Considering hiring a top sales speaker for your next sales meeting or conference? Bringing in an outside authority can complement a sales manager's own efforts in pursuit of improved performance and productivity. A sales speaker can help a sales force meet and exceed quotas and meet and exceed customer expectations. Sales speakers are not of the one-size-fits-all variety, though. To gain the maximum benefit from scheduling a sales speaker to address your sales force, you must understand a few things about sales speakers and about your sales force.
Are all sales speakers created equal?
In general, there are two types of sales speakers: motivational sales speakers and educational sales speakers. (And contrary to some preconceived notions, educational sales speakers do not equate to boring sales speakers.)
Motivational sales speakers serve much the same purpose as motivational speakers in general, except their presentations are geared more specifically toward sales activities. A motivational sales speaker is typically engaged to generate an immediate response among presentation participants, boosting enthusiasm and energy while delivering relevant, practical content.
Educational sales speakers are also motivational, but rather than focus on attitude or emotion, they equip their audience with new skills or information which leaves sales professionals energized to put their newly acquired lessons into practice. Whereas motivation alone will fade over time and need to be renewed, education yields longer-lasting benefits.
How do I determine what type of sales speaker is best for my sales force?
There are a number of factors a sales manager must take into consideration to determine what type of sales speaker will generate the best results with his or her sales force. If morale is waning, then a motivational sales speaker who can re-ignite passion and purpose among the sales team may be the perfect solution to boost performance. It is important to determine the reason for the deficiency in morale, though, to determine what specific issues need to be addressed to remedy the situation.
If a sales manager determines that the sales force is lacking in the skills necessary to compete in today's ever-changing marketplace, then a sales speaker who can impart wisdom and insights for practical application may be most beneficial. (This type of presentation alone may boost morale.) A speaker with particular expertise in a given industry may yield even more positive results.
Another important consideration in selecting a sales speaker is whether your sales force engages in consultative sales or transactional sales. Scheduling a speaker with expertise in transactional sales to address a sales force that engages in consultative sales could have extremely adverse effects, and vice-versa if scheduling a consultative authority for a transactional sales force.
Who are some of the most popular sales speakers?
Among the most popular sales speakers today are best-selling authors and authorities including Jeffrey Gitomer, Neil Rackham, Tony Alessandra, Mike Marchev, and Jim Cathcart. Of course, there are hundreds of outstanding sales speakers from which to find the best match for your unique needs and objectives.
How do I decide which speaker is right for my sales force?
By reading articles and books on selling, you'll be able to get a good idea for which speakers and authors seem to best understand issues that are relevant to your industry and your sales force. You may also contact a speakers bureau to discuss your goals and receive suggestions of speakers who have proven successful in situations similar to yours. Once you find the right fit, the voice of an outsider can be one of your greatest assets in leading your sales force to the next level.
Shawn Ellis is founder and president of The Speakers Group, a speakers bureau based in Nashville, Tennessee. With nearly a decade of experience helping organizational leaders secure renowned keynote speakers and authors for their programs, Shawn has earned a reputation as a friendly, reliable and knowledgeable event partner. For more resources to help you in your meeting planning efforts, visit The Speakers Group's meeting planner article library [http://www.thespeakersgroup.com/article_library.htm] and speaker reference guide [http://www.thespeakersgroup.com/reference_guide.htm] on their web site at http://www.thespeakersgroup.com
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