Big Bubba School of Sales Management

The Ideal Lamar Sales Manager...... Key to Sales Team Success – Your SuccessThe ideal Lamar Sales Manager... If you are interested in the incredible growth opportunities a Lamar Account

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The Big Bubba School

of Sales Management

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Meaning of Life

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What is my Job

Remember this

What you did to get promoted is not what you will do in the future

To get things done through others

To manage the sale team in such a way that we meet and exceed our sales

budget and if we don’t, make up the rest You need them a lot more than they need you

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Describe the ideal Sales Manager

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The Ideal Lamar Sales Manager

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Key to Sales Team Success – Your Success

The ideal Lamar Sales Manager

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Aim at nothing and you

are bound to hit it.

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Hire Right Building the Team

To hire right we need to know

Who are we looking for?

Where do we find them?

What kind of sales experience is preferable?

How do we interview them?

What are the Red Flags to look for?

How do we pop the question and start them out right?

“Hire in haste repent in leisure”

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When do We Start Looking?

When?

The hiring process takes 30 - 90 days Just like selling outdoor, it requires planning, prospecting, and working on a tight time frame

Hiring is a continuous process

Keep the bench warm

- They should be in your office now

Keep a list of qualified candidates.

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Who Are We Looking For?

Who?

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Advertising for the Position

How well does this work?

What happens when you run an ad?

This is not your first step

If you advertise consider the following format:

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Lamar Outdoor Advertising ( or a Leading Media

Company ) is looking for one salesperson to tell our dynamic sales and marketing story to business

people To qualify you must be a positive, personable, organized, and disciplined self starter You should

possess above average speaking, computer and

writing skills You will work closely with local

business’s selling them Outdoor Advertising

Previous media sales experience is not necessary In fact we don’t care we will train you at our expense If you are interested in the incredible growth

opportunities a Lamar Account Executive position can offer send your resume to……… Lamar is an equal opportunity affirmative action employer

Advertising for the Position

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How to Narrow the Field – 10 Steps

How do you narrow the field?

1. Screen the resume look for ?

2. Conduct telephone interviews

- experience, knowledge and skill

- their background

- determine how the candidate handles

themselves on the phone ( since this is a big part of what we do as AE’s)

3. Complete Lamar job application form

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4. Conduct preliminary personal interviews

- 5 minute interview

- Tell them their backgrounds are

interesting but they don’t seem appropriate for a sales job with Lamar listen to their response

- Use the general interview.

- Prepare a business plan

- If they excel at this point then…

How to Narrow the Field

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8. Candidate meets with your manager

9. Make a job offer (put in writing as well)

10. Send a thank you note to each finalist

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Hiring - Screening Questions

What assets do you bring to

Is it better to be right or to get what you want

Name one area where you definitely need improvement

What famous person doyo admire

most….why

What is the golden rule

Which grades are more important on a

child’s report card conduct or academics What is your favorite book why

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What’s this mean to you

Chance favors the prepared mind People forget how fast you did a job, but they remember how well you did it

Adversity reveals genius,

prosperity conceals it

The price of greatness is

responsibility

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How long would you wait in the lobby for

an appt with an important decision

maker

If you could do anything in the world

what would you do

Describe the adv and disadv of the other media

How would you overcome the following objections:

- Too expensive

- Don’t like your company

- Tried it once didn’t work

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Hiring - Screening Questions

Tell me about yourself.

What are your long term and short term goals?

What are you doing now?

Why did you choose selling as a career? Why are you looking for a new position? What are you looking for in a sales job?

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What are your prospecting techniques What questions do you ask to gather information

Tell me about as many testimonials as you can

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What type of person would you like to work for?

Would your previous employer hire you back? Why?

What would your boss say about you if I called him or her?

Hiring - Screening Questions

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Hiring - Work History

Could you tell me about your work history: How would you compare the companies

you worked for?

How did you select the first company you worked for?

What was the company like? What are you looking for in a place where you work?

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What were your responsibilities at your last job?

What do you feel were your major

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Describe the best working environment you’ve experienced

Tell me about your previous employer - what did you like about them / dislike?

What was your best boss like? What was your worst boss like?

How would you compare them?

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What do you consider to be some of your most disappointing work experiences?

What type of people do you like to work

with?

Did you ever have a fellow worker or a

boss who did not function at the level you expected? Tell me about it.

If they did not live up to your expectations, what was or approach?

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What do you think determines a person’s

progress in a good company?

How do you feel your career progress has been

to this point?

What are some examples of important types of decisions you have been called upon to make

or problems you had to solve?

What do you feel contributed to your

effectiveness as a salesperson?

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How many hours do you feel a person

should spend on his or her job?

How do you spend your spare time?

If you could have changed anything in your last job, what would you have changed?

Why?

If you could bring 2 ideas from your last job

to Lamar, what 2 ideas would you bring?

Why?

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What specific things did you do in your last job to improve yourself

How are you compensated ?

What was your average sale in dollars?

What was your biggest professional mistake you ever made?

What did you learn from the mistake?

What do you consider your most important accomplishment in your previous job/school

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Leave them in the reception area - ask the gatekeeper what they thought of the

candidate This is a good indicator of

what Lamar clients will think of your new hire when they are in the field

How do you decide when to stop working

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What do you feel is the most important

aspect of the selling process?

Where should a sales person invest most of their time with a prospect ?

Tell about your previous sales training?

What did you learn? How will that help you here?

Client says “I’ll think it over” what do you say?

Hiring – Selling Skills

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What is your opinion of success? What plans do you have to reach that level?

What do you like best about selling?

What is the worst aspect of selling?

What do you think it takes to be successful in

sales? In life?

What three traits would help you most in this

job?

What were the last 3 sales books you read?

Hiring – Selling Skills

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Who is the person you admire the most?

Why?

What three adjectives would your friends say best describe you?

Would people describe you as aggressive,

passive, or neutral? Why?

What do you like best about your

personality? What would you change?

Are you motivated…examples

Hiring – General Questions

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You will always know more about yourself

than anyone else Tell me what I should know about you?

How do you cope with pressure?

What are you doing now to improve yourself ?

If I spoke to your roommate - what would they say are your strongest qualities?

…Your areas you need to strengthen?

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How are you active in the community

How much money would you like to make in this sales position?

Where do you see yourself in 3 years?

What will you be earning in 3 years?

If we select you, what specific goals would you like to achieve in this career opportunity?

What was the most critical feedback you ever

got …how did you react to it

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Tell me about your educational background Why did you select that school?

What was your major? Why?

Were you involved in extracurricular

time This will give you and idea of how organized they are.

Hiring – Educational Background

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When should you worry?

Information does not agree with applicant’s resume’

Frequent job changes

Mostly negative reports about past job experiences

Inconsistent information about income and salary in past employment or unrealistically high or low demands for compensation.

Look for positive comments about being on a team and being a team player.

The candidate knows nothing about our company.

Hiring Red Flags

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You should worry if….

Watch for signs of

References are

Caliper test reveals candidate would not be a

good selection for the position of Account

If not careful you could end up with…

Hiring Red Flags

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Biggest Hiring Mistakes!

Hiring the best of a bad bunch

Hiring under pressure and making snap judgments.

Hiring people we like, including those that don’t threaten us

Not networking, not keeping files, not continuously interviewing

Not continually upgrading the sale force through continuous hiring improvements

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Not using a variety of sources for candidates

Not checking references

Not asking the “right questions” during the interviewing

Talking too much during the interview and not letting the candidate talk

Biggest Hiring Mistakes!

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Start your AE off right…HOW?

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Their First Day…what do you do?

Prepare their work area

Order their business cards, name plate

Have an updated account list ready for them the first day

Schedule companion calls to introduce the new

AE to advertisers.

Have your new AE schedule interview with every employee at your plant to learn their jobs.

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Schedule a lunch with them and one of your current AE’s on the first day.

Meet with them at the end of the day and ask them now that they are a part of the team how is Lamar

different from what they imagined? Do they have any questions?

Review their Training Calendar

Monitor their training

Their First Day?

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Key to Sales Team Success

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Week 1

HR paperwork

Tour facilities – meet and greet

Teach them to manage their time Mgt – Lamar Bible

This is what AE’s are Taught

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Learn how to Manage Time

The Planner

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Each morning

write down your

To Do List

Record Expenses

You can only manage

what you measure

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Schedule Appointments

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Track phone calls and write them down.

Document

• First thing in the morning before lunch, after

lunch and before the end of the day,

get your messages

• Write them down

• Call

• No excuse not to return a call in 24 hours

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Week 1

How the Plant works

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Week 2

Develop a prospect / working list of 100

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List Prospects working – 3:1

•Mathernes

Grocery

Go to your Planner

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Call client and get the name of the Decision Maker, Owner, Receptionist, person behind the cash register, etc.

•Mathernes Grocery William Henry Mike Smith •Beth More•258 1300 •1381 Forest Dr •$700

3:1

You can only manage

what you measure

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Week 2

Take the prospect list of 100

Call suspects

Update prospect / working list

Write it down (working list)

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Week 2

Ride with AE for a full dayCreative – ½ day with artistLeasing – ½ day

Traffic – ½ dayStudy competitionSet income goals

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Plan your annual,

monthly, and weekly sale goal

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Plan your annual, monthly, and weekly sale goal

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Week 3

Plan their month of sales calls

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Get the list

of existing Accounts

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•Mathernes Grocery William Henry Mike Smith •Beth More•258 1300 •1381 Forest Dr •$700

Get prospects

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/20 days

= 2 per day

FindArticles.com

= 3 per day

Present Account Present Account Present Account

Present Account

Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect Prospect, Prospect

Suspect, Suspect

11,000

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Week 3

Ride with AE 2 days

Learn how to, read commission reports, make accurate sales projections

Work with office manager, collections, contract 101, order entry, paperwork

routing, billing, sales reports

Test

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Week 4

Learn how to make Sales calls

the Sales Kit

Learn how to manage objections and close

Learn how to manage their territory

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Just in case you forgot POGPOP

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Front

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Keep good

client

records

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Track what is closed – so you know where you are for the month and

year to date.

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Week 4

Ride with Sales MgrPrepare a Sales ProposalTest

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Week 5

Give AE a staggered Sales Budget

AE begins working monthly plan

Review with AE each morning their plan for the day

Ride with AEReview with AE each evening the results

of their calls and coach

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You can’t control anything You can only manage what you can measure

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How do you set Goals?

How do you set AE Sales Budgets?

1. Station Sales Goal $xxxxx.xx

2. Less Nat/Reg/House -xxxx.xx

3. Total AE Goal xxxxx.xx

Now you have to distribute that goal to

the sales team….how?

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How you Set AE Budget Goals

Now you have to distribute that goal to

the sales team….how?

- Straight line their budgets?

- Base budget on past performance (use last

90 days)

- Let the AE set their own

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Start with the AE’s

Tell the AE’s – they know their territory better than anyone

Have them create a spreadsheet for 12 months

Let them estimate what their sales will be by month for posters, bulletins, commercial

You may be pleasantly surprised

Look at this example

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Take total & disperse over the year

In November ask AEs to fill in each month.

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Support your Team

Teach them to use the web Make sure they have tools

“if the axe is dull and the edge unsharpened more strength is needed, but

with skill comes success.”

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The Staff Meeting

Should this be separate from the Sales Meeting?

How do you run a staff meeting?

Who should be there?

Is there an advantage to having the AE’s there?

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The Staff Meeting

Review commercial, production, etc.

- what was completed last week

- what is scheduled for this week

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