Fueling a high-performing OOH sales team goes beyond booking prime locations and closing deals – it’s about cultivating a culture that propels your team to secure the most impactful placements and exceed campaign goals. A high-performing culture in the OOH industry is a blend of key elements: having the right talent with a passion for visual storytelling, nurturing the team through continuous training on the latest trends and data insights, and defining a clear vision with well-defined goals and sales processes specifically tailored to the OOH landscape. It is about creating an environment where everyone is aligned toward these common goals of delivering impactful client campaigns.

Let’s dive into the key elements of this strategic blueprint, ensuring your OOH team thrives in a dynamic and motivated environment.

1. Culture Essentials: Goal-Driven & Customer-Centric Forge an OOH culture that’s results-oriented, uniting the team with a shared commitment to client success. Prioritize a deep understanding of client needs and translating them into impactful OOH placements that resonate with target audiences. Commit to bold creative, timely campaign execution, and excellent service.
2. Healthy Competition: Balancing Excellence & Teamwork Foster a healthy sense of internal competition, pushing individuals to secure the most impactful locations for campaigns while maintaining a collaborative spirit internally with each other. Strive for the delicate balance that turns competition into a powerful driving force for securing prime placements, not a hindrance to teamwork.
3. Leadership’s Role: Consistency is Key Leadership is pivotal in shaping the team environment. The knowledge and expertise of the leader empowers the team. Consistent leadership sets the tone, emphasizing the importance of staying ahead of local market advertising trends and capitalizing on new opportunities in the OOH space.
4. Empowerment: Owning the OOH Landscape Empower your team to take charge and become experts in navigating the OOH landscape. Establish a practice of the sales team brainstorming and strategizing new sales approaches. Input in shaping sales tactics and client presentations is a key driver of motivation for your OOH sales team.
5. SMART Objectives & HR Collaboration Set performance objectives using SMART criteria—Specific, Measurable, Achievable, Realistic, and Timely. Incorporate key data metrics like the number of face-to-face client meetings and the number of proposals created alongside traditional sales revenue and new business targets. Collaborate with HR to ensure consistent performance tracking aligned with overall company goals.
6. Ongoing Evaluation: Feedback as a Gift Treat feedback as a gift in a high-performing culture. Regular evaluations, suggestion boxes, internal teams, and town halls keep communication channels open. Be open to pivoting sales strategies when needed to adapt to evolving audience preferences and market trends.
7. Systematic Review Process: Measuring Progress Implement a systematic review process with your OOH sales team that incorporates regular 1:1 meetings, mid-year check-ins, and annual reviews. This allows for course correction, highlights significant contributions, and addresses areas for improvement directly with your OOH sales team.

Jonathan Graviss is exploring opportunities in sales leadership and general management both inside and outside of the OOH industry.  He is also looking into buying out of home assets.  You can email Jonathan at jgraviss12@gmail.com.

To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title.  Our newsletter is free and we don’t sell our subscriber list.

Paid Advertisement