How can I optimize my employees’ strengths to increase sales?

If you're thinking this when it comes to improving an organisation's performance then I'm happy to say you are on the right track. Performance improvement, whether that be at the organisation or individual level, is better served through utilizing strengths rather than reinforcing weaknesses. That is not to say that areas for improvement shouldn't be given attention, just that the focus should be on the strengths.

Now, when it comes to optimizing strengths you first have to be able to assess your employee's strengths. If you haven't already done this it is better to assess the components underlying a certain role and then assess the employee against these. For example, if you're looking at a sales role, you might consider; communication, determination, product/technical knowledge, relationship building and networking as key categories.

After you have done this then you will have a fair idea of where your employees are strong. Some employees may have stronger technical knowledge whilst others are stronger communicators, whilst others are better at establishing new relationships. To increase sales you will then need to align your sales channels with your employees' competencies. For example, telephone sales might be undertaken by the employees with stronger technical knowledge and communication skills, whilst new business through meeting clients could be undertaken by employees stronger in relationship building and networking.

What is crucial is that you understand the sales performance drivers in respect to the required skill competencies and then aligning the competencies to the strengths of your sales team.