Swag Coach™ presents … 2018 SALES CRUSH Planning Workshop
My Uncle Marvin told me… “PLAN Your Work Then WORK Your Plan” Page 2
Today I Will Show You the very same Sales Planning Approach I use so you can … MAKE IT RAIN $$$! Page 3
Hi There … I’m Josh Frey Swag Peddler since 1996 Some Street Cred: I have personally sold $1M+ annually , 17 yrs running. I coach a team of reps that sell $2M+ annually … and growing. I have helped launch 18 new swag businesses since 2012. I have personally coached over 50 sales reps in my career … and counting. Page 4
My Story 1994 - 2003 2004 - PRESENT 2012 - PRESENT Page 5
What You Will Learn Today 1. How to Find a Target Market & Buyers to Sell To 2. How to Position Yourself as an Expert to your Target Audience 3. How to Create a Sales & Action Plan (with Goals) Page 6
Why I Am Here I am a front line sales rep … just like you! I have learned a ton over the past 20+ years and like to collaborate and “pay it forward”. Page 7
Why Are You Here? Page 8
How Long Have You Been Selling Swag? Page 9
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My Advisory Board Moment Page 11
Step #1: Pick a Target Market Page 12
Choose a Market Based on YOUR Personal Interests/Hobbies, Passions or Experience Page 13
Target Market Examples Colleges & Universities, Alumni Groups Trade Schools and Online Colleges High Schools and Elementary Schools Hospitals Health Insurance Companies and Brokers Gyms & Spas Pharmaceuticals Doctors & Healthcare Professionals Banks Venture Capital Firms Investment Firms & Stock Brokerage Houses Business Insurance & Mortgage Companies and Brokers Publicly Traded Companies Textiles Beer & Wine Manufacturers & Distributors Races and Running Events Car Manufacturers & Dealerships Auto Repair Associations & Non-Profits Churches and Synagogues Big Box & Fortune 500 Retailers Online Retailers Hotels & Resorts Restaurants Country Clubs & Golf Courses Ad & PR Agencies Event & Conference Planning Firms Marketing & Experiential Marketing Firms Federal Government State, City & County Governments Military Construction companies Government Contractors Technology Companies Accounting, Law and Profess Services Firms Utility & Renewable Energy Firms Residential & Commercial Real Estate firms Real Estate Brokers & Developers Professional & Amateur Sports Teams Media - TV, Radio, Newspapers Page 14
Step #2: Research the Top 50 Largest (Players/Companies/Organizations in that Market) Page 15
Step #3: Identify Buyers in Your Target Market Page 16
Top Buyers of Swag by Title HR Directors PR Directors Sales Managers Property Managers Small Business Owners Presidents COO’s Marketing Directors Procurement Directors Distributors Project Managers Training Managers Recruitment Managers Store Managers General Managers Maintenance Directors Office Managers Executive Assistants Tradeshow Managers Executive Directors Events Team Managers Client Managers VP’s of Marketing Brand Managers Retail Buyers VP’s of Training Regional Managers Membership Directors Brokers Production Managers Doctors Managing Partners CEO’s Page 17
Examples of Top Buyer Titles/Market Real Estate Associations Banks Property Managers Membership Directors Executive Assistants Marketing Directors Assts to Executive Director Marketing Directors Training Directors Meetings & Events Mgrs Branch Managers Leasing Team Managers Lobbying Directors Brand Managers Facilities Managers Executive Directors Regional Brand Managers Brand Managers VP’s of Marketing Community Events Managers Page 18
Step #4: Connect with Your Target Buyers Page 19
Step #5: Go & Sell! (In Person, Off Line and On Line) Page 20
Become an EXPERT in whatever Markets/Industries you Serve Page 21
• Learn WHERE Your Buyers “Play” – online and offline • Learn Industry BUZZ Words and Lingo - Speak “Their” Language • Offer Products and Services that “Plug In” to Their Needs • Set Your Targets & Goals Around this Strategic Sales Approach Page 22
Tracking me so far? Page 23
Josh’s Target Market • Where they Play – Associations (NAA), FB & LinkedIn Industry Groups • Industry Buzz Words – Move Ins, Lease Renewals, Resident Retention, Curb Signage, Team Uniforms • Product & Service Offering - Leasing Team Apparel, Resident Gifts, Maintenance Uniforms, Print Collateral for Your Leasing Team Page 24
TARGET MARKET PROFILE SHEET (EXAMPLE) Your Target Market: Property Management Co’s Target Market Publications/Websites/Social Media Groups: (list at least 3) www.smmonline.com NAA FaceBook Group www.multifamilyhousingnews.com Multifamily LinkedIn Group Target Market Tradeshows & Events: (list at least 2) SMM Conference NAA Annual Conference National Association of Home Builders Conference REIT Annual Conference Top 50 Players in Your Target Market : (list at least 1 industry link where can see the listing) See www.NAHB.org (data survey pages and top listings by company size) Top Positions/Titles that Buy: (list at least 4) Marketing Manager Regional Property Manager Training Director Maintenance Director (uniforms) Your Top Contacts in this area (or ones you know who know people – list 5) Jennifer Jones – Lincoln Erica Johnson – Summit Jerome King – Milestone Lisa Smith – Concord Kathy Frank – Equity Karen Abrams - Archstone Page 25
Take 5 Minutes to Pick Your Target Market (Handout 1) Page 26
TARGET MARKET PROFILE SHEET Your Target Market: CHOOSE YOUR 1 MARKET Target Market Publications/Websites/Social Media Groups: (list at least 3) Target Market Tradeshows & Events: (list at least 2) Top 50 Players in Your Target Market: (list at least 1 industry link where can see the listing) Top Positions/Titles that Buy: (list at least 4) Your Top Contacts in this area (or ones you know who know people – list 5) Page 27
Recap Page 28
Summary Play By Play for Targeting Buyers & Selling The Swag - 10 MUST DO Steps #1 – Identify 3 Target Markets to Pursue ( Based on Personal Interests/Passions/Experience) #2 – Choose 1 Market to Start #3 – Research the Top 50 Largest Players/Companies/Organizations in that Market #4 – Research & Identify the Top Buyers of Promotional Products, Apparel & Print #5 – Put together your Targeted List of Potential Buyers (Prospects) & Contacts #6 – Cross Reference Social Media sites to connect with your list (LinkedIn, Google+, Facebook, etc) #7 – Research Trade Associations for your Target Market (what your buyers “play”) #8 – Research the Top Tradeshows & Events for your Target Market #9 – Contact All of These People! #10 – Cast a Net to Your Contacts to Let them Know what You are Doing Page 29
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Ready to Write Your Sales Plan for 2018? Page 31
Handouts 2 and 3 … Tools I Use to … Plan (establish annual goals + write an action plan) Hyper Focus (list my target clients & prospects and sales dollar goals for each; industry “expert” strategy) Execute (set my KPI’s and personal calendar) Page 32
Example: Josh’s Annual Sales Goals & Theme THEME: The Dream is Free, the Hustle Josh's Business Growth Plan for 2018 is Sold Separately! 2018 SALES: $1.2M in Sales MARGINS: 45% Avg Gross Profit Margins Goals: 2018 2017 COMMISSIONS EARNED: $270,000 Sales $1,200,0000 $1,100,000 Margins 45% 40% Commissions Earned $270,000 $220,000 Page 33
Example: Josh’s Action Plan To Make This Happen Josh Will: SALES RHYTHM - Get into a Rhythm with the Sales each Week - work the performance calendar! FORGET ME NOT - Implement Best Practices to stay Top of Mind with top 50 clients - free samples, articles of interest, in-person appointments, lunches, etc. LINKEDIN - Get LinkedIn with all clients and prospects and see who they know and ask for introductions within their industries. NEGOTIATE - Get Your Margins Up by Selling from Preferred Suppliers (EQP), Negotiate Pricing with Suppliers, etc UPSELL – Understand what they do & how they use the products they buy, finding out what budget line items they control. Then upsell them. 20% More Sales from my Existing Clients. BE A PRO - Be an Expert in their Company - learn their "lingo" and then plug my products into their sales and marketing needs and budgets. ASK FOR REFERRALS – within/outside the company, within the industry or with LinkedIn network in general. "Doink them on the head" with how they can help me. Page 34
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