Schedule of Events:

Tuesday, October 28

1:00 p.m. – 5:30 p.m.     Opening Session I and working lunch: Creating a Sales Strategy

Wednesday, October 29

7:00 a.m. – 8:00 a.m.     Continental Breakfast

8:00 a.m. – 12:00 p.m.   Session II: The Sales Management Process

12:00 p.m. – 1:00 p.m.   Lunch Break

1:00 p.m. – 3:00 p.m.     Session III: The Science of Selling

3:00 p.m.                      Adjournment

Session I - Creating a Sales Strategy

During this session, participants will be provided a format to help them create an on-going strategic sales plan.  By the end of the session, they should emerge with a working outline of a strategic sales plan for their organization.

Topics covered include:

• Creation of a three year vision
• Creation of a three year and one year sales matrix
• Generation of answers to the three key strategic questions:
  • What do we want to sell?
  • Who do we want to sell to?
  • What does a good order look like?
• Mini-SWOT Analysis to determine areas of organizational/management focus
• Generation of strategic initiatives and action items to drive the process throughout the year

The preparatory questions, the format of the training and the use of a few simple planning tools will provide a format that can be used on an annual basis for strategic sales planning.

Session II - The Sales Management Process  

Effective sales organizations use a specific approach to sales management that is more “process-driven” than “personality-driven.”  This portion of the program will focus on defining the specific tools used (and how to use them).

Topics will include:

• The strategy - begin to link the sales management function to the work done previously on strategy.
• Sales Planning Matrix – Be introduced to one of the most powerful (and simple) sales planning tools in use today.  This matrix clearly defines the goals of the salespeople and makes it easy for them and their managers to ensure that they remain on track. 
• The Target Account List (TAL) Another key sales management tool is the creation and use of the Target Account List.  Participants will begin to create their own TAL during this session.
• Account Profiles A key sales management tool is the account profile.  The session will describe how they should look and how to use them.
• Itineraries Many organizations rely on call reporting but best practice focuses on the forward look provided by an itinerary.  The session will present a format for this tool and describe the best way to use it.
• Sales Meetings The best sales organizations follow a format for their sales meetings.  The section will present not only how it should look but also how often organizations need to have them.
• Opportunity Management and Sales Reporting The best way to get data on sales calls is to use the format presented.  Rather than focus on the words, change the focus to numbers and data that matters. Cut down reporting and review time and increase benefit to both the salespeople and sales management.
• Compensation The final tool that the session will discuss is compensation.  The key topic will be “pay for what you want” and will help the participants to understand the key elements of any compensation program.

Session III - The Science of Selling

A six step process for sales which allows management to easily communicate and manage the sales function.

Topics include:

• Selling Total Acquisition Cost vs. Per Unit Cost This section deals with ways to position the sales approach to increase the chances of a higher margin sale.
• The Six Step Sales Process
  • Prospecting for new customers
  • Identifying Decision-makers
  • Finding Opportunities
  • Getting Qualified by the Customer
  • Proposals and Quotes
  • Closing Sales

For each of these steps, circumstances that define each step of the sales process along with the activities required to move professionally through each stage of the sale will be provided.

About the Instructor:

Dr. Joe (Joseph C. Ellers)

Director, Palmetto Associates
Consulting/training firm 

Since 1984, Palmetto Associates has worked with over 1,000 organizations throughout the world in the areas of strategy, marketing, sales and customer service. 

Clients have been in the business-to-business arena and have come from diverse industries:  aerospace, apparel, architecture, automotive, carpet, chemicals, distribution, electronics, engineering, food, furniture, gas, industrial equipment, insurance, medical, metal-working, motor repair, packaging, pharmaceuticals, plastics, power transmission, publishing, real estate, software, steel, telecommunications, textiles, tobacco, tradeshows, and utilities.

In addition, Ellers has worked with numerous distribution associations to provide specialized consulting and training to their memberships.  These associations include the American Supply Association, Electrical Apparatus Service Association, Electronic Distribution Management Association, Electronic Representatives Association, Gas and Welding Distribution Association, Industrial Distribution Association, International Sanitary Supply Association, National Electronics Distribution Association and the Steel Service Center Institute. 

Joe is also on the faculty of the Industrial Distribution Program at the University of Alabama-Birmingham and the Industrial Extension Department at North Carolina State University.