In describing the near endless advancement possibilities for the Coca-Cola corporation, the late great ex- Chief executive officer of Coca-Cola Robert Goizueta would oftentimes say to his own troops:
“Each of the world’s six billion people drink on average SIXTY-FOUR ounces of fluids a dayof which TWO ounces is Coca-Cola”
This “sixty-two ounce upside” caught the essence of his message and reinforced the core belief that Coca-Cola had a near limitless growth opportunity. Goizueta was specially good at taking a complex concept and communicating it in a clear visual, yet still uplifting way.
He was really a true “visual sales leader”.
Do you do the same with your sales reps?
Visual sales leaders utilize remarkable basic ideas to really make it completely clear what is required to get done. They do it in easily understandable terms. The simplerthe better. But they make it unforgettable.
If you possibly can present the entire market right down to its essential visual elements, and then MONETIZE it so your sales team can comprehend it without questionthen, watch out.
Allow me to give you an illustration:
*You sell a specific kind of women’s dress
*The total market did twenty four million dollars for your sales district in 2008.
*Your total 2008 sales were actually $4 million.
*Your market opportunity = $20 million
*Each of your ten sales reps has a $100,000 quota to achieve their particular sales goal.
(Although I’ve never sold dresses in my life), a visual sales leader might possibly say something like:
“When you place 1 of our dresses in the hands of ONLY one out of every two hundred female dress shoppers as part of your whole geography then, great jobyou achieve your quota”
“Butif you put one of our dresses in the hands of one out of every 100 female dress shoppers in your whole geography, in that case congratulationsyou just hit sales stardom”
With this example, you’re simultaneously “leading visually”, while simultaneously “Setting the Bar Higher” . Visual leading cuts through the crapeven while reinforcing the predominant sales messages so your reps will keep their eyes aimed at the reward.
And the prize is the “sixty-two ounce upside”
Author: Ralph BurnsThis author has published 3 articles so far. More info about the author is coming soon.