Interpersonal Business

Volume XXXXVI

Dear Manager,

With the evolution of how businesses and consumers manage their lives in the years to come, what is our future? The lessons of the past suggest there will continue to be major changes in how we analyze and manage the marketplace. With the sheer speed of communications, I am convinced our evolution has picked up its pace dramatically. As we look back five years from now, we will either have adapted well, or will no longer be involved in our current career.

My father was in sales for many years. I remember him being on the road for weeks at a time. I now know how difficult this time in his life was. In the 1950’s and 60’s it was very common for factories to ask their salespeople to cover a number of states. Dad was asked to cover all or part of seven western states. This meant weeks on the road in non-air conditioned cars and motels, many small towns, small diners, and most evenings devoted to the day’s paper work. Manually maintained ledger books were the only accepted form of accounting for one’s sales and expenses.

Perhaps these were simpler times than we know today. There is no question in my mind we have the opportunities to work smarter. Dad provided very well for his family. He did what he knew how to do, and did the very best job he could. Most individuals are a direct reflection of their parents, and he emulated the work ethic of his father. Would he have enjoyed a much smaller territory, more time with his family, and the many advantages we enjoy today? Without question. The very last thing I wanted to be when I grew up was a salesman!

When I was in college I developed a product that was (I thought) perfect for gift and craft stores. Since the only one interested in selling the product turned out to be me, I hit the road. Did I mention that I never wanted to be in sales? The early years took me to five states. In order to make the trips more profitable, I began to represent multiple lines. At that time, factories had very little territory data available. “Simply do the best you can” was a common form of goal-setting, and success was measured by “Oh, by the way, how are your sales?” It was much easier to please in those years!

TODAY

Our sales regions are, in most cases, much smaller than in those years. With the metro areas supporting multiple associates, travel, expenses, and nights away from family have been dramatically reduced. I continue to have a great deal of respect for those individuals who need to spend weeks on the road in rural areas. These individuals are the true sales warriors. Many metro area associates have no clue of the demands of selling in these regions.

If productivity has grown significantly over the years, so has documented accountability. Computers have provided us with near instantaneous answers to questions that were not even thought of in the past. There is no longer any place to conceal a challenged territory, or a performer inconsistent with their peers. The information is right before our eyes. Sales management is one of the largest beneficiaries of technology. There is no place to hide.

This new information demands that we look differently at our day. Productivity is now quantified. Revenue Producing Hours, RPH, hold our current and future success. With so many priorities in our lives, discipline relating to RPH is crucial. As sales people, we must protect these hours in each of our days. The one area that has neither changed from the past, nor is likely to change in the future, is the number of Revenue Producing Hours, on a daily basis. In very real terms, we are being asked to squeeze more juice from the same size orange. This can only be accomplished through our ability to manage time very, very well, in order to achieve greater results. The key for all of us is to create a plan, rather than to simply accept additional stress.

TOMORROW

I’m sure you have noticed that the technological train is headed down the track at full throttle. There is no stopping it now! Are you going to be blown away by the vapors, or do you have reservations at the next stop? If this is the only question, then there is only one option. Don’t hesitate or delay, as seats may be limited!

If you have been sitting on the sidelines, hoping that the train would derail, then you had better make plans for a new career. Technology will play a critical part in your future, period. What would our current business lives be without the advantages of a cell phone, blackberries, and specialized computer programming; let alone the internet? Even those who have been slow to become fully computer literate they too have enjoyed huge benefits from those who are! If you remember how the last power outage crippled your ability to communicate and process information, then you can begin to understand how dramatic the changes will be in the next ten years.

Will technology herald the end of the field salesperson? Will products be bought and sold from monstrous web pages? Will reorders simply be placed electronically? At some level, all of the above will become reality! In fact, it is reality for some industries today.

At all levels, technology will demand greater skills from the seasoned sales professional. There is no question that personal and professional contact are critical to the sales equation. Sales are increased by 30% to 50% when conducted face-to-face. I believe that professional individuals will continue to flourish as technology continues to mature. Problem solving and the “the personal touch” cannot be replaced by technology. Hold on tight to these skills.

Today’s “order takers” are the dinosaurs of tomorrow. Those who are unable to take ownership of their sales region, manage their RPH effectively, and consistently drive to expand their business will no longer be needed. It will simply become more efficient and cost effective for customers to work with outsourced professional techno-marketers in the cyber-world.

The actual writing of orders in the field is currently the area of greatest transition. Many industries have already adopted the use of electronic means to develop and transmit their orders. By comparison, current options make past applications remind us of a telephone made from two cans and a long string.

With much more capable portable computers, catalogs as we know them will be gone. Orders will be entered on the computer screen. Need a different angle on a specific product? Allow me to enlarge and turn. How many do you need? No problem, I’ve placed that quantity on hold for you. In fact, your credit has been approved and your order is being printed. It will be in our warehouse for packing this afternoon and shipment in the morning. No delays, fewer mistakes, and greater opportunity for reorders due to a much quicker turn around. Imagine the immediacy of new introductions – simply wake up to them on line. Backorders will no longer exist. Efficiencies in our factories and warehouses will meet unheard-of expectations.

Oh yes, expectations. As these advantages continue to become “the norm,” they will inevitably all be taken for granted. The competitive edge in American business is about to take a major shift. Product innovation and development, the foundation of business as we know it, will take a back seat to instantaneous convenience and service at levels we cannot even begin to currently understand.

My greatest concern is for the survival of the creative, mom-and-pop start-up operations. They are the foundation for some of the best aspects of our lives. It will be exceedingly difficult for these businesses to compete with the speed and convenience of the “tech guys.”

I hope you have enjoyed this retrospective and crystal ball. Our future has never been quite so clear. We are collectively well beyond the “when,” and thundering down the track to “now.”

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