Big bubba-school-of-sales-management
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Big bubba-school-of-sales-management
- 1. The Big Bubba School of Sales Management
- 2. RulesRules Nothing Sacred This is where you come to get answers….. What happen in SMU… And remember……
- 3. Meaning of LifeMeaning of Life
- 4. What is my JobWhat is my Job Remember this What you did to get promoted is not what you will do in the future To get things done through others. To manage the sale team in such a way that we meet and exceed our sales budget and if we don’t, make up the rest. You need them a lot more than they need you
- 5. Describe the idealDescribe the ideal Sales ManagerSales Manager
- 6. The Ideal Lamar SalesThe Ideal Lamar Sales Manager...Manager... ____________ ____________ ____________ ____________ ____________
- 7. Key to Sales Team Success – YourKey to Sales Team Success – Your SuccessSuccess The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate Time Management Aim at something
- 8. Aim at nothing and you are bound to hit it.
- 9. Hire RightHire Right Building the TeamBuilding the Team To hire right we need to know... Who are we looking for? Where do we find them? What kind of sales experience is preferable? How do we interview them? What are the Red Flags to look for? How do we pop the question and start them out right? ““Hire in haste..repent in leisure”..Hire in haste..repent in leisure”..
- 10. When do We Start Looking?When do We Start Looking? When? The hiring process takes 30 - 90 days. Just like selling outdoor, it requires planning, prospecting, and working on a tight time frame. Hiring is a continuous process. Keep the bench warm. - They should be in your office now Keep a list of qualified candidates.
- 11. Who Are We Looking For?Who Are We Looking For? Who?Who?
- 12. _______ _______ _______ _______ _______ _______ _______ Where Do We Find Them?Where Do We Find Them?
- 13. _______ _______ _______ _______ _______ _______ _______ Where Do We Find Them?Where Do We Find Them?
- 14. Advertising for the PositionAdvertising for the Position How well does this work? What happens when you run an ad? This is not your first step. If you advertise consider the following format:
- 15. Lamar Outdoor Advertising (or a Leading Media Company) is looking for one salesperson to tell our dynamic sales and marketing story to business people. To qualify you must be a positive, personable, organized, and disciplined self starter . You should possess above average speaking, computer and writing skills. You will work closely with local business’s selling them Outdoor Advertising. Previous media sales experience is not necessary. In fact..we don’t care..we will train you at our expense. If you are interested in the incredible growth opportunities a Lamar Account Executive position can offer..send your resume to………………. Lamar is an equal opportunity ..affirmative action employer Advertising for the PositionAdvertising for the Position
- 16. How to Narrow the Field – 10 StepsHow to Narrow the Field – 10 Steps How do you narrow the field? 1. Screen the resume ..look for.. ? 1. Conduct telephone interviews - experience, knowledge and skill - their background - determine how the candidate handles themselves on the phone ( since this is a big part of what we do as AE’s) 1. Complete Lamar job application form
- 17. 4. Conduct preliminary personal interviews - 5 minute interview - Tell them their backgrounds are interesting but they don’t seem appropriate for a sales job with Lamar..listen to their response. - Use the general interview. - Prepare a business plan - If they excel at this point then… How to Narrow the FieldHow to Narrow the Field
- 18. 5. Check references 6. Have candidate ride with one of your best AE’s How to Narrow the FieldHow to Narrow the Field 7. Caliper Test 8. Candidate meets with your manager 7. Make a job offer (put in writing as well) 8. Send a thank you note to each finalist.
- 19. Hiring -Hiring - Screening QuestionsScreening Questions What assets do you bring to Is it better to be right or to get what you want Name one area where you definitely need improvement What famous person doyo admire most….why What is the golden rule Which grades are more important on a child’s report card..conduct or academics What is your favorite book..why
- 20. What’s this mean to youWhat’s this mean to you Chance favors the prepared mind People forget how fast you did a job, but they remember how well you did it Adversity reveals genius, prosperity conceals it The price of greatness is responsibility
- 21. How long would you wait in the lobby for an appt with an important decision maker If you could do anything in the world what would you do Describe the adv and disadv of the other media How would you overcome the following objections: - Too expensive - Don’t like your company - Tried it once ..didn’t work
- 22. Hiring -Hiring - Screening QuestionsScreening Questions Tell me about yourself. What are your long term and short term goals? What are you doing now? Why did you choose selling as a career? Why are you looking for a new position? What are you looking for in a sales job?
- 23. What are your prospecting techniques What questions do you ask to gather information Tell me about as many testimonials as you can
- 24. What type of person would you like to work for? Would your previous employer hire you back? Why? What would your boss say about you if I called him or her? Hiring -Hiring - Screening QuestionsScreening Questions
- 25. Hiring -Hiring - Work HistoryWork History Could you tell me about your work history: How would you compare the companies you worked for? How did you select the first company you worked for? What was the company like? What are you looking for in a place where you work?
- 26. What were your responsibilities at your last job? What do you feel were your major accomplishments? Why? What areas do you feel you could have been more productive? What type of person do you like to work for? Hiring -Hiring - Work HistoryWork History
- 27. Describe the best working environment you’ve experienced Tell me about your previous employer - what did you like about them / dislike? What was your best boss like? What was your worst boss like? How would you compare them? Hiring -Hiring - Work HistoryWork History
- 28. What do you consider to be some of your most disappointing work experiences? What type of people do you like to work with? Did you ever have a fellow worker or a boss who did not function at the level you expected? Tell me about it. If they did not live up to your expectations, what was or approach? Hiring -Hiring - Work HistoryWork History
- 29. What do you think determines a person’s progress in a good company? How do you feel your career progress has been to this point? What are some examples of important types of decisions you have been called upon to make or problems you had to solve? What do you feel contributed to your effectiveness as a salesperson? Hiring -Hiring - Work HistoryWork History
- 30. How many hours do you feel a person should spend on his or her job? How do you spend your spare time? If you could have changed anything in your last job, what would you have changed? Why? If you could bring 2 ideas from your last job to Lamar, what 2 ideas would you bring? Why? Hiring -Hiring - Work HistoryWork History
- 31. What specific things did you do in your last job to improve yourself How are you compensated ? What was your average sale in dollars? What was your biggest professional mistake you ever made? What did you learn from the mistake? What do you consider your most important accomplishment in your previous job/school Hiring -Hiring - Work HistoryWork History
- 32. Leave them in the reception area - ask the gatekeeper what they thought of the candidate. This is a good indicator of what Lamar clients will think of your new hire when they are in the field How do you decide when to stop working an account What presentation skills do you have? Can you give me an example? Hiring –Hiring – Selling SkillsSelling Skills
- 33. What do you feel is the most important aspect of the selling process? Where should a sales person invest most of their time with a prospect ? Tell about your previous sales training? What did you learn? How will that help you here? Client says “I’ll think it over” what do you say? Hiring –Hiring – Selling SkillsSelling Skills
- 34. What is your opinion of success? What plans do you have to reach that level? What do you like best about selling? What is the worst aspect of selling? What do you think it takes to be successful in sales? In life? What three traits would help you most in this job? What were the last 3 sales books you read? Hiring –Hiring – Selling SkillsSelling Skills
- 35. Who is the person you admire the most? Why? What three adjectives would your friends say best describe you? Would people describe you as aggressive, passive, or neutral? Why? What do you like best about your personality? What would you change? Are you motivated…examples Hiring –Hiring – General QuestionsGeneral Questions
- 36. You will always know more about yourself than anyone else. Tell me what I should know about you? How do you cope with pressure? What are you doing now to improve yourself ? If I spoke to your roommate - what would they say are your strongest qualities? …Your areas you need to strengthen? Hiring –Hiring – General QuestionsGeneral Questions
- 37. How are you active in the community How much money would you like to make in this sales position? Where do you see yourself in 3 years? What will you be earning in 3 years? If we select you, what specific goals would you like to achieve in this career opportunity? What was the most critical feedback you ever got … how did you react to it Hiring –Hiring – General QuestionsGeneral Questions
- 38. Tell me about your educational background Why did you select that school? What was your major? Why? Were you involved in extracurricular activities? Is there anything you would have changed, if you could, about your college experience? - Ask them to summarize why they are qualified for the position. - always ask them to call back on a certain day and time. This will give you and idea of how organized they are. Hiring –Hiring – Educational BackgroundEducational Background
- 39. When should you worry? Information does not agree with applicant’s resume’ Frequent job changes Mostly negative reports about past job experiences Inconsistent information about income and salary in past employment or unrealistically high or low demands for compensation. Look for positive comments about being on a team and being a team player. The candidate knows nothing about our company. Hiring Red FlagsHiring Red Flags
- 40. You should worry if…. Watch for signs of ________ References are __________________ Caliper test reveals candidate would not be a good selection for the position of Account Executive. If not careful you could end up with… Hiring Red FlagsHiring Red Flags
- 41. Biggest Hiring Mistakes!Biggest Hiring Mistakes! Hiring the best of a bad bunch Hiring under pressure and making snap judgments. Hiring people we like, including those that don’t threaten us Not networking, not keeping files, not continuously interviewing Not continually upgrading the sale force through continuous hiring improvements
- 42. Not using a variety of sources for candidates Not checking references Not asking the “right questions” during the interviewing Talking too much during the interview and not letting the candidate talk Biggest Hiring Mistakes!Biggest Hiring Mistakes!
- 43. Start your AE off right…HOW?Start your AE off right…HOW?
- 44. Their First Day…what do you do?Their First Day…what do you do? Prepare their work area Order their business cards, name plate Have an updated account list ready for them the first day Schedule companion calls to introduce the new AE to advertisers. Have your new AE schedule interview with every employee at your plant to learn their jobs.
- 45. Schedule a lunch with them and one of your current AE’s on the first day. Meet with them at the end of the day and ask them now that they are a part of the team how is Lamar different from what they imagined? Do they have any questions? Review their Training Calendar Monitor their training Their First Day?Their First Day?
- 46. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate
- 47. Week 1Week 1 HR paperwork Tour facilities– meet and greet Teach them to managetheir time Mgt – Lamar Bible This is what AE’s are Taught
- 48. Learn how toLearn how to Manage Time..Manage Time.. The PlannerThe Planner
- 49. Each morning write down your To Do List Record Expenses You can only manage what you measure
- 51. Track phone calls and write them down. DocumentDocument • First thing in the morning before lunch, afterlunch andFirst thing in the morning before lunch, afterlunch and before the end of the day, get yourmessagesbefore the end of the day, get yourmessages • Write them downWrite them down • CallCall • No excuse not to return a call in 24 hoursNo excuse not to return a call in 24 hours
- 52. Week 1Week 1 How the Plant works – Interview each department – Seeattachments
- 53. Week 1Week 1 Learn product knowledge Ridewith Operations Learn theInventory Compensation Salessupport material / contract paper work RidewithAE Test
- 54. Week 2Week 2 Develop a prospect /working list of 100
- 55. List Prospects working – 3:1 •Mathernes GroceryMathernes Grocery Go to your PlannerGo to your Planner
- 56. Call client and get the name of the Decision Maker, Owner, Receptionist, person behind the cash register, etc. •Mathernes GroceryMathernes Grocery William HenryWilliam Henry Mike SmithMike Smith •Beth MoreBeth More •258 1300258 1300 •1381 Forest Dr1381 Forest Dr •$700$700 3:13:1 You can only manage what you measure
- 57. Week 2Week 2 Take the prospect list of 100 Call suspects Update prospect /working list Write it down (working list) What did they learn to do - FISH?
- 58. Week 2Week 2 Ride with AEfora full day Creative – ½ day with artist Leasing – ½ day Traffic – ½ day Study competition Set income goals
- 59. Plan your annual, monthly, and weekly sale goal
- 60. Plan your annual, monthly, and weekly sale goal 40.00040.000 22,00022,000 .03.03 480,000480,000 40.00040.000 10.0010.00 00 3,6003,600 14,40014,400
- 61. Week 3Week 3 Plan theirmonth of sales calls
- 62. Get the list of existing Accounts
- 63. •Mathernes GroceryMathernes Grocery William HenryWilliam Henry Mike SmithMike Smith •Beth MoreBeth More •258 1300258 1300 •1381 Forest Dr1381 Forest Dr •$700$700 Get prospects
- 64. Present AccountsPresent Accounts 6060 accountsaccounts40 accounts40 accountsProspectsProspects SuspectsSuspects 2 perday2 perday /20/20 daysdays/20/20 daysdays = 2 perday= 2 perday FindArticles.comFindArticles.com = 3 perday= 3 perday 10,00010,000 10,00010,000 10,00010,000 10,00010,000 9,0009,000 Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Present Account Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect Suspect, Suspect 11,00011,000
- 65. Week 3Week 3 RidewithAE 2 days Learn how to, read commission reports, makeaccuratesalesprojections Work with officemanager, collections, contract 101, order entry, paperwork routing, billing, salesreports Test
- 66. Week 4Week 4 Learn how to makeSalescalls – Makepresentation to saleteam using theSalesKit Learn how to manageobjectionsand closeLearn how to manageobjectionsand close Learn how to managetheir territory
- 68. Front
- 70. Track what is closed – so you know where you are for the month and year to date.
- 71. Week 4Week 4 Ridewith SalesMgr PrepareaSalesProposal Test
- 72. Week 5Week 5 GiveAE astaggered SalesBudget AE beginsworking monthly plan Review withAE each morning their plan for the day RidewithAE Review withAE each evening theresultsof their callsand coach
- 73. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate
- 74. RememberRemember You can’t control anything You can only manage what you can measure
- 75. How do you set Goals?How do you set Goals? How do you set AE Sales Budgets? 1. Station Sales Goal $xxxxx.xx 2. Less Nat/Reg/House -xxxx.xx 3. Total AE Goal xxxxx.xx Now you have to distribute that goal to the sales team….how?
- 76. How you Set AE Budget GoalsHow you Set AE Budget Goals Now you have to distribute that goal to the sales team….how? - Straight line their budgets? - Base budget on past performance (use last 90 days) - Let the AE set their own
- 77. Start with the AE’sStart with the AE’s Tell the AE’s – they know their territory better than anyone Have them create a spreadsheet for 12 months Let them estimate what their sales will be by month for posters, bulletins, commercial You may be pleasantly surprised Look at this example
- 78. One MethodOne Method 2005 2006 January $ $ February $ $ March $ $ April $ $ May $ $ June $ $ July $ $ August $ $ September $ $ October $ $ November $ $ December $ TOTAL $ $ Divide by 11 = $ Add 7%= $ Multiply by 12 = $ In November ask AEs to fill in each month.In November ask AEs to fill in each month.
- 79. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate Time Management
- 80. Support your TeamSupport your Team Teach them to use the web Make sure they have tools ““if the axe is dull and the edgeif the axe is dull and the edge unsharpened more strength is needed, butunsharpened more strength is needed, but with skill comes success.”with skill comes success.”
- 81. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate
- 82. Monitor ActivityMonitor Activity Where do you set the vision and monitor the activity? The Staff Meeting The Sales Meeting ““where there is no vision the people fail”where there is no vision the people fail”
- 83. The Staff MeetingThe Staff Meeting Should this be separate from the Sales Meeting? How do you run a staff meeting? Who should be there? Is there an advantage to having the AE’s there?
- 84. The Staff MeetingThe Staff Meeting Review commercial, production, etc. - what was completed last week - what is scheduled for this week
- 85. The Staff MeetingThe Staff Meeting Review creative activity - what was complete last week - what is scheduled for this week Review office manager’s aged trial balance and collections.
- 86. The Sales MeetingThe Sales Meeting How do you run one? First and foremost everyone should know daily what the score is. Review - Renewals - Avails The War Room You can only manage what you measure
- 87. The War RoomThe War Room Done Month Budget Actual Variance Jan Feb Mar 1st Quarter April May June 2nd Quarter
- 88. The Sales BoardThe Sales Board “what gets measured gets done”“what gets measured gets done” Mark Betty Jim Acct Amt Acct Amt Acct Amt Burger King $1500 Holiday Inn $800 Barnes Chevrolet $2000 Jack in the Box $3000 Kornmeyers $990 Davidson $700 Burns a& Co $500 Starbucks $1000 Griffon’s $1000 Total $5000 $2790 $3700
- 89. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate Time Management
- 90. MotivationMotivation Criticism Spirit de Corp How do you motivate the “seasoned” rep? How do you motivate someone who was once your peer and now you are their boss? How do you motivate / manage someone who does not want to follow?
- 91. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate
- 92. De HiringDe Hiring No surprises Don’t burn the boat How many chances should you give them? 3 warning method
- 93. DeHiring - The 1st WarningDeHiring - The 1st Warning Set up the meeting – “I’d like to meet with you to discuss how things are going. I would like to evaluate your performance and hear what is on your mind” Start off with “why are we in this situation. You have great potential…why are you not using it?”
- 94. DeHiring - The 1st WarningDeHiring - The 1st Warning Let them talk List all positives List the problems List the specific changes you want to see in the next 30 days Set a time to meet again Put it in writing
- 95. DeHiring - The 2nd WarningDeHiring - The 2nd Warning Review their progress ( or lack there of) Place them on the “performance plan” - Meet with you every day at 7:30 and 5:00 to discuss their plan and how they executed their plan. Be specific about what you expect to see in the next 30 days Put it in writing
- 96. DeHiring - The 3rd Warning -DeHiring - The 3rd Warning - It’sIt’s OverOver First remember - respect for the individual Call Human Resources and get all materials Prepare severance package - this is not the time to cut corners - be fair Make a list of everything you need. Office Manager should accompany you Neutral zone say this…...
- 97. DeHiring - The EndDeHiring - The End You are a good person. We no longer feel the job is right for you and believe you will be happy somewhere else. We want to help you get started on your new opportunity. Don’t argue, don’t defend, just repeat the above When a prospective employer calls…..
- 98. Key to Sales Team SuccessKey to Sales Team Success The ideal Lamar Sales Manager Hire right Train well Set Goals Provide Support Monitor Activity Motivate Evaluate Time Management
- 99. Leaders are great servantsLeaders are great servants
- 100. Be a LeaderBe a Leader Do the right thing
- 101. Thank You!