Vol. LIII

Dear Manager,

Each new year comes the anticipation of new opportunities. Many manufacturers have major introductions, roll outs, or the birth of a new product line. These introductions have taken months of preparation. Are we prepared to take full advantage? Perhaps not.

The new year can often bring a loss of rhythm as productivity in the preceding weeks falls to its lowest level of the year. Personal time is essential, but protect your rhythm at all costs. Preparation takes time, yet can be perceived as less essential. Why do factories have sales meetings prior to the beginning of a new year? In order to force us to prepare. Otherwise, the basic materials and information could simply be forwarded to us. Preparation is the single greatest failing of most sales associates. It’s our Achilles heel!

Have I always been fully prepared? No. Have I seen sales people who, six months after an introduction, are still without a basic understanding of the products and concepts they are being asked to sell? Yes. Have I seen the obvious benefits to those who found the discipline, understood its value, and come out of the gate at full stride? Absolutely.

Manufacturers have a responsibility to keep their introductions sales-friendly and simple to understand. I have seen many introductions totally lost in their translation to the field. Bear in mind that a broad, yet single-page interpretation for the field will out perform a three-page thorough analysis every single time.

IN A PERFECT WORLD…

(And it’s not) we would all improve upon our preparation and commitment of having the basic knowledge that should be expected by those for whom we sell, and by those to whom we sell.

SELLING FROM A POSITION OF STRENGTH

So, what are your best selling products? Best sellers, by nature, are the only foundation we have. Will they always meet everyone’s expectations, everyone’s individual tastes, or always perform at a consistent level? No. Will these products perform 75% of the time regardless of expectations, location or one’s taste? Yes. Begin the process of knowing your strengths intimately then continue to broaden the foundation as new products are introduced.

This information is available to you in multiple forms. Begin with the manufacturers. Ask for best seller information as soon as it becomes available. Keep this information at your fingertips, or make notations in sales materials. Begin to analyze your own re-orders; look for patterns. In the new year, rely on last year’s final appraisals, adding items or categories that are similar, or can be considered second generation to last year’s best sellers. Maintain a watchful eye for trends, customer response, and information from fellow sales professionals.

Now that you have developed this information, use it. It is your responsibility to pass this information along for their review. Throughout the appointment, explain to your clients the process you have taken to ensure that the purchases they make from your factories are the best possible. Also, acknowledge that you fully understand that, in certain instances, this information may not be viable for their location. To ensure that they are not intimidated by your consistent approach to suggestive selling, agree with their negative position on occasion. Offer to follow up with additional information on your next visit. Don’t be afraid to negative sell a product to enhance their level of comfort and your credibility.

Before long, they will be asking your opinion with every turn of the page. You will know that you have arrived when they suggest, “Why don’t you simply write this order for me?” Confidence has been earned for having invested in their success.

We will only reach our potential by being very knowledgeable and willing to take a position. With focus, and familiarity of similar selling situations, the information we can provide will outperform our customer’s “good judgment” nine times out of ten. We will never be 100% right, and yet neither will our customers. Without question, preparation will increase your sales. Know your strengths, sell your strengths!

We have all been in the following situation: A customer sits down with a very opinionated view of exactly what interests them, and where the potential of your products can be found. This type of customer might as well come right out and say, “Keep your pen warm and your mouth shut.” Invariably, these customers will purchase the least desirable categories and products in your presentation. Upon follow up, they are quick to tell you that your products simply didn’t perform. Why? Because they have not purchased from your strengths.

We have also been in a situation with a buyer who simply has no clue or sense of awareness regarding what they are purchasing. They will ask to order an item that, from your experience, has little or no potential for their location. The best approach I have seen in these situations is: “I know you like this product, in fact I like it very much myself, but I have found this other product to have performed much better.” From their perspective, why would you suggest they switch to a new product unless it was in their best interest to do so? At all costs, avoid your customers’ willingness to invest in “dogs.” It will reflect on you in some form and, in many instances, it should.

AS SALES PROFESSIONALS WE NEED TO TAKE GREATER CONTROL OF THE SALE

This begins by explaining the value of the information you will be providing to them in the selling process. Position yourself in such a way that you and your customer will work from a single catalog or source of information. Suggest that you begin at the front of the presentation or catalog. Whenever possible, turn the pages for them. With a smile on your face, ask that they return to important items that they may have missed. I have been known to ask customers to simply humor me!

When was the last time during an appointment that you failed to have the most current information relating to special terms or a promotion? This is critical information when desiring to sell from a position of strength. I know many sales people who keep a cheat sheet of promotional details with them for each appointment. It can be very difficult to stay on top of all the information we receive, let alone remember it. These promotions are established to enhance our sales and enhance our income. Come prepared.

Selling from a position of strength also requires a basic awareness of the industry as a whole, and of your competition. I know associates who never fail to ask their customers if they may assist them in finding additional resources other than those they personally represent. Are they looking for products, and simply cannot find the supplier? Who better than you to assist in the process, while enhancing your value in the eyes of your customer? Obviously, this suggests an interest in their needs, in addition to that of your own.

If we become students of our presentations, and very knowledgeable, we will become indispensable. Quality factories and quality sales professionals demand of themselves the ability to sell products that will be a success in the marketplace. The alternatives are products that are merely taking up space through lack of performance.
Even with the very best of intentions, there will always be a lesser performing category or product. In each instance, get it out and move on quickly!

All of this takes us back to knowing our presentations, and knowing them very well. Many of us do an adequate or good job. What if, in the new year, we could be perceived as strengthening this vital role to that of excellent or superior? Once the expectations for oneself have been defined and accepted, the position of strength is yours.

Personal Regards,

Keenan

INTERPERSONAL© is published by INTERPERSONALBIZ.COM, Keenan Longcor, Editor, ©2009. Duplication of this publication is permitted for both personal and business use. Excerpts may only be quoted with acknowledgment of INTERPERSONAL/INTERPERSONALBIZ.ORG as the source. For re-publication rights, please contact the editor at KEENAN@INTERPERSONALBIZ.COM