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How to Retain, Develop, Regain & Gain Top Performers


  • Category: General News
  • Added By: rudi
  • Date Added: 11 May 2016


Within my sales and marketing materials we put a lot of time and effort into the classifying of clients and implementing strategies, tactics and actions to Retain, Develop, Regain and Gain Top Clients.

Similar strategies, tactics and actions apply to retaining, developing, regaining and gaining top performing salespeople and marketers in your organization and in your teams.

I will be writing four separate articles on this topic for one of my favourite clients RAW IT over the next few weeks. This first article is focused on the strategies, tactics and actions on “How to Retain Top Performers in Your Organization.” It will be leaned towards sales although the principles apply to top performing team members in any department.


How To Retain Top Performers In Your Organization

Retain Description 

  • Most likely this person would be a top
  • The relationship with this top performer would most likely be at the “Commitment” and/or “Unity” Stage.
  • We should be dedicating sufficient energy to retaining this relationship and keeping this relationship and this person performing at his/her high level of achievement. We should also be looking for opportunities to help this person increase the amount of business he or she writes as well as minimising the opportunity for a competitor to recruit them away from us.

Retain Strategies / Tactics / Actions

Be Pro-Active

As management, we often devote most of our time to try and get our non-producers performing and forget about our AAA, AA and A category Top Producing people. With these people be “pro-active” in solving problems for them and providing support in areas they would rather not handle or don’t have the time to handle. Some companies provide part-time assistants that really help them be even more productive. Once I convinced a radio station owner to pay part of the wages for me to have an assistant to deal with administration and research. As a top performing media salesperson I almost tripled my sales in 2 months.

Incentives For Loyalty And Special Treatment

If you’ve got a AAA, AA, A Performing Retain Team Member or other key performing person he/she should receive special treatment and incentives for their loyalty just like we do for clients. It could include days off, certain expenses paid, giving them referrals, memberships to clubs etc.  Treat them like you would a top client because they are important to you.

Frequency Of Contact And Relationship Building

Make sure you have a frequency of contact plan. Put in time with them, give them real assistance. Become a close associate and respond immediately in a time of need. Many staff members have made up their minds to devote their working lives to a company or leader because of the leader’s caring response during a tough personal situation.

Some Developing

There is always room to continue to do some developing of the person and / or the relationship. Remember to continue treating the person well.  In our personal lives it is easy to forget to romance that significant other you’ve been with for 15 years. The same applies with long term valuable people. “People go where they are invited and stay where they are appreciated.”

Update A Personal Needs Analysis

Be sure you have all the pertinent personal information on this person. E.g. Spouses name and employment, names & ages of children, hobbies, sports, interests, spiritual and religious directions and a host of other things. The more you know about them, the easier it is to add value.

Data Base Approach

Set up a process of follow-up with this very important person. Have a record of birthdays, anniversaries, important events and plan your frequency of contact program just like you would with a AAA Client.

Close Monitoring

Just like with AAA Clients you need to closely monitor the relationship so that you can quickly spot any issues that could deteriorate the relationship. Be aware of the things that can put the relationship at risk and be prepared to put a plan together to change or correct the situation.

They include:

  • Political differences with other Key Personnel
  • Poor backup support
  • Policies and changes adversely affecting them
  • Competitors are aggressively pursuing them
  • Turned down for additional expense coverage
  • Unhappy with the compensation structure
  • Had not had any one-to-one attention from management for quite some time
  • Change in management
  • Key support or close associate leaves

To replace top people is very expensive and it could take months and years to fill their shoes if ever. A good retention program is key. I trust these quick tips have been of value to you. Our next article will be on How To Develop Top Performers In Your Organization.

Please feel free to share this article with your associates, clients and on social media.


Bill Gibson is a Canadian who is living in South Africa. Bill has spoken to over 1 million people worldwide. He is an international speaker and author and a developer of sales, service, marketing, collecting, employee morale building, personal development and entrepreneurial training programs and systems. His blog is www.bill-gibson.com and his website is www.kbitraining.com. He can be reached at bill@kbitraining.com or phone +27-11-784-1720 in South Africa. You can follow Bill Gibson on Twitter: @billgibson1, connect on LinkedIn: https://www.linkedin.com/in/gibsonbill or Knowledge Brokers International SA Pty Ltd Facebook Page: https://www.facebook.com/knowledgebrokers?ref=hl

Bill regularly runs public seminars and workshops on the topic of Boosting Sales And Profits In Any Economy. He also conducts In-House Training Programs and is a popular Keynote Speaker. Companies can also obtain a license to have their own management and trainers conduct In-House Training with Bill’s programs and systems.

To help you get to know Bill better, we have included a 52 minute podcast link with Bill on Timothy Maurice Webster’s UnBranded show on Cliffcentral.com that was recorded on the 26th of January 2016. http://cliffcentral.com/unbranded/unbranded-powerful-personal-brand/. You may want to play this at a sales meeting or a staff meeting and have a discussion with your team about what was of value and ideas that could be implemented.

For a copy of Bill’s article Bust Your Sales Targets In Turbulent Times contact us bill@kbitraining.com.