Using a “drive statement” to help you maintain your sales team’s emotional focus on exceeding your goals.
By Ken Thoreson
December 10, 2012
Recently I was speaking at a conference on “Building and Maintaining Sales Motivation.” After the program several individuals came up to discuss my concept of a “Drive Statement.”
At this time of the year everyone is working on your sales business plans for 2013 and finishing budgets and forecasts. While every plan should include goals and objectives for training, marketing and sales incentive programs, it is also the perfect time to consider how you will maintain your sales team’s emotional focus on exceeding your goals. Creating a “Drive Statement” can assist you.
A Drive Statement is a series of words or a sentence that describes your overall theme for your sales team for an entire year. This statement is reinforced at every potential opportunity. It may appear on your internal letterhead, made into a banner and hung in your sales area and used to reinforce your training programs. For example, I have seen one that was simply:
This word reinforced the company’s focus on sales growth, professional growth, market share growth and company growth. Another that has been used before was:
This particular company wanted to reinforce the sales process, sales strategy execution as well as increasing the focus on customer service. They had defined specific steps they felt would improve all aspects of the sales function and they wanted everyone to know that they expected brilliant execution!
One that I have seen was a more complex statement:
We will dominate our market with an assertive approach and creating a unique experience.
This company wanted to make the statement that becoming #1 in the market was important but using the word assertive meant they wanted a more aggressive attitude within their sales and marketing departments but the additional use of “unique experience” meant a touch of creativity or the opportunity to standout was important.
Think through your goals for the 2013, what approach and attitude do you want your sales team to consider or act on throughout the year. Then engage several team members to assist you in developing a sales theme or Drive Statement. I would encourage you to share your thoughts on this topic in the blog comments below.
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