moving your team from pleading to partnering: developing a needs-based sales culture

Moving Your Team From Pleading to Partnering: Developing A Needs-Based Sales Culture

A Need for Change

• Moved from a donor incentive driven culture to a relationship driven culture (had to break our cotton addiction)

• Struggling with projection accuracy

• Not-so-best practices

• Lack of opportunities for development

Moving to a New Culture

The Plan• New expectations• New Incentive Plan• Support Tools• Sales Training• Sales Coaching

New ExpectationsBlood Program Consultant will:• Achieve assigned collection

goal - every month • 10 – 15 weekly sales calls

with pre- determined objectives

• Annual collection plan for assigned territory and accounts

• Weekly review with Donor Services

A New Incentive Plan for New Expectations

Incentivize to match business objectives by providing a lucrative opportunity for incentive earnings that support:

• Consistent goal attainment every month• Collections during critical collection periods• Increased projection accuracy that supports the

budget and resource plans

$how me the Money: New Incentive Plan

Determined the maximum earning level for consultants and put 1/3 of that “at risk” in incentive earnings

Incentive Plan At A Glance• Production Incentive: Maximum pay during

critical months, must achieve 100% to earn, no extra incentive after 103%

• Projection Accuracy: Full earnings for 90 – 100% PA, ½ for 85 – 89.9%, decreasing incentives starting at 103% PA

• Consistency Incentive: To encourage consistent monthly goal achievement & discourage calendar manipulation for high earning months

• Holiday Incentive: Incentives for goals met during Fourth of July, Christmas & New Years

In Order to Build It,You Need the Right Tools

• Account planners• Monthly workshops

– Focus on market segments – Follow-up sales training– Sharing best practices/account strategies

• Specialized programs such as High School Honor Cord

• Branded marketing materials• PSS Sales Training

Ready or Not – Sales Training

Extreme Sales Makeover

• Achieve Global, Professional Selling Skills – Why?

• Expect Turnover

• Consultative Selling – From clerk to consultant

Clerk

If we have any, they’re back in electronics

Salesperson

Let me show you our featured item of the week

Consultant

Make an appointment with one of our knowledgeable Bose product experts. Our in-store staff is trained to help you find the products that

fit your home entertainment needs

Use It or Lose It: The Need for Sales Coaching

• Dealing with resistance: “I went to PSS & all I got was this lousy notebook!”

• Translating the training for everyday application

• The role of sales coach – friend not foe

What Are We Selling???

Recognizing Our Value:More Than Just A Blood DriveDepending on their needs, we are many different things to many different people:

Missions Outreach ProjectHigh School Recognition ProgramProject Management Opportunity

Leadership Development Corporate Social Responsibility

Program

High School Features/Benefits

Features:• Honor Cord Program

• Service Learning Program

• Health/A1c Screening

• Educational Presentations• Volunteer Opportunities

• Project Management (Blood Drive Timeline)• Local Community Ties• Engaging Donor Promotions• Blood Drive Committee• Donor Benefit Plan• NMDP (OBI exclusive)• Donor Schedule• Branded Materials

Benefits:• Allows more students award

opportunities• “Pre-packaged” program w/ proven

success• Opportunity to provide free health

screening• Can be tied into school curriculum• Social responsibility, character

development• Can be applied to other school projects• Knowledge of local impact• Excite the donor base• Leadership development, team-building• Credits provide health benefits for group• Mobilization of minority student groups• Efficient use of student/school time• Allows students to do more creative

recruiting

Recognizing Success

• No summer blood emergency appeal

• Working smarter w/ leaner resources

• Developing account strategies

Projection Accuracy Trends

0.7

0.75

0.8

0.85

0.9

0.95

1

1.05

April May June July August September October November December January February March

FY 2007/2008 FY2008/2009 FY2009/2010

Projection Accuracy Trends

Cost Per Donor

0.86

0.69

0.60

0.57

0.48

0.56

0.49

0.54

0.50

0.49

0.48

0.89

0.30

0.40

0.50

0.60

0.70

0.80

0.90

1.00

April May June July August September October November December January February March

Cost Per Donor

Recruitment Cost Per Donor