The two most common issues that I see in agencies when it comes to sales are that there is either no formal sales process or there is one but it is not consistently followed. Both of these result in fewer quotes and lower conversion rates.
While a good sales process creates consistency to create an opportunity to be more successful, it is also constantly evolving and we should be making small tweaks to it all the time. It is also extremely helpful to completely revisit it regularly (at least once a year, although I think twice is probably ideal). This allows you to have larger discussions about what is working and what is not working. Then you can make decisions on what needs to be added, deleted, or adjusted.
With all of the spring cleaning going on right now, this is also a great time to mop up that sales process! I’ve always made this a focus in April and October as they are months without a lot of other distractions (especially if it’s still snowing where you are like here in New England!).
Who To Involve
Depending on your agency set up, there are numerous people to consider assisting in the clean up process. First and foremost, you want all of your sales people involved. This is not only an exercise to improve the sales process but having a discussion about the sales process will also ensure that people understand it and are following it. It is also tremendously valuable for the staff to talk about what is working well and what is not. I would also involve your marketing team. One of the biggest problems with the sales process can be that it does not line up with your marketing message. There should be at least monthly conversations between marketing and sales but having them present during this process not only gives a different perspective on the process but also helps them understand the sales process so they can line up the marketing to be in sync.
For the same reason, I would recommend including at least one manager from each department within the agency. These people will typically have good insight to share but just as importantly, they are able to understand the process and be able to inform their teams. Obviously we need to make sure that the service staff understands the process and the message so that we can also sync up this department with the sales message.
For smaller agencies, I think who to involve is pretty simple. Everyone!
What To Discuss
I think the most obvious thing to discuss is the actual sales process. This includes the number of attempts that would be made to get a prospect on the phone at the beginning of the process, after a quote is produced, and after an application is sent. You also want to determine how many emails are going out and the content of the emails (including the subject lines and calls to action). A discussion on how you are going to prioritize leads based on status and lead source is also valuable.
“Scripts” are another great topic. My definition of “scripts” is a little more liberal than is typically thought of when this topic is raised. It’s really more about having strong talk tracks and being consistent with wording that is working and tweaking awkward or unsuccessful wording. Some areas to focus on are all voicemails that are left, an agency and employee pitch, overcoming different objections, and your closing statement. This topic is probably the most valuable to a good sales team about the differences in approaches. One salesperson could really be struggling in an area of strength for another.
Prospecting is a topic that also can be discussed. You should discuss what campaigns or referral networks are working well. What can you do to drive more of these leads? What lead sources are not performing well or are driving a lower quality leads? If these leads are wasting more time or it’s just unprofitable business being written, discuss what you can do to eliminate these sources. Finally, look at new lead sources. Brainstorm a list of additional sources and then discuss which ones you are going to focus on and set a plan to implement.
Goals and incentives are always a good discussion but you should have an (at least) annual review process not just to see if they are being met but to actually analyze if they are being effective or if they need to be adjusted. While this can probably not be accomplished as a part of this discussion, you can get valuable feedback from the team during this time. Or if you have done this analysis before, this is a great time to roll out a new program when any concerns or fears about the program can be discussed as a team. I also like having a special incentive plan for a month or two focused on the changes in the sales process to make sure that all the hard work we are doing doesn’t get wasted.
Due to contract timing systems can be harder to change when you happen to be doing a clean up of your sales process, but it never hurts to discuss them. Unless the contract is up in the next couple of months, the focus would typically be about how to utilize the existing systems or adding a new one more than replacing an existing one. You should be having a discussion around your systems at each contract renewal time. Never assume that the current system is the right one for your agency. Technology is changing at a dramatic rate right now. Changing systems is not as hard as it used to be (Agency Management Systems could be the exception here).
Review Structure
There are numerous ways to actually hold your review. Ideally you’d be spending at least one day out of the office to do this review. This eliminates distractions and put a higher level of focus on the process. Even if you have to hold it on a Saturday, you should do whatever possible to increase the value of this process. Hiring an outside (hint: APP!) consultant to run the meeting is an excellent idea. This allows everyone to participate at the same level instead of the sales manager or agency principal having to put his or her focus on running the event.
If a whole day does not work for your agency or you can’t get everyone in the room for an event, going for a few hours, doing it in the office, or even using a video/online meeting format are still good ways to have the discussion. Anything that you can do to create a regular review process will be beneficial. Don’t shy away from doing it because of your set up, size, locations, etc.
There should be some foresight into the structure of the event. You don’t want to end up in a room with everyone just staring at each other. A specific agenda should be set with times for each discussion. I would create numerous types of discussions to prevent it from getting monotonous. You can have presentations, group discussions, brainstorming events (I like to have the ideas voted on after the brainstorm to highlight the better ideas), and even games. Remember this is a time to help team build as well as improve a process.
Put a focus on mopping up your sales process now! If you’d like to discuss how Agency Performance Partners can assist in a sales process discussion or want to take a look at our AppX Sales program as a potential fit for your agency, contact me today!
