National Sales Day brings fun and new business wins
A regular feature of life in the Driver Hire network in ‘normal times’ are our regular National Sales Days. These events bring together offices from across the UK for a day of focused sales activity and “serious fun”.
The latest took place on September 16th, and whilst Covid security measures meant it felt a little different to some previous events, it very effectively supported the strong current growth in the Driver Hire network as it bounces back from the impact of the pandemic on the UK economy.
In advance of each National Sales Day, a marketing campaign developed by Driver Hire’s central Marketing team and consisting of direct mail or e-shots is sent to targeted prospects and customers, selected by the local office. On the day itself, the marketing activity is followed up with telesales calls, with the objective of winning sales appointments and ultimately, growing the business.
An essential feature of National Sales Days are our innovative Driver Hire TV broadcasts. Hourly updates keep everyone up to date on the competition. Winning the most sales appointments matters of course, but so do the results of the many games and challenges that happen during the day – fancy dress or sporting challenges for example.
“Competition with ‘serious fun’ is a really important part of the Sales Day concept,” explains Network Development Director, Simon Johnston. “We’re a very diverse network and events like this really bring people together in a spirit of friendly competition. There’s no doubt that when people are having fun, that comes across in the phone calls they make to potential customers – and they win more new business as a result.”
To ensure that the impact is felt for more than just a day, each event also kicks off a network-wide competition between offices, usually lasting around 8 weeks. Regular updates and league tables are provided to all offices. As well as sales KPIs, structured recruitment activity is also essential – since higher demand for our services means more quality candidates are required to service that demand.
“The competition was a great motivation for our office,” says Manjit Singh, franchisee in Enfield of a recent incentive. “Every single one of our team would look forward to receiving the weekly results on a Monday morning. The buzz in the office over the last few weeks lifted us all and we look forward to the next competition.”