue with their product; something he didn’t believe 6 months previous. He had been on sales calls with the sales manager and had started to adopt his style and beliefs and why wouldn’t he, it was the path of least resistance and meant that he didn’t have to try; failure was seem as being acceptable.
You can imagine how the knowledge of this devastated the CEO. The discovery that they had brought in a gun salesperson and within 6 months they had turned him into a failure.
This is a cautionary tale for all CEO’s; before you hire new sales talent, evaluate your existing team. Any existing hidden weaknesses in your sales culture will infect all new team members. It is vital to act to eliminate these weaknesses as the first step of instilling a successful sales culture otherwise you run the risk of turning good salespeople into bad which is tragic for you and the saleperson.