From The Floor
By Peter Janis
What Makes A Good Sales Rep?
new market trends. The same applies to the
sales floor. Speaking of which, these guys are
usually gear-heads. They love the excitement
of a new product that will give them a better
solution for their customers, so always have
something to show them.
And never leave a sample behind.
Dealers are too busy and sometimes too lazy
to actually test the product. You are much
better off to demonstrate your new widget as
you will be in control of the sale.
I
recently read a business advice column
where someone asked: “I am not a
good-looking guy… can I still be a sales
rep?” This got me thinking, “What does
it take to be a good rep?” As this subject
could fill a book, let’s break down the basics…
The Sales Call
Always set an appointment in advance. Or-
ganizing a week-long business trip can take
a week, particularly if you are trying to visit
new customers. Next, be there on time. If
for some reason you are going to be late,
call. It is super important that you respect
the dealer’s time. This will be paid back with
respect for yours.
When you get there, check the sales floor
to ensure your product is properly displayed.
Then check the store’s last order to make sure
it was shipped complete. Nothing derails
a sales call like having to make excuses for
product ordered a month before that wasn’t
delivered. If the product was shipped and
not on display, check with the warehouse.
You would not believe how many times a
new product has never made it to the floor
because it got lost in the warehouse.
This is where being in touch with the
floor sales team is critical. By “selling them”
on a new product, they will remind you if
a product has been forgotten or is not yet
on order. If your product is supposed to be
connected as part of a live demo, make sure
it is. Dealers love reps that proactively take
control of their inventory and make sure
their displays are in good shape.
Next, take a quick manual inventory
of your products. There is nothing more
powerful than going into a meeting with
the buyer with a list of products that have
sold through and need to be reordered.
When speaking with the buyer, listen and
learn. Ask questions. Try to discover any
Stay Out of Trouble!
Dealers can smell a “fake” a mile away. Try-
ing to bullshit your way through a product
demonstration is a sure bet to lose respect,
particularly from the floor sales team that
know their stuff. If you do not know, say so
and find the answer. Then, make sure you
call back as soon as possible.
Don’t make promises you can’t keep. I
recall our manufacturing crew staying up
for 48 hours straight to deliver an order for
the Commonwealth Games in Victoria. To
get the sale, we did the impossible. To make
a flight, I drove to the airport, through red
lights, on medians… Was it was worth it? I
am not so sure. You would not believe how
many times reps have made promises, only
to disappoint. This puts a dark spot on the
company’s reputation.
Sometimes, you can get the dealer
over-excited about taking on a new line. Be
careful! Do not overload them with inventory.
Your dealer is your partner. A good selection of
product does wonders in representing a brand,
but if the dealer is unable to pay the bills, that’s
a problem for everyone. Consider moving
unsold inventory to another dealer in your ter-
ritory. Manufacturers do not like issuing credit
notes, but it beats forcing a customer into
bankruptcy! If your product has sold through
and the dealer has not paid you, do not leave
the store until you have a cheque in hand.
At Radial Engineering, we rarely if
ever offered discounts. Once you do, you
set a precedent. You are better to provide
well-targeted, consistent pricing. Some
Radial staples have had consistent pricing for
nearly 20 years. Shure does the same with
the venerable SM58 microphone.
And never bypass your credit department.
They’re the police that will keep you in business.
Build Trust
Over the years, I have often taken orders
with quarter-million-dollar pre-payments
from dealers and distributors. These custom-
ers would send money in advance because
they trusted Radial and they trusted me. In
business, integrity is critical.
So how do you attain this level of trust?
Start by knowing your dealer. Ask questions
about the company, their goals, their market
advantage, and where they feel they can
make money.
The most important thing for a dealer
is to make money. If you can show how
your product can help her achieve her goals,
you can win. MAP pricing is good. You
would not believe the problems dealers and
distributors have in Europe because they do
not have MAP pricing. Instead, big online
dealers have software robots that constantly
compete to be the lowest price, forcing
dealers to sell below their cost just to retain a
customer. Enforce MAP so that your dealers
can make a reasonable profit. If a dealer
refuses, cut them off.
Product Knowledge
In this day and age, reps are the direct line
to the manufacturer. As such, it is the rep’s
responsibility to know their products inside
and out. You have to demonstrate your
product so that floor staff are equipped to
relay your message.
Every store has a product guru – some-
one that other staffers go to with a question.
Make this person an advocate and you’re
more likely to move product. People sell
products that they are comfortable with.
You should know your competitors’ prod-
ucts, too. Creating a comparative chart will
help when discussing features and benefits, but
never bad-mouth the competition. At the end
of the day, it always comes down to respect.
Good reps will bring customers to the dealer,
be there on weekends for events, and invest
time in training staff. They address problems
swiftly and don’t make excuses. Show them
you care and they will take care of you.
Formerly the president and CEO of Radial
Engineering Ltd., Peter Janis has been in the
Canadian music industry for over 40 years,
working in retail, distribution, and manufac-
turing. Peter now offers consulting services with
his firm Exit-Plan, where he assists business
owners in increasing their sales and enhancing
the attractiveness of their business in prepara-
tion for retirement. For more information, visit
www.exit-plan.ca.
CANADIAN MUSIC TRADE 9