Presentation to American Advertsing Federation July 20 13

….RECRUITING/HIRING, LEADERSHIP DEVELOPMENT, EFFECTIVE TEAMS

AND WORLD CLASS RESULTS

BUILDING THE ULTIMATE REVENUE

TEAM

MIKE HUMES - CEOJULY 20, 2013

Business Planning

1) Goals/Objectives

2) Strategies

3) Tactics

Same applies to organization, departments and individuals.

“What you Measure you Accomplish”

APPLY METRICS WHEREVER AND WHENEVER POSSIBLE.

Fan Relationship Development

1. Know The Fan2. Communicate with the Fan3. Keep the Fan4. Grow with the Fan

Create a Fan-Focused Culture

Retention“Create an emotional connection with our fans”

Increase loyalty of existing customers, which creates:

• Reduced dependency on “low price” as a marketing strategy

• Decrease costs incurred in an effort to acquire new business

• Increased efficiency created by familiarity with customers needs

• Increased margins, higher profits and a greater market share

Consumer Model

1) Trial2) Acquisition3) Maximization4) Retention

Monetize Your Business

• Understand and Improve Customer Lifetime Value

• Customer Up-Sell and Cross-Sell Correlations• Improve Customer Satisfaction and Build

Loyalty• Acquire Profitable New Customers• Recognize, Target and Replace Former

Customers• Maximize the Value of Each Customer• Reduce Churn

Consumer Segmentation

• WHATResearch• WHOTargeting Methodology• HOWCreative Execution and media strategy

Targeting Filters

• Current Segment Size• Motivators• Segment Growth Potential• Media Behavior• Demographics• Psychographics

A Sales Organization

Big Concepts1) As managers we choose everyday if

we will be a mentor or tormentor to our sales team.

2) Manager + Mentor = Sales Leader3) Salespeople HAVE to work for Sales

Managers. They WANT to work for sales leaders.

30 Steps to Your Sales Success

1. Effort2. Preparation3. Education4. Training5. Practice6. Presentation7. Knowledge8. Questions

9. Sell benefits10.Time

management11.Ask for the order12.No?13.Deadlines14.Follow-up15.Correspondence


16. Customer service17. Know your

competition18. Assume the sale19. Success sells20. Enthusiasm21. Relationships22. Goals23. Teamwork

24. Ask yourself if you were at the other end of the presentation – would you buy?

25. Most difficult prospects are the best customers


26. Mentoring27. Surround yourself with successful

people28. Don’t make promises you can’t or

don’t intend to keep29. One final call30. Exercise

HIRE THE RIGHT PEOPLE - DUH

• Hire for enthusiasm. Promote for enthusiasm.Cherish enthusiasm. REMOVE NON- ENTHUSIASTS—THEY ARE CANCERS. “Nothing is so contagious as enthusiasm.”


• Non-Winners – On a scale of 1 to10, rate between 1 and 3...don’t take risks, don’t try new things, don’t try to meet new people…will call on their current customers, won’t seek new ones. Won’t push their current customers to buy more…resist trying to convince them to try your newest products/services…don’t want to be seen as salespeople…need to be liked…Avoid them at all costs!


• At-Leasters – Most fall into this category…rate between 4 and 6 on the scale…will do enough to keep the their jobs and maintain their lifestyle, but that’s about it…If they need to earn $40,000 to maintain their lifestyle they will…performance will fall off once they reach that…don’t have the ambition, drive or desire to grab for the brass ring.

HIRE THE RIGHT PEOPLE - DUH• The Winners –rate 7 to 10 on the

scale…not satisfied with the status quo…want to make it happen…don’t make excuses…perform whether the economy is good or bad…will sell the company’s newest products/services…will fight to maintain your profit margins...these are the people you must hire in order to build a winning sales organization.

Ask yourself …………..

• Are they articulate?• What type of presence do they project?• Are they building rapport?• Do they project warmth and sincerity?• Do they have a professional appearance?• Do they have the skills you require?• Do their past selling experiences match

your needs?• How much have they earned in the past?

Beyond hiring great people

• Hire those that will work well together• Shared vision and commitment• Physically together – open discussion• Encourage positive, informal

interactions• Instilling a winning attitude organization

wide• Eliminate jealousy, cynicism and

defensive behavior

Leadership Development

• Passion – do what you love, love what you do

• Respect – make people your priority• Vision – clearly communicate the future• Humanity – its not about the paycheck• Curiosity – look, listen and learn• Integrity – honesty above all, to all• Pragmatism – know what you don’t know

Get ‘em to buy in

• Your vision for the future• Your strategy for getting there• Why is this the best strategy• Recognize and share every

achievement• Constant reminder what you stand for

and that the future is bright

Get ‘em to work together

• Involve them in the hiring process• Assign projects for team members to

work on together• Close proximity of offices• Create incentive-pay plan common

goals• Part of salary review based upon

interaction with others• Off site formally and informally

BUILD THE WINNING TEAM

• EVERYONE WANTS TO FEEL THEY ARE ON A WINNING TEAM, THAT THE COMPANY IS MOVING AHEAD. AND THAT THEY ARE AN INTEGRAL PART OF THE GROUP

THE CREED OF THE CHAMPION

I never see failure as failure (rejection as rejection) but only as….

1. A learning experience2. The negative feedback I need to change

course of my direction3. The opportunity to develop my sense of humor4. An opportunity to practice my techniques and

perfect my performance5. The game I must play to win

25 NUGGETS TO CHEW ON

Good listeners are good sales people. Period…Lousy listeners are lousy sales people. Period.

GREAT LISTENERS ARE GREAT SALES PEOPLE. (Listening “skills” are hard to learn and are subject to immense effort in pursuit of Mastery. A virtuoso “listener” is as rare as a virtuoso cello player.)

“If you don’t listen, you don’t sell anything.”—Carolyn Marland, MD/Guardian Group

The Gold Standard in selling: be INDISPENSABLE to the Client. No other goal is worthy.

Never stop growing-broadening-deepening the relationship. The key to “indispensability” is to get the Client more and more … and more … and then more … imbedded in “our” web. Hence the so-called “selling process” is only the first step!

USE THE WORD “WE” … CONSTANTLY & RELIGIOUSLY!

Shit happens. That’s what they pay you for. This is not a “GE” or “Ben & Jerry’s” sale—it is a

Joe Jones/Jane Jones sale. YOU ARE THE “BRAND” THE CLIENT BUYS —especially over the long haul.

Duh: You make money, the company makes money, on repeat business.

Master—yes, you—the “PR” Game. “Word of Mouth” is not accidental! You want Word of Mouth? Make it happen!

PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!

YOU MUST LOVE THE PRODUCT! The point is not to “prove yourself.” (That’s

ego-talk.) Let the best person present to the Client. “Control freaks” get their just desserts in the long haul—or sooner.”

GOAL #1: MAKE YOUR CLIENT A HERO—YOU ARE NOT THERE TO GET CREDIT. (“Taking credit” is for ego-maniacs. And losers.)

Don’t short-change (time, money, depth) the proposal process. Miss one tiny nuance, one potential incentive that “makes my day” for a key Client player—and watch the whole gig be torpedoed.

Is the proposal-sales team weird enough…weirdos come up with the most interesting, game-changer ideas. Period.

Lunch with at least one weirdo per month. (Goal: always on the prowl for interesting new stuff.)

Gratuitous comment: Lunches with good friends are typically a waste of (professional) time.

“Sticking with it” sometimes pays, sometimes not—it takes a lot of tries to forge the best path in. Sometimes you never do, after a literal lifetime. (Ah,life.)

Work like hell on : LISTENING/INTERVIEWING, PRESENTING. These are “the essence of [sales] life”—and usually picked up in an amateurish, catch-as-catch-can fashion. Mistake! (Become a “professional student” of these two areas, achieve Mastery.)

Are you good at flowers? Think: FLOWER POWER! ” what you should know about a Client; e.g., birthdays & anniversaries. My “flowers budget” is out of control. Hooray

You can’t do it all—be clear at what you are good at, bad at, indifferent at. Hubris sucks.

Think “legacy”—what the hell is all this really about for you and the world? (“Tell me, what is it you plan to do with your one wild and precious life?”—Mary Oliver)

THERE ARE NO “MODERATES” IN THE HISTORY BOOKS!

Keep it simple! (Damn it!) No matter how “sophisticated” the product. If you can’t explain it in a phrase, apage, or to your 14-year-old ... You haven’t got it right yet.

Know more than the next guy. Homework pays. (Of course it’s so obvious)

“THE DANGER FOR MOST OF US IS NOT THAT OUR AIM IS TOO HIGH AND THAT WE MISS IT, BUT TOO LOW AND WE REACH IT” - Michelangelo

“EVERYONE LIVES BY SELLING SOMETHING” — Robert Louis Stevenson

Mike HumesCEO

[email protected]

http://about.me/mikekhumes

Career

Presentation to American Advertsing Federation July 20 13