At my organization we are planning a new year workshop to help the sales team plan for 2012. Its important to help your team and your department focus on whats important. No matter how many books you have read or how many seminars you have been to; we all need reminders and time to “sharpen the saw.”
The outline below is an adaptation of Stephen R. Covey’s 7 Habits of Highly Effective People as it may apply to media sales. Use this outline and adapt it for your industry and business.
Habit 1: Be Proactive: Principles of Personal Vision
- The first step in creating strong income is pro-activity.
- Create a lifestyle that helps you meet new leads. Make calling on new leads a top priority.
- Identifying potential conflicts or issues that will slow you down and addressing them with potential solutions to management.
- Take accountability for your results. You are the factor of your success or failure.
Habit 2: Begin with the End in Mind: Principles of Personal Leadership
- Deciding early on what your objectives are. What do you truly wish to accomplish in your job?
- Creating a mission statement that reflects your goals as a sales professional.
- Beginning each event, activity, or meeting knowing what you want to get out of it.
- Foreseeing possible problems with retention, discouragement, accounting, traffic, etc.
- Taking the proper steps to prepare to be an effective sales person and marketing consultant.
Habit 3: Put First Things First: Principles of Personal Management
- Understanding the four quadrants of effective production and knowing how to apply that to our business. Focusing on Revenue Producing Activities!
- Creating habits of time management and effective planning.
- Reserving time for all your roles in life, so as not to neglect anything.
- Setting time aside each week for Prospecting, Service, and Production, and Education/Training.
Habit 4: Think Win/Win: Principles of Interpersonal Leadership
- Commit yourself to Win/Win or no deal. Agree to sell clients who you need as clients and who need your stations.
- You must listen first. Discover who the client is and what problems they have in their business. Look for the solutions in your stations.
- Each part of the media buying experience has to be a new win. Show the client how accounting, production, and reporting is a win for them.
- Train the client to respect your time and learn to respect theirs.
- Understand how to create win win situations with other departments in the company.
Habit 5: Seek First to Understand, Then to be Understood
- Seek to understand the situation of each client. Find out what they want out of the advertising and what has brought them far enough to listen to you.
- Practice active listening skills. Truly listen to your clients and your team members to best understand their desires.
- Continue building a relationship with your clients to develop trust and credibility through listening to, and understanding them.
- Only when the client trusts you and believes you understand them, and have their best interests in mind, will they follow you.
Habit 6: Synergize Principles of Creative Communication
- Create environments of synergy with traffic, production, promotion, and accounting.
- Practice habits 4 & 5 in making synergistic moments happen.
- Synergize with each client individually to get full buy in.
- Seek out potential synergistic activities, such as creative meetings, brainstorming sessions, etc.
- Understand the unique abilities/responsibilities that each of our departments have, and think of how best to utilize them.
- Seek out the very best training in the industry and in your company from the top leaders.
Habit 7 Sharpen the Saw: Principles of Balanced Self-Renewal
- Set aside Monthly, Weekly, and Daily planning and evaluation sessions.
- Renew your commitments and covenants in all aspects of life through sincere evaluation.
- Evaluate the best and less effective practices that you have been using in prospecting, retaining, and up selling your clients.
- Review this and other handouts and notes that will increase your effectiveness in prospecting, retaining, and up selling your clients.