After college I spent
several years working in the sales and marketing departments for DeWalt Power
Tools. This was twenty years ago and DeWalt at that time was still considered a
young up and comer in the world of handheld power tools. The company began its
dominance in certain market segments and was adding new product lines every few
months. It was during this period of my career that I realized change is
inevitable.
It can be tough to greet
change with a smile. Planning for change can be difficult because of the
unknowns associated with it. However, accepting change is inevitable is the
first step in making sure you can manage change when it does occur. And so, as
my sales team and I are preparing our final drafts of our own 2015 sales plans,
I am reminded to greet change with a smile because it is inevitable.
I’ve been in my role long
enough now to be able to spot change on the horizon. And, while you may not be
able to fully prepare for change, there are certain tactics or approaches I’ve
taken over the years to account for when change does take place. Here are a few
examples:
·
Client
Losses and Gains > We all want to sell more in the coming year than we did
in the previous. This is what drives an ‘A’ level sales person. Compensation is
increased when sales increase. Naturally, this would drive a sales person to
focus on the gains for the coming year, as in who will become new clients, what
services will I sell, what will the revenue increases look like. But, there is
always the possibility of losing a client or two, or not gaining the new client
that has been hot in the pipeline. Advice given to me a long time ago that I’ve
used every year since is this – plan your year as if you were to lose your
number one client. What does the year then look like? What will it take to
replace this client and still gain? Why might your number one client leave you?
Although this is not a pleasant thought, the exercise in and of itself opens
the door to greater possibilities on how you can plan, scale and manage your
growth plan for the New Year. And, just think, if you keep your number one
client and apply your plan as if you were to lose them by some chance, you will
end up exceeding your goals.
·
Personal
(not professional) Goals > I do not consider myself a materialistic person.
I don’t follow the latest clothing trends day in and day out. I don’t drive a
flashy car. I am more comfortable coming to the office in jeans than I am a
suit. I consider myself pretty down to earth. However, I do have personal goals
that I set for myself. And yes, some may seem a little bit materialistic. Take
for example my love for Florida. I can do without the traffic, but I absolutely
enjoy spending time on the Gulf Coast beaches with my wife and children. One of
my personal goals each year is to spend at least one week in Florida doing nothing
but soaking up the sun and splashing in the water with the kids. You may ask
why I mention this in my personal goals and what this has to do with my sales
plan for the coming year? I plan my trips a full year in advance. If I am not
hitting my sales numbers, if my team is underperforming, then the likelihood of
me taking such a trip is reduced. I have drawn a direct correlation between my
vacation and my business success. How could I even think of leaving town for a
week or ten days if I am under-performing? This approach, tying my personal
goals to my professional goals, allows me to always (as in 24/7/365) keep
myself in check. I encourage my sales team to do the same. It is a simple
exercise – make a short list of things you’d like to purchase or places you’d
like to visit and then set a professional goal next to each. Obtaining the
personal goal is reward for achieving the professional. Before you know it you’ll
be setting higher and higher goals for yourself on a personal level which will
directly impact your sales performance in a very positive manner.
·
Reflection
> Sometimes this can be the hardest part of my sales planning process to
talk about. It is personal. I am not an overly religious person, but I do have
what I call a set of faith-based standards that I try to adhere to in living my
life. I love my wife and children very much and would do anything to make and
keep them happy and healthy. Reflection, at least to me, is an opportunity to
think about all of the positive and negative “things” that have happened to me
over the past year. Did I lose the weight that I’ve been trying to lose? Did I
speak kindly to those that may be going through a harder time than me? Did I
offer my help to someone in need, whether I knew them or not? Did I handle my
sales calls in absolutely the most professional manner? Was I the person that I
wanted to be? Of course, I’m only human, and so I know the real answers are not
always what I want them to be. Through this reflective time, through a review
of my daily and weekly journaling, I give thanks for what I have and where I’ve
come from, and I layout my plans for how I can do a better job in the coming
year. This is the one that may sound a little sappy, but I truly believe that
my business success, especially in sales, only comes from my drive to be good
in my personal life. I believe my reflection time is the most valuable of my
annual sales planning and allows me clarity to layout my strategic plan for
hitting my personal and professional goals.
Change is inevitable. Embrace
the idea of change. No one knows what tomorrow will bring, but knowing
something may come to you unexpectedly, not planned for, or changed from the
original idea, and being willing to embrace whatever hand is dealt to you, will
allow you to shine in the face of change. Success in sales comes to those who
can handle change and the unexpected. Stay focused and keep selling.