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Using 'Drive Statements' To Create a Sales Theme for 2013

Last week, I was speaking at a conference on "Building and Maintaining Sales Motivation." After the program, several people came up to discuss my concept of a "drive statement."

At this time of the year, everyone is working on their sales business plans for 2013 and finishing budgets and forecasts. While every plan should include goals and objectives for training, marketing and sales incentive programs, this is also the perfect time to consider how you will maintain your sales team's emotional focus on exceeding your goals. Creating a drive statement can assist you.

A drive statement is a series of words or a sentence that describes your overall theme for your sales team for an entire year. This statement is reinforced at every potential opportunity. It may appear on your internal letterhead or made into a banner and hung in your sales area. It's used to reinforce your training programs. 

For example, I have seen one that was simply "Growth!" This word reinforced the company's focus on sales growth, professional growth, market share growth and company growth. Another was "Brilliant Execution." This particular company wanted to reinforce the sales process and sales strategy execution, as well as increase the focus on customer service. The company had defined specific steps to improve all aspects of the sales function and it wanted everyone to know that it expected brilliant execution!

A more complex statement was "We will dominate our market with an assertive approach and create a unique experience." This company wanted to make the statement that becoming No.1 in the market was important. Using the word "assertive" meant the company wanted a more aggressive attitude within its sales and marketing departments; the additional use of "unique experience" meant a touch of creativity or the opportunity to stand out was important.

Think through your goals for 2013. What approach and attitude do you want your sales team to consider or act on throughout the year?  Then engage several team members to assist you in developing a sales theme or drive statement. I encourage you to share your thoughts on this topic in the blog comments below.

At your 2013 sales kickoff meeting, create an atmosphere of excitement when you unveil a well-planned-out business plan where sales, marketing and operations are coordinated and your sales team leaves the meeting motivated to exceed their goals. Plan a fun event but make sure your team knows your drive statement and how it relates to your vision for the year.

If you would like a few ideas on creating a sales kickoff meeting send me an e-mail at

Posted by Ken Thoreson on December 03, 2012 at 11:59 AM


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