I have conducted many sales training seminars and I often organise for customers to take a small part in the training course, to invite their views on good and not so good sales reps. Throughout these interviews a theme has emerged, in which it is now clear that the customers see 8 negative 'rep profiles', and just 2 positive ones. Allow me to get the 8 negative profiles out of the way first, and then I'll focus on the two desirable traits in selling:
The REPorter 'Rep': A rep who tells rather than sells, easily recognisable because he talks about his own company and products, and not about how the customer can succeed with his products. If this rep had private plates on his car they’d be blank, which is why he will be replaced by tele-marketing or Internet services soon!
The REPlica 'Rep': This rep is remembered by how quickly he is forgotten. Offering no distinctive service or knowledge, he makes calls but does not make a positive difference to the customer's business. This rep is still paid by his company, even though he has already been fired by the customers!
The REProachful 'Rep': This rep depresses and worries the customer with negative business talk and gossip about other customers, and actively assigns blame to his own colleagues over service problems. Would probably complain about the noise when opportunity knocks!
The REPetitious 'Rep': This rep covers the same ground on every visit, making virtually 'one call several times a year', and every time he leaves a room it brightens up. His needle is stuck and when he separates the wheat from the chaff, he presents the chaff!
The REPertoire 'Rep': This rep engages in 'mouth-to-mouth-combat' with customers, using sure-fire sales techniques that conclude with the death-blow known as 'closing the sale'. Uses imaginative lines like 'So what do I have to do to get your business?' and usually speaks quite loudly, mainly so as to be heard over his clothes!
The REPlete 'Rep': Possibly a good performer once, this rep's future is now dependent on his past efforts. Interested only in 'harvesting', this rep no longer prepares the way for future business and usually blames 'management' for lousy sales. Operates without a sense of urgency, stays in a comfort zone and loves his job ... but hates the work!
The REPose 'Rep': This rep does not turn up the customer's business, he just turns up. If personal visits do not work then he makes phone calls, and if these do not result in sales, he will punish customers by ceasing all contact!
The REPulsive 'Rep': This is the worst of the bunch and the enemy of customers. This rep will do whatever it takes to get the order: lies, exaggeration, empty promises, absurd claims. He treats the customer's business as a dumping ground for his products, and the two things the customer hates most about this rep is his face!
There then are the negative profiles, and it should be noted that most of the reps who are guilty of displaying these dubious characteristics are quite nice people, representing good companies and good products. And it is also true to say that all reps display at least some of these traits, at various times, simply because they represent human conditions. Now for the two positive 'rep' profiles...
The REPlenishing 'Rep': This rep is a service provider and business builder, on every call! Seen as a breath of fresh air, this rep introduces and sells fresh ideas, concepts, opportunities, exciting new business propositions, critical information and dynamic plans ... all designed to contribute improved results for the customer, in a business language the customer can readily understand. This rep talks with the customer’s staff and helps them to succeed (with his products), and is perceived by customers to be like an unpaid employee!
The REPutable 'Rep': Aside from 'replenishing' by selling results rather than products, this rep positions himself as someone to be trusted. He offers accessibility, plans, responsibility, accountability and control of sales propositions. He is a 'self-manager', and can therefore talk the language of 'management' to customers. If this rep says he will do something it will be done, and if he can't do something that was promised he will keep the customer informed and make alternative arrangements. When problems occur, as they surely do for this rep, he will 'manage the problems' on behalf of his company.
Just two qualities required and admired in reps by customers…where do you stand on these issues?
The Selling Process- As Seen by Customers - To learn more about this author, visit John Lees's Website.
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John Lees
(Visit John's Website)
Former director of marketing & sales for
Schwarzkopf in Australia and NZ, achieving
market leadership (against the giants
'L'Oreal and Wella) and best operations
internationally for the organisation. Then
worked as a consultant to the German
company in the US, Canada, the UK, South
Africa and leading Western European
markets. These days operates as a speaker,
trainer and consultant...specialising in
sales & marketing. Author of 10 books on
business development and a member of the
Institiute of management consultants.
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