TOPIC: Do you have an outside salesperson? If so, how do you measure their results? If not, who handles sales on behalf of your company?
![Carolyn Callahan](/images/articles/2016/cd0916-1-BBP-carolyn-callahan.jpg)
When reviewing their performance, we’re measuring their goals through revenue growth and retention. Based on my 30 years in sales and business development—10 of them specifically within the transportation industry—the minimum goal would be to retain revenue run rates. If your company’s historical growth without an outside salesperson is two to three percent, you’d want to at least double that. Of course, it depends on various factors such as your market and service offerings. The more services you have to offer, the higher numbers you should establish.
Carolyn Callahan, Director of Sales
Reston Limousine in Dulles, Va.
![Michael Callahan](/images/articles/2016/cd0916-2-BBP-michael-callahan.jpg)
Michael Callahan, President
Able Limousine in Hopkinton, Mass.
![Paula DeBiasi](/images/articles/2016/cd0916-3-BBP-paula-debiasi.jpg)
We have many great lessons under our belt so that in 2017 we can resume the search once again as a more mature company. We learned that most salespeople we interviewed wanted to work strictly on salary. As a new company, we couldn’t make that work financially or operationally.
We also have learned that the resume of a salesperson needs to be verified with references and very direct questions. Some people spoke of themselves as the “lead sales executive” for a major retail firm when they were, in fact, part of the support team. There is nothing wrong with that, but the lack of transparency was concerning: How would that translate during a potential sale? Was there a risk that they would over promise and we would inadvertently under deliver?
Another lesson we learned is that to objectively measure the effectiveness of a salesperson in the trial period it is critical that we agree initially to target a specific market segment. For example, “retail market” is too broad for such a large city such as Chicago with more than 70 neighborhoods! Perhaps it makes sense to identify boutique hotels and B&Bs in some of the trendier neighborhoods, for example?
Lastly, a good marketing person is not necessarily a good salesperson or a closer. For the moment, sales falls on me as the owner, but not for long!
Paula DeBiasi, President
Chicago CoachWorks in Chicago, Ill.
![Jon Epstein](/images/articles/2016/cd0916-4-BBP-jon-epstein.jpg)
Jon Epstein, President
Royal Coachman Worldwide in Denville, N.J.
![Terry Jackson](/images/articles/2016/cd0916-5-BBP-terry-jackson.jpg)
We believe that a dedicated sales department is essential in driving the needed new business, account management, and existing business retention required to maintain growth in the industry. We also believe the sales aspect keeps us ahead of our competitors by understanding the ever-changing needs of our customers through account management-based relationships and assessment of new business needs.
Terry Jackson, Director of Sales & Revenue
BEST Transportation in St. Louis, Mo.
![Linda Jagiela](/images/articles/2016/cd0916-6-BBP-linda-jagiela.jpg)
Linda Jagiela, Vice President of Business Development
CityCar Services Worldwide in Trenton, N.J.
![Edison Kahakauwila](/images/articles/2016/cd0916-7-BBP-edison-kahakauwila.jpg)
The best salesperson is you the owner; after all, it is the owner who has the most skin in the game.
Edison Kahakauwila, President
L.A. Limousines & Transportation Services in Vancouver, B.C., Canada
![Tracy Salinger](/images/articles/2016/cd0916-8-BBP-tracy-salinger.jpg)
When there is a potential client to be targeted, I will usually go and meet with them, because I’m best at connecting with them on a personal level. In all reality, I ask the client what they feel they need, and then see how we can help them. I don’t “show up and throw up,” because that’s useless. We all have black cars, professional chauffeurs, etc. What helps me to close a client is my level of care in helping them achieve their needs. We provide peace of mind to them. Win-win.
Tracy Salinger, General Manager
Unique Limousine in Harrisburg, Pa.
![Jeffrey Shanker](/images/articles/2016/cd0916-9-BBP-jeffrey-shanker.jpg)
Our client services department will assist in advising our business development team of new client bookings in effort to also increase business.
Results are dynamic and measured by account performance on a monthly, quarterly, and annual basis.
Jeffrey Shanker, General Manager
RMA Worldwide Chauffeured Transportation in Rockville, Md.
We’ve loved hearing your answers to our benchmarking questions since debuting this interactive section—but we always welcome suggestions for future topics, too!
Have you wondered how others in the industry have tackled a concern you’re currently facing, handled a delicate issue, implemented a certain policy, or do you simply want to propose a topic for our consideration?
Send an email to rob@chauffeurdriven.com and you just might see your query answered in a future issue. We look forward to your input!
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