Sales kickoffs are a great way to get sales reps fired up and moving in the same direction. These events allow leaders to explain the big picture and align the sales team on priorities and expectations. Sales kickoffs also provide an opportunity for some fun, from lighthearted icebreakers to celebratory receptions.

Whether you’re hosting a sales kickoff to provide training, recognition or set goals, it’s important to make them as effective as possible. This means watching out for some common mistakes.

According to David Nour, a renowned keynote speaker and thought leader, many sales kickoffs lack direction or fall victim to other mistakes. In this issue of PromoPro Daily, we break down his thoughts on the missteps to avoid before, during and after a sales kickoff.

Pre-Kickoff Mistakes

  • Moving too quickly. Don’t rush into the event planning before you clarify the purpose of your kickoff. Nour says direction is far more important and strategic than how quickly you can put everything together.

  • Choosing unqualified speakers. Always choose credible people to take to the stage at your sales kickoffs. According to Nour, they should be able to genuinely relate to your sales team and have experience facing similar challenges.

Mid-Kickoff Mistakes

  • Overemphasizing external motivation. Inspiring your sales reps is part of a sales kickoff, but don’t only rely on external rewards. Instead, Nour suggests inspiring your sales reps to tap into their own intrinsic motivation. Encourage them to set personal goals and connect their work to a more profound sense of purpose within your promo company.

  • Treating the sales kickoff as an event instead of a process. Events are transactional and have a short-lived impact, Nour says. While a sales kickoff is technically an event, it’s more of a continuous process. After the event is over, keep the momentum going with continuous communication and support.

Post-Kickoff Mistakes

  • Forgetting to do a post-event analysis. Make sure you evaluate what worked and what didn’t. Without this analysis, Nour says you could miss valuable insights that could shape your sales strategy in the future.

  • Ignoring the impact on sales reps. A successful sales kickoff should benefit the team, but don’t overlook the benefits to your sales reps. Nour suggests thinking about how they’re better off since attending the kickoff. For example, did they develop a new perspective or gain new insights? Encourage them to reflect on how they can do their jobs differently based on their experience.

When done well, a sales kickoff can boost morale, impart industry insights and spark a sense of purpose among your sales team. Make the most of your kickoffs by staying mindful of the issues above.

 

Compiled by Audrey Sellers
Source: David Nour is a managing partner at The Nour Group. He’s a senior leadership/board advisor, educator, executive coach, and bestselling author. He’s also internationally recognized as the leading expert on applications of strategic relationships in profitable growth, sustained innovation and lasting change.