I recently volunteered to... I know, I know, I should seek help with this compulsion to volunteer, but anyhoo... I volunteered to help a client I'm doing marketing consulting for provide basic sales training for their admissions and floor staff employees. They are a non-profit children's museum and their staff is comprised of young adults likely working their first "real" jobs. Talk about a cool first job!
I wasn't so fortunate, my first job was as a cashier at a discount department store during their beyond insane new market launch. I would count for you the numerous ways that job sucked but I can't count that high and you don't care anyway. Where was I?
Oh yes, BAM! The Museum's largest challenge was revenue and they had experienced declining revenues for several years which was worrisome for the longevity of this valuable community resource. The board hired a new Executive Director, who in turn hired consultants like me to evaluate, identify and work to solve the problems. In my early research we discovered that the primary source of revenue beyond large donors was their annual membership for families. The problem you ask?
No one was selling them.
Oh yah.... BAM! It's funny, really. And a little sad too. If you don't ask someone to do something, there is an almost 100% probability that they won't do it. On the other hand, if you ask someone to do something, there is a much higher probability that they will actually do it.... Like buying an annual membership to a children's museum! This is what we call low hanging fruit and we immediately go after it with gusto!
One tiny obstacle though.... How do I teach the floor staff of primarily early childhood educators how to "sell"?
I needed to create a way to keep the message simple yet high impact and also to encapsulate the message in a concise and creative way. It came to me with a BANG! Well, really it was a BAM!
So what's the message?
BAM is an acronym.
BAM stands for Be Action Minded!
BAM is where we begin.
The FIRST and very most important step in my BAM program is to empower the young team. If they don't feel like they are an important part of the organization and that they have the power to move the process forward they will not give their best efforts. Psych 101.
STEP 1:
It begins with my VIP talk. I stress the importance of their role in the organization in the following ways.
You are all VIPs!
You are the “face” of the organization!
You are the “first” impression!
You are the “last” impression!
You are the “reason” families buy!
You are ALL VIP’s!!
It's always important to explain "WHY" to the team so they can better understand the larger picture and take ownership of the success. Here's the why for this organization.
The primary source of revenue for the museum is selling memberships.
Every staff member is either selling or renewing a membership with EVERY guest interaction.
We need everyone to sell memberships everyday!
STEP 2:
Next we move on to what I call "The Basics". These are the minimum expectations of professionalism.
First are the "Do's"
Appearance matters
Be Punctual
Be Positive
Be Helpful
Smile
Next, the "Don'ts"
Don’t be a grump
Don’t curse
Don’t gossip
Don’t hide from your mistakes
Don’t use your phone
STEP 3:
Be Action Minded!!
This is the most critical element of the training. This will help management recognize leadership potential within specific employees and help identify those who are not committed to the process who may benefit from additional training or if necessary, dismissal.
HOW TO B.A.M.?
Greet every guest every time!
Encourage guests to participate!
Invite guests to play with you!
Talk about the benefits of membership!
Speak up if you see a potential problem!
Offer to help your co-workers!
And finally,
Have PRIDE!
The first month after rolling out the BAM program, the museum met the membership sales goal the first time in.... well, no one could remember that last time they had met the goal! They are on track now to make up valuable lost ground in their annual goal for membership sales and are optimistic they can meet their goals for their next fiscal year! BAM!
________
If you liked this article, please feel free to share it! If your organization could benefit from my talents get in touch HERE!