Recruiting in the new sales environment

t[uenr's A st-ow, suBrLE shift underway in how building |- materials companies are recruiting salespeople. In my recent conversations with distributors, I found it interesting to learn just how surprised they were by this major change, since it goes against years of conventional wisdom.

After three decades of selling to and for LBM distributors and retailers, and training hundreds of sales staff, I am excited about finally being able to help companies navigate through these trying times.

Why are these changes occurring? Selling has undergone a massive shift in the past l0 years. If your salespeople are still selling transactionally-presenting features and benefits-or they selling only on the strength of their great long-term relationships, then they are having difficulty generating business from new accounts, as well as growing their existing accounts.

Customers are more educated and in some cases, they know more than the typical salesperson of l0 years ago. Back then, the salesperson educated the customer, who often welcomed the information. Today, customers usually know what they want and are looking for the best value or worse, the best price. Salespeople are learning that the relationship is not enough to overcome resistance and objections.

Today, a consultative approach that uncovers problems and opportunities and leads to discussions about issues that your customers hadn't considered works best to differentiate your company and move your salespeople away from commodities and prices. That approach just won't work unless they develop the ability to ask a lot of good, tough, timely questions while using an effective sales process.

Customers must notice your salespeople. They need to recognize that you are different and your salespeople must get their undivided attention above all the noise of competing people and products. That's your point of differentiation. When you call, they take the call, not because they like you, but because they rely on you!

And that brings us to the shift we are seeing in how sales staffs are recruited today. If you agree that there are vast differences in selling skill requirements today, then where do you find the talent to meet the challenge? One distributor recently hired someone away from a call center in an unrelated industry. He said, "This guy comes in with tdno call reluctance whatsoever. He's just used to it. He knows how to sell and he's making inroads where we hadn't performed well in the past."

None of this implies that there isn't tremendous value in industry knowledge. The question is can veterans in our industry make the shift to a new way of selling and maximize growth? If not, can you grow your company more effectively by bringing in talented selling superstars, regardless of their industry background?

Has your company returned to double-digit annual growth? If not, why? Are your people saying, "We can't do this, because...?" You can't use the economy as an excuse. You need to be thinking very hard about two things:

. Can my existing salespeople make the required changes in order to return us to double-digit growth?

Can we succeed by hiring the same kinds of salespeople that we have always hired?

The shift from traditional industry professionals toward salespeople with consultative selling skills is an important and timely change. Are you ready to make this change?

UFPI Rolls Out Pro-Grade Brand

Universal Forest Products, Grand Rapids, Mi., has taken its ProWood brand to a new level, offering pro-grade products to both contractors and serious do-it-yourselfers.

"For years, we used the ProWood name to identify a number of high-quality Universal products," said president and c.e.o. Pat Webster. "Today. ProWood is the exclusive brand for our treated lumber and outdoor products that are backed with a lifetime limited warranty, from dimensional lumber and decking to finished products, like fencing. It's the all-in-one solution for pro-level performance from pressure treated wood."

Bulls Bay Supply, McCteltanvilte, S.C., has been placed up for sale.

Ace Hardware Corp. acquired 8s-unit Westlake Ace Hardware, Lenexa, Ks., for $88 mifiion.

Rand Lumber Co., Rye, N.H., ctosed Dec. 7 after i07 years. Third-generation owners Jim, Ken and Kathy Rand are liquidating all assets, including the 18-acre lumberyard and 65acre tree farm.

SRS Distribution, McKinney, Tx., agreed to buy Gary-Hobart Roofing & Siipply,-Hobart and Valparaiso, In.

SRS is expected to retain current management, including president Jack Ronneau and v.p. Rod Ruess, who will serve as dishict mgr. for Indiana.

Mayfair Lumber, Jefferson Park, ll., is ctosing after more than 80 years due to the poor economy.

Crane Johnson Lumber Co., Fargo, N.D., opened yard #5 in Suney, N.D. (Tony Watterud, v.p. and mgr.).

Pinckney True Value Hardware, pinckney, Mi., has been acquired by longtime employees Mary Banister and Wendy Robertson.

Arrow Ace Hardware lost its lease and closed its 14year-old store in SE Rochester, Mn., Dec. 22. Three of the chain's othelt0 stores are in other parts of Rochester. but owner Dave Neiman is hunting for a new location in the southeast portion of town.

Monahan's Hardware, Etbow Lake, Mn., has been opened by Sue and Bob Kulbeik, their 4th location.

Ace Hardware, Barrington, ll., has been opened by John Brown.

True Value Hardware, Bay Viilage, Oh., ctosed at the end of December after 24 years due to big box competition.

Ace Hardware next year will open a 10,000-sq. ft. store in Champaign, ll., owned by Niemann Foods.

Lowe's opened a g4,000-sq. ft. store with 26,500-sq. ft. garden center Dec. 21 in Dayton, Tn., and applied to build a 134,815-sq. ft. store with 24,390-sq. ft. garden center on 10 acres in Norwalk. Ct.

Menards has shelved plans to open a store in O'Fallon, Mo., citing President Obama's economic policies.

Gomanche Home Center, Lawton, Ok., became the first dealer to utilize BlueTarp's new eMarketing services.

According to brand manager Chris Fox, another upgrade is the availability of Dura Color infused-color technology for dimensional lumber. "If it comes with a ProWood endtag," he said, "you can be sure the product will perform."

Jason Cameron, licensed contractor and host of DIY Network's Desperate Landscape and Man Ccves shows, was recruited to introduce the products through a new website, social media, print ads, point-of-purchase programs, videos, a deck contest, and much more.

"He's an engaging and well-known television personality who isn't just an entertainer, but also an expert," said Mark Deremo, director of marketing communications.