Tips for a Starving Salesperson: Part 4

Credit: Bill Gillespie

A number of years ago one of my reps came to me with a "supplier evaluation" document. A fortune 100 company that was also a client, was creating a database of assets and services available to them. We were new to them and a tiny piece of their solutions puzzle.

The document was vague in places and left more than a few questions unanswered. I asked the rep to get us an appointment so we could clarify and do our best job responding. I saw it as an opportunity to expand the way the company saw us and what we might offer.

The rep responded, "I think it's a test. I think they're trying to see how smart and resourceful we are. Admitting we don't know how to complete their form would be a mistake." I insisted that she call and ask for the appointment.

A few weeks later she walked in wringing her hands. The client had selected three suppliers to divide close to $100 million in print. Our company was not one of them. We were on the outside looking in.

I asked about our appointment. She conceded that she had ignored my request and guessed at answers for the evaluation form. She knew better...except she didn't.

The client was good enough to meet with us for debriefing. The contact agreed that their document was confusing. Another supplier had called on the same questions that stumped us. She met with them and they helped her understand how to gather the info they wanted. They demonstrated "partnership" and helped her with her project. They were smaller than us but earned a seat at the table.

I share this story to make this point. Your employer needs and expects certain things from you as a rep. You're their source of information and market intelligence. A partial list is as follows:

• A proper picture of the account including pricing logic, competition, stakeholders & business objectives.
• A clear picture of the business landscape including all companies or organizations within their targeted space.
• A clear picture of where you are with all account targets or prospects.
• A verifiable business plan or sales strategy for each target.
• Confidence that the target or prospect is being made aware of everything your company might offer to help their business.

If you provide these things you will be irreplaceable to your clients and employer. You will be ahead of almost everyone you compete with. If you don't, you're vulnerable to loss or reassignment.

Talking with clients earns info and shows empathy. Talking with your boss shows teamwork and an awareness of company needs. Don't overlook this or its value. Ask questions. Provide answers. Failure to do so is foolish.

Gotta run. Spencer isn't taking the news well about his client. He did it his way and it failed.

The next in the Starving Salesperson series is about reps that have a tiny penetration into an enterprise account and stop where they are. I look forward to spirited push back on that one.