In a difficult economy, the rules of the game change, but often our actions don't.  We continue to beat the same drums and hope for different results.  We work harder, and yet it feels like we're spinning our wheels. How can you keep your sales staff engaged, motivated and productive, even in down times?

     While it could come as a surprise, a principle derived from experiments in quantum physics can be applied to this problem. In these experiments, physicists have discovered that they can slow down subatomic activity (the Zeno Effect) or speed it up (the Inverse Zeno Effect) just by measuring it. The measurement system and philosophy in play will have a significant impact on the outcome.

     The same is true in the achievement of your business goals. Whether you're missing your revenue numbers, your margin is eroding or your sales conversion rate is off, examining and retooling your measurement system alone can change or modify your sales results. Today we will explore the Inverse Zeno Effect to better help you organize your priorities and make sales decisions effectively.

     Change the context.Measurement in sales is usually associated with judgment. You either make the numbers or you don't; you're a success or a failure. By shifting the purpose of the measurement system from administering judgment to creating value, the conversations around the numbers can change. Changing the context gives you and your team the emotional room to innovate and try things out.

     More holistically, the way you talk on a daily basis about the numbers and performance will make a huge difference. Is your language judgmental or supportive?  Is your tone encouraging or disparaging? 

     Pick the right measures. Are your measurements directive enough?  If orders from existing clients are declining, measuring overall sales in a given period won't help, whereas measuring the number of sales to new prospects will. If sales are declining, there are many variables that could be responsible. Are your measurements designed to ferret out client attrition, margin erosion, lead conversion, and order frequency, for example?  The right measurements can pinpoint the issues, provide guidance in developing a strategic response, and apply the Inverse Zeno Effect to get results faster.

     Look forward, not back. Many businesses are hamstrung by the fact that they're always looking at last month's numbers. Instead, encourage salespeople to plan future growth in their business in different areas by specific amounts in given periods, using information gained from the changes you've made in the way you apply your measurement system. Working those plans will return greater results, because by making this shift in focus, you will have inspired your staff with a vision of a better tomorrow.

     Lastly, lead this change in your measurement system as if you mean it. The context, the focus and the measurements have to be concrete and consistent. Your employees won't buy into it if you don't. Challenge system limitations that don't allow you to get to the measurements you need to create success.

     Source: Kim Marcille's 25-year background in business ranges from Fortune 500 executive leadership to small business ownership. She is founder of Possibilities Amplified, Inc., and the author of the forthcoming,Amp It Up! And Other Secrets from Science for Creating the Life of Your Dreams.