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Making Sales Meetings Effective
Written by Jim Lorenzen   
Friday, 26 March 2010 12:32


 

During my publishing days, our company was very proud of the track-record we had established.  By the time we had reached our third year, our turnover was almost nil and we had a waiting list of people who wanted to work for us; and, our salespeople were performing so well, I began getting calls from publications from a one-hundred mile radius asking me what we were doing.It was simple:  We had a learning and training culture built on a fundamental sales philosophy and a vision of how we were going to be different - and we didn’t compromise on any of those.Whether you're training salespeople, managers, first-line supervisors, or emerging leadership within your organization, making meetings effective isn't easy to do on a consistent basis.   

 

Consistency is key.  Our training took place every single morning, five mornings a week.  Admittedly, it’s not easy to do; it takes some thought to come up with ways to make it fresh - and effective - every day.  Here are a few tips I followed and maybe they can be useful for you, too.

1.            You must WANT them to succeed.   Not just at their job, but in life!  If you truly want to see your people have happy, successful careers - even if they leave your company - that message will resonate with them and the will feel an ‘ownership’ in what you’re trying to accomplish, as well.  They won’t get on your team until YOU get on theirs.   I even made sure they had sessions on financial planning, letting them know there was no reason they couldn’t achieve financial independence - of course, I tied it to the dangers of working to a ‘comfort zone’. 

2.            Start with WHERE they are.  If you’re in a mall and you want to find the shoe store, you’ll never find it - even if you’re looking at a directory - until you find that one important piece of information:  That little box that says ‘You are Here’.     They, and you,  have to know their strengths and weaknesses.  

Share stories about your early sales jobs; and don’t just talk about successes - everyone loves to do that - talk about failures, too!  I failed in several sales jobs before I began to succeed - it was a journey of self-improvement and dedication.  When you share your shortcomings, your people will be more open to their own and using available assessment tools becomes easier - and more fun.   3.            Make it a process.  Meetings must be held continuously - not just when needed.  Keep them fun, motivational, informative, engaging, interactive, and inspiring.    You might want to keep these characteristics in mind: ·         Set objectives for each meeting.  ·         Start and end on time - no exceptions.  
  • Everyone must attend.  If this is an issue, look to your meeting content.   If your meetings are valuable, your top people will WANT to attend.
  • Keep information relevant to their success not only on the job, but in life. 
  • Each meeting must provide a new skill, new knowledge, or a new insight to allow attendees to increase sales. 
  • Practice what was learned.  Make ‘role-plays’ short, focused, and fun.  We used to call it ‘the batting cage’ .  I’ll have more on this in future posts.  
  • Set goals based on what was learned.  Don’t conduct a ‘seminar’.  You want your people to do most of the talking.  Find out what THEY want to achieve.  Get everyone to contribute.  What do they want to improve?  
  • Do your own self-assessment at the end of each meeting.  What changes should be made? 
Meetings don’t take the place of coaching; but, they do set the stage for coaching and are indispensable to building a winning organization. 


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