Build a sales- driven culture

• Who likes to sell?• Do you have enough

sellers?• Do your sellers know

how to sell right?

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

What is culture?

• “Culture is the systems of knowledge shared by a relatively large group of people”

• “Culture is communication, communication is culture”

• “Culture are the common beliefs, values and practices of a group of people.“

Corporate/selling culture- elements

• Role modeling

• Rules

• Job allocation

• Ceremonies/rituals

• Physical manifestations

• Communication

• Bonding- Friendship

• Rewards and recognitions

• LDS- behaviours

Corporate/sellingculture- elements

• Role modeling• Vision• Rules• Job allocation• Ceremonies/rituals• Physical manifestations• Communication• Bonding- Friendship• Rewards and recognitions• LDS- behaviours

Plan your culture!

• Identify elements that youneed to develop

• Clear goal setting• Clear job allocation• Common identity and

practices• Be professional!

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

Recruitment

1. Messages

• Create a cool sales image- but tell that it is tough

• Work with professional partners during recruitment (alumni)

Recruitment

2. Targeting

Natural bornsuperseller?

Recruitment

2. Targeting

• how should our sales people be?• which characteristics can we already expect

people to have when they join?• what type of people do we want?-

personality to be successful insales

• why do we not have these people already?• where can we find these people?• how can we attract these people?• how many members should we allocate to

sales (percentage)?

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

From newie to superseller(MCVP ER)starting from the personal characteristics

described in the recruitment part:• what skills does she/he need?• how should this person get personal assistance?• how can this person get X+L?• how can we retain this person in

AIESEC and motivate to take on LDS responsibility?

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

Sales Force management

Messages for your members:• How long does a sales process usually take?• Proper research• Follow up!• Sales is a process, not an incident!

Some facts

• 1 TN contract needs:• 10 meetings• 1 meeting needs:• 20 cold calls• -> 1 TN signed- 200 cold calls!!!• -> selling needs effort!!!

Diversify your tasks• Cold calling is the least effective way

BUTyou still have to do it!

• Go to networking events• Join other organizations- JCI,…

-> get referrals• Use alumni• Use your network- friends,

teachers, parents, friend‘sparents, mayor,coffee house owner,…

• Give referrals to other LCs/MCs

If you call a CEO, HR or marketing manager, what do you usually get as an answer?

How to get moremeetings

• It is hard to meet HR managers and CEOs

-> So don‘t meet them!

Who to contact?

• Buyer: the one who gives the money e.g. marketing head, HR head, CEO

• User: who benefits? Who works with our internse.g. sales department, marketing department

• Sponsor: who is interested in AIESEC and our topics/projectscould be anybody

these people are NOT necessarily the same!!!

In the meeting:•Who makes the decision?•How is the marketing structure?•When do they make their marketingbudget?•What do they think about us?•Does it make sense to cooperate?•Why not? What should we do different to be interesting for them?

Also a guideline for contacts at networking events

After the call/meeting: Knowledge management!!!

CRM

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

Invest in ER/ICX• Money:- RnR• Time:- Tracking, CRM, knowledge management- Common call sessions to increase motivation• Effort:- Constant emphasizes of goals, constant evaluation• Contacts:- External trainings, external feedback, networking

What we discovered

• Culture• Recruitment-

how to find the superseller• Member development• Sales force management- psychology of sales• Investments in ER/ICX

Content

• Planning a culture• Recruiting sellers• Developing sellers• Sales force management- psychology of sales• Investments in ER/ICX• Q&A

The importance of sales

• Impacting corporate partners with our values• Impacting corporate partners through our

interns• Financial sustainability -> more money for

other activities and initiatives

The importance of sales

• One of the best career opportunities after AIESEC

• Sales employees are in demand• Powerful skills• Sales skills are universal skills