Ride-Alongs that Work! A sales manager’s guide for the effective "ride-along".

Today, many sales managers find themselves shackled to their desk, able to only manage their sales team via CRM (customer relationship management software), group conference calls and email. Though very commonly used today as the primary means for managing a sales team, this is not effective sales management.

To effectively lead your outside salespeople, you need to get out from behind your desk, get in your salesperson’s car and ride with them to their daily appointments, customer “drop-in’s” and prospective client “cold-calls”.

The “ride-along” accomplishes several important objectives for the Sales Manager:

First, ride-alongs help you understand what your salespeople face in the field. It is difficult to understand new competitive challenges and opportunities without riding with your salespeople. Understanding a salesperson’s territory seems "black and white" when reading a spreadsheet, but getting out in the field helps you understand the geographic and business-demographic differences of each territory by seeing it first hand. Getting in front of customers and prospects with your salespeople helps you to hear customer needs, challenges, objections, and opportunities first-hand. Riding-along with your salespeople will make your sales training at the office exponentially more effective.

Second, ride-alongs give you the opportunity to coach your salespeople. I know it is tempting to show off your selling skills and take over a presentation or cold-call, but resist this urge. The purpose of you riding with your salespeople is to allow an opportunity for coaching. Let the spotlight shine on them and simply observe and take notes. Take note of all the positive behaviors, verbiage and non-verbal cues that your salespeople display. Note any great questions that your salespeople ask their clients and prospects. Also, note one or two things that you would recommend they modify. Wait till you get in your car to discuss the call with your salesperson. Be sure to start with the “good” and reinforce all the positives. Spend time briefly on your suggestions and discuss. Once again reinforce the biggest positive. Then move on to the next call.

Third, ride-alongs show your salespeople that you value them. Even your top-performer will appreciate you riding with them to observe their “sales prowess”. Top-performers love to showcase their skills. Ride-alongs give them the reward of allowing them to put their expertise on display. The time in between sales calls is many times the most valuable. Getting to know your people in the car as they drive will give you special insight into what motivates them, their goals and what they value. Understanding and knowing your salespeople, even on a personal level, is extremely important. Building a team that knows you are on their side happens in moments in the car before your next appointment or over lunch while discussing the last sales call.

So, start scheduling weekly ride-alongs in your calendar. Block out times ahead of time so that you prioritize riding with your sales team.

Good Selling!