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We Will Make It Back----- A Fictional Story Based on Fact About Sales Management Success

Bill Borders stepped up onto the podium. it is going to take to succeed at every
He had just been introduced as the new individual account we target. That is why
Vice President of Sales for Kiechler it is important that we understand the
Building Supplies. As he looked out at customer's customer and the customer's
the fifty seven faces staring back at industry. Be more knowledgeable and
him, time seemed to stop and everyone was conscious of our customer's problem. We
motionless. Bills mind wandered. This are no longer selling a product, we are
wasn't a nervous reaction; it was more of selling a solution to make their life
a reality check.Bill had already met most easier, happier, better, less
of the fifty seven faces that were now complicated, or more fun. By
looking at him in anticipation of what he understanding the customer's business and
might say. In fact, he had individual his customers, we help them make a profit
casual conversation with many of those through cost reductions, improved
faces in the audience.Bill had been hired efficiencies, increased value and
by Tom Thompson, third generation increased sales. Solutions come in many
President/owner of Kiechler Building forms and may have nothing to do with our
Supplies just five short months ago, but products. That's okay. Look for the pain
he had already managed to personally regardless of what it is and focus on the
visit every single one of the sixteen solution. Customers don't want products;
branches Kiechler owned. He was hired to they want profits - or ways to make
change the direction of the company, to profits. They want satisfaction, feelings
recapture lost market share, to of comfort, pride, praise and
rejuvenate the sales force and put self-esteem. They are people just like
Kiechler back on the growth track to us. Well, maybe they don't have the same
become the premier building supplies crazy genetics that we have as
distributor in the Southwest once salespeople, but they are just as smart,
again.Bill was confident that he could just as caring and have similar personal
meet the challenge that Tom Thompson had needs and feelings."Bill paused again as
laid out before him. His personal history he contemplated the reaction he may get
and knowledge of the industry gave to his introduction of a sales
credibility to his confidence. Challenge effectiveness process. A process he
was no stranger to Bill Borders. Being a himself had employed at his own company.
decorated Marine platoon sergeant One of his first initiatives as the new
combined with the street experience he Vice President of Sales was to create a
gained growing up in the building supply team to develop and implement this
business, provided Bill with exactly the process at Kiechler Building
quality of leadership necessary to tackle Supplies. Bill had formed a hand picked
the issues Kiechler had been facing for team that included two of his sales
the past five years. Lost market share, managers, an IT person and three sales
deteriorating competitive advantage, a representatives. Those three sales
culture of compassion that lost all of representatives were in the audience
it's acquaintance with accountability and today. Bill knew rumors had been flying
a lack of trust in the leadership of the about what this team was up to but
company was pushing Kiechler toward the nothing had been officially disclosed as
brink of disaster.As Bill stood on that of this date. The team worked hard and
stage, facing his sales force all developed a process and program that
together for the very first time, he would bring Kiechler back to a level
scanned the room looking from left to playing field with the competition. This
right and then right to left. As he process would give them the opportunity
looked into the faces of the people that to rejuvenate the sales force and create
held a major share of Kiechler's final the success necessary to recapture the
destiny in their very own hands, he market share they have lost over the past
briefly revisited his decision to accept five years. Bill started his introduction
Tom Thompson's offer and plea to come out of the new sales effectiveness program by
of retirement and help rebuild a company saying,"There is a pill called Nexiom
that had seemed to have lost it's that some people believe is a wonder
passion, it's energy, it's sense of drug. It solves several problems. It does
urgency and most importantly it's will to wonders for people that have experienced
regain the reputation it held for over distress. I wish I could pass out a pill
fifty years as the premier building to each and every one of us including our
supply distributor in the Southwest.Bill entire management team to create instant
had sold his own company located in the success. Unfortunately, there is no
Northwest and moved to Southern "Purple Pill" that you can buy to drug
California four years ago. He was only our sales team. There is no "Purple Pill"
fifty eight years old at the time. that will improve effectiveness, there is
Retirement seemed like the very thing he no "Purple Pill" that will increase
wanted to do. After two years of playing profit, there is no "Purple Pill" that
golf five days a week and relaxing by will generate more revenue, there is no
reading over 100 different books, boredom "Purple Pill" that will increase market
started setting in. Then Tom Thompson share but there is a proven process that
approached him with an offer. Bill sustains continuous improvement that can
accepted Tom's offer and they agreed on a help you achieve all those objectives.
three year contract that would take Bill It's actually very simple, and not that
to age sixty five. Bill knew with difficult of a methodology. It's called
complete confidence that he could solve a Sales Effectiveness Process. This is
Kiechler's problems and recreate the simply a structure for continuously
success factor that had once existed at improving sales force performance through
the company. Bill knew that Tom Thompson focus, discipline and process built on a
needed guidance, coaching and mentoring, platform of accountability. We have put
but he believed that Tom was not the root together a team that has helped develop
cause of the problem even though he was a such a process for our company. This team
young forty two year old President trying has worked very hard over the past four
to fill his father's shoes. months developing this process built on a
Bill was confident that in three years, best practice platform."Bill could almost
he would make Kiechler Building Supplies feel the anxiety experienced by some of
the number one distributor in the his sales people in the audience. Bill
Southwest once again. He was sure that he knew that by introducing the sales
could rekindle the passion, the effectiveness program they would all but
commitment, the culture and ultimately eliminate any place for the non
the reputation Tom's grandfather began performers in his group to hide. He
creating the day he opened the business expected that about 20% of his sales
in 1957. He knew it would be a challenge, force would not be able to meet the
but Bill seemed to have that unique requirements of this new program. He
leadership quality that made people want fully expected to have to replace them.
to follow him. He had that unique ability He also felt sure that he had several
to get people to release the sales managers that may have been great
discretionary energy that is critical to salesmen at one time but just weren't cut
success, energy that is only released if out to be sales managers. He had reminded
you believe in the company and you himself and Tom the President that
believe in your leader.A few seconds had compassion was an admirable quality but
passed since Bill stepped onto that it was also one of the biggest weaknesses
stage, but time was still at a standstill that privately held companies exhibit
in Bill's mind. He scanned the room one throughout wholesale distribution. Bill
more time. Slowly this time looking explained that we may think we are being
squarely into the eyes of the men and ethical and acting with integrity by not
women that represented the $125 million replacing under performers that have been
in revenue Kiechler reported the prior under performing for a long time. But in
year. This was a year that reflected a reality, we are doing a major disservice
20% decline in previous year's sales. As to the majority of our employees that
Bill looked into the eyes of his sales want to step it up and recreate that
force, he felt he could almost feel the sense of urgency for success that has
many different facets of the problems the been missing for the past five years.Bill
continued his introduction of the sales
company faced. The sales force before effectiveness program by using power
him seemed to send that message. In point slides to talk about a sales force
Bill's eyes, most of the problems were scorecard that would be introduced."Once
written all over the fifty seven faces we understand basic sales best practice
that stared back at him from the and make sure we have trained our entire
classroom style setup in this conference sales force, it's really about execution.
hall.A few faces in the crowd were even Execution involves the day-to-day
older than Bill himself with a look that activities of the salesperson. For most
cried out, "What do you know? What can industries, this entails both planned,
you tell me? Why should I listen to you? proactive tasks and opportunistic,
Why should I bust my butt? I'm happy with reactive events that the salesperson
the ways things work here. We don't need uncovers by doing the right things in the
any 'Rah Rah lets all work harder right place at the right time. It's
speech'."That look didn't appear just on critical that the progresses of the tasks
the faces of the few in the audience that in the target action plans are carefully
were older than Bill. He could see that monitored to avoid surprises. Our new
look on most of the veterans in the sales effectiveness process will
audience that had ten or fifteen years of circumvent the most common mistake made
service with the company. Bill had seen in distribution today, trying to manage
that look before. It was a look of results. We have to manage activities
complacency. He liked to refer to it as because it's the activities that produce
the "pickup truck and boat syndrome". He results. Once the results are in, the
actually had a salesman at his own horse is out of the barn and everything
company confirm his theory face to face we do from that point on is reactive.
once. He recalled those words as if he That's the biggest mistake we have been
had heard them yesterday as he reached making for the past five years. If we
down and turned on his lavaliere proactively manage the activities, the
microphone to begin his presentation to expected results will follow."Bill paused
his sales force."I don't need to work my again to search the faces in the crowd to
butt off anymore. I paid my dues. I've get a feel for their reaction to his
been around a long time. I own my words. Most of the faces glowed with
customers. I have my boat, I go fishing excitement. Some showed disdain, a look
every weekend and my son finished of disbelief and some had that look of;
college. What else is there? Life is good "Ya right, I'll just wait and see." Bill
and a few extra bucks every year isn't knew it wouldn't be easy, but he was
worth messing up my life style."Bill pleased with what he saw so far. He
almost chuckled out loud as he recalled continued;"Sales is a profession that
that conversation with a stogy old requires professional sales people. Every
veteran of the industry that had worked company needs aggressive, creative and
for him. It took a little while, but Bill resourceful salespeople to have their
had reached that sales veteran and today products specified, accepted and used by
he is a good friend and still the number customers. Without informed and capable
one sales person at Bill's old field salespeople, no company, including
company.Bill's recollection of that Kiechler could hope to compete in the
conversation also reminded him that the marketplace today.I believe that good
"pickup truck and boat" syndrome is salespeople, the kind who can help a
probably just a part of the problem. The company really grow, don't just happen to
faces before him seemed to confirm that come along by chance or fate. There is no
suspicion. There were the eager faces of such thing as a "born salesperson,"
the newer sales people willing to learn because selling ability is much more than
but perhaps they haven't had the an intangible given that a person either
opportunity. Bill knew the company has or doesn't have. Granted, selling
"Talked the Talk" professing in their does require certain attributes in a
mission statement that employees are person and some people are naturally born
their most important asset but they with these attributes and some aren't.
failed to invest profits in training and Also, the person must be intelligent,
development. Bill also saw a different able to grasp ideas and details easily,
look on the faces of the majority of his retain them and recall them for use
sales people. That look seemed to point whenever necessary in selling situations.
out that they were being held captive in These factors and many others relating to
a culture embracing a reactive, passive personal and emotional characteristics
order taking environment, a culture that are contributing elements in the makeup
didn't even understand demand creation, a of the professional salesperson. However,
culture so distant from accountability these attributes alone do not make a
that reactive route mentality sales sales person nor do they guarantee
became the platform for Kiechler's market success. It takes more than that. A sales
share degeneration.Bill's microphone went person
live and a loud screech from the sound must have adequate tools, resources and
system brought his consciousness back to leadership to maximize their
the moment. The very last thought that effectiveness. I am here to provide that
raced across his mind before he began to leadership. I am here to take us back to
speak took him back to the biggest the level of success this company used to
challenge he had ever faced in his life. enjoy. Things will change. Your President
For a brief moment he was back in the has made a commitment to me and to you
jungle on the outskirts of DaNang, that we will have the resources and the
Vietnam. He made a speech that day too, a training necessary to make this happen.
much more important speech. He peered This new program is our first step. That
into the eyes of those men he had to lead is why the Sales Effectiveness Process is
also. Young men, young warriors, young so vital. This is the program that
marines that looked up to him as their provides the support and the resources to
platoon sergeant. He looked at them and allow each and every one of you the
told them he believed in them. He made opportunity to maximize your personal
them a promise that day. He promised he effectiveness in your individual
would take them back, take them back territories. This is our chance to prove
home. Twenty five of his men were in the we are professionals. This is our chance
fight of their lives that day, the day to prove we can create success. This is
DaNang was over run. Twenty four of them our chance to regain our position in the
came home. Bill regretted that one loss, market place. This is our chance to
but all his men knew that he was one of regain our pride. Our pride in our
but only a few leaders that could have company, our pride in our leadership, our
got them through that day. They believed pride in each other but more importantly
in him and it paid off. Bill took them this is our opportunity to regain our
back home.Bill started his little talk by pride in ourselves."Bill was taken back
saying;"Nowadays, salespeople must be by the noise, the applause. Unexpectedly
problem solvers able to generate all the people in the audience rose to
solutions for customers in their time of their feet and cheered. It was
need. Therefore, we must possess a great exhilarating. Bill had planned to talk
deal of knowledge about our customers' for another twenty minutes. He was going
business. We must actually define what to discuss the sales management review
those needs are because the customer may process. He was going to explain his
not know, nor take the time to explain if hands on involvement. He wanted to talk
they do know. Customers want us to have about functional cross selling but Bill
the knowledge and intelligence to knew when he had the order. And when you
comprehend and analyze their problems have the order you need to shut up. He
before showing up at the door. Customers waited for the applause to die down and
will listen and buy from the salesperson he ended his talk that day by saying,"I
that finds the "pain" and takes it believe in this company or I wouldn't be
away."Bill hesitated a little for effect here. I believe in our President or I
before he continued."That means we need wouldn't be here. I believe in our
to go back to the basics. We are going to ability to change the direction of this
revisit sales best practices. Some of you company or I wouldn't be here. But I want
will know exactly what we are talking to tell you from the bottom of my heart
about. Some of you may have forgotten it that I believe in you. If I didn't, I
and some of you may have never known the wouldn't be here. I know that you can
principles upon which we are going to become the most talked about, the most
rebuild our sales force. In the building feared and the most successful sales
industry today our sales environment force in the building products industry
leans toward a more multifaceted that exists today. I have faith in you. I
atmosphere, salespeople must become believe in you and I'll be by your side
strategists with a plan. This plan as we win this battle together. We will
requires more knowledge about the make it back, back to success."Bill
business, better relationships and better walked off the stage to an applause that
solutions. Some was deafening. He had a big smile on his
old school salesmen may believe they face as he muttered under his breath,
know what it takes. They have the "Step one!"
experience. They've been around a long (E-mail for the Five Steps to Maximize
time. They also may be wrong. The world success on Target Accounts)Dr. Eric
has changed ladies and gentlemen. To "Rick" Johnson () is the founder of CEO
recreate the competitive advantage that Strategist LLC. an experienced based firm
Kiechler enjoyed in the past we must do specializing in Distribution. CEO
things differently. We can't afford to be Strategist LLC. works in an advisory
complacent. Complacency destroys capacity with distributor executives in
competitive advantage. As sales board representation, executive coaching,
professionals, we can't become full of team coaching and education and training
ourselves, no matter how long we've been to make the changes necessary to create
in the field, no matter how much or maintain competitive advantage. You
experience we have."Bill's gaze sought can contact them by calling 352-750-0868,
out the veterans in the audience as he or visit for more information.Rick
spoke those words. He continued:"Going received an MBA from Keller Graduate
back to basics and revisiting best School in Chicago, Illinois and a
practice means we are going to be talking Bachelor's degree in Operations
about targeting, goal setting, action Management from Capital University,
planning and customer profiling. Columbus Ohio. Rick recently completed
Targeting is the process of selecting his dissertation on Strategic Leadership
high potential customer accounts to and received his Ph.D. He's also a
receive intense sales focus. Goal published book author with four titles to
setting translates that high potential his credit: "The Toolkit for Improved
into achievable numeric objectives, i.e. Business Performance in Wholesale
revenue and margin growth. Action Distribution," the NWFA & NAFCD
planning means we have to define the "Roadmap", Lone Wolf-Lead Wolf-The
activities that are required to achieve Evolution of Sales" and a fiction novel
our expected results. It's about about teenagers called "Shattered
strategizing, figuring out exactly what Innocence.




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