14 Apr What is the Objective of a Sales Meeting?
Randy Schwantz discusses the objective of a sales meeting. In this video Randy explains that the purpose of a sales meeting should be like a coach prepping his team for the next opponent. Helping your producers focus on their skills and developing a strategy to win should be the objective of any sales meeting.
Transcript of video:
What is the objective of a sales meeting? Everyone has an opinion on this. If you were head coach of a college team that has a tremendous winning record, what do you think head coach would say practice is for? For the most part, it's about getting ready for the next opponent.
To do so, you have to know who you are going to play. There is a good chance that an assistant coach has already seen them play and has film on them. So you have a film session and study the competition, looking for strengths and weaknesses. From there you build a game plan, you want the best match-ups you can get. And from there, you run drills to improve your ability to execute during the game, gaining the most leverage from your strengths and minimizing the negative impact of your weakness.
What is the purpose of a sales meeting?
Get ready for the next opponent. Since you don't have film, you study their proposals that you've kept in file drawers, you poll the producers in the room to see what they know from having competed with this agency. And from there, you build a plan to go win the next account.
Here is where it gets interesting.
Do you have younger siblings? Did your parents ever hold you to really high standards because you are the first born, and then let the others get away with murder?
Another way to look at it is this, have you ever been in a room with a few dominant personalities? If you don't somewhat control them, they'll take over the meeting? When they do that, the rest of the people can hide below the radar until the meeting is over, having never contributed anything nor really learned. That can be a problem in sales meetings too. Because of that, I like to isolate one producer at a time and get their account up on the whiteboard. On that account are the buyers, the renewal date, the potential revenue and most importantly the incumbent Agent, Agency and Carrier. The goal is to make them define how they are better than the incumbent, and then defend their process. It's a lot like weight lifting, the more reps and the heavier the weight, the stronger someone gets. In a sales meeting it's the same way. The more you make someone define and defend how they are better than the incumbent, the better they get at articulating their differences.
A great friend of mine Keith Schuler, CEO of Interwest has this little saying, “how do we spell fun, W.I.N.” A sales meeting should help producers have fun.
For more information on the iWin Agency Growth System, contact The Wedge Group.
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