Big bubba-school-of-sales-management

The Big Bubba School of

Sales Management

Add to smuHow to help the struggling aemotivating aemore on training new ae'smy.lamar.com and sales and marketing reviewmoblimanaging experienced Ae's

RulesRules

Nothing Sacred

This is where you come to get answers…..

What happen in SMU…

And remember……

Meaning of LifeMeaning of Life

What is my JobWhat is my Job

Remember thisWhat 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

Describe the idealDescribe the ideal Sales Manager Sales Manager

The Ideal Lamar Sales The Ideal Lamar Sales Manager...Manager...

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____________

____________

____________

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Key to Sales Team Success – Your Key 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

Aim at nothing and you

are bound to hit it.

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”..

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.

Who Are We Looking For? Who Are We Looking For? Who?Who?

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_______

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_______

Where Do We Find Them?Where Do We Find Them?

_______

_______

_______

_______

_______

_______

_______

Where Do We Find Them?Where Do We Find Them?

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:

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

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.. ?

2. 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)

3. Complete Lamar job application form

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 Field How to Narrow the Field

5. Check references

6. Have candidate ride with one of your best AE’s

How to Narrow the Field How to Narrow the Field

7. Caliper Test

8. Candidate meets with your manager

9. Make a job offer (put in writing as well)

10. Send a thank you note to each finalist.

Hiring - Hiring - Screening QuestionsScreening Questions

What assets do you bring to Is it better to be right or to get what you wantName one area where you definitely need improvementWhat famous person doyo admire most….whyWhat is the golden ruleWhich grades are more important on a child’s report card..conduct or academicsWhat is your favorite book..why

What’s this mean to youWhat’s this mean to you

Chance favors the prepared mindPeople forget how fast you did a job, but they remember how well you did itAdversity reveals genius, prosperity conceals itThe price of greatness is responsibility

How long would you wait in the lobby for an appt with an important decision makerIf you could do anything in the world what would you doDescribe the adv and disadv of the other mediaHow would you overcome the following objections:

- Too expensive- Don’t like your company- Tried it once ..didn’t work


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?

What are your prospecting techniques

What questions do you ask to gather information

Tell me about as many testimonials as you can

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 - 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?

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?


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?


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?


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?


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?


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


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

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?


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?


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

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?


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


Tell me about your educational backgroundWhy 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

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

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

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

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!

Start your AE off right…HOW?Start your AE off right…HOW?

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.

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?

Key to Sales Team SuccessKey to Sales Team SuccessThe ideal Lamar Sales Manager

Hire right

Train well

Set Goals

Provide Support

Monitor Activity

Motivate

Evaluate

Week 1Week 1

HR paperworkTour facilities – meet and greetTeach them to manage their time Mgt – Lamar Bible

This is what AE’s are Taught

Learn how to Learn how to Manage Manage Time.. Time..

The PlannerThe Planner

Each morning

write down your To Do

List

Record Expenses

You can only manage what you measure

Schedule Appointmen

ts

Track phone calls and

write them down.

DocumentDocument

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

Week 1Week 1

How the Plant works– Interview each department– See attachments

Week 1Week 1

Learn product knowledgeRide with Operations Learn the InventoryCompensationSales support material / contract paper workRide with AETest

Week 2Week 2

Develop a prospect / working list of 100

List Prospects working – 3:1

•Mathernes GroceryMathernes Grocery

Go to your PlannerGo to your Planner

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


Week 2Week 2

Take the prospect list of 100 Call suspects Update prospect / working listWrite it down (working list)What did they learn to do - FISH?

Week 2Week 2

Ride with AE for a full day

Creative – ½ day with artist

Leasing – ½ day

Traffic – ½ day

Study competition

Set income goals

Plan your annual,

monthly, and weekly sale goal

Plan your annual,

monthly, and weekly sale goal

40.00040.000

22,00022,000

.03.03

480,000480,000

40.00040.000

10.0010.0000

3,6003,600

14,40014,400

Week 3Week 3

Plan their month of sales calls

Get the list of existing Accounts

•Mathernes GroceryMathernes Grocery William HenryWilliam Henry Mike SmithMike Smith •Beth MoreBeth More •258 1300258 1300 •1381 Forest Dr1381 Forest Dr •$700$700

Get prospe

cts

Present Present AccountsAccounts

60 60 accountaccountss40 40 accountsaccounts

ProspectsProspectsSuspectsSuspects 2 per day2 per day

/20 /20 daysdays/20 /20 daysdays

= 2 per = 2 per dayday

FindArticles.comFindArticles.com= 3 per = 3 per dayday

10,00010,000

10,00010,000

10,00010,000

10,00010,000

9,0009,000Present AccountPresent AccountPresent Account

Present AccountPresent AccountPresent Account



















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


11,00011,000

Week 3Week 3Ride 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

Week 4Week 4

Learn how to make Sales calls– Make presentation to sale team using the

Sales Kit

Learn how to manage objections and Learn how to manage objections and close close

Learn how to manage their territory

Just in case you

forgot POGPO

P

Front

Keep good client

records

Track what is closed – so you know where you are for the month and year to date.

Week 4Week 4

Ride with Sales Mgr

Prepare a Sales Proposal

Test

Week 5Week 5Give 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


Hire right

Train well

Set Goals

Provide Support

Monitor Activity

Motivate

Evaluate

RememberRemember

You can’t control anything

You can only manage what you can measure

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?

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

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

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 = $

Take total & disperse over the year

In November ask AEs to fill in each month.In November ask AEs to fill in each month.


Hire right

Train well

Set Goals

Provide Support

Monitor Activity

Motivate

Evaluate

Time Management

Support your TeamSupport your Team

Teach them to use the web

Make sure they have tools

““if the axe is dull and the edge if the axe is dull and the edge unsharpened more strength is needed, but unsharpened more strength is needed, but

with skill comes success.”with skill comes success.”


Hire right

Train well

Set Goals

Provide Support

Monitor Activity

Motivate

Evaluate

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”

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?


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


Review creative activity- what was complete last week- what is scheduled for this week

Review office manager’s aged trial balance and collections.

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


The War RoomThe War RoomDone Month Budget Actual Variance Jan

Feb

Mar

1st Quarter

April

May

June

2nd Quarter

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


Hire right

Train well

Set Goals

Provide Support

Monitor Activity

Motivate

Evaluate

Time Management

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?


Hire right

Train well

Set Goals

Provide Support

Monitor Activity

Motivate

Evaluate

De HiringDe Hiring

No surprises

Don’t burn the boat

How many chances should you give them?

3 warning method

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?”

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

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

DeHiring - The 3rd Warning - DeHiring - The 3rd Warning - It’s It’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…...

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…..

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

Leaders are great servantsLeaders are great servants

Be a LeaderBe a LeaderDo the right thing

Thank You!

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