Consistent follow-up habits are one of the most important talents of great sales people. Here’s a giant fallacy – your sales team must be available for the customers at all times. Take a moment and think about that. Your top salesperson is on the phone with a homeowner discussing the differences of two satin nickel finishes from different manufacturers being installed in the same room. Talk about a waste of time, not to mention that this conversation has no “right” answer. So, while your top producer listens patiently to this conversation, potential sales wander around the showroom unattended. Frustrating?
When showroom owners are asked what they need, better and more sales people top the list. So what does one do? Search, hire and pray that all the planets align and this person becomes the “Tom Brady of toilets.” Alternatively, you can make more time for your salespeople to sell. Yes, sell – don’t chase orders or play psychologist – simply sell.
It usually takes 24 months to prepare a salesperson to obtain the knowledge where they are capable of working with a talented trade person, specifying plumbing and hardware for a luxury home. At this point, they are ready to make money for your operation, but you now need to protect your investment from burning out. The question you should be asking yourself now is “How can I find them more time to sell and at the same time, remove the annoying stuff?” Hire a full-time customer service person.
The main arguments against taking after-sales follow-up away from the salesperson people is that the salesperson wants to always service their customers and it strengthens the relationship. The client may also demand that they deal with their salesperson; this is the person they trust. So what to do?
The salesperson has to learn to trust that the company (and your brand) will them back them up and coddle their customers – their customers, your customers. Your sales professionals need to know that the company will service their customers no matter what the situation. The move to add a customer service person will help your brand expand its reach while allowing your best people to do what they do best. This process may take a bit of time, roughly 6 to 9 months, but when it is in place you will have a better company while probably adding even more to your bottom line.
Just do what you do bestRed Auerbach
A version of this article was in the August 2 issue of the Decorative Plumbing & Hardware’s newsletter, Connections.