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Dave’s Handbook for Good Sales Reps

Now that I’ve been a sales rep for almost 11 years, I’ve learned a few things. I’ve learned that everybody, manufacturers and retailers alike, regard sales reps as a “necessary evil.” I’m the “middle man” whom shoppers try to “eliminate” in the pursuit of lower prices.

Hey, it’s actually a pretty good job, once you get past the “everybody hates me” part of it. If you’re thinking about becoming a manufacturer’s sales rep, here are some pointers.

Be Obnoxious
This may seem obvious, especially when you think about the reps you know, but obnoxious behavior needs to be developed like any other talent. Sure, it helps if you already possess a certain amount of natural unpleasantness, but that isn’t enough. As a rep, you must learn to be annoying at all times. As a new rep, I suggest you practice your poor manners on friends and family. Once your lousy personality is perfected at home, you can go out and share it professionally.

Try this exercise: show up unannounced at somebody’s house. You may be tempted to call first, but don’t. Seasoned reps just show up, and that’s what you’re doing! When you arrive, they may try to politely turn you away. Maybe they’ll offer a lame explanation such as “I was just leaving” or “Mary isn’t feeling well today.” Stick around anyway. For good measure, insist on being fed.

Talk First, Listen Never
Maybe you’ve heard that listening is the key to selling. Try telling that to a seasoned rep! (You can try, but he won’t listen.) Learn to spin out your steady patter of blah-blah-blah without stopping. Sure, customers may try to interrupt with questions, but keep talking. If you let others speak, it could become a give-and-take conversation, and who knows where that might lead? A good rep controls the chatter by never shutting up.

Here’s an exercise. Call a friend on the phone and do all the talking. When the other person tries to talk, ignore them. This will take lots of practice, but eventually you can become completely uninterested in what others say, just like a professional rep.

Don’t Solve Problems, Make Them
Another “myth” of salesmanship is that “good salespeople are problem solvers.” Oh, please! Show me a rep who solves problems, and I’ll show you a mechanic who fixes cars or a doctor who cures illness. It doesn’t make sense! Why put yourself out of work? A professional rep creates problems wherever he goes. Problems? Tell them to call customer service at the factory. If you get good at fixing things, people will expect it from you all the time.

Put Off Until Tomorrow What You Already Procrastinated Yesterday
Repeat after me. Say, “Okay, I’ll do that right away!” Now, before you actually do anything, go lie down for a while. You’ve earned a nap. Nice job; good stalling! Practice this skill daily with your family.

When the Going Gets Tough, the Reps Go Hiding
Modern technology is great. Get Caller ID on every phone so you can avoid talking to people with complaints. Believe me, after they call a few times, you’ll know who the complainers are. Good reps don’t like dealing with complaints. Too often, dealing with complaints involves “listening” and “problem solving.” Don’t get caught in that trap! You have better things to do. Maybe a favorite TV show is on? A golf date? If people have problems, let them find somebody else’s shoulder to cry on. This is another skill you can practice with family and friends.

Be Prepared at All Times...Think up Believable Excuses in Advance
Unfortunately, even a good rep must listen to complaints on occasion. Don’t worry. If you avoid listening too long or solving any problems, it’ll be okay. Once the complaint is in play, you must move steadily and deliberately towards resolution. In other words, end the conversation as quickly as possible. Nothing gets you out faster than a ready-made excuse.

As a rep, you’ll spend plenty of time alone in your car. After all, it’s a long drive from the golf course to your hair appointment. Use that time to practice your excuses. I’m not kidding, you must practice. Nothing falls flatter than a lame, poorly delivered excuse.

Rep excuses fall into two broad categories: Excuses for “customers” and excuses for “bosses,” but they’re really the same. When making excuses to a customer, blame your boss. When making excuses to a boss, blame your customer. Never accept responsibility! The correct flow should be: 1) answer phone; 2) wait impatiently for the complaining to stop; 3) offer a well-crafted excuse blaming somebody else; 4) quickly say goodbye and hang up; and 5) watch Oprah. By the way, can you see how much easier this would’ve been with Caller ID?

This is a wonderful skill to practice on family and friends. To practice your excuses, provoke them into complaining. Get the ball rolling by being obnoxious, avoiding problems and procrastinating. It’s all great practice for becoming a good rep!

Seek Out New Friends & Family
Like all good reps, you began by practicing your rep skills on friends and family. Over time, the skills were incorporated into your everyday personality. Now, very few people can tolerate you.

Congratulations! You’re a professional rep now! It’s time to make friends with the only people who can stomach your company: other reps. Relax, you can say anything to them…they aren’t listening.

http://www.davegarretson.com

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