Coming Together

H ard-working sales professionals spend an inordinate amount of time in the field, sometimes in tandem with an associate but rarely with their entire team. However, bringing the team together can be as valuable to a company's bottom line as bringing in a new account. Internal loyalty is paramount to customer loyalty.

Issues such as new company policies; changes in procedures, pricing and products; and additions or deletions to the sales force might be better served up at a company sit-down. Even more important is giving co-workers the opportunity not only to feed off each other's recent success stories but also to motivate each other through these lean times. This social interaction encourages a spirit of teamwork and translates into a more cohesive and unified sales effort.

Put a bunch of agents in a room and watch the level of energy soar. Laughter spills over as sales anecdotes and merchant mishaps are shared. Humor makes mistakes so much easier to acknowledge and learn from. Selling goals are put out for comment and comparisons. Friendships are reinforced. Corporate family bonds are strengthened. Getting the agents to give up their most valuable asset - namely, their selling time - can be the only stumbling block to bringing the team together. Overcoming that opposition is easy when the salespeople recognize that they'll leave the meeting with new and improved tools and strategies. Management's job is to make sure that happens - and the key is interaction.

The energy that pumps up participants at sales meetings quickly dissipates without more tangible tools reinforcing the message. Incorporate contests, games or other similar team-building exercises that not only present challenges but offer rewards, such as a Palm Pilot, the latest model cell phone or the ever popular prize - cash. That will motivate each player to get up and give it his or her all.

Sales agents love a challenge, love the chance to perform in front of an audience and absolutely adore getting rewarded for a job well done. The experience also will leave a more lasting imprint for their future reference.

Don't forget festive favors. What's a party without good food, good music and great ambiance! Skimping in this area sends the wrong message. Sales agents are the lifeline of every company and should be treated accordingly. Without them, it's just an empty infrastructure.