Sales tools are an expensive, but necessary part of your marketing
program. Your agency, your customers, the public in general will
evaluate the worth of your products by the type of marketing tools
you present. Here are some suggestions on the efficient use of your
sales tools:
Have your descriptive literature, brochures, videos and other marketing
tools prepared and in hand before working in the field with your
new agencies. Frequently, the decision for a successful, professional
agency to join forces with you depends a great deal on the appearance
of your sales tools.
Be sure the sales tools are being used correctly in the field. Constant
follow up to assure the proper use of sales tools should be part
of your marketing program.
Seek the guidance and advice of your strongest agencies in preparing
new sales tools. They will have a grass roots knowledge of what is
required to best inform and sell their customers.
They may be expensive - but be sure to comply with requests for
additional literature and/or information from your agents -and as
quickly as possible.
Points in Motivating Sales
Agencies - A Checklist
· Prompt and accurate communication.
· Prompt attention to requests, quotes, samples, etc.
· Consider your agency personnel as professionals - seek their opinions
and then LISTEN!
· Schedule a factory sales meeting at least every one or two years with
sales agency personnel.
· Establish the feeling of "joint venture for profit" with your
agencies.
· Recognize that your agents are independent businesspeople and are entitled
to make a profit.
· Make sure contests and incentives have clear-cut goals and are clearly
understood.
Measuring the Performance of
An Agency
You must recognize which elements are measurable and which are not.
· Sales levels are NOT the only assessment of productivity.
· Establish reasonable agency goals, by recognizing that your performance
has a profound effect on territorial performance.
· Determine with the agencies both long and short term goals, which should
include continued education, and higher degrees of professionalism.
How to Un-Motivate Sales Agencies
and Lose Your Sales Volume
· Be consistently late in quoting.
· Set aside communications with your agents until it's convenient for
you.
· Pay commissions late.
· Call on or communicate with customers without informing your agencies
· Spend excessive unproductive time on territory visits.
· Fail to recognize that your agents are your image in the territory.
· Allow your inside people to feel competitive with your agents.
· Don't listen to the feedback - be "The Boss."
