Selling Systems to Drive

Momentum

Attracting and Retaining Great Sales People

INTRODUCTION

● Jonathan Taylor● Consumer Packaged Goods Sales Executive● Most recent employment included Vice President of Sales at

Dare Foods Limited● lead sales team of over 100 people● developed and implemented strategies and processes to

attract and retain top sales talent

Agenda

● Selling System Defined – Vision and Mission. ● Start with Diamonds or Coal – the Hiring Process ● Training and Development ● Compensation systems ● Selling the Brand● Other key factors

Laws of Attraction and Retainment in the Selling World

Selling System

● Clear definition and communication of corporate vision and mission to sales team members.

● What is the Clear sales process that supports above ( E.g.: CPG Food model)

● Definition of success for reps – Budgets, Leads, Brand Growth, satisfied customers etc.

● Selling Model is the exact process (more on that to come)

Hiring for Sales Positions

● Clear job description- Specific hiring objectives. Diamonds or Coal. Clarity at this point can avoid costly mistakes down the road

● Source of Candidates – Referrals , Newspaper ads, Social Media – Linked In , Recruiter and placements agencies, job fairs

● What are the desired characteristics – skills required. Personality testing (Predictive Index)

Hiring for Sales Positions

● The interview process. Be critical, disciplined and thorough ( 3 interviews min and included Regional)

● Best Skills and Characteristics to Look for? Debatable ( Key areas that we focused on were passion, University Degree, work ethic, knowledge of CPG, signs of Customer Service awareness)

● Train the Interviewee. Often overlooked

Training and Development

● Top Sales People look to improve skills. There is a need for a structured training process that supports the Selling Model and System

● What exactly does the “ the sell” look like . Break it down into key components. Supervisors and senior managers need to support the process. (Consultative Selling Model)

● Training function. (National Field Training Manager)

Training & Development

● Training on Negotiation Skills – Empathy and handling objections

● Performance Appraisal process – Action steps and follow up ● Other Corporate training – opportunities for further

development- supported by org.

Compensation

● Yup …It’s a biggee…. but maybe not as big as you think. ● Key element is to get the balance correct for objectives of the

role ● BASE /COMMISSION (CPG Food – swinging to more base

and Bonus)● But elements such as benefits, pensions, savings methods are

important anchors to a somewhat variable comp program● Finally, key component is to monitor closely and make required

structural changes. Huge impact of Volume performance.

Cultural / Environment

● Product Brands: Sales people love to sell #1 Brands. Love the NEXT #1 Brand even more! Do your team members have access to / knowledge of all Marketing programs ( TV / Sell Sheets on Tablets )

● Company Brand – top Sales people ant to fix their wagon to exciting company’s that are going places. Are they seeing all of the exciting things your company is embarking on. ( i.e.: Desire to Learn)

● The interview process is a very important Company Branding opportunity. Seek to “wow” candidates (Gap example)

More on Culture

● Meetings. In the world of the sales profession this is very important. Great opportunity to reinforce corporate Mission and values.

● Connection to other sales members ● Need to be well planned and executed

● Incentives. Creating an a exclusive event for prize awards for the very top performers can develop an a selling culture of excellence. ( Annual Incentive trip for 106%). Other goodies used : spiffs, Airmiles, Spiffs topped up commissions. Creates excitement

Final Considerations

● Great sales people may inherently cause conflict with other parts of the org- Supply chain/opps. Don't sweat it….

● Territory size and scope – amount of travel. Be conscious of what you are asking them to do…

● Be aware that Budgets / Targets / measurement metrics are where they live …..the attainability/ appropriateness/ fairness of a budget will be of high priority.

● The element of Autonomy/ Entrepreneurial spirit. Encourage and support – Sales people flourish in this environment ( we called our sales people TM’s).

The Most Important Thing

The number one motivator of sales people …..Not money, not promotions …Achievement and recognition.

Ensure that you selling model reflects this reality.

Thank you !