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Special Episode: Inside Leadership with Guest Cheryl Farr

Season 4, Ep. 9

Cheryl Farr, Founder & Chief Brand Officer of Signal.CSK, is our special guest for this insightful episode of the Crack the Behavior Code podcast where we discuss the importance of finding opportunity in times of crisis and much more.


Who is Cheryl?

Cheryl builds accessible, exciting, audience-engaging brands and brand-driven marketing programs that strengthen brand power and drive real marketplace results. She founded SIGNAL.csk in 2009 to help organizations of all kinds realize and exercise their true brand power. She empowers organizations that value fresh creative thinking, purpose, alignment, and the strategic pursuit of excellence to be strong stewards of their own brands — and their people to be passionate brand leaders and evangelists. Cheryl and her Denver-based team work side-by-side with their clients to expertly align visual and verbal identity, products and services, organizational decision making, and marketing initiatives to meet brand and business goals. Their proven True, Meaningful, DifferentTM and Brand SignalsTM methodologies build brand value by illuminating what their clients can uniquely own in the hearts and minds of their target audiences and reinforcing it across all touchpoints. Hundreds of successful client engagements include Fairmont Hotels & Resorts, where Cheryl helped positon the then-fledgling brand for expansive worldwide growth; Taylor Morrison, the nation’s largest regional homebuilder, for whom she developed its first award-winning active adult brand; and PetSmart, where she led the sensory branding work that innovated the total in-store experience.


Find Out More About Her Work Here:

LinkedIn: Cheryl Farr | LinkedIn

Website: Home - SIGNAL.csk (signalcsk.com)

Facebook: SIGNAL.csk Brand Partners

Twitter: SIGNAL.csk (@SIGNALcsk)


More Episodes

11/18/2021

3 Common Mistakes That May Be Killing Your Sales

Season 4, Ep. 15
We all want better sales results—so what’s the secret?It lies in the brain, and knowing how to guide our sales people out of theirCritter State, where they are overwhelmed, stressed, in fight/flight/freeze, and into theirSmart Statewhere they have fresh insights, are ready to tackle the day, are motivated and psyched to succeed.Here are the top 3 reasons you aren’t getting the sales results you want:CLICK TO TWEET1-You Aren’t Asking the Right QuestionsSome of these are harder than others. But you need to ask them. Often, like quarterly at a minimum.What percentage of your sales people are performing at quota?How many stages are in the sales process? What happens at each stage? In which stage(s) do sales get stuck/slow down?What’s your current sales cycle? How long would you like it to be and by when?What percentage of your pipeline do you close? What percentage would you like to and by when?What percentage of sales do you lose to competitors? What are the most common reasons? What percentage would you be willing to tolerate and by when?What are your clients’ and prospective clients’ 5 greatest pain points?What’s your current client retention rate? What would we like it to be and by when?What are your current margins? What would you like them to be and by when?How many qualified leads are generated each month? Through what channels? How many would you like and when?What marketing channels are you currently using (trade shows, direct mail, social, webinars, blogs, infographics, Slide Shares, ads, etc)? Which are most effective?What is the profile of your clients (SBMTrigger, MP Profile,Customer Journey, VAK preference)? How many profiles do we have?2-You Don’t Have Visibility On Progress and PerformanceMany clients ask me for help in streamlining their weekly sales meetings. Here are some effective methods.Weekly Salesperson Status Report– Set a specific date/time that weekly status is due so the Flash Report below is complete. Make it super easy for the salesperson to submit their weekly status, like by editing a Google Doc or some such, and also ensure it is clear that to be on the sales team this is what you require weekly:# new client orders and details ($ amount, product/services, etc.)# new existing client orders and details ($ amount, product/services, etc.)# new prospects and details (expected $ amount, sales stage, next steps)[whatever else you require to track performance and uncover potential problems]Weekly Sales Flash Report– Here’s what to cover each week with the sales team during a group huddle. Be sure to recap on email post-meeting so everyone remembers what was covered.Summary sales activity per salesperson: how many orders at what stage of sales process, total $ per salesperson per stage, total velocity (movement from one stage to the next each week)Winners for the weekly contest (whatever behavior you are currently incenting: new orders, upsells/down sells/cross-sells, specific product/service sales, fastest to report sales status in the CRM, etc.)Weekly CRM Update– Make sure all salespeople know what data needs to be entered in the CRM after each sales call. For example: sales stage movement for the week, notes per call/communication with prospect, proposal info and all sales activity info above. Some clients have their customer service reps do CRM data entry for salespeople as a reward once a certain sales performance level is achieved.Some of our clients like to set up a Google doc or other repository to help celebrate sales people (as well as all other team members). On the doc each employee fills in their section listing what treats (under $200) they’d like to receive for terrific performance. Make this public so all can see and use, and you’ll find leaders have a much easier time providingfun and meaningful incentive gifts.3-Your Compensation System Isn’t WorkingThe below plan is a super simple way to compensate sales people to incent them to:Sell more new businessHand off recurring business to account managementTeam-sell where appropriate and know they’ll be compensatedEdit this, make it your own, and see how well it works for you.Base CommissionNew sales from new clients at x% (see “Levels of sales people” below)Repeat sales from existing clients at y% (shared between sales person and CSR/account manager)Year 2 commission at½of y%Year 3 commission at1/3of y%Year 4 commission at¼of y% (sales person should be out of commission sharing here or sooner) Gross margin expectation at z% — see “Accelerators” section below Levels of sales people:Entry level person and entry level quota of $ __________. Base: $ _____ Model salesperson: [name here]Mid-level person (reaches quota 75%+ of time), has quota of $_________. Base: $ _____ Model salesperson: [name here]Senior level person (reaches quota all the time), has quota of $_________. Base: $ _____ Model salesperson: [name here] Levels of CSRs/Account Managers:Entry level and entry level quota of $__________. Model: [name here]Mid-level (reaches quota 75%+ of time), has quota of $_________. Model: [name here]Senior level (reaches quota all the time), has quota of $_________. Model: [name here]Accelerators2 accelerators on increases in gross sales above quota – at ­­__% over quota gets __% commission, __% over quota gets __% commission2 accelerators on increases in gross margin – at ­­__% over quota gets __% commission, __% over quota gets __% commissionTeam Selling – per saleEffort Allocation must be defined clearly in CRM and entered formally:Partner (shares ½ of all selling work) = 50-50% commission split?Consultant (advisor, stops by client if in town, answers occasional client questions and encourages future communication to be with sales person– gets far less commission but still helpful) = 10-30%???of total commission (varies based on specific consultant levels)Doing the above will help get and keep your sales team in their Smart State—which means greater performance, happier people, less stress for you!”