04.30.13
Posted in The Rep Who Could...and Did at 12:53 am by Administrator
While finishing a large scale commercial project, a flooring contractor needed one additional carton of flooring material to complete a small repair. There were two distributor options where he could purchase the material. He called both reps and received the same answer- it was not available. However the rep who was trying to earn the business called with an option. She found the material at another small distributor out of the area. She had the contact info but would receive no commission for the sale. Was it worth her investment of time to see that the flooring contractor was serviced? Absolutely! By doing just a little bit more than her competition, the door of opportunity went from a slight crack to wide open.
When a sales rep has worked to build a relationship in an account, the customer knows (or should know) when the sales rep goes the extra mile. That committment is often rewarded because it is not always a common experience. Encourage your reps to share their stories of success like this. Many reps look at the one sale they “need to get” instead of looking at a long term relationship that will earn them many future commissions.
Regards,
Brian
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03.30.13
Posted in Remember Me? at 7:29 pm by Administrator
An inside sales rep, recently scheduled a lunch appointment with an outside sales rep to meet with a vendor and a customer. The outside sales rep gushed about what a great relationship he had with the vendor (let’s call the vendor, Mr. A) and how many years he had known him.
They arrived early at the restaurant prior to Mr. A’s arrival. Mr. A finally approached their table. As he sat down, the outside sales rep warmly greeted him with “Remember me?”, and referred to how many years they had known each other. Mr. A responded, “I’m pretty good with faces and names, and I don’t remember meeting you before.” The now red-faced outside sales rep wilted after this brief exchange and spent the remainder of the lunch in silence.
There is nothing more awkward than having the wrong perception about a relationship. That is why it is so important to continually maintain existing relationships and foster new relationships. As a manager or executive it is very easy to become so busy that we neglect making those invaluable visits to the field. The last thing we want to happen is having to ask an important client, “Remember Me?” It takes a commitment to schedule time for the purpose of building relationships with customers. When that commitment is made, you can be sure that they will know who you are and that you care about their business.
\Next time I see you, if I ask, “Remember me?” Please respond, “Well, Yes I do, Brian!”
Have a great week.
Regards,
Brian
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02.27.13
Posted in What is Your Commercial? at 12:30 pm by Administrator
This weekend my ten year old son was full of information I couldn’t live without. In need of a custom t-shirt? Customink.com. Have you heard about the latest at Jack in the Box? The Hot Mess Burger. The list continued. I asked, “How do you know about all of this stuff? Especially the t-shirt?” His answer- saw it on a commercial.
That answer made me think. He had no need for a custom t-shirt but he saw a commercial and referred that information to someone who had a need. One of the things I have noticed over the years is that distributors have hundreds of products that they offer their customers, however, many of their customers may only know about three to four of the core product offerings. Why is that? Sometimes it is because there is no “commercial” to the customer. The sales process is passive instead of actively pursuing the business. The customer has to be contacted multiple times before they get the message. Part of that contact is the sales team becoming a resource. Another part are promotions, email and other marketing campaigns.
The overall goal should be that when the customer has a need for a product or accessory you offer, they remember they saw it or heard about it from MyFavoriteDistributor.com.
I hope this short reminder helps in growing your business. Have a bright and rewarding day!
Regards,
Brian
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01.29.13
Posted in Windshield Wipers & Value at 7:03 am by Administrator
Here in southern California, windshield wipers don’t wear out from being used, the rubber blades rot from the heat of the sun (those of you from the north and the east don’t throw stones). That was my problem when I turned on the wipers today during a light rain- rotten wipers falling apart so off I went to the nearest auto parts store. I generally buy the least expensive since they only last a few months and rot. However, the auto parts salesperson took a few minutes and showed that if I paid a few dollars more (actually more than a few) it would reduce the tendency of the wiper to fall apart. He showed me the value.
Every day it seems the lowest price is constantly held over our head in an effort by the customer to get the best deal. In many cases, the salesperson folds in an attempt to save the deal with no real effort being made to sell the value. Following are a few questions to help with evaluating your sales organization.
Does the salesperson know the difference between their product and competition?
Can they demonstrate or explain the why of the higher price gives much more value in the long run?
Has the salesperson asked the right questions to determine if the customer is comparing equal products?
Whether it is forty dollar windshield wipers or several thousand dollars worth of flooring, the principles of value and information are the same.
I wish you all of the best as you pursue a successful 2013.
Regards,
Brian
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11.29.12
Posted in Never Too Old at 5:17 am by Administrator
A more senior sales representative approached me with this statement and question. “I need to revamp my territory. What type of things would you recommend I do to bring new energy and sales to my area?”
As we discussed in detail ideas and approaches he could use to improve himself and his sales, he said, “I’ve probably been selling before you were born.” I think he may have been right but I was impressed with his willingness after all these years in sales to not accept the status quo. He realized that no matter one’s age, it is never too late to work on improving your self and sharpening your skills.
Regards,
Brian Boek
Many of us get so caught up in the day to day stresses of life and our career that we sometimes neglect self-improvement. When is the last time you read a book that is related to business or that helps you develop better relationships? Or the last time you attended a seminar? If you and I are not on a continual path to improve, we will find ourselves in second place to those companies and people who are seeking to be first in our industry. I encourage you to purchase a book or audio book this week then read or listen to it; then encourage your sales team to do the same. You are sure to see improvement in relationships and in sales.
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10.30.12
Posted in The Great Resource at 2:34 am by Administrator
When most people have a mechanical problem with their vehicle, they go to the local mechanic. However, I look at it as a challenge of man versus machine- unfortunately, the machine often wins. I find enjoyment and a sense of accomplishment solving the problem; until it becomes too technical then it’s time to call the professional. That is what happened recently . I had given up and called to set an appointment. My mechanic asked a few questions then told me to try tightening an axle nut that he had issues with on a similar vehicle. The advice was successful and saved me $400.00. I now call him The Great Resource.
This is not the first time that my mechanic has been a resource. He could have set the appointment, charged me his fee and that would have been perfectly acceptable. However, I have now told countless people this story. It’s a story of trust, appreciation and respect that when he tells me a repair is needed he will do it correctly and charge me a fair price.
Are you and your company known as a resource? Companies and sales representatives that are known as problem solvers for their customers are rewarded with more loyalty. The person that gives a recommendation that is best for the customer whether or not they receive a sell at that moment earns respect that will pay dividends for years to come. In the past few years much of our focus has gone to revenue growth and profitability which is extremely important. As the economy continues to grow, consider ways to become more of a resource to customers. It could be offering a seminar to store owners that gives them ideas on marketing, sales, installation training or financial education. The possibilities are endless. I encourage you to meet with your management and sales team and discuss ways to become the great resource.
Regards,
Brian Boek
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09.26.12
Posted in Wishing for the Right Key at 3:33 am by Administrator
I’m writing this month’s newsletter without the use of my backspace key, the left shift key and the letter “p” [I had to cut and paste this] . I have never realized how many mistakes I make and how much I need the letter “p” and the left shift key. Just missing a few “key” items can really make life difficult.
Have you ever tried to complete a task without all of the pieces? Frustrating isn’t it. Whether it is a project around the house or leading a team in business it is important to have all of the “key” components in place.
Think of an issue that you are currently dealing with in your life or at the office. Is it possible that there are people or particular tools that are missing? Maybe they are supposed to be working but are not. In my case, I’ve ordered a new keyboard to replace the old. In some cases, you may need to replace the old but in other cases you can repair or recondition. This may be over simplifying some of the bigger issues but sometimes simple can move things forward.
More thoughts next month when all of my keys are in place…
Regards,
Brian Boek
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08.29.12
Posted in Candy Doesn't Close the Deal at 3:39 am by Administrator
Why do some sales reps pass out candy and bubblegum, shoot the breeze about every subject other than the product they sell and never ask for an order or return a phone call,” exclaimed an exasperated manager.
There is no question that people buy from people they like but it takes more than trinkets and treats to build a successful account base. If a sales representative has been calling on an account for any amount of time and there have been no sales, the question that must be answered is, Why not? If an account is in business, they are buying from somebody. If they are not buying from your company or my company, then it may require some serious evaluation to see what changes need to be made. I’m reminded of the story of the salesperson who showed up at an account year after year. Finally the salesperson asked the owner of the business, “Why have you never bought anything from me?” The owner responded, “Because you’ve never asked.”
Asking for the order and providing customer service is such a basic part of sales but some are still afraid to close the deal and provide outstanding customer service. Encourage your sales staff to experience the thrill of working for and winning a sale. Then they can pass out all the candy and bubblegum they want as a celebration.
Regards,
Brian Boek
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07.29.12
Posted in A Lime Green Wall at 11:24 pm by Administrator
A lime green bedroom wall is not my idea of the latest interior design statement but for my eleven year old daughter it is a must have. So off we went to the nearest big box store to check out how many shades of lime green there are in the world of paint. As we stood at the kiosk looking at all of the different color selections, my daughter selected one with five shades of lime green. As I mused that it would be nice to see it on a wall, she had already found a video display near the kiosk, flipped the card over and scanned the bar code on the back for the specific color then using the touch screen dragged the color on to the bedroom walls. If that weren’t enough she scanned additional colors then compared them on different walls. Wow.
I consider myself more technologically savvy than most but I was impressed that without prompting and instruction, she used this consumer friendly piece of technology more quickly and efficiently than most adults. The wholesale distribution and flooring industry has been somewhat slow to adapt to using technology to its fullest capabilities. As the eleven year olds soon become adults how will we respond to take advantage of their expectations regarding interacting with technology? It is more than having a Facebook page, Twitter account or cool website. We need to look for ways to integrate technology that help reps become more effective in the field. Encourage manufacturers to connect with the consumer to drive traffic and interest in their products using technology. The distributors I know of who are embracing technology and looking for practical ways to utilize it are seeing their business grow in slow economic times.
Regards,
Brian Boek
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06.29.12
Posted in The Six Minute Email at 11:20 pm by Administrator
Banks are not always known for the best customer service. A few weeks ago, I sent an email to that general email address that most companies have- info@…. and wondered if I would receive a response. Six minutes later, a personalized answer was delivered to my inbox. Impressive.
Whether it is a simple question, a claim issue or a return, how long does it take for your company to respond? The expectation of the customer is a quick response but for some companies these items are not always a priority. Part of establishing a company as a market leader is to take care of those pesky details that get in the way. If that is a struggle, discuss with your management team and employees a way to expedite these items and become an industry leader that promptly answers.Take it to the next level and survey your customers on where they would like to see improvement. Be that impressive company that communicates efficiently and effectively- even in six minutes or less.
Regards,
Brian Boek
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