BWGTouchPoint

Top ESP selling organizations don’t happen overnight, they take work.  To build a top ESP selling organizations you need to plan, organize, control and motivate.  Following these four steps will put you on the path to success.

Step 1. Plan

Putting together a plan and setting goals for your ESP program is the first step to success.  Perhaps your organizations goal is to increase ESP sales by 20% in three months.  To do that, define the course of the goals.  To see a 20% increases in 12 weeks; you will need a 1.67% increase each week.  Also define the activities necessary to obtain these goals.  This may be making sure that the ESP is presented to every qualified customer, every time, or analyzing which product categories have greatest capabilities for growth and creating an action plan to concentrate on these.  Make sure to also set individual goals for each of your sales people and review these goals with them, letting them know that the success of the organization is determined by their success.

Step 2. Organize

Access the necessary resources you will need to achieve your goals and organize these resources.  Do you have ESP brochures and other point of sale materials available?  Using a brochure during the presentation of the ESP is key to securing the sale.  Brochures make the ESP more real for the customer, it allows the customer to see and feel the product, even if it is just being represented a brochure.  What other point of sale materials do you have?  Do you need to order them or if none are available can you create them?   All qualifying products should have the ESP sku and price marked on them, or if that is not feasible you should have an ESP price sheet that is easily accessible for the sales people.  It is important that you give your sales people every tool possible to be successful.

Step 3. Control

You need to consistently be aware if you are on track to reach your goals.  Tracking sales on a weekly or even better, daily basis and reviewing them with your management team and sales staff is essential.  You may also need develop ways to evaluate your other goals; like presenting the ESP to every qualified customer.  Perhaps you want to have your sales people fill out sales sheets that show how many times they offered the ESP and how many sales they made, and then have them turn these in each day to be reviewed by management.  There is no use in setting goals if you do not hold your team responsible for reaching those goals.

Step 4. Motivate

Maintaining a positive work environment is key to building a top ESP selling organization.  Supervising your management and sales team and providing them with one on one as well as formal ESP training in areas where they can use improvement will help you reach your goals, and letting your team know that you will do whatever you can to help them succeed will help you maintain a positive work environment.

Organizations that sit back and just hope for ESP success are never going to be successful.  It takes hard work.  As you can see from the four steps above, you need to plan the work, and work the plan. If you do that, then your odds of succeeding increase dramatically.