Archive for December, 2005

Another refreshing approach is called The Big Switch. This is where the audience is divided into several groups and an “expert” assigned to each group. The “expert” leads a discussion on pertinent subjects, answering any questions asked of him.

After the “expert” has shared his knowledge for a designated length of time, a whistle is blown. At this signal the “experts” change places. They rotate from group to group until each has spent time with every group. “We’ve used this at several meetings,” reported a steel company sales official. “It worked well every time. Everybody likes a change from the ordinary. “Besides,” he continued, “I’ve noticed that the salesmen are glad to get better acquainted with the ‘experts.’ They take pride in quoting the ‘experts/ as if they’re close personal friends.” This event is especially effective where the audience does not ordinarily have access to the “experts,” or to their information and knowledge.

A panel discussion is also a departure. Four or five qualified people are appointed to the panel and take seats at a table facing the audience. A moderator stands in the center of the panel members. The moderator is not seated since he can better control the situation when standing. He calls on panel members to answer questions. Management can prepare the questions in advance, listing those that will provoke answers and information most needed by the audience.

It is often better, on the other hand, to use questions originated by the audience, as this assures coverage of material in which there is the greatest interest. Where questions come from the audience, they should be submitted in advance in written form. This provides opportunity to screen them, eliminating those that are objectionable. They need not be submitted days in advance- at the start of the meeting should be early enough, because it will take only a few minutes to decide which ones are irrelevant, too negative, or will be answered by speeches slated to follow. Another reason for screening is to eliminate duplication. “I thought I was smart enough to handle questions without screening,” said a corporation board member. “But it got me into hot water right away. Don’t try it. Take the few minutes that are necessary for screening.”

As for accepting verbal questions from the floor, only in small meetings is this recommended. It’s justified in small meetings since it results in a fair degree of audience participation. But it’s risky business unless the moderator is skilled, because he must be able to recognize objectionable questions and to brush them off in a manner that does not offend. “This isn’t easy either,” said a Baton Rouge sales manager. “People are inclined to wear their feelings on their sleeves. One must be very careful-more careful than he might think.”

The moderator gets participation from all members of the panel by limiting each answer to a couple of minutes. But he must know what to do if a member gives an incorrect answer or leaves an erroneous impression. It’s important that one or two members of the audience do not hog the show with their questions. There have been post-meeting comments such as, “If only someone had strangled that character in the third row! Without him, the meeting wouldn’t have been so bad.”

A rule of thumb: when one member of the audience has spoken a second time, the moderator should thereafter concentrate on getting questions from people who have not previously participated. Other points of consideration are whether table “mikes” will be needed and whether name cards should be placed on the table in front of panel members. These two items can add much to the event. If name cards are used, however, the printing should be large enough that it can be read by people in the rear of the room.

Regardless of who conducts the meeting, the thing to guard against is talk after talk after talk. At least a part of every program should be based on something other than speeches.

The seminar method is a good example of how to vary the routine. One salesman presents a problem with which he has been confronted. Others then attempt to solve that problem. The difficulty involved might be a tough prospect, an unusual selling situation, or a hidden objective. Although he’s the last to realize it, the salesman himself might be the problem. Perhaps he’s not making enough calls. Or he may not be giving adequate service to old customers. Such weaknesses can often be discovered. Whatever the problem, profitable suggestions are usually forthcoming from the audience. In addition, a seminar is refreshing because it is a departure from the ordinary.

You should have many different things on the agenda so there’ll be changes of pace. Take a page from the book of the circus ringmaster, who surprises his audience time after time by presenting the unexpected.
There are many ways of creating a change of pace. Catalogue the areas to be considered, including specific techniques of staging. Before each meeting, check your agenda against these many methods of adding variety.

Rotate chairmanship of the meetings to create variety

Variety can be created by rotating the responsibility for meetings among assistants and the strongest salespeople. Each takes a turn at planning and staging a meeting. Most of us have a false sense of pride, the feeling that no one else can do the job as well as we can. But an accomplished executive delegates responsibility to others; he personally does little more than supervise.

A top flight sales executive can walk out of many of his meetings the moment they begin and with no harm done. When all goes well, he can be proud of his organizational ability. By letting others play a major role, he takes a load off his own shoulders and helps develop the people under him.

The main point here, however, is that it gives variety to the meeting. Each get-together has a different personality and a different viewpoint behind it. This keeps the series of meetings fresh and crisp. Most sales forces consist primarily of men many solely of men. Where there are a few women, though, the salesmanager could let them run an entire meeting, calling it Ladies Day. Or if the organization is headed by a woman and consists primarily of salesladies, the men could be given a chance to show their stuff.

Anything that’s a switch from the ordinary will produce some much needed variety. In certain instances, other departments could stage the meeting. They could show what they do to design, test, produce, ship, or account for the product. This would cause the sales staff to have a better understanding of the overall operation. It would also promote teamwork between the sales department and others. Still another idea of this type-firms supplying services, materials or products could assume responsibility for a meeting or some part thereof. Suppliers are usually well-versed on their own merchandise.

It may surprise you to learn that you are compared with Frank Sinatra and Perry Como. Perhaps you don’t claim to be a singer. None the less, you’re compared with these and other singing stars, including Patti Page and Dinah Shore. You may not consider yourself an actor. Yet people compare you with Marlon Brando and Spencer Tracy. You are continually compared with the top names in show business even though you’re not an entertainer. Here’s why . . .

Whether John Q. American is “out of town” or is withdrawn to the privacy of his living room, he can see professionally staged programs. Even in the intimacy of his bedroom, he can enjoy radio and television. Such entertainment is supported by multi-million dollar networks. It’s the product of experienced writers, producers, directors, technicians, prop men, make-up artists, and others. Thousands of dollars are spent on piddling details. Everything is carefully worked out. Perfection is more than an aim-it’s an obsession.

Salespeople demand the best

The result of all this has been a loss of tolerance. People have become less and less tolerant of a mediocre production. They want the best and expect to get it. And, what’s more, they expect the best in all types of programming-even sales meetings!

Audiences have been conditioned-not to a slow pace set by a succession of boring speeches. They are accustomed to a lively pace, a good selection of subject matter, skilled dramatizations, proper timing, a refreshing variety of events, and the many other elements of good showmanship. Since they get good showmanship elsewhere, they understandably frown on a sales meeting in which it is lacking.

What a challenge! A sales executive should be such a good showman that his stage presence compares favorably with people of the entertainment profession. He should have timing, color, humor, change of pace, adroitness, resourcefulness, tact, urbanity, and sensitivity. Showmanship is a prime requisite. It’s the difference between a meeting and a good meeting. You can meet this challenge, in part, by building your meetings around a central theme. Also, you can be dramatic, bizarre. You can do the unusual. But an additional step toward meeting the challenge is to stage a variety of events.

* Select a Theme That’s Compatible With Your Objective Be Sure the Theme Fits Your Type of Organization
* Apply the Theme to Your Agenda
* Work Your Theme Into Every Event Possible
* Ask Participants to Use Language of Your Theme
* Use Decorations That Coincide With Your Theme
* Plan Entertainment That Fits Your Theme
* Serve Refreshments That Project Your Theme
* Use Announcements That Reflect Your Theme

Even the announcements of your meeting should reflect your theme.
Take the Harvest theme, for instance. A verbal announcement could include: “We’ll show you how to sow the seeds of greater profit, how to get a larger yield, how to reap a bumper crop of customers.” A written announcement might contain pictures of a farmer, barn, plow, tractor, and silo.
Announcement forms or bulletin heads can be obtained from a number of commercial houses. They contain headings that have been copyrighted. You can print or mimeograph your own message underneath the heading.
For instance, most of the 52 themes previously listed can be found on these announcement forms. The bulletins depicting the New Year’s theme may show an old man, a scythe, an hour glass, and a baby. The heading sets the stage for your copy.
You can order such bulletin heads in any quantities you desire, they save you some art work and simplify your job. These bulletin heads can be obtained in color, and are quite attractive.
To find out where bulletin heads can be obtained, inquire of the president of your nearest Sales Executives Club.

Some sales meetings are so lengthy that refreshments are served. Here’s another chance to project your theme.
Turkey sandwiches, pumpkin pie, and coffee fit the Thanksgiving theme. For the Prospecting theme, serve cookies molded in the shape of burros, shovels, and picks. The Circus theme can be expressed with popcorn, peanuts, and soda pop.
“Anyone can serve coffee every time,” said an imaginative New Englander. “Give ‘em something different, something that fits the theme of your meeting.”

There’s need for entertainment at some sales meetings. The longer and larger meetings especially need a little gayety.
Entertainment should fit the theme. This adds to the impact of the theme, makes it more meaningful.
For the Indian theme, stage an Indian war dance. When using Black Magic as a theme, engage a magician to perform. Or get a juggling act to support the Vaudeville theme. Conduct a bingo game with the Carnival theme.