The sales meeting has been used as the critical link between the company and the sales team. The sales meeting traditionally has been used to update sales staff on product knowledge, selling skills, sales goals, marketing direction, administrative and service needs, etc.
It should also be used as an opportunity to encourage, reward and inspire Sales meetings are usually organized periodically,often monthly, amongst a group of salespersons with common interests or issues to address, e.g. key account managers, field sales managers, territory salespersons,under the chairmanship of their line manager. Meetings are often planned to address:
Sales conferences normally draw together all the various sections of the sales and marketing team, at a national gathering, often only once per year. Often conferences redesigned to communicate more momentous developments than might be covered at local sales meetings, and provide a sense of focus and direction to a longer time period, such as the next year.
The purpose of meetings and conferences
A meeting should have a clear purpose (or limited range of purposes) and agenda, established in advance in order that all the inputs focus on the purpose. The main purposes of sales meetings are:
Sales meeting organization
If a sales meeting is to achieve its objective sand also to enhance the sales manager’s reputation as a professional within his or her sales team it is essential that it be planned thoroughly. The main complaints of salespersons about meetings are usually that:
The sales manager must avoid these criticisms within his or her own team, and can do this by thorough meeting planning and preparation, addressing each of the following points.
Conducting sales meetings
A sales meeting should be treated like a sales presentation, with the objectives of:
The sales meeting might make use of several formats, as listed in the following table, depending on its purpose and objectives.
Chairing the sales meeting
At the beginning of a sales meeting the sales manager leading the meeting should:
The sales manager must remain in control of the meeting while involving each member of the team as appropriate. He must work to gain acceptance of ideas and a commitment to programmers introduced, communicating the benefits of change in a way the team understands and accepts.
In a sales meeting communication aids are generally used to:
It is important to use a variety of visual communication aids to gain and retain attention.
Typical visual aids you, the sales manager,are likely to use include:
Check which visual aids will help you conduct the meeting, and ensure they are available at the meeting venue. Often you will want to do some preparation, such as writing notes on flip charts, in advance of the meeting. If any form of slides is being used you will need to check they are in correct running order (it helps to number them). If you are preparing visual aids in advance then consider how to maximize impact through design factors such as:
Do not expect your audience to undertake mental gymnastics trying to comprehend your meanings and messages.
Sales Management Related Tutorials
|Marketing Management Tutorial|
Sales Management Tutorial
Roles And Functions In The Sales Force
Sales Structures And Organization
Motivational Management In The Sales Force
Sales Management By Objectives
Motivating Through Rewards And Incentives
Providing Appraisals And Feedback For Motivation, Training And Discipline
Communication In The Sales Force
Sales Meetings And Conferences
Recruitment And Selection In The Sales Force
Basic Sales Training
Field Sales Training
The Planning Process
Sales Force Administration
Sales Management Control
Merchandising At The Point Of Sale
Key Account Management
Alternative Sales Or Distribution Operations
Developing International Markets
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