Commercial animation is essential to the success of your commercial challenges. From the Latin “anima”, its primary definition is “the vital breath, the soul.” In a more modern way, commercial animation represents all the activities carried out on a daily basis to train, motivate and retain commercial teams. A business challenge that is not lively will be lifeless, will not motivate as you would have hoped and its overall effectiveness will suffer. In this series of 3 articles, we will provide you with essential keys to the construction and implementation of your Commercial Animation. Budget and hidden costs, benchmark of best practices and finally returns on investment.
Archives for April 2017
Boost your Sales after Summer: – How to re-motivate and re-launch the business machine at the beginning of a new summer? Need a business challenge idea? The period from the end of August to the beginning of September lends itself well to commercial challenges. The commercial challenge is indeed an excellent way to reboots sales after the summer activity decline and thus achieves the objectives before the end of the year. It allows you to focus your salespeople’s efforts on specific objectives in an efficient and motivating way.
How to Motivate your Sales force Effectively? In our previous article, we discuss the evolution of motivational factors of salespeople. We made the following observation: the reward has lost importance giving way to more “social” elements. To help motivate your team, discover our ranking of incentive levers for corporate salespeople.
Most commercial challenges consist in offering a reward (often monetary) to the salespeople who make the most sales. This “pay for performance” approach has proven to motivate sales staff to work hard to improve sales performance. But today companies are not only waiting for sales people to make sales but profitable sales. This implies that commercial management can set clear and measurable margin targets. For example, when a producer of industrial machines * organized a commercial challenge on gross margin instead of sales, the message to the sales force was clear and immediate impact. The salespeople granted fewer discounts and concentrated their efforts on the most profitable product lines, which led to a margin growth.
Commercial Motivation Lessons from CIA:- On June 13, 1942, the United States created the Office of Strategic Services, better known as OSS, which later became the CIA. US recruiting agents have refined their methods to recruit and motivate spies to take immense risks, including death, in order to obtain information about the enemy. The CIA has become the global center of expertise on behavioral motivation.
Distribution Network Incentives: Tips for Development and Simplification:- First, let us agree that if there is a science of motivation, it is not an exact science. It is certainly difficult, but with good planning, you can increase participation rates in your incentives and get the ROI needed to achieve your business goals. One of the best advices you can give is not to skip / skip the planning stage of your incentive program for your distribution network. A program that works for all distributors and all stakeholders takes time to plan. It involves doing surveys, getting information, segmenting, determining the budget and putting in place an action plan that uses all the levers of motivation.
Network Incentives:- In 2017, changes in the business model of distribution networks force us to rethink the role of incentive plans (incentive programs) within the network. It is now clear that the way brands have always developed the loyalty of distributors has become obsolete. The best salespeople in 2017 use advanced analysis tools (CRM, business software packages) to evaluate the value generated by the various partners, in order to identify where the behavioral changes allow the greatest potential for growth. This involves making quantitative analyzes to determine the best performers and then conducting qualitative studies (surveys) to identify good practices.
Secrets to meet Business Challenges:- We are sometimes asked if the trade challenges are worthwhile investment. Our answer is always a reserved “yes”. Why booked? Because all commercial challenges and incentives are not successful and do not necessarily improve the situation of the commercial, the company or the customers. This comes essentially from the reason why the company decided to launch a commercial challenge. In general, challenges are driven by habit, without them being part of a plan designed to support the overall business strategy of the company. Very often, the commercial challenges follow and resemble one another.
Tips to meet your Business Challenges:- The objectives of a Business challenges must be consistent with your performance indicators! “Increasing the number of phone calls” should never be the main objective of any of your challenges. That is true. Putting in place a successful business challenge means understanding long-term issues that can be managed by a specific focus on encrypted indicators (such as the number of phone calls) and improving the sales process .
Serial Lead Days:- In some areas, making a good appointment over the phone means 50% of the sale. However, given the repetitive nature of the exercise, low-skilled prospect files and the monumental failure rate of calls, it is not uncommon to see salespeople discouraged by teleprospection. The day’s prospect or “Lead Days” represent a partial solution in many companies: all commercial forces are engaged in a real “commando operation for sale”. The objective is to activate a maximum number of leads during a short and defined period. If they actually allow you to focus on calls that you tend to postpone, these days are not all the more motivating. Here are the steps that will allow you to gamify your Serial Lead Days to maximize their productivity. What to reconcile your salespeople with teleprospection. Below are the 6 steps to share and gaming your serial lead days with others.