What you need in the field for a successful Sales Blitz!
In a Sales Blitz every door is an opportunity and if your salespeople aren’t properly equipped they can miss it.
How to Organize for Success in a Sales Blitz!
Blitzes can be a source of HUGE immediate sales and long term changing of your business normal but only if they are planned and handled right.
If your reps are spending their time driving around lost the company loses. Set them up for success and have a solid plan, and it all starts with the territory they will be calling on.
Sales….. Like Lightning
This is a question that hangs in the air during virtually every conversation between owners, C-Level and Sales Management. One of the tried and true methods to achieve at least half of the equation is to conduct a sales blitz. The trick is how do you morph a temporary sales boost into the “new normal”?
A sales blitz is designed to fulfill the urgent need of increasing sales pipelines immediately. And most sales organizations know the basic “flavors” of blitzes with formats being designed for, at best, impermanent returns. I say both goals of an immediate sales bump and establishing the “new normal” are possible.
It’s a challenge melding lead generation, continual development training and motivational sales meetings, I grant you, but if you run a Blitz using this system be prepared for a revenue growing, “sales climate changing” event.
S.E.T.U.P. your team for success
This step should start minimally 60 days before the blitz. Map out EVERY detail from the initial touch, phone dial, live visit, all follow-up and ongoing relationship builders and more. At the planning meeting ask these questions:
What market/area are you attempt to penetrate?
What is the goal(s) of the blitz? Short term, Mid Term and Long Term?
How can you warm up the market/area you will be blitzing?
What will you use to warm them up? What frequency? What platform?
What products fit/are most desired by this market?
What vendors should you team with?
What should your teams have with them? Brochures? Giveaways?
What will be the competition’s reaction?
These questions are a great starting point but you have to go deeper yet. We all know long term sales success is about the grind. Doing the little things everyday that build best practice habits that ultimately pay off. It’s the same here only we need to “microwave” the process a bit.
Day 60 should begin with teaching of an effective lead generation system and every system is made up of 3 things, tactics, strategy and learned skills.
Many of the tactics and strategies that need to be adopted are here http://matriximpact.com/site/?p=1125.
Your team also need SPECIFIC skills. Those skills need to be practiced in real-life simulations tightly tied to the reality they will experience. Here are 5 of the skills that will be required of anyone participating in the Blitz.
Client research and its application
Tele-Sales: Warming up the drop-in
Lobby Intro: Getting past the Gate Keeper or at least gaining needed info
Benefit Value Discussion: Setting the hook to continue the discussion
Facility Walk-through Technique: How do you maximize contact with the right person?
Wrapping up the visit: Very few drop-ins will result in a sale. The real goal is increase and expand in your sales pipeline
There should be a regular schedule of training leading up to the Blitz event. Refresher classes, reviews and Blitz day reminders for everybody involved. This is why there needs to be a Blitz QB. One who can coordinate information, learning and distribution for all the Blitz teams.
There are many tools needed for a successful Blitz. Call Template, all lead generation letters, impact touches, pairing maps, company intelligence, handouts, giveaways schedules and more, all customized for your business and for the goal of your Blitz.
The key is to be prepared and start the assembling of your tools sooner rather than later.
Users & Interface
Everything management does HAS TO BE hands-on. Management needs to be the great guiding hand in the structure of the Blitz but it also needs to be a participant during the Blitz days. I have had everyone from Middle Managers to Vice President’s of Sales to Owners come up to me after a Blitz and effusively say “John, thank you for making sure I was on a Blitz team”.
Think about it. They get out of the office routine of meetings and problems and get to spend minimum 2 days with sales people and customers. They find out what the ground troops do on an everyday basis and what has changed over the years. They hear first hand customer’s issues and concerns. It can reinvigorate the most curmudgeonly of management and this isn’t even the best reason.
When a prospect/customer is introduced to the Vice President or Owner the look on their face is priceless. I mean WOW, the VP or Owner took time out of her/his day to come and visit. Few gestures have a greater customer service impact than this.
Sales people MUST take ownership as well. They have to be involved in all strategy discussions. There a a multitude of tasks that need to be divvied up among the sales team. A sales person has to be the in-office Blitz QB. This is a critical position. Their job is to coordinate all activity. They have to stay in touch with the teams and provide updates. They are also troubleshooters as opportunities or problems come up. Depending on the size of the blitz you can have as many 2 or 3 QB’s to ensure you have proper support.
The bottom-line: from ownership to front-line sales, everybody plays a crucial role in the execution of a successful Blitz .
This is what it is all about! You need to GUARANTEE your team is prepared, practiced and energized. If you do you will be SETUP! to have a successful Blitz day(s) and to continue your success throughout the year.
After your strategy meeting(s) you need to conduct
Weekly update meetings: No longer than 30 minutes but it is CRITICAL to make sure everyone is completing their assigned duties, remember there is no small job when executing a Blitz.
Minimum of 3 education sessions: Would you rather your salespeople practice on their customers or with you?
Blitz Kickoff: Night before the Blitz you cover every detail and logistic necessary and take all questions. Team & territory assignments, Car stock, Vendor presentation and motivation. Make sure you have daily goals and prizes for performance as well.
Blitz Day: Everybody rallies at central location, unless territory demands call in. You go over any final pieces and send them off to kick BUTT.
Blitz Day Re-Cap: Everybody reconvenes at central location. You cover the results, hand out daily prizes, share successes, what worked and what didn’t then break for dinner.
Blitz Wrap Up: Similar to Re-Cap. You also need to triage all leads and assign to proper parties. Agree on timing of followup meetings to check progress of leads, generally think 2 weeks out, a month out and 90 days out. This will allow you to see “the toothpaste getting squeezed through the tube”.
Below are the Performance results from a tightly run, well executed Blitz.
You need to lay the ground work for continued nurture prospecting that leads to a steady stream of sales revenue for the foreseeable future. This process focuses on installing habits in your sales team and helping to either create or augment a lead generation system. When executed correctly, a Blitz will bring in immediate sales dollars and set the tone for ongoing success within your current selling environment.
A Blitz is not a band-aid type solution to improving sluggish sales. It’s an organic, holistic method to improving today’s sales revenue AND your overall sales atmosphere, establishing a “new normal” to your team’s everyday sales activities and results.
Relationships, Slips and Dips
I was at a customer’s last week starting to dig into the Strategy Module for a S.I.T. Blitz we will be conducting the 2nd week in September. Working with the salespeople, we always go through a series of questions to understand their perception of the suspect/prospect/customer (SPC) dynamic which is so crucial when planning for a successful S.I.T. Blitz.
One of the key factors is knowing their standard for SPC communication in terms of frequency. During the course of questions one salesperson chimed in and said “I keep in touch with my suspects and prospects 2x a year, any more than that and I think it would appear pushy.”
Well after the black cloud and threat of lighting inside the building passed I asked him how often does he talk to his best friend? He said probably 2 times a week. Then I asked how often did he call his wife when they were dating? He said minimum 4 times a week. Then I asked him if he considered his relationships with his contacts as solid and he said yes, emphatically, I might add.
So I think you know where I was going with this line of questioning. My final question to him was how many times has he called one of his contacts only to find out that his contact person wasn’t there or there had been a drastic change in the company. His answer “John, more times than I can count,” and therein lies the ‘problemo’ my sales friend.
Believe it or not this happens to me about once a month; a salesperson who understands staying in touch with friends or girlfriends, but doesn’t have a clue what it takes to maintain a successful business relationship. Strangely enough, these same sales people will argue, ‘till blue in the face, they have a good feel for their customers.
I call the first level of this problem Relation-Slip behavior. The sales person “thinks” they know how to stay in touch with a contact. The problem is what they “thinks” has nothing to do with the facts, needs and wants of the suspect/prospect/customer so what winds up happening is a deepening chasm develops between sales and contact with sales being quite oblivious to it. There is a ALWAYS correlation with a drop in sales but the sales person is stuck scratching their head and wondering why this is happening to him.
The next level DOWN is Relation-Dip behavior. The sales person here doesn’t have a clue how to stay in touch with their contacts. They will never admit they have a problem, so they go the other direction and MINIMIZE contact to the point of neglect. You see, in their mind, by not “bugging them” they are maintaining a good relationship. These sales people are so afraid of experiencing the UGH Factor that they will stay away from the suspect/prospect/customer. My question is “If you stay away for long periods of time how will you know when they have become a ripe prospect?” Insert collective silence or righteous indignation ‘here. Then you add the precipitous drop in sales and you have yourself a major issue.
Like any problem in sales early recognition is key. If you are a sales manager WAKEUP! You should be tracking not just their sales production but their lead generation activities. Either one should give you enough of an alert to intervene before the behavior jeopardizes their career and your quota attainment.
If you are a sales person WAKEUP! Your sales are down! Either you don’t spend enough time staying in touch with your customers or you are doing the absolute WRONG things. You have to be self aware enough to say “I have to change what I am doing or this sucker is going down!”
All righty then…. that’s it for today! Next post I will be talking about the solution to Relation-Slips and Dips and the changing nature of the sales contact process.
Until then remember “You can either make sales or you can make excuses but you can’t do both…” I’m outta here!
If you want more information about the S.I.T. Blitz and how you can have a “revenue raining, climate change” experience at your please call Matrix at 216 347 6729 or go to buildyoursalesmachine.com for more details!
Have you or your sales organization ever participated in a Sales Blitz?
WHAT IS A SALES BLITZ?
We have created a one of its kind revenue growing, “sales climate changing” event. A melding of lead generation, continual development training and motivational sales meetings called the S.I.T. Blitz®.