Sales Meetings

As meetings go, the sales meeting is one of the most important for any business, but at the same time can have mixed results for all those involved. Those in the selling profession see their job as one that generates the business and cash flow for themselves, the organisation and is the most critical activity for any business. Salespeople are most effective when they are doing what they enjoy and do well, that is obtaining business from their customers and clients. They know that without sales they will not have a job and the business will suffer, or disappear. It is therefore imperative sales meetings not only deliver for the organisation but provide what is needed by the sales team. The days are gone of the table thumping sales manager, under pressure from his superiors, demanding results at all costs from the sales team to meet the targets set. Modern sales management requires more “management” and an understanding of the differing markets, economic forces and the personalities within their sales team.

What’s in it for Me. Every effective sales meeting is planned, has an objective and looks to deliver for the business as well as the salespeople. All too often sales meetings are done as a matter of course and can become repetitious in how they are conducted; leaving those involved not looking forward to the next. All good sales meetings should be designed to deliver on several levels, if done well this will lead to a motivated sales force who will be looking forward to every meeting. The first question to ask is, why have a sales meeting? Sales meetings are a great opportunity for all concerned if the following points are recognised and are designed to become part of each meeting.

Review; past performance is no guarantee of future performance however by reviewing past activity areas needing attention can be addressed.

Skills; selling skills can be learned and developed, the experience of others can be utilised by sharing.

Motivation; keeps everyone on course and builds team spirit.

New products and procedures; it is important to keep everyone in the loop; lack of information in any organisation can upset the balance.

Training; obtain credibility and another view in all your training, benefit from the experience of others.

Exchange of ideas and information; this can be the most effective method of learning new skills and solving problems.

Team morale; no organisation can survive on low morale; the sales meeting is not just the barometer of morale but the vehicle and inspiration for good morale.

Have an agenda; like a ship without a rudder, without an agenda the sales meeting will be a waste of time for all concerned.

For salespeople, the question to whether a sales meeting has been good or otherwise will come down to, “what have I learnt from the meeting that will make me money”? All salespeople want to leave their sales meetings with new, solid information that will boost sales and their income. On reflection, is that also what the business wants and needs!

Repeat Year – Must do Better!

Quite often in business the sales effort tends to fall into the same routine as other parts of the organisation, with many of the day to day activities becoming a habit. To a large extent this can be put down to human nature, if it is not broken don’t fix it, we have always done it this way, why change. No doubt there are many tasks and duties that need to be taken care of for the business to function effectively. However it is in the area of sales and generating cash flow that operating on auto pilot will not achieve the results required.

Now that December is here it is a good time to reflect on your past twelve months, go back and see where you were this time last year. What have been the highs and lows over the period and think as you start 2012 will you be just repeating what you did in 2011. Take the time to study those areas that are vital to you keeping existing clients and customers and what prospecting you can do for new business. Review the sales activities of your business to determine what has worked well and what needs attention. Setting a plan for your organisation will be the best place to start and I suggest you look at these four areas which will determine how you go forward in 2012.

1. Clients & Customers – rate their individual value to your business, who are your core clients, plan contact schedules, identify prospects and build on this knowledge. Don’t forget them and don’t let them forget you.

2. Marketing – marketing creates the opportunity for you to sell, review & plan an effective program. Remember, half of the money you spent on advertising is wasted; the problem is you don’t know which half. Through prospecting, build a pipeline of future clients, customers and business.

3. Staff – this is where what you promise to the market gets delivered. Think of your business as a restaurant and the menu is what you offer to your customers. In a restaurant, the entire staff is involved, from taking the order, its preparation and then delivery to the table with the meal meeting the expectations of the customer.

4. Training – this is your future, your insurance policy for the success of your business. Review and implement ongoing programs to ensure you have a sales oriented organisation with all staff understanding and equipped to carry out their roles.

The New Year is that one time where we all reflect on what we are doing and start with a blank sheet only guided by what we need to sell to prosper. How well we apply ourselves to the task will be demonstrated on whether we reach the budgets and targets set for the months ahead. The last thing we want do is repeat the year just gone, because without growth, there will be no 2013.

“Even if you’re on the right track, you’ll get run over if you just sit there”. Will Rogers.

  Make First Impressions Count.

“A clown puts his makeup on upside down so he wears a smile even when he wears a frown”.

These words from a John Prine song reminded me of how in the world of selling we need to appear positive at all times to our customers and clients. Effective selling can only come from having the attitude of a person who is self-assured and confident. If you are in sales you are in the business of meeting people regularly, those you know, past clients, customers or complete strangers.

On a daily basis salespeople are no different to anyone else they have their good days and those days that could be better. The reasons for how you feel at any one time to a large extent depends on events both inside and outside of your control. To most people this is not of any great concern, but to a salesperson how they feel and appear to their clients and customers will be the measure of their success.

As a sales professional there is no choice, you have to appear at all times a confident, positive and professional while achieving sales. It may seem difficult at times, however to be a success in the profession of selling and in business it is vital to present yourself as someone people want to deal with. Your attitude, personal development and presentation need to be worked on to ensure you are equipped to handle those things in life that can affect how you appear to others.

• Believe in yourself, expect things to go well.
• Have a vision; it will enable you to transcend the negative.
• Ask yourself – how do I appear to others?
• Stay in control, remain calm – don’t fall apart and blame others.
• Make those first impressions count.
• Do you have authority, are you trustworthy, do people want hear what you have to say.
• Remember to respond not react.

Your temperament and demeanour is something that is hard to hide and it needs to be recognised that the saying, “what you see is what you get” can’t apply to those in selling. Your business depends on people liking you, dealing with you again and referring you to others.
It is too easy to fall into negative feelings and not maintain a positive outlook. Like the clown, no matter how you are feeling, you have to put on a smile. Understand a frown is only a smile upside down.

“SMILE! In every language, in every culture – it is the light in your window that tells people there’s a caring, sharing individual inside and it’s the universal code for “I’m O.K. – You’re O.K., too!” Dr Denis Waitley

No Bells Ring at the Bottom of the Market

No matter what market you are in, business has to continue to achieve sales to generate income. While experiencing the current economic environment it is easy to fall into the trap, feeling that the situation is continuing and there is no end in sight. There is little comfort looking back over history and seeing that events, however catastrophic as they were at the time, never last. To name a few, there was the Opec oil crisis, gulf wars, dotcom bust, record oil prices and the GFC. Over time all these events and others passed and unless business has planned for the future today, they will be behind the game when their markets recover.

All businesses should now be giving their current prospecting and marketing activity a serious review. Quite often the dominate environment at the time dictates business behaviour and this can cloud the positive attitude that is needed to survive and prosper. Not being prepared for better market conditions will result in missed opportunities and the loss of market share. This is bound to happen, particularly if your competitors are thinking ahead and have made their plans for changing conditions and an improved market.

Take a helicopter view of your business and conduct a needs analysis;

Consider your position – are you prepared for better conditions in your market.

Review your clients and customers – identify those with the most value.

Establish those with the most potential – re-establish contact, review call schedules.

Prospect for new clients and customers – identify and target today.

Develop plans and schedules – increase you market presence.

Review staff and develop training programs – be prepared with effective personnel.

As it has happened in the past, the current economic situation will turn and the usual words will be uttered; should’ve, would’ve, could’ve. But by then it’s too late, events and the market have passed you by, if you are waiting for the bell to ring you will be disappointed.

“Be prepared for change, it has a habit of happening without warning”.

Uncontrollable Events

In any economic environment there will be reasons to explain away poor sales performance. Mostly these events are out of anyone’s control and it is convenient to use these uncontrollable events as the reason for poor sales. Indeed these times, with dampened consumer demand, is even more reason to have salespeople who can still effectively sell. Attractive stores will entice the shopper, but it will all be to no avail unless management has equipped and encouraged their staff to do their jobs with skill and proficiency.

Salespeople vs. Shop Assistants

It is encouraging to see that management has planned to spend $25 million investing in wages and training to improve customer service. What is meant by “customer service” is another question, and I hope it will have an emphasis on sales training because then it will be money well spent and long overdue. This is particularly relevant considering management is planning to open another 13 stores. If however these new stores are staffed by “shop assistants” and not “salespeople” the end result will be the same as always, low sales and profit margins. Unless the culture is changed and the importance of salespeople is recognised there will be no improvement to the bottom line. Once again we will be given by management that events out of their control have resulted in a poor profit result, yet again.

Previous post on the subject;

http://sales-selling.com/category/retail-selling

The reasons to have an overall sales focus becomes apparent when;

Your sales are slow.

Your competition has become more active.

Your market share is slipping.

You need more sales and cash flow.

In all organisations there are some things being done well and others that need attention. This can only be discovered by reviewing all those areas of the business that affect the sales performance. By conducting a systematic review activity programs can be introduced to achieve the results required and to combat those points raised above. A thorough review should not just cover the specific sales areas but be of the total business as they are all interdependent.

The required areas for review are;

Existing clients and customers. Where and who is your business coming from?

Prospecting and marketing. Is your activity in this area getting the results?

Sales staff, external and internal. Are they equipped to achieve the sales needed?

Staff, in all areas and departments. Do they have a sales focus?

Training needs. Identify strengths and weaknesses, build for the future.

Survival for any business is dependent on selling their goods or services to maintain cash-flow and pay their way. It is vital to understand the organisations that will survive in any market are the ones who have taken the steps to build a business where all the stakeholders and staff appreciate the sales environment. They are focused on the common objective and know that nothing happens unless they sell their products and services. The marketing effort requires the same level of attention as does supply, production, accounts, servicing and financing. By conducting a total review of those areas above that support sales, gives focus and puts the process on the commercial level it deserves.

Without being serious and committed to this part of the business sales will suffer and it will be the difference between mere survival and prosperity.

Small Business Prospecting & Marketing.

As every business owner knows the need to sell more of their products and services is vital to their survival as cash-flow is the life blood of any business. As with any enterprise, the marketing effort requires the same level of attention as does supply, production, accounts, servicing and financing. Quite often owners and managers are fully occupied with other aspects in the business, involving the day to day operation of the organisation. As a result, they are required to respond to events that may distract them from the marketing effort. This is to be expected, and it is the enlightened owner or manager that understands the need to put the marketing effort onto a more commercial level.

Marketing plans support all other endeavours of the business, nothing happens unless its products and services are sold.

Establish were you are in your market today.

Understand sales objectives and plans need to be carried through to achieve the results.

Results based planning is vital to succeed in your market.

Determine those things you are currently doing well.

Identify and capitalise on your existing data and information.

Discover where the business needs to make changes.

Set your marketing plans in the correct direction.

Be proactive in your marketing and selling activity.

Continue reviewing and correcting your plans to stay on course.

Marketing plans need careful thought and planning to achieve long term results.

There is no one “silver bullet” solution to effective selling.

The Helicopter View

Someone taking the helicopter view of your business will be able through their experience, discover where attention is needed and will be able to help set your marketing plans in the correct direction to where you want to go. Having the time to carry out this exercise can be time consuming, and for those involved running the business this important duty may not be given the full attention it deserves. This results in the realisation that the competition has gained an edge. Future sales and income need to be projected to enable sound financial planning and to make sure the enterprise remains viable and grows into the future, for the benefit of all stake holders. The selling of products or services by an organisation will be the measure of their success and in today’s business environment, careful thought, planning and effectiveness of their marketing will result in a healthy cash flow and a sound future for the business.

“We all need lots of powerful long-range goals to help us get past the short-term obstacles”. Jim Rohn.

Team Morale

It is important to understand that the team ideal does not diminish the role of the individual. While the goals and targets of a team can be decided by management and agreed to on the surface by the team, the individual’s thoughts can be different depending on their attitude. How each salesperson views their place in the team can have a bearing on performance. Managers need to know how to develop the type of team they need to get the job done and at the same time understand morale is the vital ingredient for success. It has to be a win for the business, the team and the salesperson. Good team morale is the secret to getting through difficult times. Morale is everything.

The design of the sales team will have a bearing on its performance;

It needs to function as a team, not in name only.

All need to understand and support the team goal.

Monitor both team and individual performance.

Don’t discount individual performance; it can be lost in the fog of team success.

Team results can hide poor individual performance.

Avoid unhealthy competition in the team.

Recognise talents of team members.

Look for and build on complementary strengths.

Find the best way for the team to work, paring up members may help.

One rotten apple can ruin the barrel.

It’s all in the Design

Well-designed sales teams are very effective provided they are well structured and operate with clear objectives towards sales goals as well as recognising and utilising individual talents. A team in itself is not enough and all managers need to appreciate that results will not come about by just calling a group of salespeople a team. The development of a sales team requires planning and thought about the mix of salespeople as well as the product or service that is being sold. The team is the tool for an organisation to make sales happen and therefore requires the same attention in planning and execution as any other part to the business.

Promises Made.

It is often overlooked that in any organisation sales are where the cash flow is generated and it takes everyone in the business to be involved in the process. Without the support of others in the company the promises made by the sales team will not be delivered. This will lead to the inevitable result, loss of sales and with it future business. It is vital that all managements appreciate that to be a strong sales oriented business the whole organisation has to be part of the sales team. Without this overall approach to the sales effort many resources will be wasted and the sales drive will be compromised.

An organisations survival in any market depends on these five activities;

1. Continue talking to customers – without them you don’t have a business.

2. Obtain new customers and sales – you must replace, expand and build relationships.

3. Maintain prospecting & marketing – continually develop new markets & customers.

4. Improve strategies – competition & economic change is always with us.

5. Capitalize on increased market opportunities – identify & build on your competitive advantage.

Get the Full Picture

All too often the lack of sales results in training sessions for the sales staff. It needs to be recognised by management that unless the whole organisation is thinking sales the return on this training investment will only partly address the problem. By structuring a sales business in the correct way sales can be picked up in all areas of the companies activities (not just the sales department). It is important to get the full picture when assessing an organisations ability to continue making sales and have in place the necessary structures to achieve sales growth. An effective sales audit of any business will identify the things that are being done well and those that need attention. Discovering what needs to be done first also saves time and money and achieves results sooner.

The four categories required to be reviewed when conducting a sales audit;

1. Clients & Customers – this is where the income comes from.

2. Marketing & Prospecting – this is where the customers and clients come from.

3. Staff – this is where the promises made to customers and clients are delivered.

4. Training – this is where the skills are learned that tie the whole together.

These four elements all need to be coordinated, as one without the other is just not enough and opportunities will be missed. Consider these points when next faced with slow sales, loss of market share, more competitor activity and the need for more sales.

Hope and Luck.

Many salespeople don’t go beyond thinking of the next sale or deal and only have a few ideas of what they want to achieve; they are just operating from day to day with their future sales prospects and income dependant on hope and luck. But the true sales professionals (possibly your competitors) are securing sales and have prospecting and other programs in place that will be delivering them business regardless of market conditions.

Prepare to Commit.

It is essential to continue self-promotion and prospecting not as a one off, but an ongoing, year in year out activity to ensure you stay on course. None of this can be achieved without time and funds being spent. In developing your program you need to decide what time and financial commitments you are prepared to make, as your fortunes can rise or fall based on what you are prepared to commit. Being contacted by a prospect is the key to unlocking the sales opportunity, so it is therefore imperative that prospecting has to be one of the main focuses of your schedule. The salespeople who have a plan that ensures they will continue prospecting and servicing their clients and customers in a consistent manner are the ones who through differing market fluctuations will continue to get results.

Ten Thoughts to Remember.

• The market is the same for everyone.
• Always maintain a presence, don’t lose your momentum.
• Don’t forget your clients and customers and don’t let them forget you.
• Plan to stay in front; you won’t have to come back from behind.
• Maintain your standards and promote your brand.
• Be prepared to capitalise on the upturn, because nothing stays the same.
• Self- promotion is an investment NOT an expense.
• Problems are normal.
• Don’t stagnate, innovate.
• Decide not to become a market victim.

Maintain Your Advantage.

 Whether the market is bad, disastrous or is just making things difficult, problems and differing situations are normal and should be handled with a confident level of maturity. Your outlook and how you feel during difficult times will show in how you behave, what you say and how you say it. If you have not developed the correct approach to the changing environment your life and income will suffer. Prospecting can take many forms and it is vital to use all the resources available to budget for and set up a regular program that will carry on during all market fluctuations. Poor prospecting keeps salespeople where they are year after year, with no growth in income, a negative attitude, a victim’s outlook and a reluctance to spend money on themselves or their business. The majority of your competitors think like this, therefore it is logical that your commitment to invest in your promotion will automatically give you an advantage in your market.