No one likes meetings and salespeople are notoriously averse to them. And, why not. Time spent in sales meetings takes away valuable selling time. However, having a regular sales management meeting can and should be one of the most valued activities for both your sales team and sales management.
Let’s begin by first defining the sales management meeting. The sales management meeting should be strictly limited to, the following agenda items.
1. Performance Update – This is an update on performance against the goals for each salesperson. This can focus on a narrow window of time or can encompass the entirety of their year-to-date. It will depend on the business and the team, but this must be part of the meeting.
2. Metrics Review – Based on how your organization is measuring the performance of your sales team. These are usually in the form of KPIs that are strong leading indicators of your sales success.
3. Pipeline Update – This should encompass metrics like # of opportunities, opportunities added, and total value. A review of this data at the meeting puts the total pipeline in perspective for the team and creates a culture of accountability to the entire team not only management.
4. Key Issues – Bringing to light any key competitive or macroeconomic trends is valuable to the entire team. As any one individual’s perspective is limited this allows for “right-sizing” the perceived risk.
Your current sales meeting may include many other items, but if so, it is likely too long and does not provide the necessary value back to the team and the management.
Now that we have agreed (haven’t we?) on the definition of a sales meeting how do we ensure they are successful. As it turns out there is no silver bullet. However, if you keep these suggestions in mind, you will more than likely come close to the mark.
1. Be consistent – Schedule the meeting at a regular time, at a regular location, and with clear expectations from week to week. Don’t throw curveballs that leave the team unprepared. These are not meetings designed to trick the team.
2. Require participation – The sales meeting can’t just be for the underperformers. It has to include the entire team. If anyone is given special treatment or consistently excused from the meeting, you can be assured it will damage team morale.
3. Have an agenda – No agenda, no meeting. This should be difficult if you follow the outline above. But make sure it is there and is only deviated from in rare circumstances.
4. Feedback – Gather regular feedback from the team. Ask them if the meetings are valuable and how they can be improved. Always think about how you can help your team do more and ask “how can I help them sell more today”. With this in mind, you are sure to continue to have a team that is encouraged and equipped.
A regular sales management meeting is important. Don’t drop these when the team pushes back. Ensure they add value by following the suggestions above.
Neal Benedict is the President of Silver Brick Management Solutions and a licensed Sandler Trainer. He helps businesses transform how they sell increasing revenues and margins as a result. He can be reached at neal.benedict@silverbricksolutions.com or 281-771-2876.
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