With a brand-new year approaching, companies are gearing up for their annual sales kick-off meeting. Sales and marketing professionals are all set to put on their strategic hats and plan for an upcoming year setting newer targets to achieve.
Every organization calls for a sales kickoff no matter how big or small their team size is. As everyone gets back to work in January after a relaxing holiday, sales kickoffs help to streamline their year around objectives and activities.
Sales kickoff meetings are for coming together at the beginning of the year to revisit, share best practices, plan and collaborate to ensure everyone is on the right path. It is said that salespeople are well aware of their products and services but lack the understanding of overall business needs.
According to Forrester Research, “Only 15% of key decision-makers believe their meetings or calls with salespeople are valuable“.
Because of this, organizations have started investing in educating their salespeople by providing them with tools and techniques to attract customers.
Annual sales kickoff meetings are generally hosted in two different manners. Companies either go offsite or spend on travel-related costs. Or, run a virtual kickoff, given the ongoing situation because of the pandemic.
A sales kickoff meeting isn’t just about passing information but is gathering the team and preparing for the bigger things. Kickoff meetings have to bring out successful sales professionals to talk about their sales process through use cases.
It is a rare opportunity to pass on this knowledge, this will allow everyone to learn through others’ experiences. It is also necessary to bring in people from other departments to share their ideas and inspire.
Marketers, executives, C-level people all should try to bring in more transparency in terms of their actions. It can be one of the best sources for innovative sales and marketing ideas.
Now, let’s break down the key elements of a successful sales kickoff meeting.
Pre-defined agenda
Companies should pre-define the theme and agenda; this will help in saving resources. Always remember the reason behind organizing the event in the first place. Be clear about the objectives and the end goal.
Remember to start the event with a “we nailed it” attitude, this will help to commence on a positive note. Begin by identifying common knowledge gaps and trying to fill the void in the best way possible.
Companies should lay out the strategy and let the team know what is expected from them. Showing them the bigger picture will help in boosting their morale.
While developing an agenda, be sure to create a balance between internal speakers, networking, and team-building opportunities.
Make sure every activity is timely allocated, to ensure you don’t overwhelm the salespeople with a wide array of topics. Also, keep a few breakout sessions so that everyone can take a look back and absorb whatever there is.
Networking and team-building
Sales kickoff meetings unite the whole team, particularly when the team is geographically dispersed. Allowing them to know each other at a personal level and build rapport.
It is important to plan the agenda properly so that there is plenty of time to network, as the best ideas can come from the most unexpected places.
Who knows that a conversation at the bar or over a coffee might be the key to uncovering a new sales strategy, right?
Sales kickoffs should be planned in a way that can inspire sales professionals, make them excited, and start the year on a great note.
Once the content and training are covered, make sure you have time for team-building activities. Team building activities will help to foster a strong bond as well as encourage collaboration. This will give them a chance to discuss new ideas and also try to enforce them later on.
Sales professionals thrive on developing relationships and that is how they believe success follows.
Achievable action plans
Sales kickoff meetings should conclude with achievable action plans. As these meetings lay down the blueprint for a whole year, all the action items must be realistic and have a call to action.
The meetings need to set the bar high and must result in an improved version of the annual plan. Sales kickoff meetings should clearly state-specific goals and also provide them with tools to achieve those goals.
The sales kickoff meeting has to be in alignment with company strategy, goals, and objectives so that the team can accomplish this in the next year. Digging a little deeper, sales kickoff meetings should always be educational, engaging, and full of energy.
Salespeople need to have an in-depth knowledge of their products and services to sell effectively. They need to know what strategies lay ahead and how they can execute them. The sales kickoffs should be inspirational and transfer the energy with the whole team.
Reinforce concepts
Research shows that 80% of the information that sales professionals get during the kickoff meeting gets forgotten within weeks. It is extremely important to continuously reinforce whatever has been discussed and used throughout the year. To reinforce, create a forum or make use of technology to continue the conversation.
Final thoughts
Sales kickoff meetings are most definitely an opportunity to reunite the team, celebrate success, discuss failures, and positively look ahead for the forthcoming year.
Companies should try to leverage this opportunity by investing in their teams and educating them on the tactics and procedures to help them win deals. Identifying the metrics for a successful sales kickoff meeting is also necessary.
However, the most crucial part of the annual sales meeting is what happens afterward. Careful planning makes it possible to bring out the desired result. If executed properly, the sales kickoff helps to position companies to mark their worth in 2022.
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