I have had the opportunity to manage sales teams in 4 markets with 3 different companies.  Building a successful out-of-home (OOH) sales team is not just about having warm bodies; it’s about assembling a dynamic group aligned with your vision of success. To achieve this, take a systematic approach.  This is crucial, ensuring that the right people are on the bus and a plan is in place for those who don’t fit the vision. I have found that evaluating your existing team becomes a cornerstone for success.

One-on-One Meetings: Initiate the process by conducting one-on-one meetings with each team member. The objective is to establish a personal connection and gain insights into individual strengths and weaknesses. Understanding the unique qualities of each team member lays the foundation for strategic decisions moving forward.

SWOT Analysis: Following the one-on-one meetings, conduct a comprehensive Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis for the team. This analysis unveils areas of opportunity, providing a holistic view of the team’s current state. Identifying strengths to leverage and weaknesses to address is pivotal for effective team development.

Market/Coverage Assessment: Shift focus to the market and coverage. Evaluate whether your team has adequate coverage for the market. Assess whether the current structure based on account lists or territories is yielding the desired results. A thorough market and coverage assessment helps identify areas for improvement and optimization.

Recommendation: Formulate recommendations for enhancing the team based on the evaluation and assessment. Identify gaps that may need additional talent and skills. These recommendations serve as the blueprint for refining and strengthening the existing team structure.

Future Look of the Sales Team: Envision the future composition of the sales team. Successful teams thrive on a mix of experience, diversity, and various personality types.

• Mix of Experience: A team with varying experience levels fosters an environment of continuous learning. The blend of fresh ideas from newcomers combined with the wisdom of seasoned professionals can elevate the overall performance of the team.
• Diversity: Reflect the diversity of the community and client base in your team. Consider demographic shifts and ensure your team mirrors the evolving population. This diversity enriches perspectives and enhances the team’s ability to connect with a broader audience.
• Personality Types: Recognize and appreciate diverse personality types within the team. Understand that everyone brings unique strengths to the table. Utilize online resources such as Meyers-Briggs, DISC, or Strengths Finder to identify and leverage these differences.

Key Traits to Look for in a Salesperson: Identify key traits that contribute to sales success. One of the first management lessons I learned was that not everyone is going to do it like I do it and … that’s OK.  Look for individuals who embody positive team spirit, strong people skills, burning curiosity, and resilience. These traits are essential for navigating the challenges of the OOH industry and fostering a collaborative, high-achieving team.

In conclusion, building a robust OOH sales team demands a strategic blend of personal connection, objective assessment, and a forward-looking vision. By leveraging diverse strengths and embracing key traits, you pave the way for a team that not only meets current challenges but also propels the company toward future success in the dynamic landscape you are in.

Please feel free to reach out to me at jgraviss12@gmail.com if you would like to discuss team building in more detail!

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