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Article Title:
Frustrated With Your Company's Inability To Develop New Customers? Try A Sales 

Article Description:
"I can't seem to motivate the salespeople to call on prospects 
and develop them into new customers." There is a relatively 
simple, fun and inexpensive way to remedy this situation. It's 
called a sales blitz.

Additional Article Information:
1397 Words; formatted to 65 Characters per Line
Distribution Date and Time: Thu Feb  2 11:46:35 EST 2006

Written By:     Dave Kahle
Copyright:      2006
Contact Email:  mailto:[EMAIL PROTECTED]

Article URL: 

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Frustrated With Your Company's Inability To Develop New Customers? Try A Sales 
Copyright © 2006 Dave Kahle
The DaCo Corporation

One of the most common complaints I hear from my clients is this: 
"I can't seem to motivate the salespeople to call on prospects 
and develop them into new customers."

There is a relatively simple, fun and inexpensive way to remedy 
this situation. It's called a sales blitz. Unfortunately, few 
companies are even aware of it, and fewer yet use it.

Here's the problem. Most B2B sales efforts are organized around a 
sales rep who is responsible for a specific set of accounts, or a 
specific geographical area. Typically, that rep is expected to 
grow the business with the current customers as well as to 
identify and develop new customers. Clearly, most sales people 
are better at one part of this two-part responsibility than the 
other. Usually, developing new customers takes second place in 
the salesperson's priorities. Staying within their comfort zones 
and focusing on keeping the current customers happy becomes a 
higher priority on a day-to-day basis. As a result, few new 
customers are developed, and sales management is continually 
frustrated with the company's poor performance. Rather than 
continue beating a dead horse by trying to motivate the sales 
force to create new customers, one alternate approach is to 
implement a sales blitz.

What's a sales blitz? It's an organized effort by the company to 
focus all of its sales force on a specific task in one specific 
territory. The most common task is to identify, qualify and 
engage potential new customers. But, a sales blitz could also be 
used to quickly communicate some hot new product or service to a 

A sales blitz has the advantage of focusing the entire sales 
force on a specific task. That alone will bring you far greater 
results than if you'd just left it to each salesperson to do on 
their own.

But there are some additional fringe benefits. For example, the 
preparation for a sales blitz provides you an opportunity to 
thoroughly train the sales force in one identifiable step in the 
sales process. Their competency thus improves. Additionally, you 
can usually measure their activities more specifically than 
normal. So, they become more competent and confident, and you 
more knowledgeable in the activities of your sales force.

Let me illustrate with an example. Let's say that you have group 
of eight salespeople who are each expected to build the business 
with current customers as well as create new ones. You are 
continually frustrated with their performance in creating new 
customers. Out of the group of eight people, you're lucky to have 
one new customer a month. Since you are not satisfied with this, 
you decide to do a sales blitz for new customers.

So, you select one geographical area or market segment on which 
to focus. In this case, let's say one of your salespeople has a 
relatively new territory, so you select that territory as your 
focus. You decide that for a period of three days, you are going 
to pull your entire sales force out of their territories and 
direct them into the new salesperson's territory.

You bring them together, and explain the project. Their task is 
to identify, qualify and engage as many prospects as possible. 
The information gained and the doors opened in the process will 
then be provided to the territory rep, who will be expected to 
follow up and turn a significant number of these qualified 
prospects into customers.

You create a form for each salesperson. They must collect the 
information specified on the form from each prospect. The 
information could include such basics as the name and title of 
the key contact person, some information about the account, and a 
sense of the opportunity for your company.

You then train the sales force in how to do just that one aspect 
of the sales process - make a cold call, collect some qualifying 
information, and fill in the form. You spend a day role-playing 
and practicing.

Next, you provide them with a list of current customers (off 
limits) and a list of potential customers. You break the group 
into four teams of two people each, and on the map, outline four 
different areas for each. You announce that at the end of each 
day, you'll hold a short meeting. At that meeting, you'll recount 
success stories, share information and tactics that have worked 
for various team members, and count up the number of contacts 
made and forms filled out by each team. The team with the most 
completed forms will be the day's winner, and each member of the 
winning team will be awarded a gift certificate for dinner for 
him and his spouse.

At this point, you have organized the group's efforts by 
identifying the specific job to be done, provided the tools 
(forms and company literature), trained them in the task, focused 
them on a specific area, and added some structured time to learn 
and to be recognized.

On each day of the blitz, you stay in cell phone contact with 
each group, encouraging them throughout the course of the day.

At the end of the three days, you will probably have accumulated 
more prospects for your territory rep to follow up on than he/she 
would have done on his own in the course of a year or two.

Turn them over to the rep, keep a copy yourself, and watch the 
progress he/she makes in each account.

What have you accomplished? A number of powerful things:

1. You've created more qualified leads for the territory rep in a 
few days than he/she would have   created on his own in a few 

2. You've created a fun experience for all your reps.

3. Each rep has learned some new skills as they focused on just 
one part of the sales process and   repeated it over and over. 
They will be better at creating new customers in their own 
territory as a result of this learning experience.

That's a sales blitz.

Keep in mind that there is nothing new about this approach. It 
may be new to you, but it's a time-tested, proven best practice. 
When I was 17 years old, I attained my first sales job working 
summers for the Jewel Tea Company. They were using sales blitzes 
as a regular part of their sales efforts. I won't tell you how 
long ago that was, but you can measure the time duration in 

A couple of years ago, when I was working with one of my clients 
to establish a new sales force, we routinely used sales blitzes, 
rotating the blitz every other month from one territory to 
another. In the first two years, six sales people created 638 new 

Here are some dos and don'ts of organizing a sales blitz:

1. Have a specific task in mind, and make it as simple as 
possible. In the example above, the salespeople were to engage a 
prospective account, and fill out a form that indicated whether 
or not the account was worth the time. They collected some 
information, and attempted to have an introductory conversation 
about the company in order to raise some interest on the part of 
the account. So, in other words, the task was a cold call to 
qualify a prospect.

2. Focus everyone on a specific area or market segment.

3. Equip each person with the tools necessary to accomplish this 

4. Thoroughly train them. Even with an experienced sales group, 
I'd spend at least one day role- playing, critiquing and 
practicing. Remember, cold calls are probably not the strength of 
any of your salespeople. Ignore their protests that they "know 
how to do it," and train them as if they were brand new. You may 
be surprised at how far many of them have to come in order to be 
competent at it.

5. Keep it short and sweet. Three days in my example.

6. Break the group up into pairs or teams, and create a 
competition among them.

7. Have some kind of daily debriefing. A half hour meeting at the 
end of each day was my choice.

8. Offer a daily recognition and reward.

9. Post the results, and follow through on the leads created to 
make sure that they are not squandered.

A sales blitz, well designed and well managed, can solve one of 
your company's biggest shortcomings and spin off a number of 
valuable fringe benefits. 

About Dave Kahle, The Growth Coach®:
Dave Kahle is a consultant and trainer who helps his clients 
increase their sales and improve their sales productivity. His 
latest book for sales managers is Transforming Your Sales Force 
for the 21st Century (
).  You can also sign up for his sales ezine called "Thinking 
About Sales" at . 
You can reach Dave personally at 800-331-1287 or by emailing 



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