Build your sales force

Build your Sales Force

Typical Sales Force Composition

20% Stars70% Core Performers10% Laggards

• No stars or very few stars• Stars are not performing in their best way • Poor capacity of core performers

Bottleneck of AIESEC Sales Force

Create More and Better Stars

Do you know who are your Sales Star?What do you do with them?


Provide the Environment that Stars will stand out and grow up

Successful Practice:•MC sell GIP and coach stars•Design special challenge for team of stars •Focus on empowering stars •Incentives for stars


Case study 1: MC Sell GIP and Coach STARs

In AIESEC Czech Republic, the brand for STAR sellers is Sales Killers. MC VP personally coaches the Sales Killers and support them in company meeting and other selling activities.

The brand Minimum criteria –2 meetings/week + 1 RA/sales wave 5 sales waves in half a year

Create More and Better StarsCase study 2: Design challenges for team of stars

In AIESEC Mainland of China, they design sales team challenge for potential sales stars. In summer 2012, they bring sellers to a brand new market-Qingdao. Sales stars live together and work full time for 1 month. They work for same team purpose and eventually this team of 6 people raised 60 TN forms.

Result 6 weeks:1500 Calls; 50 Company meetings20 Networking events participation60 Forms oral raised with 20 TN takers

Create More and Better StarsCase study 3: Focus on empowerment of stars

In NAFTA region, they work together to build sales culture, sales capacity and to utilize the economy connection in the region. Their target audience is top sales in the region.

Criteria of participants:Sellers who at least raised one TN.


4: Incentive for Stars

It is important to set incentives for Stars for achieving mission important. They can achieve more with right incentives. Don’t stay recognize them being top sales. Set incentive for them to go further.

Build Up Core Performer Capacity

Do you have sufficient sellers?Do you have enough sales activities?What do you do to improve the capacity of the sellers?

Build Core-Performer Capacity

HR

Intensity

Incentive

Coaching & Training

Critical Areas to improve capacity of core performers

Culture of Sales*


Step 1: Have sufficient and qualified sellers

How many sellers do you have?How many performing sellers do you have?Is it supporting you to achieve your goal?

In order to build core-performer capacity, we need to recruit sufficient and qualified sellers.

Build Core-Performer CapacityStep 1: Have sufficient and qualified sellers

a. Specific plan for recruitmentValidate your talent plan with back-ward planningIf we need to have 1785 sales call to raise 60 TNs(based on our converging rate) , if the level of intensity you want is 1 member 10 calls a week:--1 member in 6 weeks=60 sales calls.

--1785 sales calls=30 sales

members

If we plan to have 1785 sales call in order to have 60 TN raise, and you have 10 members:

--1785 sales calls for 10 sales

members = 179 calls/member

-- 179 call/member in 6 weeks =

30 calls/week/member

Build Core-Performer CapacityStep 1: Have sufficient and qualified sellers

b. Recruit right profileWhat makes a good sales?-Competency building based on your reality: Interview 10-15 your top sellers in the history. Recruit someone like them.Key words:• Goal orientation• Big picture combined with ability to get things

done/executer• Emotional Intelligence and empathy (to be able to put

themselves in other shoes, to identify emotions in others and to act regardless of emotions)

• Independent and self-driven


Bigger Purpose

Career Path

Recognition

Being listened

Challenges


c. Design product and development path for sellersWhat does sellers like? Interview 10-15 your top sellers in the history.



d. Align talent process to attract, retain and develop sellers

Talent Planning

Talent Marketing

Talent Recruitment

Talent Selection

Talent Allocation

Talent Induction

Talent Education &

TrainingCoaching R&R

Talent Tracking & pipeline

mgmt.

Sellers profile based


Step 2: Increase sales activities

No sales activities mean no sales result, no member empowerment, no impactDo you know how many sales meeting happening in your LC/country?Do you know how many sales calls/meetings you need to raise a TN?Are you tracking activities or only goal achievement?

Your sales goal is closely linked with sales intensity



Break down your sales goal:

1/14 is the average rate from sales call to a company meeting1/6 is the rate from company meeting to a close deal.Meaning:In order to have 10 RA you need to do ___ meetings and ___ calls

60840



Case study 1: Canada sales blitz, Colin Cup and Sellers’ dashboard

Starting from 2011, AIESEC Canada was able to double their sales activities. The key of success is to break one year calendar into periodic sales campaign, create sales excitement and recognize sellers in time.



Case study 2: Calling Mania in Colombia

In order to increase sales activities and better coach sellers by giving in time feedbacks, AIESEC Colombia organized different calling manias frequently. The idea of calling mania is bring members together and make sales call together. They also engage very senior sellers and alumni to obverse and give in-time feedbacks.


Step 3: Build incentive for core-performers

Incentive for core-performers is to recognize members for sales breakthrough. The key of this incentive system is, it has be able to reached by everyone. Everyone can be there as long as they make some efforts.

Sales Killer in Czech Republic is a clear example of incentive for core-performers. Everyone can be a sales killer! And it is so cool to be a sales killer. They get recognition at national level (MC wall of fame, newsletter, Coca-Cola jersey, books, company shadowing etc)Result: 129% growth in raise, 311 meetings(60% growth)


Step 4: Coach and train your sellers

It is easy to attribute the failure in sales to lack of proper sales education. However, sales training is definitely not the only important thing. Two key principles in designing sales coaching and training.

Principle 1:70% Practice+20% Feedback+10% TrainingPrinciple 2: 70% Product/Market knowledge+30% soft sales skills

Case study: AIESEC Brazil Sales Development Program-The eco-system for both Stars and Core-performers

AIESEC Brazil divide sellers into Junior seller, pleno seller, senior sellers. Sellers can overcome challenge and be upgraded to next level sellers if they fulfill certain criteria. MC Brazil connects the criteria with sales intensity, re-raising strategies, product and market strategy. Moreover, they provide different training and empowerment for different level sellers! The concept is simple, fun and strategic at same time. In last months, AIESEC Brazil successfully created tons of sales excitement and they achieved more than 100% growth.

Junior

Seller

Sales education I

12 sales meeting

per month

Minimum 2 raises

Pleno

Seller

Sales education II

20 sales meeting

Minimum 6 raises during

seller experience

Track Account manager

3 re-raises or account

expansion

Senior Seller

Sales education III

25 sales meeting per

month

Minimun 12 raises/partn

ers during seller

experienceSell more than one

product to same

customer

Achieve 6 raises

through sales team

Participation in

corporative events

Global Resources to support your sales force development

In order to support core-performer capacity building, from global office we develop SDP newsletter to share our experiences and knowledge with sellers on the ground.

Bi-Weekly SDP Newsletter will include:1. Topic video talk by externals2. Sales tips from AI BD team3. Sales inputs from AI GIP Responsible4. GCP from the network

We know sellers like recognition and we want to give global level recognition to top sales in every country and in global network.

Brand: Global Top 30 Sales; National Top 3 SalesDuration of result: Jan-Jun; Jul-DecWhen to recognize: Jul, Jan

We want to give practical support to national and local sales. With the finalized top 100 partnership list, we will-Collect endorsement and testimonials from them and share with the network to upsell in other countries-Support in upscale in TN country-Global recognize top partnerships of AIESEC

Let’s bring AIESEC to the market with better sales force

Documents

Build your sales force