03.30.11

The Silent Starving Sales Rep

Posted in Silent Starving Rep at 4:32 am by Administrator

With baseball’s major leaguers hitting the diamonds this week for regular season play, I’m reminded of the silent starving rep.

Walk with me as we side step into our seats, peanut shells crunching under foot while our favorite beverage spills, running down hands and elbows. Settling into our seats, we notice the silent starving rep. He has brought a client to the game but there is no conversation. The silent starving rep avoids eye contact and nervously looks around if his client tries to communicate. Suddenly, he rises from his seat and disappears leaving his client to fend for himself for most of the game. Much to the dismay of the silent starving rep’s boss, no relationship was built, no business was discussed, no commissions were earned…and you guessed it, the rep starved-literally.

Hopefully you found this story (which is more true than not) somewhat humorous. At the same time, it is also disturbing when you consider the lost opportunity. It is difficult to place a value on building relationships. Whether or not it is a sporting event or other outing, relationships built outside the office can lead to long term business connections and friendships that last for years. Relationships don’t build themselves. Does your sales staff regularly focus on relationship building? I can hear it now, “That costs money.??? Well, sometimes yes, sometimes no. Don’t use “no expense account??? or “no budget for that??? as an excuse. Be creative in encouraging your employees in spending time with their clients. It can be as simple as showing interest in an organization or hobby that is important to the customer or as lavish as an exotic trip to the Caribbean (which will cost money, just in case you were wondering).

As your employees build relationships, help them realize the importance of being engaged and active with their clients. Remind them of the silent starving rep whose silence and inactivity led to an empty stomach and an empty bank account.

Regards,
Brian Boek