Encouraging a Sales Culture in Your Center
By Beth Standlee, CEO, TrainerTainment
As we move into different economic times, creating sales on purpose is more important than ever. If you are a fan of this column, you know I sincerely believe that creating a strong culture (or vibe, as young people say), is a fundamental strength that can change whether or not your businesses is lamenting a downturn in revenue or is one of the thriving few who continue to grow. Growing is the better option!
In this time of AI, I asked “perplexity,” an AI software platform, who the most notable salespeople are in history. I was thrilled to see Zig Ziglar at the top of the list. I’ve admired his work all my adult life. Car salesman Joe Girard was another, and though his profession lends itself to smarminess, his work is terrific. Mary Kay Ash is also admired for her contribution to sales…and really the world. There is also Ben Feldman, who I haven’t studied but will now that I’ve learned about him. He sold an astonishing $1.8 billion in life insurance during his career and set a single-day record of $20 million in insurance sales.
At left, Mary Kay Ash, businesswoman and founder of Mary Kay Cosmetics, Inc. (Image credit: Acme Newspictures.) At right, Zig Ziglar pictured during the Get Motivated Seminar at the Cow Palace in Daly City, California. (© BrokenSphere / Wikimedia Commons)
It makes sense to me to learn as much as I can and figure out what works best for our clients, as well as myself. I was curious about the common traits these successful salespeople shared and how those traits contributed to their success.
There were five actions I think could help strengthen the sales culture inside the center, as well as habits outside salespeople can exercise to build new business. Start where you are and begin to build the people you have on staff, or find new people who have the following traits.
1. Strong work ethic and persistence:
The best salespeople are known for their unwavering dedication and resilience. They understand that success often comes after multiple attempts and rejections.
• Set clear, challenging goals and reward consistent effort.
• Share success stories of deals won through persistence.
• Implement a recognition program for staff who demonstrate exceptional work ethic.
2. Focus on building relationships and providing value to customers:
Top salespeople prioritize long-term relationships over short-term gains, striving to understand customer needs and provide genuine value.
To foster this approach:
• Train your staff to prioritize learning guests’ names and using their names when they interact with them. People like to be someplace where everyone knows their name! I guess with this reference to Cheers, I’m showing my age!
• For outside sales and new business development, encourage team members to research potential groups through LinkedIn and other resources. The frontline staff could make it a priority to learn one thing about a guest and follow up with your regulars with genuine interest.
• Keep score – implement a customer-centric KPI system that values relationship-building.
3. Continuous learning and improvement of sales techniques:
The best in sales are lifelong learners, always seeking to refine their skills and stay updated with industry trends.
To promote continuous learning:
• Provide regular training sessions on new sales techniques. Do a little “micro-learning” before every shift. Roleplay the special of the day or the focus on a particular product to help with upselling.
• Encourage participation in industry webinars and conferences. Influence your team by reinforcing a learning culture. They will grow and your business will benefit!
• Create a knowledge-sharing platform where team members can exchange best practices. I think of this idea as posting a brag board.
4. Emphasis on follow-up and customer service:
Exceptional salespeople understand that the sale doesn’t end at closing. They prioritize follow-up and ongoing customer support.
To encourage this:
• Implement a robust CRM system for tracking follow-ups for your new business development people and groups and party bookings.
• Set clear expectations for post-sale customer engagement. Send a handwritten thank you note to the birthday child. Call all groups from the previous week to seek feedback and find out when they want to come have fun again.
5. A strong belief in their products and themselves:
The most successful salespeople have unwavering confidence in what they’re selling, and in their ability to deliver value.
To build this confidence:
• Provide comprehensive product training to ensure deep understanding of why we sell whatever it is that we sell, and the value our products hold for our guests.
• Implement a monthly training program to help build confidence, share success stories and work on issues. Create the vibe so everyone understands how important a role the front line team plays in the happiness of every customer inside and outside the building.
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By focusing on developing these traits, organizations can help their frontline staff evolve into top-tier salespeople. Remember, the key is to create a supportive environment that values these qualities and provides the necessary resources and encouragement for staff to develop them over time. You can’t just “wish” you had a better team. Shifting to a sales culture is hard work but it’s worth it!
Candi Kelley, an experienced coach and the Chief Operating Officer at TrainerTainment, has an in-depth background in growing brands and achieving operational success in the amusement and attractions industry. With over a decade in the field, including building a brand from six to 65 locations and generating $20 million in revenue, Candi uses her psychology and business expertise to help hospitality-focused businesses enhance sales, customer service and productivity. Known for her engaging style and commitment to growth, Candi empowers teams to achieve their goals and thrive in a competitive industry.
