Salespeople Can't Be One-Trick Ponies!
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Hopefully your sales force isn’t filled with ponies of the one-trick variety. If they are, hopefully it’s one heck of a good trick. For example, the sawing a woman in half trick which is always a real show stopper!
At Assurance we don’t like one-trick ponies. For us, “tricks” are the activities that our salesforce uses to bring in new leads to our company. These salespeople rarely survive over the long term.
We believe that salespeople need to have multiple ways to find new opportunities. Cold calling is a dying sport and referrals alone aren’t enough. So what else is there to do? Obviously, learn a few new tricks. We’ve made the decision to have our salesforce create planned activities in numerous areas to achieve success. To give you an idea of the scope of our activities, here’s a list of the most popular amongst our salesforce. I’ll also include some of the questions we have our salesforce ask themselves to improve their tricks:
- Strategic Referrals Partners
Who are the people that you’ll share leads with throughout the year? Do you have a written plan with these individuals? How many leads will you exchange per quarter? How do you end the relationship if one side isn’t living up to expectations?
- Trade Shows
How many trade shows will you attend? In what months will they happen? How many leads are you looking to generate at each show?
- Association Meetings
How many meetings will you attend this year? In what months will they happen? How many leads per meeting?
From which clients will you be asking for referrals? How many leads do you plan to generate overall? Have you identified the specific referrals that you want from them?
- Thought Leadership
Do you plan to do any presentations, webinars or seminars during the year? What’s the context? Do you plan to write articles or white papers? How will they be used?
- Networking Meetings
What other meetings will you attend during the year? How many leads do you plan to get each meeting? Why are these meetings important to you?
- Cold/Warm Calls
How many calls per week do you plan to make? Do you have a script created?
You probably noticed that in each area there are specific lead generation goals. This is the trick payoff! Our people must be generating new leads each and every week. Leads are where all our future clients come from. I’ve found that it’s the specificity of lead generation that creates a solid plan with monthly accountability for a sales manager.
We’re always looking for new tricks to help our salespeople every year. I once saw a pony ride with a small bear on its back playing a banjo. This could be good. Don’t know if it would help, but it was a great trick! Good luck on creating new activities for your salesforce!
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