March 2003
The Question - Bill, who owns a telecommunications company in New York, asks - We are hiring a new sales person. How do we make him successful?
The Recommendation for "Working On It" - Substance and Structure is the key to successful employees and independent contractors. Substance comes from the individual. Teaching someone the sales system is the easy part. Making sure they uphold your promise is a different story. When hiring a new position, you must confirm the candidate is in alignment with the spirit, action and vision of your Strategic Objective. If not in alignment, they cannot deliver on the core promise to the customer. Be sure your Recruitment and Interview System is in place. It will minimize turnover and maximize success.
After making the decision to hire, your next responsibility is to train the employee on the Structure of your process: the Sales systems and Sales scripts.
Here is a list of the Systems and Scripts to assure alignment with your Strategic Objective and promise to your customer. Be aware of Maslow's hierarchy of consciousness when creating the scripts; most of us are unconscious of our competencies. Uncover them by recording your training presentations and review and communicate why you say what you say.
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Marketing
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Central Demographic Model
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Central Psychographic Model
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Target market, Primary product/service
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Lead Generation/Advertising
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In-bound call script, for all calls - by all staff
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Out-bound call script - Sales
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Client call script - Sales
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Referral Generation Script - Staff and Sales
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Referral Call Script - Sales
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Lead Conversion/Sales
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New Sale Process Scripts - how many steps
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Initial Call Script
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Follow-up call Script(s)
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Upgrade Sales Script
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Client Fulfillment/Customer Service
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Follow-up call Script for Service and Sales
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Sales Training - not lip service
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Company Story, Strategic Objective review
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Sales Position Agreement
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Department overviews
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Script memorization and presentation
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Owner confidence to let new sales loose
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Sales documents each call, review each call with manager daily for the first three weeks
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Key Indicator reporting
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Innovation, quantification, orchestration
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