High performing out of home sales reps use all the sales tools at their disposal. One under-utilized tool is management involvement in the sales process. Including your manager in important presentations/sales calls isn’t a sign of weakness, rather the opposite; it demonstrates you are prepared, confident, and smart enough to use all the means at your command to gain the sale. It also affords your manager a first-hand connection to the marketplace. The best sales managers have a direct line of communication to what is being said on the street. The optimum time to involve management is at the presentation stage, ideally helping to reinforce the close of the contract. Regardless of your tenure, the importance of the management title in a sales presentation/closing is very important. The prospect conversation takes on a different tone when management participates. It is a testament to the client that their partnership is very important to your company.
Ideally you have a manager who has sold at your level at some point in their career. Managers from other avenues are at a huge disadvantage in helping reps. If the VP of Sales is not good on a sales call, there are others in your branch management that can help accomplish the same objectives.
Just as a football team has a game plan, review the call plan with your manager in advance. Decide who will do what in the call. It’s ideal for the sales rep to establish leadership with the account and lead the conversation, and the manager to be a support/back-up and add credibility and answer questions. Deciding the negotiation strategy/parameters in advance assures the call can be professional and productive.
In the case of very difficult negotiations (especially rate issues) it’s essential you be the “good cop” and management be the “bad cop” As a rep, “NO” should never be your “NO” but should simply be you are delivering the message because: market demand on your inventory, pressure on your company’s rates/availability, etc.
Confident, seasoned sales reps will always ask the manager after the call what they can do to improve. Be prepared to hear important critical feedback which will make your next series of sales calls even more productive and profitable and you more money!
Because you are always looking for ways to interact with clients, be they open houses, product intros, store openings, or even a big sale, bring upper management. I am surprised when attending a client gathering how few other media reps are there. Clients consider the sales call your “job”, and when you attend their other client functions, they are extremely gratified. Bringing management conveys a huge sense of importance to the client, it builds the managers credibility in the marketplace, and sets you apart from other media that don’t offer direct access to their companies.
Next week: Industry sales rep specialization
Send your questions/comments to me at: KevinJGephart@gmail.com
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