The 4 Biggest National Sales Meeting Mistakes and How to Avoid Them

Unfortunately, though, it's just as likely that they'll spend a lot of money, waste a week's worth of time, and frustrate their sales staff. That's because planning an effective national sales meeting is harder than simply renting a conference room and reading off a handful of memos. To create real results, you need an event with information and inspiration... something that leaves attendees feeling excited to go out and meet new customers, not bored and wishing they could go home.

For that reason, and because I've been to enough sales meetings to see what works, here are a few of the most common pitfalls, along with the best ways to steer clear of them:

#1. Being unfocused:

I often advise salespeople to avoid what I call "the dump truck routine." Even if you're not familiar with my term, you've likely seen it in action; it's when the producer starts throwing facts and features at prospects, one after another, in the hopes that they'll eventually say something that will trigger a buying decision.

You could probably already guess that this technique doesn't help sell much of anything. But what you need to realize is that it isn't only commissioned salespeople that make the mistake. Lots of managers and executives routinely overload their sales staff with new ideas, mistakenly thinking that giving dozens of concepts and suggestions is going to increase the likelihood that they'll come away with something useful.

In reality, it usually accomplishes the opposite. At best, throwing too much at your sales team is going to leave them confused; at worst, it will cause them to tune out everything they hear. When planning your sales meeting, pick no more than two or three key themes that need to be taught or addressed, and then structure your materials and sessions around those. It might be tempting to try to focus on more, but you'll only end up watering down the final result.

#2. Missing the big picture:

Does your sales team have a system that they use and practice? Are they generating new leads consistently, qualifying potential buyers, and negotiating good margins with their customers? If the answer to any of these questions is "no," then you probably don't need to teach them sophisticated closes or worry about fine-tuning their database skills - you need to concentrate on the basics.

I've seen countless numbers of organizations spend big money on complicated lead tracking systems when their producers don't know how to ask for an order, or burn several working days on obscure motivational tactics even though their sales staff can't give an effective presentation. These mistakes are easy to spot in hindsight, but it's easy to miss the forest for the trees when you're anxious to try out a new tool or technique. If you're serious about making a real difference in your future sales figures, make sure you're giving your team the right tools to succeed, not the ones that look best on a program sheet.

#3. Taking the meeting too seriously... or not seriously enough:

Salespeople, by their very nature, tend to be social animals. Often, the national sales meeting isn't just a chance to pick up some new ideas, but also to see some familiar faces and catch up with old friends. Add in the fact that some might have had to travel a long way to arrive onsite, or cram a week's worth of work into a few days to take the time away, and it's easy to see how too many (or too intensive) sessions can have the wrong effect.

On the other hand, your national sales meeting should have real business value. It's not enough to pass out some literature, say a few inspirational things, and then send everyone off to a steak dinner. As important it is to show your appreciation to your sales team, take care not to send the wrong message by treating the event like a field day. Recognize and reward achievements, but do it in a way that encourages future sales.

#4. Failing to elicit feedback:

Your national sales meeting should not be a one-way communication. Since you've gotten everyone together, take the opportunity to find out what your company could be doing to better support the sales team. Do they need new or different tools, better communication from another department, or to pass along common client requests and complaints? A sales meeting is the perfect forum, not only because they can voice their concerns face-to-face, but also because the thoughts or impressions of one person might spur and idea or solution from another.

Drawing feedback from your sales team doesn't even have to be a formal affair. In fact, using anonymous questionnaires or other written methods can sometimes yield more honest answers since it gives your employees the chance to express themselves without having to make things public.

Key Sales Management Point:

With a little bit of focus and good planning, your national sales meeting can spur your staff to reach higher than ever before. Keep these tips in mind and you'll be sure to come up with an event that's as profitable as it is productive.

Carl Henry is a management consultant. He specializes in helping companies in the selection of top sales and customer service talent. Carl is also a Certified Speaking Professional and the author of several books and articles related to sales, sales management, and customer service. He conducts seminar and webinar for clients worldwide.