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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Whether John Q. American is “out of town” or is withdrawn to the privacy of his living room, he can see professionally staged programs. Even in the intimacy of his bedroom, he can enjoy radio and television.
Such entertainment is supported by multi-million dollar networks. It’s the product of experienced writers, producers, directors, technicians, prop men, make-up artists, and others. Thousands of dollars are spent on the smallest details. Everything is carefully worked out. Perfection is more than an aim – it’s an obsession.

SALESPEOPLE DEMAND THE BEST

The result of all this has been a loss of tolerance. People have become less and less tolerant of a mediocre production. They want the best and expect to get it. And, what’s more, they expect the best in all types of programming – even sales meetings!

Audiences have been conditioned — not to a slow pace set by a succession of boring speeches. They are accustomed to a lively pace, a good selection of subject matter, skilled dramatizations, proper timing, a refreshing variety of events, and the many other elements of good showmanship. Since they get good showmanship elsewhere, they understandably frown on a sales meeting in which it is lacking.

What a challenge! A sales executive should be such a good showman that his stage presence compares favorably with people of the entertainment profession. He should have timing, color, humor, change of pace, adroitness, resourcefulness, tact, urbanity, and sensitivity. Showmanship is a prime requisite. It’s the difference between a meeting and a good meeting.

You can meet this challenge, in part, by building your meetings around a central theme. Also, you can be dramatic, bizarre. You can do the unusual. But an additional step toward meeting the challenge is to stage a variety of events.  More on this in the next post.

Technorati Tags: sales meetings, Sales Training, showmanship