How to determine the objective of your meeting

The first step in planning a sales meeting is to decide on an objective. How can your personnel do a bigger and better job? If you analyzed sales records, could you spot areas in which there’s room for improvement? For instance, would the records show a need for more calls? How about new items are they being “pushed”? Can selling costs be lowered?

Other company officials may have suggestions. Should they be queried? Does the director of marketing believe your salesmen are in tune with current trends? Can the advertising manager suggest better ways to use advertising at the point of sale? Does the personnel manager have anything to “throw in the pot”? How about the merchandise manager?

The manager of a drugstore chain asked himself questions such as these. He was surprised at the answers he received! Several staff members had suggestions, all of real benefit. A post meeting reaction report revealed that the sales people considered the meeting to be the most helpful they had ever attended.

Decide what should be accomplished. Aim for specific objectives. Do you want to inform everyone? Do you want to tell of impending changes? Or do you want to cover certain problems? Is motivation the prime objective? If so, in what way? Should your staff be inspired to work harder? Longer? Do you want to exchange ideas or is specific training needed? What should be done?

Finally . . . is a sales meeting the best means of accomplishing your objective? What do you want your sales staff to do as a result of the meeting? Do you want more enthusiasm shown? More call backs now?

Tags: sales meeting

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