Sales Leadership Seminar

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The Big Bubba School of Sales Management
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Rules

• Nothing Sacred
• This is where you come to get answers..
• What happen in SMU
• And remember

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Meaning of Life
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What 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
  dont, make up the rest.
• You need them a lot more than they need you

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Describe the ideal Sales Manager
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The Ideal Lamar Sales Manager...

• ____________
• ____________
• ____________
• ____________
• ____________

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Key to Sales Team Success Your Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate
• Time Management
• Aim at something

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• Aim at nothing and you are bound to hit it.

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Hire Right Building the Team
Hire in haste..repent in leisure..

• 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?

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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.

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Who Are We Looking For?
Who?
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Where Do We Find Them?

• _______
• _______
• _______
• _______
• _______
• _______
• _______

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Where Do We Find Them?

• _______
• _______
• _______
• _______
• _______
• _______
• _______

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Advertising 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

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Advertising for the Position

• 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 businesss selling them
  Outdoor Advertising. Previous media sales
  experience is not necessary. In fact..we dont
  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

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How to Narrow the Field 10 Steps

• How do you narrow the field?
• Screen the resume ..look for.. ?
• 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 AEs)
• Complete Lamar job application form

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How to Narrow the Field

• Conduct preliminary personal interviews
• 5 minute interview
• Tell them their backgrounds are interesting but
  they dont 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

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How to Narrow the Field

1. Check references
2. Have candidate ride with one of your best
   AEs

• Caliper Test
• Candidate meets with your manager
• Make a job offer (put in writing as well)
• Send a thank you note to each finalist.

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Hiring - Screening 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 childs
  report card..conduct or academics
• What is your favorite book..why

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Whats 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

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• 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
• Dont like your company
• Tried it once ..didnt work

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Hiring - Screening 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?

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• What are your prospecting techniques
• What questions do you ask to gather information
• Tell me about as many testimonials as you can

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Hiring - Screening Questions

• 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?

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Hiring - Work 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?

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Hiring - Work History

• 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?

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Hiring - Work History

• Describe the best working environment youve
  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?

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Hiring - Work History

• 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?

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Hiring - Work History

• What do you think determines a persons 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?

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Hiring - Work History

• 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?

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Hiring - Work History

• 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

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Hiring Selling Skills

• 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?

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Hiring Selling Skills

• 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 Ill think it over what do you say?

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Hiring Selling Skills

• 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?

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Hiring General Questions

• 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 motivatedexamples

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Hiring General Questions

• 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?

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Hiring General Questions

• 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

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Hiring Educational Background

• 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.

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Hiring Red Flags

• When should you worry?
• Information does not agree with applicants
  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.

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Hiring Red Flags

• 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

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Biggest Hiring Mistakes!

• Hiring the best of a bad bunch
• Hiring under pressure and making snap judgments.
• Hiring people we like, including those that dont
  threaten us
• Not networking, not keeping files, not
  continuously interviewing
• Not continually upgrading the sale force through
  continuous hiring improvements

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Biggest Hiring Mistakes!

• 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

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Start your AE off rightHOW?
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Their First Daywhat 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.

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Their First Day?

• Schedule a lunch with them and one of your
  current AEs 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

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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate

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Week 1
This is what AEs are Taught

• HR paperwork
• Tour facilities meet and greet
• Teach them to manage their time Mgt Lamar
  Bible

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Learn how to Manage Time.. The Planner
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Each morning write down your To Do List
You can only manage what you measure
Record Expenses
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Schedule Appointments
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Document
Track phone calls and write them down.

• First thing in the morning before lunch, after
  lunch and before the end of the day,
  get your messages

• Write them down

• Call

• No excuse not to return a call in 24 hours

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Week 1

• How the Plant works
• Interview each department
• See attachments

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Week 1

• Learn product knowledge
• Ride with Operations
• Learn the Inventory
• Compensation
• Sales support material / contract paper work
• Ride with AE
• Test

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You can only manage what you measure
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Week 2

• Develop a prospect / working list of 100

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Go to your Planner

• Mathernes Grocery

List Prospects working 31
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• Mathernes Grocery

William Henry
Mike Smith

• Beth More

• 700

• 258 1300

• 1381 Forest Dr

You can only manage what you measure
Call client and get the name of the Decision
Maker, Owner, Receptionist, person behind the
cash register, etc.
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Week 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?

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Week 2

• Ride with AE for a full day
• Creative ½ day with artist
• Leasing ½ day
• Traffic ½ day
• Study competition
• Set income goals

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Plan your annual, monthly, and weekly sale goal
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Plan your annual, monthly, and weekly sale goal
40.000
22,000
3,600
14,400
.03
480,000
40.000
10.000
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Week 3

• Plan their month of sales calls

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Get the list of existing Accounts
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• Mathernes Grocery

William Henry
Mike Smith

• Beth More

• 700

• 258 1300

• 1381 Forest Dr

Get prospects
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Present Account Present Account Present Account
9,000
Present Account Present Account Present Account
Present Account Present Account Present Account
Present Account Present Account Present Account
Present Account Present Account Present Account
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
10,000
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
11,000
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
10,000
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
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
10,000
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
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
10,000
Prospect, Prospect
Prospect, Prospect
Prospect, Prospect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
Suspect, Suspect
60 accounts
/20 days
3 per day
Present Accounts
FindArticles.com
Prospects
/20 days
2 per day
40 accounts
Suspects
2 per day
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Week 3

• Ride with AE 2 days
• Learn how to, read commission reports, make
  accurate sales projections
• Work with office manager, collections, contract
  101, order entry, paperwork routing, billing,
  sales reports
• Test

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(No Transcript)
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Week 4

• Learn how to make Sales calls
• Make presentation to sale team using the Sales
  Kit
• Learn how to manage objections and close
• Learn how to manage their territory

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Just in case you forgot POGPOP
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Front
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Keep good client records
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Track what is closed so you know where you are
for the month and year to date.
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Week 4

• Ride with Sales Mgr
• Prepare a Sales Proposal
• Test

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Week 5

• Give AE a staggered Sales Budget
• AE begins working monthly plan
• Review with AE each morning their plan for the
  day
• Ride with AE
• Review with AE each evening the results of their
  calls and coach

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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate

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Remember

• You cant control anything
• You can only manage what you can measure

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How do you set Goals?

• How do you set AE Sales Budgets?
• Station Sales Goal xxxxx.xx
• Less Nat/Reg/House -xxxx.xx
• Total AE Goal xxxxx.xx
• Now you have to distribute that goal to the sales
  team.how?

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How 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

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Start with the AEs

• Tell the AEs 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

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One Method


2005 2006
January
February
March
April
May
June
July
August
September
October
November
December  
     
TOTAL
Divide by 11
Add 7  
Multiply by 12  

Take total disperse over the year Take total disperse over the year
In November ask AEs to fill in each month.
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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate
• Time Management

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Support your Team
if the axe is dull and the edge unsharpened more
strength is needed, but with skill comes
success.

• Teach them to use the web
• Make sure they have tools

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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate

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Monitor Activity
where there is no vision the people fail

• Where do you set the vision and monitor the
  activity?
• The Staff Meeting
• The Sales Meeting

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The 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 AEs there?

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The Staff Meeting

• Review commercial, production, etc.
• what was completed last week
• what is scheduled for this week

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The Staff Meeting

• Review creative activity
• what was complete last week
• what is scheduled for this week
• Review office managers aged trial balance and
  collections.

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The 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
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The War Room
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The Sales Boardwhat gets measured gets done
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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate
• Time Management

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Motivation

• 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?

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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate

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De Hiring

• No surprises
• Dont burn the boat
• How many chances should you give them?
• 3 warning method

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DeHiring - The 1st Warning

• Set up the meeting
• Id 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
  potentialwhy are you not using it?

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DeHiring - 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

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DeHiring - The 2nd Warning

• Review their progress ( or lack there of)
• Place them on the performance plan
• Meet with you every day at 730 and 500 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

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DeHiring - The 3rd Warning - Its Over

• 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...

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DeHiring - 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.
• Dont argue, dont defend, just repeat the above
• When a prospective employer calls..

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Key to Sales Team Success

• The ideal Lamar Sales Manager
• Hire right
• Train well
• Set Goals
• Provide Support
• Monitor Activity
• Motivate
• Evaluate
• Time Management

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Leaders are great servants
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Be a Leader

• Do the right thing

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Thank You!