What will a good sales meeting do for you?

There’s a sales meeting somewhere.  Morning, noon, or night— a sales meeting is taking place. There are more this year than last, and next year there’ll be more than ever.  

Sales meetings are popular because of one thing . . . they pay dividends!

They’re often the difference between profit and loss, the difference between success and failure.  Sales meetings are that important.

Meetings can work wonders for the people attending.  After a snappy sales meeting in Akron, Ohio, a salesman remarked, “I learned more about selling in one hour than I had in the last year!” Another commented, “I always get ‘pumped up’ when I go to our sales meeting. I’d be lost without them.”

Good sales meetings are profitable for all concerned.  However a sales meeting must actually be good for everyone to benefit.  If there’s reason to believe a sales meeting will not be successful, improve your plans … or don’t stage the meeting.

If there’s doubt about the need for a sales meeting, establish the need … or don’t call the meeting.  A poor meeting is torture. Even a mediocre meeting is not acceptable.

An effective sales meeting is instructional and inspirational, both interesting and exciting. Everyone attending becomes a participant, at least in spirit. They accept and approve, nodding their heads in agreement with the speakers and demonstrations.

Sales Meeting = Increase In Sales

Your greatest benefit will be an increase in sales. While this increase cannot always be measured, it is the main reason for having a sales meeting and the natural result of good meeting.  You should expect an increase in sales. If necessary, you should insist upon it.

The Sales Manager of an Eastern concern stated, “We’ve tried ‘em all—contests, push periods, red-letter days—everything from Christmas bonuses to a founder’s day banquet. But the best way to stimulate sales is by meetings—regular and well planned sales meetings.”

A case in point: a chain system of variety stores had few meetings. “Most stores had monthly get-togethers,” a vice president reported. “And to be honest about it, those monthly meetings were sometimes skipped. But last year we insisted on weekly sales meetings—good weekly meetings. And sales increased 16 percent, apparently for that reason alone.”

Review some of the other post on this blog to learn more about planning an effective sales meeting.

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2. Eliminate interruptions in advance. It’s folly for a dozen people to be idle while one person talks on the telephone. Don’t allow any members of the conference group to take calls during the meeting.

3. Have an open mind. If you don’t, why hold a conference?  If an employer is determined that things will be a certain way, there’s no need for a conference. Merely an announcement will serve the purpose.

4. Get them acquainted. Be sure all conference members have met each other. A friendly atmosphere relaxes everyone. Be sure to create it.

5. Try to analyze. Break down the problem so you won’t have more than the group can handle. Many subjects are too broad for an effective problem solving conference. Other problems may be beyond the scope of authority of the conference group. Always analyze the problem to determine if it is appropriate.

6. Stay alert. Quick thinking is a must. Day dreaming can cause the conference leader to be caught off guard.

7. Accept all contributions. The fellow who’s not permitted to throw in his 2 cents worth will be miffed. Perhaps his comment is unimportant to everyone else. But it’s important to the person contributing it, so let him say a few words.

8. Keep on the track. Tangents are often interesting but seldom profitable. Virtually every conference will wander out into “right field” if permitted to do so. You, the leader, must keep the discussion aimed in the right direction.

9. Refrain from squelching anyone. It doesn’t pay! If someone gets out of line the others will take care of him.

10. Avoid sarcasm and ridicule. People don’t appreciate it. While it makes a guy feel superior to belittle one of his conference members, it’s nothing short of professional suicide.

11. Use tact. Many people wear their feelings on their sleeves.  It’s easy to offend a person when speaking to him in front of others. How you treat a conference member is important. But how he feels you’ve treated him is even more important.

12. Let them save face. When one conference member gets “crucified” by another, put in a good word for the loser. Help save at least part of his face.

13. Have a sense of humor. An occasional laugh improves the “climate.” So be ready to laugh, especially at yourself. “I have two or three jokes ready in advance,” said a Minneapolis con
ference leader. “I work them in when things start getting stale.”

14. Consider early departures. Certain participants may have special interests or qualifications. Make them feel free to leave after they are no longer involved.

15. Keep it moving. No one else is concerned about the progress of the conference. Be sure that you are. Even the brass should not be permitted to bog down the proceedings. You must keep it moving at all costs.

16. Subordinate your own opinion. Give your ideas. But consider them no more important than those of any other conference member. A Texarkana sales manager said, “Nothing is worse than a conference leader who places his opinion over that of others. He’s taking unfair advantage of his position.”

17. Remain in charge. Either you run the conference or others do. Don’t let it “get out of hand.”

18. Have only one speaker at a time. Side conversations are undesirable since those involved do not hear what is being said in the conference. A good way to stop a side conversation: “Can everyone hear what Mr. Jones is saying?”

19. Get distribution of discussion. Everyone should participate. One or two should not be permitted to hog the show.

20. Push for a solution. Little has been accomplished until the problem is solved. Ever seen a guided missile seek out its target? It’s relentless. A good conference leader is much the same way. He pursues his target, a solution, refusing to be thwarted en route.

Sales Meeting Ideas

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Example Letter
 
Mr. Jack Brighton
SellMore Stores, Inc.
Yourtown, U.S.A.

Attention: A small fortune in one day! Seems impossible, but is it?

Interest: Many dealers, like yourself, handle our merchandise. You’re doing a terrific job, too. But some of you expressed a desire to do even better. You suggested a sales meeting. You felt that more product information was needed. You also asked for tips on selling this particular line.

Desire:    You can have exactly what you want. We’ll give you an all-day meeting chock-full of money making ideas. There’ll be exhibits, displays, demonstrations, prizes, and surprises. You’ll love it! Your sales will zoom up¬wards because of this fabulous meeting!

Action: We’ll convene from 9:30 a.m. to 4:30 p.m. on Saturday, June 6th, at the Jefferson Hotel. Please be our guest for lunch that day. And if you care to bring an assistant, that’s fine. Two tickets are enclosed.

No reply is expected. Just be there!

Cordially,

Richard Kendall
President

Sales Meeting Ideas

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When their attention has been captured, they start wondering, “So what? This doesn’t affect me, does it?” The point answers such questions. It pins things down and gives listeners the specific idea for which they are now ready.

After the point has been made, people want reasons or justification for it. They’re thinking, “Why? Why should we do that, or why is that true—just because he says it?” So it is logical to give reasons for the point. The reasons help sustain interest and sell the major idea.

By this time the audience is thinking, “Sounds okay so far, but how would it work in actual practice? Is it just theory, or is there proof of it?” The speaker holds the audience by giving examples which answer their questions. He supplies the who, where, when and how—the information the audience wants.

At this point the audience knows what to do and how to do it.  All that’s needed is the inspiration to take action. By returning to the point and closing on a high note, the speaker climaxes the speech in a manner that inspires action. Thus, the audience is left with a feeling of completeness and satisfaction. Listeners are given the information they want at the right time—from the beginning of the speech to the close.

Sale Meeting

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“I’ve found the commercial film libraries to be quite helpful,” stated a Philadelphia man. “If they don’t have what you want, they’ll get it. That’s their business.”

Also, many State Universities have video libraries. Their videos cover salesmanship, human relations, and other business subjects.  These videos are rented to business and industrial concerns at a very nominal charge.

A few major corporations lend videos as a public relations gesture, as do some trade associations. Some of these contain a minimum of advertising and, thus, are quite effective.

You should contact all sources. Become acquainted with the aids available. Then, when planning a meeting, consider the various videos. Employ those that are best for reaching your objective.

Sales Meeting Video

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What frequently happens is this: a sales executive hears of a new video, or happens to see it at a meeting outside his company. His natural reaction is to want all his salespeople to see it. So he obtains the film and has it shown to his personnel. He works the meeting into the video instead of working the video into the meeting.

This is wrong. Any visual aid should be used as a means to an end, because the objective of the meeting is the desired end result. The visual aid is only a means of accomplishing that end result, and instead of building a program around a visual aid, you should base the meeting on company and employee needs. Then select the aids that will help most in satisfying those needs.

When properly used, however, visual aids add color and showmanship. They increase the effectiveness of any meeting. They give the presentation a professional touch and make it more acceptable to the audience. Attention and interest are greater. The audience will better understand the material presented and will retain it longer.

Sales Meeting Ideas

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The projectors gave Hitler a huge advantage in mass communications, after movie houses and public meeting halls were brought under control. Viewers saw only what it was intended for them to see, and the results are recorded in history. Audio-visual aids proved their value beyond any doubt.

Audio-visual aids have also proved their value in sales meetings. They’re splendid for instruction and motivating salespeople. The use of such aids is good showmanship, too, as meetings become more lively when spiced with something extra to see or hear.

Importance of Sales Meetings

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One firm, putting emphasis on its first advertisement in a national magazine, passed out large lapel buttons containing the words, “I’ve seen it — have you?”

Any novel idea related to the theme of the meeting might be used as a giveaway. At a meeting based on the Valentine theme, spouses and sweethearts were invited and small heart-shaped boxes of candy were distributed. On another occasion, hats that reflected the theme were passed out and donned on the spot.

At a meeting of salespeople who were all being compensated on a commission basis, large money clips were given away. The name of the salesperson was engraved on each, making the gift personalized. The clips were, “For carrying the additional commissions you’ll make by applying the information imparted at this meeting.”

Another unique giveaway is an unsigned check. A company in Texas offered $500 to every salesperson who produced a certain amount of volume within a specified period of time. An unsigned check for the $500 bonus was made in favor of each salesperson. The checks were distributed at a meeting. Each person kept the checks as constant reminders of the extra “half-thousand” that could be earned. This made the cash offer more meaningful, caused everyone to work harder at earning it.

Sales Meetings

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Sales Meeting Ideas

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There are Sales Executive Clubs in most cities of over 150,000. The Secretary of each Club can usually supply the names of local people who are capable of delivering a bona fide message. To glamorize the event, the visitor could be billed as a mystery guest.

More Sales Meeting Ideas

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