A new approach to selling boxes: a changing business environment requires a new sales strategy to match current marketplace needs

Paperboard Packaging, April, 2004 by George A. Moretti

Today

The days of getting the business because the rep, owner or key account person is friends from way back still does happen but the market today demands that we bring more value to the relationship.

Here are a few things that a rep should do today along to build and foster long-term relationships.

* Document cost savings--Use the customer's numbers for savings not yours, unless both parties agree they are correct.

* Regularly schedule cost reduction/value-added meetings--Invite key people in your company and your customers to review the relationship to get a clearer understanding of what is going on in your customer's world. Take notes and publish them for both parties to read. This will help document all of the good things that have happened over time as people change. This is also a good way to have a record of how you and your company address problems and issues.

* Sell in-depth--Sell to more people in the organization. New people are coming and going in all companies on a regular basis today and you need to get to know the new players, as someday they may be your main contacts or have the authority to make decisions on your business.

* Entertainment--Breakfasts, lunches, dinners, golf, and other social events are a good way to get to know your customer better if allowed. Many companies today frown upon socializing with vendors because they think it might give an unfair advantage to one vendor over another. The reality of the situation is that people buy from whom they like and if you want to form a stronger relationship between the two companies, you both have a need to understand each other better as well as feel comfortable with the way each other does business. Many buyers no longer have the time to spend on socializing, but keep in mind that this still does offer a great way to build a solid longer lasting business relationship for both parties.

Training

Five years ago

Training was available on the product knowledge side and the sales process but most reps did not take advantage of it to improve their skill sets or knowledge of the products they sold. Many did not know capacity and capability of their manufacturing equipment, including any new equipment they might have installed recently.

Today

From a survey Paperboard Packaging conducted on its Web site, www.packaging-online.com, results show 79 percent of sales reps still do not regularly attend any kind of sales training. This shocks me but no longer surprises me. It seems that in the world of sales professionals most feel that they do not need to train to get better in their jobs and increase their knowledge to understand their customer's business better. Can you imagine what would happen to the skills of a football, baseball, or hockey player if they stopped training? How long would they stay on your team?

Here are a few categories that all sales people could use some regular scheduled training:

* Equipment Knowledge--What type of equipment is in your facility? What are the capabilities of your machines? What is the cycle time for an order through your operations?