Welcome to this comprehensive workshop on group sales, conversion rates, and leveraging technology in the Family Entertainment Center (FEC) industry. Over the next several sections, we'll explore key strategies, tools, and insights to help you optimize your sales process, understand your numbers, and utilize modern technology to boost your efficiency and results.
Where I Have Been and What I Have Done
Roles I Have Had
Throughout my career, I have taken on various roles that have shaped my expertise in sales and management.
What I'm Doing
Currently, I'm focused on sharing my knowledge and experiences to help others in the industry improve their sales strategies and processes.
What I Have Learned
Over the years, I've gained valuable insights into three key areas:
Key Learnings in Sales and Management
How to Sell
Curiosity, discipline, consistency
How to Manage
Clarity, honesty, encouragement - Turnaround story
How to Enable
Systems, data, feedback
Working with FECs over 6+ Years
Group Sales Teams Challenges
Mismanagement, poor goal setting and expectations, lack of investment in enablement, leads to turnover (turnover leads to loss of what works and what doesn't)
Lack of Experience
Most sellers have never built out systems from scratch, nor have most managers or owners of FECs
Understanding ICP
Lack of understanding their ICP or how to scale it or hire to make it work
Workshop Objectives
1. Conversion Rates Importance
Why knowing your conversion rates as a seller or as a manager is vital (what you can't measure you can't improve)
2. CRM - What is it good for?
Why a CRM is critical to enable sellers - structured data = measure, stored info to sell future business, prioritization of limited time
3. Technology Investment
Investing in technology for efficiency - emailing, building lead lists, ChatGPT
Knowing Your Numbers Exercise
Calls Per Week
How many calls a week do we need to make in order to make $30k/month in group sales?
Proposal Success Rate
How many proposals do we need to send out in order to get 20 to book events?
Monthly Goal Feasibility
Is $30,000 a month possible with average events at $1,000?
Whiteboard Exercise
In this section, we'll engage in a collaborative whiteboard exercise to visualize and calculate key sales metrics. This hands-on approach will help reinforce the importance of knowing your numbers and understanding your sales funnel.
Tracking Key Performance Indicators
Setting Goals
Establish clear, measurable objectives for your sales team.
Tracking WoW
Monitor week-over-week performance to identify short-term trends.
Tracking MoM
Analyze month-over-month data to gauge medium-term progress.
Tracking QoQ
Evaluate quarter-over-quarter results for long-term performance assessment.
CRMs: What Are They Good For?
Structured Data
Tracking conversations, tracking proposals sent, tracking calls, emails
Visibility
Visibility on what is going on incase someone is sick, incase someone leaves the job, clarity on where gaps are to help improve
Prioritization
Organizing your sellers day to be focused on the most important tasks (Highest priority to lowest priority) ... if I only have 2 hours where should I focus?
Integration
Connect your CRM to other systems, build workflows - when this happens, that happens, shout out wins, update reports
Create A Sales Process (stages)
Define what it means to move from one stage to the next.
Organized by Importance
- Define your sales funnel and you can focus on most important tasks
- Organize by last communication date (keep working the oldest ones first)
Leaning into Technology for Sellers
Do More in Less Time
Leverage technology to increase overall productivity and output.
Do More Quality Work in Less Time
Utilize tools that enhance the quality of your work while saving time.
Get More Results in Less Time
Implement technologies that directly impact your bottom line and improve efficiency.
Do More in Less Time - Sending Emails to Cold Prospects
Email SPAM Rules are changing, the goal is to reach lots of people with your message how to do this and how not to do this:
Avoid Links and Tracking
Do not add in any links, tracking in your emails to people you have never interacted with (opens, clicks)
Limit Daily Emails
Do not send more than 20 emails a day to people you have never interacted with
Personalize Your Emails
Do not send generic emails
Verify Email Addresses
Do no send emails if you haven't verified the address is correct (bounces = spam)
Email Do's
Keep It Short and Concise
Short concise emails
Tailor Your Message
Relevant and tailored to the title/role/company type
Exercise on emails
The Basho Email Theory focuses on crafting highly personalized and relevant emails to engage high-value prospects. The key principles of the Basho approach include:
- Research: Thoroughly understand the recipient's business, role, and current challenges. This involves deep research to tailor the email specifically to them. 1.
- Personalization: Use the insights gathered during research to create a highly personalized message that demonstrates you understand their needs and can provide valuable solutions. 2.
- Value Proposition: Clearly articulate how your product or service can address their specific pain points or help them achieve their goals. 3.
- Credibility: Establish trust by referencing credible sources, success stories, or relevant metrics that showcase your expertise and track record. 4.
- Call to Action: Include a clear, concise call to action that prompts the recipient to take the next step, whether it's scheduling a meeting, a call, or a demo. 5.
Building Lead Lists
Cost-Effective Solutions
Cheaper than ever before to build lists
Technological Support
Lots of technology companies out there try to support sellers with this
Start with ICP
Start with Mapping your Ideal Customer Profile
ICP Exercise
Geographic
Define the ideal location or region for your target customers.
Size
Determine the optimal company size or number of employees.
Business Type
Identify the industry or specific business categories you want to target.
How to Build Out a List
Example
Credit unions in woodhaven michigan 50-200 employees
Untitled
View more
Using AI to Research
Contact Information
Emails, phone numbers
Company Details
Career sites
Relevant Topics
Talk about team building?
Clay Agent - Uses AI
Finding People
Chat GPT Uses
Content Creation
Drafting Copy for anything, Creating Collateral
Research
Doing research, Helping brainstorm
Documentation
Writing a proposal, Summarizing Meetings
Finding Contacts at Companies
Use Titles
Find them on clay or linkedin
Call and Research
Ask, be curious
Outbound For the Win
Overcome Call Anxiety
Calling doesn't have to be scary - research, curiosity
Enhance Email Effectiveness
Calling makes everything work so much better - calling following an email sent
Multi-Channel Approach
Multi Threading is great - Email, Calling, LinkedIn
Leverage Past Connections
Take past events and contacts (connect with them on linkedin, search for related contacts connected to them that live in your area, ask for referrals or name drop with your outreach)
Inbound for the Win
SEO
Create pages for every event you do (separate ones) you come organically
SEM
Drive people to your page for different events you do
Website
Make it clear you do these group events and make it easy for them to learn more
In-store
Collect data/business cards and take those cards with a photo turn into data and enrich that data to identify if they are in your ICP
Mastering Conversion Rates and CRMs
- Measure to Improve: Knowing your conversion rates is crucial - what you can't measure, you can't improve.
- CRM Power: A CRM is critical to enable sellers - it provides structured data for measurement, stored customer info for future sales, and prioritization of limited time.
- Technology for Efficiency: Investing in tools like email automation, lead list building, and AI assistants like ChatGPT can boost seller productivity.
Kyle's High Kick Sales Playbook
Outbound Sales Playbook: Comprehensive guide with KPI tracking, CRM infrastructure, data sourcing, and campaign support to empower sales teams.
Seller Support: Equips sellers with the tools and resources they need to succeed in their current role and future career growth.
Manager Enablement: Provides sales managers with the infrastructure and data to effectively lead, coach, and enable their sales teams.
Join FEC Group Sellers Slack Group
- A free Slack group for FEC group sellers to connect, share tips, and ask questions
- Discussions cover sales strategies, CRM best practices, enablement resources, and more
- Opportunity to network with other sellers and learn from their experiences
- Access to a community of knowledgeable peers who can provide support and guidance
- Stay up-to-date on industry trends and innovative selling techniques
www.highkicksales.com/lbx
Group Sales Workshop: Mastering Conversion Rates and Technology