This is the seventh in a 10-part series, How to Be a Better Sales Manager. It’s my belief that the sales manager is underserved. There’s plenty of training and coaching available for sales people, but managers, the unheralded heroes of sales success, are all too often left to their own devices. These posts are designed for sales managers who want to do better and are looking for ideas.
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Ready. Fire. Aim.

Sound familiar?  For some companies, R-F-A is standard operating procedure when it comes to ironing out problems. Whether it be a late delivery, a defective product, or a pricing dispute, the emphasis is on bringing matters to a close quickly.

But sometimes …
SALES REP — The warehouse told me your delivery was late because your carrier failed to show up on time.

CUSTOMER — Great. That’s the last straw. I’m canceling our contract with that trucking company.

(A few days later)

CUSTOMER — Boy, our new trucking company is worse than the last one.

SALES REP — Oh, that reminds me. That late delivery? Turns out the carrier was on time, but we didn’t have your order ready.

CUSTOMER — WHAT? Now we REALLY have a problem!

Be the calming influence. Like a good journalist, check your facts before taking a course of action and relaying information to the customer. This practice prevents minor problems from turning into major ones, and major problems from turning into catastrophes.

Fact checking takes work. It means talking to several people about the same issue and taking careful notes. It also means being a pain in the ass, because you’re slowing people down who are in a big hurry. Best to do it anyway. As sales manager, your job boils down to three words –

Ready. Aim. Fire.