14 Ways to climax a Sales Meeting

1.* An effective method of ending on a high note is to announce a new policy or procedure. This works only when the change will be welcomed by the group. An unexpected holiday, a Christmas bonus, increased travel allowances-any of these would go over with a bang! But the change need not involve a gratuity. It could be the elimination of an unpopular, detailed daily report. Or the announcement of a system for handling suggestions of the sales
men, suggestions that previously were ignored.

“I’ll never forget the meeting we held last summer,” said a Vermont business owner. “Things had been going pretty well. And we climaxed it by announcing that the men could approve their own mileage reports. This meant they’d get their expense money sooner, of course. Did they like it? They went wild!”

2.* A new sales aid can serve as a climax.
For example, if new sample cases are to be distributed, make a production of it! Let introduction of the cases climax a sales meeting. That way the new cases will mean more than if merely “handed out with the rations.” But, more related to our purpose here, the meeting will be better received because of its climactic ending.

A company dealing in waterproofing franchises perfected a standard sales presentation. The announcement of this long awaited sales tool was followed by the distribution of printed copies. It made a rousing climax.

3.* Merchandising literature is constantly produced by manufacturers and marketing firms. A new piece of literature can be used to bring a meeting to a very effective close.
DON’T read the new material aloud. That would be boring. Shout about it! Sing its praises! Tell what it will do for all who use it properly. A department store buyer said, “I finally realized that we could get manufacturers’ leaflets on most of our items. These leaflets help in several ways, especially in ending a meeting on a high note.”

4.* A new ad or advertising campaign can top things off in a large way. Consult the persons who produced the advertising. Learn more about it. Then spring it at the close, making a huge “to do” over it. An office machine company official said, “The announcement of our new advertising is an ideal way to climax a sales meeting. We get much good out of the motivation it gives our salesmen. That motivation is almost as valuable as the new customers pulled by the ad.”

5.* An addition to the product line is a fitting climax.
Let’s assume there’s a need for the new item, or else it would not be added to the line. For maximum build-up, earlier events should point up the need. If nothing else, use remarks such as, “It would be wonderful if we had an item that would fit that particular need, but of course, we don’t.” A comment or two of this sort adds much to the big moment.

6.* Next year’s line-new models-serve the purpose well.
A costume jewelry official in New York reclared, “Our new lines are always shown at sales meetings. It’s the best introduction the merchandise can get. We climax the meeting with it. Then everyone examines the new line.”
In the case of clothing, garments for the next season are appropriate. Regardless of the nature of the merchandise, however, usher it in with fanfare. Unveil it in a way that surprises the audience. Display it in the most attractive manner possible.

7.* The enthusiastic announcement of a sales contest will do the trick. Make a big thing of it. Don’t take an hour to do it, giving all the details. Instead, hit only the high spots. Emphasize what can be won by those who really go, Go, GO! This is not only good for the sales meeting, it’s also good for the contest.

8.* When a contest has recently ended, avoid the natural desire to name winners at the beginning of your next sales meeting. It’s better to recognize winners during the last few minutes. By holding the audience in suspense, a greater climax is generated. You could even do a little teasing as the meeting progresses: “I surely wish we could tell you who won the prizes, but it will be sometime before the winners are named.” This is like throwing gasoline on a fire!

9.* The presentation of achievement awards can be made to fill the bill. For instance, length-of-service pins are often presented as the feature attraction. Certificates of completion of sales training courses have also been awarded.
“We have a few people to be honored at every meeting,” stated a hotel manager. “The recognition is good for morale. Besides, it helps bring the meeting to a satisfactory conclusion.”

10.* A fast inspirational speech can produce the desired effect. But be careful-a real spellbinder is needed. Get someone dynamic. This type of climax is more effective when used with a large crowd. A speaker can inspire a few hundred people more easily than a handful. The person to deliver this Sunday punch should be kept in the background until time for him to speak. There’s nothing climactic about hearing from the same person a second or third time. Also, a wind-up speech should be brief and should not carry the burden of training. It’s for inspiration.

11.* Many suitable gimmicks can be devised-souvenirs, novelty give-aways.
An eastern life insurance company used a fake newspaper. Bold headlines called attention to a new insurance policy being introduced. The copy was dummy stuff-dateless background material used over and over with different headlines. During the meeting there was subtle mention of need for that type of policy. There finally came a hint that the policy some day might be produced. Then, just before the meeting ended, a newsboy appeared on the scene. He screamed at the top of his voice, showing everyone the bogus headline-”Sensational New Policy Electrifies Insurance Industry!”
After the emcee confirmed the birth of the new policy, he closed the session. Each salesman was given one of the newspapers as he left the room.

12.* Still another method of climaxing is the surprise entry of wives and sweethearts. Arrange for them to appear unexpectedly, followed by a social event of some sort. This works best at certain meetings, such as those near Christmas or Valentine’s Day.

Where the agenda is based on long range goals, however, most men give thought to their families. Major goals involve new homes and the like. So that’s another time when wives and sweethearts can appropriately cap the proceedings.
“We had the wives and sweethearts appear unexpectedly at a regional meeting last fall,” reported the division manager of a large oil company. “It was quite effective, well worth the effort and expense.”

13.* Meditation has successfully been used at large sales meetings. Ask everyone to stand, to lower his head, and to think. “Let’s meditate for a moment . . . Just think . . . Think of this meeting and what we’ve accomplished. Think of how you can use this wealth of information. Think.” Drop your voice, both in volume and tone. Then continue more slowly with “Think of the wonderful opportunity we have.” Pause.

“Think of the many customers we’re serving, the big job that’s being done.” Pause, lowering your voice still more. “Think of the many additional people we should be serving.” Pause. “Let’s resolve to get and to serve these many additional customers.” Pause longer. “Let’s serve more people, while also helping ourselves. We can do it, we will do it. Good luck and good night.” This type of climax won’t send them home shouting. But if preceded by a good meeting it can be quite dramatic and effective. It will send them home inspired to do a bigger job than ever.

14. The surprise appearance of a V.I.P. is another twist. A very high company official, for instance, can effectively be presented in this manner. Just be sure he’s so important the men deem it a privilege to “rub elbows” with him.
The unexpected presentation of a prominent public office holder can also produce a glossy finish for you.
Whether it’s the big boss or a big politician, don’t let him make a long-winded speech. You want a climax]

How to climax your sales meetings

* Announce a Welcomed Policy or Procedure
* Distribute a New Sales Aid
* Tell of New Merchandising Literature
* Spring a New Ad or Advertising Campaign
* Play Up an Addition to Your Product Line
* Show Next Year’s Models
* Announce a Contest
* Name Contest Winners
* Present Achievement Awards
* Use a Fast Inspirational Speech
* Devise a Gimmick Enter Wives and Sweethearts
* Use Meditation
* Surprise Them With a V.I.P.

Keywords: Sales, Marketing, Business, Sales Training

Tags: sales meeting

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