Tips & Tactics

Agency Sales,  Jan 2005  

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A Forum of Ideas for Agents and the Manufacturers They Represent

This is a member forum. In it, we showcase ideas that can often have a big impact on the success of your business. The ideas come from you, the members of MANA. We look forward to hearing from you and sharing your ideas with others. Write to TNT Editor, Agency Sales Magazine, One Spectrum Pointe, Suite 150, Lake Forest, CA 92630-2283; e-mail: spierce@MANAonline.org.

He finally gets it....

A call from a manufacturer recently let us know the message regarding the efficiencies and economies of using independent manufacturers' representatives is being received. This company's national sales manager has been charged with supervising the rep sales force at two different manufacturers over the last 10 years. "I know it's taken me a long time, but I finally get the point of reps. Maybe it's just that they better meet the needs of the companies I've worked for, but the fact is they save us money in our sales efforts. More important, however, is the fact that we get exposure in front of the customer on a much more regular basis than if we had our own sales force. I've been out in the field on sales visits often enough to realize that when the rep makes a call, we're not the only company he talks about. The relationships our reps have made with their customers has led the customer to expect the latest on a number of companies' offerings - and that's the real benefit to us. Since we've carefully chosen our reps, we know our products complement their entire line. As a result, every time the rep walks through the customer's doors we have a sales opportunity, and it shows on the bottom line."

Heating up "cold-calling" techniques....

The timing couldn't have been any better when a rep engaged us in a conversation regarding his cold-calling woes. He represents lines and sells to customers who have been receptive to cold-calling techniques in the past - but it seems as if something has changed. This rep was wondering what he should do to revamp his game plan. As luck would have it, we had just received input on the subject from Stephan Schiffman, president of D.E.I. Management Group, Inc., one of the largest sales training companies in the U.S. and the author of a number of best-selling books including CoM Calling Techniques That Really Work. Schiffman espouses several principles that he maintains will support a successful coldcalling campaign in virtually any industry.

Among his principles are:

* Rather than set a daily "number-of-dials" goal, set the goal for the number of first appointments you want to maintain at all times. As you learn more and more about your conversion ratios, make the adjustments that make sense for you to achieve your activity and income goals.

* Make cold calls daily with the objective of setting at least one new appointment every day. This does not include networking meetings. Block the time out and call for an uninterrupted period. Don't send e-mail or receive incoming calls during that block. Approach this activity with discipline and a sense of urgency.

* Begin tracking your dials, completed calls, and appointments set on a daily basis right now. Compile your results daily; benchmark your activity to assess your success and help determine your true ratios.

* Do not stop dialing if you are not meeting with success. Stand up, take a break, practice, reread this article - do whatever you have to do, but don't stop. If you are calling within a particular industry and are finding appointment-making tough, diversify your leads.

* Always be prepared to cold call. Have an identified lead list ready with you always; use it when you have unexpected time available. Dbn't let organizational issues get in your way. Do not research or prioritize your calls between calls - your calling time is your peak sales time! Do that work "off-peak."

* Learn the appropriate third-party references. Briefly reference your company's past and current success stories - but don't let a lack of complete knowledge keep you from making calls. Don't promise you can do the same thing for this prospect as you did for the ABC Company. Instead, ask for a meeting so you can learn more about the person's unique situation and share what you did with ABC Company.

* Practice each aspect of the calling process until you are comfortable and confident with your approach. Prepare for the specific objections you will hear; be more ready to turn them around than the other person is to brush you off. When in doubt, say, "You know, a lot of people told us that before they saw how we could...."

* Ask directly for the appointment. If you haven't asked for one meeting at one specific date and time during the course of the call, you aren't doing it right.

* Don't kid yourself. Sales come from prospects and prospects come from appointments.

There's nothing better than ongoing communication....

This may be a bit like preaching to the choir, but at a recent MANA seminar the old question of how a rep can best communicate his value to his principals was asked. In answer, one attendee offered that in December of each year, he sits down with his principals and shows them his annual business plan. In addition to sharing what he has scheduled for the next 12 months, he also asks for input on how to make the plan better for both as they work toward mutually-agreed-upon sales goals and objectives.