Home' Local Media Today : January 2005 Contents 4
By Eloise Owens
t’s that time of year again. You
know, when your sales people
get their new budgets for the
upcoming year. For some, the
desperation dance is on. Quiet
thoughts of, “You’re kidding
right?” may be racing through
their brains as they stare back at you with
that glazed over look. Oh, they may never
say that to your face, but I guarantee you,
they think it!
Maybe, just maybe, as leaders we need to
shoulder some of the blame. We begin
each year with higher goals and expect
our sales people to meet our expectations
by doing the same things they did last
year – just more of it! Crazy!
If you want to raise the bar in 2005, you
need to lead the charge with a new set of
ideas on how to help them get there.
Here’s just one idea I guarantee will jump-
start your momentum for 2005. Its called
This is a three-hour sales camp that is
designed to give your whole team ideas
and strategies to meet and exceed those
once thought unreasonable goals. Here
are some ideas to begin your Strategy
Camp for 2005.
Choose a location free of dis-
tractions. I recommend an off-site
location if possible to help the
whole team stay focused and
Design a pre-camp letter that is
sent out two weeks ahead and
includes some pre-camp homework for
them to complete before attending. (See
box.) Optional: If you decide to do your
camp in the afternoon, why not let every-
one come in casual clothes and relax. It
sets a more creative tone for your camp.
Purchase supplies – flip chart paper,
markers, large post it notes, timer.
Advertise your Strategy Camp through-
out your department and create some
Pre-plan your agenda with your best
guess on the time lines for the various
segments of your camp.
Schedule your photographer to arrive
and take camp pictures of your team.
Ask one person on your team to take
notes for future reference.
Strategy Camp Day
Craft your environment. The tone is set
from the minute your team enters the
room. Control the excitement level. Play
music – loud music. Have the chairs set
up in a circle, like a campfire. One client
had s’mores waiting on their chairs with a
fake fire in the middle. Post up motiva-
tional quotes around the room. Ask them
ahead of time for their favorite quotes and
Stick to your agenda. The key to a suc-
cessful camp is that all attendees feel the
meeting is productive and energetic.
Don’t leave that up to chance – plan it.
Here are some ideas for the flow of
your camp session:
Welcome group – set up the roadmap
for their time together. Display your agen-
da on a flip chart so the group knows
where they are headed.
Start with a success story from 04.
Give each person 2 minutes depending on
size of your team to tell his or her greatest
accomplishment in 04.
Create Team Ground Rules for 05. This
is a critical element moving into 05. Here
is where the team has a chance to decide
where they can work together stronger in
05. I have seen this segment un-clog a lot
of past problems by all agreeing on how
they will communicate, work together –
even disagree. Be ready that you may start
to hear some team “whining.” Set your
timer for 5 minutes and once time is up –
get back on track and finish your ground
rules for your team. Keep them posted up
Focus on Forecasting. Now you are
moving into the strategy phase where each
sales person brings their pre-work assign-
ment to begin working on their ideas for
hitting their goals for the 1st quarter of 05.
(You can do more than one quarter,
depending on account list.) Here they can
team up with other team members to iden-
tify where are they greatest opportunities
to develop accounts in 05. This is why I
recommend having all of your team attend
camp – from artists to coordinators. They
all can impact new ideas from developing
more spec ads to growing account rev-
enues. Use the post it notes to display
ideas generated by the group. Special sec-
tion ideas may pop up in this segment.
Welcome all new ideas and post up. Have
them choose the best useable ideas.
Target 10 Activity. Where will their
new business come from in 2005? Have
them identify accounts that may not be
currently running with you and identify
some of them to go after each month.
Keep those accounts in focus by asking
the reps to keep their target 10 list in view
at their desk. One client designed a Target
10 contest and gave reps fun gifts for clos-
ing Target 10 new business.
The Team Finale. Save the last 15 min-
utes of your camp for your team finale
event. Make sure everyone ends in a
group circle and ask them to tell the group
why they are glad the person to their left
is on this team. It is a great way to end
your day by hearing from your peers what
contribution you make to this team.
Follow Up. Ask each sales rep to sub-
mit their plan by quarter based on ideas
generated at camp.
Strategy Camp helps get your teams re-
united and focused on a clear plan that
helps unreasonable goals become reason-
able. How do you know you have had a
successful Strategy Camp? When desper-
ation turns to determination! Now you’re
For more information on Strategy Camp
and other momentum building ideas,
contact Eloise Owens, Dallas, Texas toll
free at 1-866 -442-6268.
For More Information or to
Book Your Event Now!
David Slavin at 973-729-7620
Profitable Revenue Generating Solutions for Newspapers
The hottest revenue generator
to hit newspapers in years!
How to turn desperation into determination for a Momentous New Year
Send a camp letter to all attendees that
includes such questions as:
1. Where are my biggest opportunities
for account growth in 2005?
List by quarter.
2. Come prepared to brainstorm a new
idea for your territory. Examples such
as a theme page idea, special section,
customer service idea.
3. What is your plan for keeping your
customer retention high in 2005?
4. Identify your Target 10 list -
those 10 opportunities for new
business in 2005.
1. If I could change one thing about
the system in our team, what would
2. Bring your ideas on how to better
develop spec ads for our potential
3. Answer this question: If the sales
people would just ________, I would
be more productive. (Be nice.)
Liberty Suburban’s Dennis Mindak
introduced Eloise Owens at the
recent Classified Managers’ con-
ference in Chicago.
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