06.30.11
Posted in Showing Customers the Money at 4:39 am by Administrator
In the competitive flooring market where there are many options how do you capture the attention of your dealers? Recently, a distributor sales representative was attempting to change the buying habits of a flooring dealer by convincing them to change their rubber wall base supplier. In an effort to show the savings, he taped a dollar bill and his business card to the rubber wall base and left the dealer with this message, “With every four foot piece you purchase, you will save one dollar per piece compared to the competition.” In the days to come, as sales people passed the wall base sitting silently on the shelf, they all had the same question, “What is the meaning of the dollar bill?” The other salespeople then shared the message of the dollar-a-piece savings. Half the battle had been won. Next stop, securing an order.
Is creativity part of your company’s and employee’s normal routine? Some discount such creativity as simply gimmicks. Yet, if the goal is to increase the exposure of our products and services, perhaps we should consider ideas that grab the attention of customers and make them want to learn more and eventually buy. Whether it is a dollar bill on a piece of wall base, a promotion or give away, motivating the customer to make a decision must always be kept in mind. In other words, show them the money!
Regards,
Brian Boek
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05.30.11
Posted in Tacos and Empowering Employees? at 5:10 pm by Administrator
One of the highlights of living in San Diego is authentic Mexican food on most street corners. Taco Tuesdays are popular because a two dollar taco is on special for $.99- at least that is what the sign advertised outside one eating establishment. Several other friends and I piled into the taco shop to place our order for this great deal of the week. Our excitement over cheap tacos was short lived.
“Sorry sir but we no longer have that special.”
“But your sign shows it is still on special.”
“Sorry sir but we no longer have that special.”
“So will you honor it since you are still advertising it?”
“Sorry sir but we no longer have that special. I don’t know how to do a discount on the cash register.”
“Can you contact the owner or manager?”
“Uhhh. No. He doesn’t want to be bothered.”
Now, it was a matter of principle so instead of paying for the two dollar taco, we settled for a much healthier meal at KFC.
As I left my friends, I thought to myself. Here was an employee that had not been empowered or trained by the owner of the taco shop. The result was a loss of business that day and a poor feeling toward the company.
Are your employees empowered to make decisions? When a customer contacts a company they generally want an answer quickly. It is important to have systems in place so employees know what they can and can’t do. Waiting two to three days for an answer can be a deal breaker. In today’s fast paced environment, there are too many options and the customer may be losing their opportunity to close a sale. Here are a few items to consider to ensure customers can receive accurate and rapid responses.
· Give employees a range of pricing options they are qualified to offer a customer
· When special approval is needed on pricing or other questions, have a clearly defined contact person who is usually available. Having a backup contact for that person is also helpful.
· Train employees to process discounts, claims, etc. so these issues don’t get lost in the day to day operations.
The next time you take a bite of an authentic, greasy, delicious taco, remember the lesson of empowering your employees.
Regards,
Brian Boek
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04.30.11
Posted in A Beautiful Thing at 5:06 pm by Administrator
When you see great selling practices in action it is a beautiful thing. I recently witnessed a sales rep in a newer account sit with the sales people and ask, “Explain to me your sales process and where there may be an opportunity for my product.” And do you know what happened? They explained who he needed to speak with and what products would fit their needs.
It is amazing what people will tell you when you ask them specific questions or ask for help. Such a basic sales technique should be expected but it is often neglected. We have probably all made the mistake of thinking we understand a person’s business needs but forget to regularly ask questions designed to find where there may be more opportunities.
Encourage your managers and representatives to discover those hidden sales nuggets by digging deeper into their existing accounts; especially those accounts where they think they may know every aspect of the business. There may be an entire division within a company no one knew existed that can offer great potential in building additional sales.
Regards,
Brian
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03.30.11
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
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02.28.11
Posted in Important to ME at 2:41 am by Administrator
Vegas… for many in the flooring industry this word elicits groans and memories of aching backs, sore feet, splitting headaches (for some unknown reason) and sleep deprivation. However, the feet keep walking to the Surfaces convention every year.
This year at Surfaces I was standing in a group that was being videoed by an equipment manufacturer for a “technical training” video. Two weeks later I received a generic email from the manufacturer rep with these words, “Thanks for being in our company video” and the link to view it online. I like to think that I am immune to manipulation by marketing gurus but with great gusto I clicked on the link and waited for the video to load. And waited… And waited. I then fast forwarded the video, scanning for a glimpse of the new Surfaces star and there I was, towards the end of the video, visible for a fraction of a second.
Why did I click on the link? Ok, I admit it. I wanted to see myself on the silver screen. It was important to ME. And therein lies the lesson. So often, we advance our own agenda in business and in life with little consideration of what is best for our clients or acquaintances. If we take a second to stop and listen, we might be surprised that they will tell us what they need or want. It may be a simple recognition of our appreciation for their business or as complex as a specially designed product or program for their company. At the core of our relationships is the unspoken rule, “Make me feel important.” What can you do today to make someone feel important?
Next time you see me don’t be shy. Since I’m practically a celebrity, I’ll be glad to give you an autograph.
Regards,
Brian Boek
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01.31.11
Posted in I didn't know you sold that at 2:39 am by Administrator
“I didn’t know you sold that….” The words roll off the lips of a customer so easily yet they are sure to infuriate a manager or business owner who is paying their sales reps to promote and sell all of their products. If you were to ask your customers what products you sell, my guess is that they would proudly state your top three to four brands and neglect to name a large portion of every product you distribute.
So how do you educate your customer about all of the products you offer? It is no secret that sales people go where the money is. If there is no incentive to focus on a certain product category that product may be doomed to a mediocre existence. Also, if there is no direct contact with the customer through marketing promotions, the customer may never know that you have a particular product. Here are some ideas that may help in getting the message to your customer.
· Design sales compensation to include an incentive for achieving a certain product mix, eg. Sales of hardwood flooring 70%, resilient/laminate flooring 25%, accessories 5%
· Promote directly to the dealer using marketing campaigns that encourage them to contact their rep or customer service regarding specific product info
· Ask your customers questions (this requires being in the field) to determine what they don’t know about your company
The next time you hear, “I didn’t know you sold that…”, refrain from blowing a gasket and take a moment to analyze why they don’t know and how you can get more people to know.
Regards,
Brian Boek
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12.20.10
Posted in Slim & Trim at 3:52 am by Administrator
Oh the joys of the holiday season. Family, friends, cookies, candy, rich food, calories, weight gain, tighter clothes, loosened belts, promises to start the new year with a renewed commitment to exercise and eating healthy. Perhaps that was why I was so thrilled when my mother said, “You look so slim and trim today.” Yes, her vision is great… impeccable I might add. That compliment lifted a piece of holiday frustration and made the previously snug pants feel two sizes larger.
Never underestimate the value of a sincere and timely compliment. In the rush of daily business and life, it is easy to forget that an encouraging word offered to an employee, a family member or a friend, can brighten their day and bring a smile to their face.
Look around your office or your home today and determine to offer a genuine compliment to someone who needs it- then be prepared to see them walk a little more confidently with a smile on their face.
Have a very Merry Christmas. By the way…. you look so slim and trim; absolutely marvelous.
Regards,
Brian Boek
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11.30.10
Posted in Uncategorized at 8:00 am by Administrator
“We want to avoid the “seduction of the low bid,” exclaimed the vice president of a nationally recognized general contractor. It was music to the ears of the gathered subcontractors as he went on to explain the five critical aspects of selecting a proposal to perform a particular scope of work.
1.Capabilities- does the subcontractor have the resources to fulfill the required aspects of the contract
2.Scope- has the subcontractor covered all of the details of the work to be completed
3.Terms- does the subcontractor understand the terms of the contract in regards to payment, retentions, etc.
4.Schedule- does the subcontractor understand when their part of the contract is to be delivered and installed
5.Price- does the subcontractor’s proposal price offer the best value when all of the above factors are considered
Most distributors and business owners constantly fight the battle of the “seduction of the low bid/price”. The challenge is teaching sales representatives to have a process to minimize the focus on price of the retail store owner and help them consider all of the factors surrounding a particular product. I’ve noticed that many businesses express their frustration but haven’t offered a formalized process to counter the low price arguments in the field.
Perhaps coming up with your own five critical aspects for a product would be helpful. Based on the list above, it could assist the sales representative and retailer by focusing them on other critical items instead of just the price.
Regards,
Brian Boek
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10.27.10
Posted in Fantastic Product but No Samples at 3:00 pm by Administrator
In a recent board meeting, a vendor requested an opportunity to share their fantastic, new fund raising product. He excitedly explained the concept and as he approached the heart of his presentation, he fumbled through his papers, looked around the table and picked up a sports catalog from in front of another member.
He explained as he pointed to the catalog, “Now this program is a great program. If you choose this fund raiser here is what it would look like.” Tracing imaginary lines and pictures on the catalog cover, he attempted to describe the “details” hoping that we would visualize his great product. I’ll admit that he spoke well but his pitch fell flat as we tried to follow the “tracing finger.” If he had the actual product to show and wasn’t counting on our imaginations, he could have made a greater impact.
I wonder… has a rep ever sold a product with the use of adjectives alone, with no samples or marketing materials? Perhaps a few have but the customer usually ends the conversation with, “Well, show me the samples when you get them.” It is vital for the success of a company that is selling fashion to give the customer something to see and to touch. Many companies look at a sample or marketing budget as a necessary evil, a drain on the bottom line and cut the budgets so bare that very few samples or marketing materials make it to the marketplace. And much to the surprise and dissatisfaction of management, sales are down, budgets are not met and inventory is not moving.
In a poor economy it is a balancing act to maintain sensible sample and marketing budgets against lower sales budgets but with the right approach it can be done. Here are a few ideas.
• Insist on having an abundance of samples/literature on your top performing products
•Measure the success of samples/displays/promotions against actual sales (if there are no metrics available, how do you know what was sold and why)
•Enforce fair sample/display budgets with reps; effective use of their budget should show increased sales numbers; if that is not the case, ask the rep, “Why not?” Perhaps the rep needs mentoring on the how and the where of placing samples and displays.
Regards,
Brian Boek
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09.30.10
Posted in Mission Simple at 12:06 am by Administrator
In a world of complex and fast paced technology the word “simple” often seems elusive. A book I recently read on organizational mission and focus had a core message for leaders. Keep your vision and mission simple. In numerous surveys the authors had conducted, many organizations had great vision and mission statements yet most of the employees and upper management could not verbalize the mission of the company. Even worse, many departments had competing visions that worked against each other and stunted the growth of the company.
When is the last time you evaluated the mission of your company? Is it simple and does it provide your employees with a clear vision of what they contribute to that process? Simple does not mean simplistic. It should bring to mind clarity and a laser-like focus that makes it easier to define the actions needed to accomplish the company goals. This week start asking your employees what the mission of your company is. Then, be quiet, and see if you are surprised or impressed by what you hear.
Regards,
Brian Boek
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