I am constantly reminding my sales team to “add value with every interaction.” Not only do I believe that to be important and sound business advice, but I believe, as a CRO, I should be doing the same with my team.
At the beginning of the year, our sales team committed to meeting daily each morning for a “huddle” sales meeting. It typically runs 45 minutes, sometimes closer to an hour.
It’s a big time commitment, and in a business for which the phrase “time is money” could not be more accurate, it’s critically important that this time is well invested, especially when 64% of field sales time is wasted on administrative tasks. We need to make sure our meetings aren’t a waste of time, but are actually helpful to the team and the business as a whole.
Therefore, I run my sales meetings with these 3 critical categories in mind:
1. There needs to be an element of learning.
It doesn’t matter if you’ve been in the sales profession for 2 months, 2 years or 2 decades -- learning is an ongoing process. If you are going to add value in your company’s sales process, you need to be the best, and to be the best, you must be a student of your profession. Every sales meeting should have an element of learning, coaching and practicing to provide the most value to all participants involved. This of course includes the facilitator as well.
2. Don't forgo the forecasting/metrics analysis.
Any well-run business must have reliable forecasting and metrics analysis. Sales is dynamic; each day brings all the ups and downs of a roller coaster. A brief daily update of deals forecasted at 60-80% or higher will help keep the sales rep, the sales manager and the entire organization on track to meet and exceed quota.
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I don’t let a day go by without checking in on our high priority deals to ensure they are on schedule for their estimated close date. Monitoring outbound calls and emails as well as inbound marketing activity also keeps me connected to the marketplace in real time, enabling me to spot trends which could present opportunities or challenges.
3. Motivate, motivate, motivate!
Whether it’s a kick in the ass or a pat on the back, every sales meeting should have an element of motivation. I work with my team to determine what we need to do every day/week/month to guarantee we reach quota. I track these metrics daily to ensure we are on pace to crush our numbers. As the saying goes, “What gets measured gets done.” It’s very easy to get distracted from the day-to-day tasks that are necessary to ensure success. A good sales leader is there to make sure not a single day goes by where that necessary work is ignored.
According to Aberdeen Group, sales operations leaders that provided deal-specific coaching and motivation report a 14% shorter average sales cycle than non-adopters. They also reported several other advantages, listed below:
On the topic of motivation, it’s also important to celebrate success both large and small. Celebrating the little wins help keep the team motivated through the tough periods.
Just as you would have your team focus on adding value in their interactions with prospects and customers, be sure you are leading by example by doing the same within your sales meetings. You and your team will be better off as a result.
How do you keep your sales meetings productive?