December '14

For the Business of Apparel Decorating

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20 | PRINTWEAR D EC E M B E R 20 1 4 Your Personal Business Trainer BY VINCE DICECCO Vince DiCecco is a dynamic and sought-after seminar speaker and author with a unique perspective on business development and management sub- jects, primarily in the decorated and promotional apparel industries. With over 20 years of experience in sales, marketing, and training, he is pres- ently an independent consultant to various apparel decorating businesses looking to improve profitability and sharpen their competitive edge. Visit his new website at, and send email to | | | | A s a decorated apparel and promotional products business owner, getting the most out of your shop's sales efforts is crucial for gaining a competitive edge. However, without standardized selling processes and metrics in place to appraise the performance of your sales staff, you may not know if they are operating at peak efficiency. For decades, conventional wisdom held that revenue per sales rep was the only metric that ultimately mattered in sales management. But sales process optimization is all about identifying and monitoring key performance indicators and honing your sales and marketing teams into a finely tuned machine. In other words, business management is about coaching your team to success, and what good coach doesn't study game film and stat sheets? If part of your day-to-day activities include being involved or directly working with sales- people, you know how hectic life gets for them at the end of each month, quarter, and year. There's a lot of stress and anxiety around closing business and hitting quota. Regardless of the outcome, we can all agree that the pressure is palpable, and the toll it can take on a salesperson can be substantial. A small dose of healthy stress can work in your shop's favor, but too much can derail and rattle even the toughest sales rep. It's important that salespeople have a way to better understand their own performance to make changes—in real time—that will reduce quota stress now and in the future. Choosing the best key performance indicators can do that for any sales team. CHOICES AMONG MANY When we talk about key perfor- mance indicators, we're talking about signs that show a sales team is doing what's necessary for suc- cess. Keeping an eye on the best key performance indicators for your business is the smartest way to keep strategy on track. Prac- ticing great fundamentals most often guarantees great outcomes. It's a given that every sales or- ganization should develop its own key performance indicator dash- board, but knowing what gauges and warning lights to install has always been a challenge. The following menu lists key perfor- mance indicators to consider, pre- sented not in order of preference or significance but in the chrono- logical order of the sale. Social media usage: Among the social media choices—such as Facebook, Twitter, or YouTube— Assessing True Proficiency Use key metrics to measure sales performance

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