lion's share of her attention. This is simple survival, as losing all or part of the business at those key accounts is likely to cost her significant commissions, and quite possibly her job. This doesnt mean that you should ever feel like one of"the-less-than-elite 80%. You should always feel like the only person in the world when working with a sales representative, and a cell phone ringing in a briefcase is not something you should have to deal with How Can You Get What You Want from a Sales Rep? Understand Their Motivation A sales rep has at his core a rational self-interest. That is, he must do the things that will benefit his performance and ensure survival. While some reps are self-centered, others recognize he interdependent relationship he has with his cu stomers. Your success is his success, though the converse is not true Companies typically motivate their representatives through sales contests and commission structures. Top salespeople often receive paid vacations, and commissions are often structured to move certain product lines. It is true that sales positions are some of the best paid positions in a company, and most sales people are o some extent money-motivated. But you still have every right to expect that products are being offered to you because they will solve your problem and not because they will make your rep the The best salespeople truly enjoy helping others. They enjoy the bonds that are established, and revel in the feeling that they are "on the inside"regarding research. At their heart, many sales people also have a"need to please, and they receive a real boost when they' ve done something for you and you've noticed If you have criticism, also feel free to relate it, and express your exp tation that something be done to improve the situation. While a poor rep may avoid you once youve complained, the good ones will recognize your comments as an opportunity to change your opinion of them, their company, and therefore create a satisfied customer that will likely buy more product. The need to please can be a great motivational tool to get what you need from your sales representative Manage the relationship Evaluating what you need from the company, and how you want those needs managed will maximize value from the relationship Your sales rep doesn' t know what to expect because every cus. tomer is different. He deals with multiple people at each account Tyre and Krueger
lion’s share of her attention. This is simple survival, as losing all or part of the business at those key accounts is likely to cost her significant commissions, and quite possibly her job. This doesn’t mean that you should ever feel like one of “the-less-than-elite” 80%. You should always feel like the only person in the world when working with a sales representative, and a cell phone ringing in a briefcase is not something you should have to deal with. How Can You Get What You Want from a Sales Rep? Understand Their Motivation A sales rep has at his core a rational self-interest. That is, he must do the things that will benefit his performance and ensure survival. While some reps are self-centered, others recognize the interdependent relationship he has with his customers. Your success is his success, though the converse is not true. Companies typically motivate their representatives through sales contests and commission structures. Top salespeople often receive paid vacations, and commissions are often structured to move certain product lines. It is true that sales positions are some of the best paid positions in a company, and most sales people are to some extent money-motivated. But you still have every right to expect that products are being offered to you because they will solve your problem and not because they will make your rep the most money. The best salespeople truly enjoy helping others. They enjoy the bonds that are established, and revel in the feeling that they are “on the inside” regarding research. At their heart, many salespeople also have a “need to please,” and they receive a real boost when they’ve done something for you and you’ve noticed. If you have criticism, also feel free to relate it, and express your expectation that something be done to improve the situation. While a poor rep may avoid you once you’ve complained, the good ones will recognize your comments as an opportunity to change your opinion of them, their company, and therefore create a satisfied customer that will likely buy more product.The need to please can be a great motivational tool to get what you need from your sales representative. Manage the Relationship Evaluating what you need from the company, and how you want those needs managed will maximize value from the relationship. Your sales rep doesn’t know what to expect because every customer is different. He deals with multiple people at each account: 16 Tyre and Krueger
the researcher, purchasing, receiving, safety, and so on. The rela- tionship with your sales representative is a lot like dating: it can be ruined by unexpressed expectations. For that reason it is imper ative that you express exactly what you need from this person. Do you need to see her every week? Do you want to be on the top of the list for trying new products? Do you simply want to see them on your terms, that is, "dont call me, I'll call you? There is nothing wrong with expressing your wants. Rather, you are giving direction to someone in desperate need of it. a good sales representative keeps a profile on important cus- tomers. Items in that profile may include area of research, money available, general temperment, and if you tell him, exactly how you like to be handled. Your rep will appreciate this, since it pro- vides him a chance to better manage your expectations. There may be ground rules he can't accept, such as a weekly visit. He may have distant accounts that will demand his time. Perhaps you can compromise on an email inquiry along with a bi-weekly visit Don't wait to discuss your needs; tell him on his first visit, reach compromises if necessary, and start working together You'd never dream of running an experiment without proper controls and measurements, so why treat this vital relationship any differently? If youve laid out your expectations, you now have the means to evaluate your sales rep. Exceptional sales repre sentatives will automatically measure themselves against your expressed wishes. Feel free to ask for evidence when you review the relationship. Good sales reps will have an answer ready You should expect to review the relationship at some regular interval. Perhaps your needs have changed, or you've noticed some slippage or improvement in the performance of your rep Don't hesitate to ask for a quick meeting to reassess A sales rep can enhance the relationship if she helps you manage your expectations of the company. She may ask you to forecast repeat usage or estimate future needs as a way to give you current information on availability and delivery. If you need one liter of a reagent, and that volume represents three months production for that company, your rep must help you manage your expectation for immediate delivery Leverage Serving as a reference is a great way to gain influence with your sales rep. There is no sales tool more powerful than a satisfied cus tomer. If you're happy with your representative, her product, and the company, offer to serve as a reference. Your sales rep will be delighted, and this could help get you preferred treatment. Don Getting What You Need from a Supplier
the researcher, purchasing, receiving, safety, and so on. The relationship with your sales representative is a lot like dating; it can be ruined by unexpressed expectations. For that reason it is imperative that you express exactly what you need from this person. Do you need to see her every week? Do you want to be on the top of the list for trying new products? Do you simply want to see them on your terms, that is, “don’t call me, I’ll call you?” There is nothing wrong with expressing your wants. Rather, you are giving direction to someone in desperate need of it. A good sales representative keeps a profile on important customers. Items in that profile may include area of research, money available, general temperment, and if you tell him, exactly how you like to be handled. Your rep will appreciate this, since it provides him a chance to better manage your expectations.There may be ground rules he can’t accept, such as a weekly visit. He may have distant accounts that will demand his time. Perhaps you can compromise on an email inquiry along with a bi-weekly visit. Don’t wait to discuss your needs; tell him on his first visit, reach compromises if necessary, and start working together. You’d never dream of running an experiment without proper controls and measurements, so why treat this vital relationship any differently? If you’ve laid out your expectations, you now have the means to evaluate your sales rep. Exceptional sales representatives will automatically measure themselves against your expressed wishes. Feel free to ask for evidence when you review the relationship. Good sales reps will have an answer ready. You should expect to review the relationship at some regular interval. Perhaps your needs have changed, or you’ve noticed some slippage or improvement in the performance of your rep. Don’t hesitate to ask for a quick meeting to reassess. A sales rep can enhance the relationship if she helps you manage your expectations of the company. She may ask you to forecast repeat usage or estimate future needs as a way to give you current information on availability and delivery. If you need one liter of a reagent, and that volume represents three months’ production for that company, your rep must help you manage your expectation for immediate delivery. Leverage Serving as a reference is a great way to gain influence with your sales rep.There is no sales tool more powerful than a satisfied customer. If you’re happy with your representative, her product, and the company, offer to serve as a reference. Your sales rep will be delighted, and this could help get you preferred treatment. Don’t Getting What You Need from a Supplier 17