BLACK-BELT SALES MEETING MOVES Copyright (C) 1990 John K. Mackenzie All rights reservedDedicated to those who realize that most sales meetings are more important for those who give them, than they are for those who come to them.
1. Organize a program advisory committee. Let everyone know who's on it.
- If things go well, take credit as chairman. - If
meeting bombs, share blast and spread fallout! 2. Find out what your sales force needs. Famous career termination line: "I already know what my sales reps want!" - Try focus groups to get at hidden agendas. - Tap a sampling of territory reps for suggestions. - Encourage e-mail feedback. - Review previous meeting scripts and speeches. 3. Circulate a statement of meeting goals and objectives. This reinforces your position and flags you as someone to watch. - People hate defining goals and objectives. They'll be so glad you're doing it there's not much chance your choices will be challenged. - You can always change your mind later. No one will remember what you said by time meeting takes place, anyway.
4. Be careful about advance publicity. Don't start taking credit for a great meeting until you've had one. - A glowing preview in your company newsletter will surely backfire if your meeting does. 5. Always ask your boss to make a speech. And for God's sake get a microphone and sound system that work! - Schedule speech as first thing in meeting, or last. First is good in case rest of meeting is a dog. - Last is usually okay, too. Even if you've had a mediocre meeting there will be enthusiastic applause to celebrate end of an incredibly pedestrian event. 6. Identify an alternate producer. If you're using an outside meeting producer, be sure you've identified at least one more who could handle your job in an emergency. - If your first choice doesn't work, or goes out of business, you'll have a standby. This could save your meeting and your reputation. 7. Position yourself carefully. Give serious thought to when, and how often, you appear on stage. Pick and plan your shots. - Never come on cold. Microphone tapping and "Can everyone hear me, out there?" is not exactly a leadership launch. - An audio-visual intro works if it ends with your picture, name, and title. - If using live talent, have them escort you to lectern. - A senior management videotape intro works. - If budget's a problem, at least toss up a Powerpoint with your name and title. - Don't hog host slot unless you've got industrial strength charisma. Over exposure diminishes impact and magnifies blemishes. Managing two or three days of good introductory and transition material, plus your own presentation(s), is tough. - Avoid introducing, or following, a weak presentation. (Give job to someone who's after same promotion you are.) - Get yourself mentioned in other presentations. "As (your name) pointed out during last year's meeting" or "Later this morning you'll be hearing more about this from (your name)." 8. Announce sales awards soon after meeting starts. Can't justify any? Make up reasons and pass them out anyway.
