Thou shalt not: Six pitfalls that good sales reps avoid
David Perry, Executive Editor -- Furniture Today, July 4, 2005
This week we address a key segment of the industry, one we don't acknowledge often enough but vital to retailers' success. Yes, we're talking about you sales representatives out there.
We all know that a good rep builds long-term relationships with his or her retailers. Those relationships build trust. Trust builds sales. And sales build profits. And we also know that good reps have a genuine interest in their customers, listen to their needs, and treat them like they would like to be treated.
Those points come from a training brochure prepared by a sales executive at a Big Four bedding producer. I was impressed with the quality of the insights. I was particularly struck by six things that reps were pointedly warned not to do.
In the interests of providing helpful advice to sales reps throughout the industry, I hereby share these six tips:
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"Don't be late." Sure, this is basic advice. But you demonstrate your professionalism by showing up on time. You also safeguard your own time; other appointments may loom for your customer.
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"Don't be self-serving." Retailers quickly separate the reps who care for them from the reps who care mostly for themselves. Talk about ways to help your retailer grow his overall business, not just your slice of it. Retailers appreciate that.
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"Don't be critical." Positive attitudes smooth the wheels of commerce. I know a sales executive privately referred to as Black Cloud. I bet he has plenty of rainy days.
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"Don't gossip or talk about other customers, salespeople or bedding companies in any negative manner." You don't make your company any better by knocking the competition. In fact, you make yourself a smaller person by resorting to those tactics.
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"Don't visit dealers when you're sick." You might think that playing hurt is a good thing, showing your exemplary commitment and all. Think again. Who will a sales associate or buyer blame if he or she gets sick after enduring a cough-filled meeting with a sick rep? Do you really want to make that important person sick? That's not a good thing.
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"Don't lie. If you do not know the answer, find out what the answer is and get back to the account." Perhaps this admonition should be at the head of this list. Lying has no place in our industry; I'm sure it seldom happens. Saying "I don't know" is the best way to handle a question that stumps you. Follow that up with: "But I will find out and I will get back to you." Then do just that, promptly.
How did you sales reps fare on this exercise in self-examination? And remember, don't lie.
Contact David Perry at dperry@reedbusiness.com
