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Conference calling expert Shawn Frey tells his story

December 16, 2010 in Resources

Hello, my name is Shawn Frey, outside sales professional, conference call expert and founder of the No Nonsense Conference. I'd like to share my story with you about how I got started using conference calling as a means to build my career and income. It began in the Fall of 2003. I was having lunch with master sales trainer, * Warren Wechler. {C}We were discussing my sales recruiting and sales training challenges at Harper Brush and that's when he told me about a new program he was running for a few of his select clients. The program consisted of his clients choosing 5-7 people who would participate in regularly scheduled conference calls. Warren would then act as the calls facilitator. As Warren explained the program to me I got very excited. It sounded like just the thing we needed to jump start our training and recruiting efforts. Why? Because sales recruiting and sales training is very expensive. We were regularly investing $3,000 - $5,000 per month on our recruiting efforts and regularly investing $2,000 - $3,000 on our sales training efforts for new salespeople. In comparison, a group of 7 members whom meet twice monthly via a professional conference call service service can cost less than $60. What was the cost of Warren's new training program? $10,000. However because were a local company and Warren liked Harper Brush and our CEO he agreed to train me how to run the program for $2,500. In other words Harper paid Warren $2,500 and he trained me how to facilitate the companies' conference calls. On November 17, 2003 we had our inaugural call. It went better than I expected. Over the next four years I facilitated approximately 80 of these conference calls for Harper Brush. Here's the quick, down and dirty results:

  • $106,000 in new revenues in the first year, on small ticket orders with an average sale of only $95! (companies whose items cost more can expect a far larger increase in revenues)—that means approximately 1116 new, unpredicted sales!
  • Cost savings of $14,000 on new distributor development by encouraging group members to recruit enthusiastically through their existing contacts.
  • Distributor retention rate for this group reached 88%, compared to 10% before the program was instituted.
  • Discounting one low performer who sold right around the baseline, the other five reps who went directly onto the call after joining the company sold at 170% of baseline expectations. The two experienced reps in the team sold at 133% and 123% of previous performance; one of them achieved an astonishing 486% of baseline!
  • Core cost savings measures and direct sales within this group totaled 1.4M!

I resigned from Harper in 2008 and began a new sales career at Gregory Container in 2009. I quickly put my experience into play for Gregory by creating a Customer Advisory board whom meets monthly via professional teleconference. Here's a quick look at the results we've achieved thus far:

  • Created Customer Advisory Board from scratch recruiting 6 current customers to become board members. Worked with these customers and created an agenda as to what was important to them.
  • Strengthened relationships with these customers which not only made for a better working relationship but also a handsome direct sales increase of $196,626 within the first 3 months.
  • Turned one product improvement idea from the Board into an $85,015 order with almost no additional hard costs to the company.

Are you sold on professional conference calling? Do you have a success story others would love to hear? Please let me know how you have benefited from conference calling. You can comment in the comments section below, I would love to hear your story. * Warren passed away suddenly on October 22, 2008. Shawn Frey is an outside sales professional, conference call expert and founder of the No Nonsense Conference.  You can read his full bio here.

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