Your Salesman (Part I)

Let’s say your company employs salesmen. A good salesman is essential for the company’s future and yours. New customers and profitable sales fuel the support you need as a technician and provide means to your salary and benefits. If your salesman is not very good, his inefficiencies are a road block to your success. How do you know if a salesman is good?

Business people, like the owner of your company, are quick to ask:

• what are his sales numbers compared to industry benchmarks?
• are his margins acceptable?
• what is his closing ratio?
• is his pipeline healthy?

These questions revolve around numbers, numbers that you do not have access to. Even if you did have access, we suggest starting with your salesman’s character and behavior. These are traits that both you and your customers see and feel.

He listens - watch your salesman when he is with others (especially customers). Does he listen or is he doing most of the talking? Bonus point: Does your salesman listen to the warehouse guy, the parts guy, the receptionist? His behavior with folks like these is reflective of his behavior with customers when no one is watching.

He is hungry – It’s five o’clock on Friday. You’re in the office when a lead comes in to the receptionist. Does the salesman take the call or ask that a message be taken? You’re out in the field with a customer whose air conditioner is shot. Your company policy is to talk to the salesman while you’re still onsite. How often can you get a hold of the salesman? You’ve turned a lead into the office. A few days later your customer calls you and says no one has gotten back to her. All of these scenarios occur with the best of salesmen. What you need to pay attention to is whether or not there is a pattern of this behavior over time.

Can your salesman be a schmuck and still crank out a high number of profitable sales? Yes. But then you need to take a look at the owner of your company. Is he building a right company? Or is just about the dollars?