PlayMaker Blog

Sales Management: Know Your Numbers

Posted by Kelly Wolf on May 5, 2015
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Raise your hand if you’ve ever woken up at night worried that you wouldn’t hit the number? Well, I can tell you, it’s not a fun thing. Every month, wondering if you’ll hit the number, hoping. And we all know that hope is not a strategy. So what can you do to improve the odds that you’ll hit the number? Well, there’s good news: there are ways to optimize your sales team and meet or exceed the number, month in and month out.

First things first: know your rep’s numbers. How many visits per day are they doing? How many referrals do they get per month? How many admits? What’s their close rate? What’s their goal? Where do they typically end the month vs. plan? You must know these numbers. This is your baseline. If you don’t know these numbers, you need to get them, daily or weekly. Use a tool, like PlayMaker CRM, to know the numbers.

Now that you know your numbers, what do you do with them? Analyze them to understand how you’re tracking to goal and where you are month-to-date vs. goal. How many more referrals and admits will it take for each rep to hit goal? Take the total number needed to hit goal and divide by the number of days left in the month. This tells you how many admits are needed to hit goal. Do this for each rep to understand what each of them needs, and do the calculation for the whole team. Once you know the number for the team, determine which reps can exceed their goal and help you surpass the team goal.

Who cares how many visits per day a rep makes, right? Wrong! The more referral sources they visit, the higher chance they have in obtaining referrals so they’ll hit their number. But it’s not all about quantity; it’s also about quality. Doing a coffee run isn’t a quality visit. Meeting with a discharge planner (or two or three different discharge planners) about weekend availability and letting them know you have clinicians standing by in all of the local counties, including the hard-to-staff areas, is much better than just dropping off donuts.

Do your reps know their own numbers? If they don’t, they should. So how do they learn their numbers? First of all, they need to know their accounts and how many they have. Secondly, they need to track their visits so they understand how many visits it takes to get a referral. In addition, it helps them be prepared next time they visit the account to know what was discussed on the previous visit and then tailor their presentation accordingly. Lastly, the reps must track their leads and referrals so they can follow up and make sure that the patients are admitted, which increases their close ratio and gets them to goal.

Review the sales plan weekly with the rep in order to hone in on what needs to be adjusted to meet or exceed the goal.

Lastly, review, review, review! What I mean is, review the sales plan weekly with the rep in order to hone in on what needs to be adjusted in order to meet or exceed the goal. For example, if the rep is tracking to fall short of the goal by 3, what adjustments in their strategy can be made mid-month to get back on track? Perhaps they need to increase the number of visits per day, or adjust the route to make sure they’re hitting the decision makers at more appropriate times or work to form community relationships that will bring referrals from non-traditional referral sources, to name a few.

So, take the steps to track and know your numbers. Make sure that your reps know their numbers and what it takes to get to the number each and every month. Now that you know your numbers, be prepared to get a good night’s sleep. Hoping doesn’t work, but knowing your numbers does. Know your numbers and you will know what needs to be done to hit the most important month end number!

Topics: Sales Management

Kelly Wolf

Written by Kelly Wolf

Kelly Wolf has more than a decade of experience in the post-acute industry where she has served in various roles, including VP of Sales at Professional Healthcare and Division VP for Kindred Healthcare. She was instrumental in driving exceptional sales growth, more than tripling revenue and referrals, and building high-performance sales teams. Kelly is the National Accounts Manager for PlayMaker.