The Company Sales Meeting: Creating a Focal Point

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Professional meetings build wins!

Sitting through and participating in a rep firm’s first annual sales meeting yielded many conclusions that can be very helpful to all agencies and their principals.

At the top level the value of the sales meeting cannot be overstated. The meeting forces the rep firm to look at what is going on and what is really important to communicate to all members of the sales team.

Professional Meetings Set Records

From the principal’s point of view when their reps are getting together to review the past year and plan the next, the principal is a prime beneficiary. The meeting gives the principal an opportunity to communicate with the rep firm.

Whenever possible the principal should promote the idea of having one or more people from the manufacturer’s team participate in the meeting.

If the rep firm says, “Yes, join us and provide input to our people about your company and your plans for the next year” — it is a win-win!

The Manufacturer’s Checklist

When a principal has an opportunity to participate in the meeting, he or she should try to do several things:

  1. Provide an update on the company’s results for the past year.
  2. Provide a review of the company’s activities, expansion plans, and capital expenditures.
  3. Provide a review of the company’s approach to working with the reps and how the company is going to be doing things to make business better for the reps.
  4. Provide a review of activity the company has planned for the next year to help the reps increase sales and commissions.

The primary concern is that the person or persons from the manufacturer who are speaking are good speakers and that they are very well-organized and worth listening to.

Awards and Rewards

In addition, the factory people should bring along any awards or rewards they have for individuals in the rep firm or for the rep company as a whole. A “Rep of the Year” award is a great tool for arousing enthusiasm from the reps in attendance.

Future Plans

The most important thing is for the manufacturer to layout their plans for the next year clearly and concisely. The manufacturer has an opportunity to get the reps involved in promotions and special activities early by using the rep’s sales meeting as a tool to get the calendar implanted with the rep.

The Calendar

The calendar also provides an opportunity for advance scheduling with the rep firm. When does the manufacturer plan training at their facilities? When does the manufacturer want to travel in the territory with the rep? Are there new product introductions that the reps should be ready for in the coming months? By thoroughly discussing the calendar for the new year the manufacturer gets their reps to be not only aware but set up for specific activity during the coming months. Being one of the first manufacturers to notify the reps of specific responsibilities puts the manufacturer in a good position to get full-on support and backing for its programs.

Meetings Build Spirit and Support

Just getting people together for a couple of days of meetings followed by drinks and dinner generates energy. The rep firm personnel are not together that often and they are often totally business focused. Getting the rep firm personnel together builds rapport and communications between field personnel and management and inside support personnel who do not know the salespeople well and often do not understand their jobs and responsibilities.

Internal Focus — Stressing Strength of the Rep Firm

The sales meeting is a major opportunity for the ownership/management to reinforce the strength of the rep firm and build the individual personnel as a part of the team.

By putting on a truly professional meeting, the ownership shows its strength and leadership. By making sure that every detail is covered, the ownership lets the team know how important they feel the individual employees are and how very important the team is to the future success of the rep firm.

Although the sales meeting only happens once a year in a big structured way, pulling it off in a totally professional big-company way is vital to the future success of the business.

The sales meeting is a great opportunity for the leaders to work on the business rather than work in the business.

The sales meeting provides a valuable opportunity for leadership to be demonstrated and for the leaders to show why they are successful and among the best in their business.

The Sales Meeting Provides a Huge Backselling Opportunity

The fact that the rep firm is spending time and serious money putting on a professional sales meeting is a major selling point to the firm’s manufacturers.

The after-meeting newsletter or follow-up mailing to all of the principals provides a great opportunity to showcase the meeting and the firm’s major effort to set up future success.

The follow-up materials provide a great opportunity to say thank you to those who participated and to invite other manufacturers to step up and provide materials and information on the coming year.

The goal of the sales meeting is to set up future success. It only happens when management/leadership does the job 100 percent.

Good luck and good selling.

MANA welcomes your comments on this article. Write to us at [email protected].


Backselling Defined …

If you have an important principal, communicate with that principal as if the line was in jeopardy, even if it isn’t in jeopardy. Because once you’re terminated, any arguments you make to keep the line will sound like desperation instead of communication. And you will still lose the line.

Charles Cohon, CEO & President, MANA

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John Haskell, Dr. Revenue®, is a professional speaker and marketing/sales consultant with more than 40 years’ experience working with companies utilizing manufacturers’ reps and helping rep firms. He has created the Principal Relations X-Ray, spoken to hundreds of rep associations and groups, including 32 programs for MANA from 2001 to 2005. He is also a regular contributor to Agency Sales magazine. For more information see drrevenue. com or contact [email protected].