In our ongoing collaboration with over 50 OOH client companies, we're currently immersed in the annual goal-setting process. Why, you ask? Because they are gearing up for a successful 2024, and they understand that achieving this success requires each individual to set meaningful goals, fostering a sense of urgency to fulfill personal aspirations. These personal goals then serve as ingredients for a recipe for collective success as an organization.
Consider this: many OOH sales leaders may be tackling the wrong end of the challenge. They often find themselves engrossed in spreadsheets, call sheets, and revenue reports, managing numbers rather than behavior. It's a common scenario – identifying who's on track, who's not, and setting quotas that are met with resistance. Salespeople express doubt about reaching these quotas, and what's missing is a clear path on how to achieve these targets.
The key insight here is that people can't manage anything they can't control. OOH salespeople can't control the yes's and no's, the actions of the competition, or the unpredictable shifts in the economy. What they can control, however, is their behavior.
As an OOH sales leader, consider this approach:
1. Convert Revenue Goals into Behavioral Plans: Transform revenue goals into actionable plans – a recipe for success or a cookbook. This entails outlining daily, weekly, and monthly activities that individuals can control, providing a tangible roadmap for success.
2. Shift Focus from What to How: While most people understand the "what" (the revenue goal), they often lack clarity on the "how." The cookbook bridges this gap, offering a guide on the daily behaviors needed to attain success.
3. Cultivate a Culture of Accountability: By defining daily tasks and creating a culture of accountability, individuals gain a sense of responsibility and control over their destiny.
Beyond the practical benefits, such as creating a roadmap, this approach also positively impacts the psyche of salespeople. Understanding the daily actions required to achieve success provides a sense of accomplishment, even on days when a sale isn't made. This reverse-engineered sales process ensures that, mathematically, hitting the numbers is inevitable.
In sales, where losses often outnumber wins, a cookbook becomes a valuable tool for maintaining self-esteem. By implementing a cookbook not only for your sales team but also for yourself as a sales leader, you'll likely witness a significant boost in your numbers. It's time to shift the focus from managing results to managing the behaviors that drive success.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
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Lisa & Dan Nausley of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership, and executive coaching.
