Make lrvalue addedtt really valuable Give your clients the gift of education

7TturNx oF How stupid the average I salesperson is and then consider that half of all salespeople are even more stupid than that. Don't expect value from this second-tier group.

Smart salespeople, on the other hand, can earn more clients in five months by being interested in the success and happiness of others than in five years of getting them interested in you. Yet, the majority of salespeople make routine sales visits without thinking, "How am I going to earn their business?" and "How can I make my selling proposition so compelling that no one else will stand a chance?"

Focusing on adding value to Your repertoire and providing education for your clients will bring in huge increments of revenues versus making virtually the same presentation (lots of talking) day in and day out.

First, let's address education. As a sales representative, I gave my first convention speech at age 25. Then as a regional sales manager, I developed an all-day seminar that typically drew 150 to 200 industrial attendees by invitation only. It was so successful, the company had me speak nationwide as it was bringing in tens of millions of dollars. Then with another industrial firm, I started providing seminars on sales, leadership, culture, exporting and other topics. Again, millions of dollars flowed in.

My next venture in life was sPeaking and consulting. I've had many retainer clients where I work with a firm for one or more years-usually a week per month. While my initial services are invested with the president, v.p. of sales, and the sales force, we soon begin to seek out target accounts that are progressive and could represent considerable revenues for mY clients. We then arrange for me to speak or consult for them. In each of these scenarios, I furnish usable information for growing people and revenues. That's value.

Let's face facts... all indicators point to slow growth for several more years. So do we just ride it out and hope for the best? There are tons of ignorant corporations doing just that. Organizations that focus on competition will eventually die. And those that focus on creating value will thrive.

I've seen building material distributors that have grown during the recession. How? By taking business away from competition that still "sell" and operate in the old school way: products, pricing and service. The successful have these same three components, but they add value.

Let's look at our own people. How many sales and management Personnel do you have that acted on just 12 new skills in the past year? The answer should be "all of them." Yes, education costs money, but ignorance costs more.

Here are real-life examples of the benefits of providing education.

. During a speaking engagement for one company, we took a coffee break about 9:30 and I noticed the c.e.o. and his executive team talking among themselves for 90Vo of the break time.

We went back in the room and the c.e.o. asked if he could speak before I continued. Of course I didn't say "no." He said, "We just talked about the fact that we just learned more in one hour than the quarter-million I spent on education on this group last year. What is it you want from us?" I replied, "Just all of your business and I'd like to leave here today with your (largest item) business."

He asked what time my flight departed. He then suggested we stop the seminar by a certain time to get to their headquarters to get the order and get me to the airport on time.

I've been part of many sporting events where the client hires a sports legend and fan favorite to sign programs and balls. I'm there to sign books and offer consulting advice.

Many ask if I can visit their executive team before I leave town. Again, I'm not going to say "no." I respond in the affirmative and set uP the appointments before the game ends. I'm armed with a state map and mY day planner so I can set appointments that make geographic sense. But I always conclude with "get your team prepared to ask me questions that you're struggling with" and "get them prepared to give us our first order. Is that fair?" I've never encountered a "no."

We then arrive, field and answer questions, sign a book for each execu- tive, get our first order, and often offer a seminar... for additional busiNCSS. reason. I got something like, "They're not going to switch." I had him make an appointment with the #2 guy in the organization and had a salesperson drive me there, where I received a modest $20,000 trial order.

. A large plumbing contractor said he wanted me to be the first visitor in his new home. My client's salesperson dropped me off and the client, his wife, and I met on the patio. In advance of our meeting, I said, "Get your order pad ready for water heaters," which my client had sold him a total of zero.

I got 200 units plus about 25 minor items, but Ms. Bean Counter (spouse) said, "Their heaters are $X, representing $Y more for the 200." He replied, "Yes, but I get Bill." Our agreement was that he would drive 90 minutes for lunch and it would be a workine lunch. I just told him that we couldnir spend three hours of travel time plus a 90-minute lunch each quarter. He cheerfully responded, "I'll gladly drive to you." At every lunch, which was a consulting session, we received new ltems.

90Vo of corporations-they drift. We know that most romantic affairs take place because of the bedroom monotony at home. The same applies to business. You can't blame the economy, but you can stop the drift and build excitement among your people and clients.

. At a breakfast seminar in Atlanta, I arranged for the c.e.o. of a very large firm to sit next to my client's c.e.o. At the conclusion, the c.e.o. guest was in no hurry to leave, but I loved his question to our c.e.o.: "Do you mind if I ask you what your revenues are?" My client replied, "$50 million." Silence. Then the guest said, "It's kind of embarrassing for a $5billion client to be educated by a $50 million vendor. I'm very appreciative, as I learned a lot. How do you propose we build on this relationship?" Ka-ching!

But here's the classy portion: I invited him, his executive team, and their spouses to come to my client, who was based in a tourist city. We had the ladies touring in horses and carriages and, without them knowing it, we arranged for stops at classy stores along the way where a gift (sometimes inscribed) awaited them. While they toured, I provided a management seminar for their spouses.

I've spoken for my clients at conventions, usually at breakfast or lunch. One big rule for a nice tum-out and avoiding a run-in with the convention is that your event must not be held while convention events are taking place. What I like is the venue is held in the same hotel where your target accounts are staying. No one has to travel and everyone needs to eat. And they receive value. . I provide consulting in my clients' booths at conventions. We set up a section in the corner of the booth with comfy chairs, pastries, coffee and end tables, beverages etc. It's clients' another by invitation only. The c.e.o. has gifts purchased for the clients, along with a neat note that I give at the end of our consulting session. Over 90Vo of the time, we get business and they never ask what our prices are.

Most exhibitors do the same thing every year... same booth, same people, same literature. As with many other things your group does, they do them by habit. Look at every major segment of your annual sales and marketing plan and figure out how to put a spin on it. New, new, new helps you to avoid what happens to over

. On a routine basis, I join the salesperson on a target account sales call. Naturally, we tell them we want the c.e.o. in attendance and ask that everyone be armed with their best questions. Caution: I've been doing this long enough that I can share that your one-hour visit often winds up as a two- to three-hour session. Often the group is dismissed and we wind up in the c.e.o.'s office. And most often, the c.e.o. asks me to get our salesperson to go make a call elsewhere as a plethora of things on the c.e.o.'s mind is confidential in nature. The c.e.o. gets better and we get business.

My c.e.o. got his bank to loan us his yacht, chefs and servers. The #2 executive came to the back of the boat where I was sitting watching the porpoises "escort" our boat while swimming along side. It was as if we had trained the porpoises to entertain our group. He said, "Bill, we cancelled the rest of our agenda to just plan on implementing the education we received. This was the best management retreat ever." There's more to this client example, but I can share that we received millions of dollars in orders in five months.

Providing valuable education helps your clients be better prepared to sell more (often your products) and lead better. You've provided a valueadded service, they will remember you for years, and you've further bolstered your reputation.

. This one was classy. There was an extremely large potential client and I noticed the v.p. of sales never mentioned them so I inquired about the

If you do not create competitive advantages, you cannot successfully compete. Forget the old school lunches, ball games, and holiday gifts. Instead provide a service that will help your clients be more successful. The rewards will come back to you 10,000 to 100,000 fold. You can srill have Iunch, but you will be setting up the next seminar-for more business.

Education is one of the most valuable gifts you can provide.

Florida Building Material Association president Bill Tucker has stepped down after 20 years heading FBMA.

Lumbermen's Association of Texas will host its annual convention April l2- 14 at La Torretta Resort, Lake Conroe, Tx.

The event will open with lunch and golf at Crown Colony Golf Club, Lufkin, Tx., and continue the next day with a daylong tour of logging sites and mills.

Other events will include a LUMPAC golf tournament at the resort's course, an evening beach party at Lake Conroe, and a President's gala dinner with awards and raffle.

Construction Suppliers Association elected Michael Townsend, v.p.operations, Townsend Building Supply, Enterprise, A1., as chairman of its board of directors.

Also new to the board are vice chairman/chairman-elect AndY Brown, Brown Lumber, Columbiana, Ga:, Znd vice chairman Alex Hill, Hills Ace Hardware & Lumber, Winder, Ga.; secretary/treasurer Chris Moon, Harbin Lumber, Lavonia, Ga., and immediate past chairman Chuck B ankston. B ankston Lumber, Barnesville. Ga. Additional directors are Jason Boehm, Junior's Building Materials, Ringgold, Ga.; Tee Bridges, Stone's Home Centers, Bainbridge, Ga.; Ray Gaster, Gaster Lumber, Savannah, Ga.; Mike Grady, Mulherin Lumber, Evans, Ga., and Mason Kocher, Kocher Lumber, Montgomery, Al. Associate directors are Phil Odom, Blue Linx, Atlanta, Ga., and Ida Ross Swift Hicks, Swift Supply, Atmore, Al.

On March 8, CSA will host an insight meeting at Hilton Garden Inn, Albany, Ga.

Illinois Lumber & Material Dealers Association kicks off its annual expo March 2O-21 at Peoria Civic Center, Peoria, Il.

Educational seminars will focus on such topics as estate planning, using technology to compete, and how to improve customer relationships.

Additional workshops will cover deck construction, solutions to common framing errors, and installation of exterior doors.

Mid South Building Material Dealers Association has scheduled its trade show and convention for March l5-17 in Natchez, Tn.

Highlights will include a crayfish boil hosted by the owners of Home Hardware Centers and a banquet with a live auction to benefit the Carl

Fruscha/Betty Hellenthal Scholarship Foundation.

Northwestern Lumber Association will present project-estimating seminars led by Gary Thompson March l3-14 in Bismarck, N.D., and March 20-21 in Roseville, Mn.

An outing to watch arena football between the Iowa Barnstormers and Utah Blaze is March 17 in Des Moines.Ia.

Oklahoma Lumbermen's Association is sponsoring a blueprint reading & material take-off workshop Feb.22-23 at its office in Oklahoma City, Ok. Western Building Material Association's Casey Voorhees will lead the instruction.

Mid-America Lumbermens Association will host its Arkansas spring meeting March 22-23 at Embassy Suites, Hot Springs, Ar. MLA has partnered with ICSNational Collection Services to offer debt-collection services to members.

Southeastern Lumber Manufacturers Association holds its annual spring meeting March 6-7 at Atlanta Airport Hilton, Atlanta, Ga.

Speakers will include Wade CamP, senior economist at RISI; Zoltan van Heyningen, executive director of the U.S. Lumber Coalition, and Tom Cator, SLMA's Washington legislative council.

North American Wholesale Lumber Association will present its Wood Management Course-Level II on March 12-15 at Mississippi State University's College of Forest Resources. Starkville. Ma.

Classroom topics will include strategic planning for U.S. and global markets, use of financial statements, evaluating credit risk, social media tools, and inventory management systems.

Hardwood Manufacturers Association will meet March l4-16 at Ritz-Carlton, New Orleans, La., for its annual meeting and expo.

Mike Snow. executive director, American Hardwood Export Council, will discuss projects and provide a market update. Deborah Hawkinson, executive director, Hardwood

Federation, will also provide an update.

Jim Alampi, managing director of Alampi & Associates, will present a breakfast talk on "The Executive Tune-up: Getting from Vision to Execution." Alan Beaulieu, president, Institute for Trend Research, will discuss economic forecasts and business implications.

Appalachian Hardwood Manufacturers will hold its annual meeting Feb. 29-March 4 at Marco Island Marriott, Marco Island. Fl.

Moulding & Millwork Producers Association convenes its 49th winter business meeting March 19-24 at Loews Santa Monica Beach Hotel. Santa Monica. Ca.

Jimmy Deleon O'Rear, 68, retired vice president with Birmingham International Forest Products, Birmingham, Al., died Dec. 8.

Victor J. Buccino,96, retired New Jersey LBM salesman, died Dec. I in Holmdel, N.J.

He served with the Army Air Corp during World War II. Afterwards, he operated his own construction business before serving as sales manager at Linden Lumber, Linden, N.J. He then joined Ply-Gem, Union, N.J., retiring in 1984.

Daniel Patrick Landon. 53. retired manager of Add Lumber, Dunkirk, N.Y., died Dec.29 in Bath. N.Y., after a lengthy illness.

He served briefly with the Marines, receiving a medical discharge in 1975. He was later employed by Fan Lumber, Westfield, N.Y., and retired from Add Lumber due to illness in 2008.

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Emmett Francis McCoy, 88, founder of McCoy's Building Supply, San Marcos, Tx., died Jan. 7 in San Marcos.

Mr. McCoy served with the Army in the Pacific Theater during World War II. Afterward, he joined the business started by his father in 1927, McCoy Roofing Co., and later started the business that would become McCoy's.

By the time he retired in 1997, the business had grown to more than 90 locations with sales exceedins $400 million.

Clarence ttWhiteyt' Precin, 86, retired owner and president of Home Building Supply, Tinley Park,Il., died Dec.26 in Tinley.

During World War II, he served with the Navy in the Philippines. He retired at age 83, after owning the business for nearly 30 years.

Atlie S. Warren, 84, retired senior vice president at North Pacific Lumber, Waynesboro, Ms., died Jan. I in Waynesboro after a long illness.

He began his career with North Pacific in 1968 and retired in 1991, after serving as manager of the southern division and Allen Timber Inc.

Timothy Blair, 54, former partner in Niece Lumber, Lambertville, N.J.. died Jan. 6 in Lambertville.

Mr. Blair's grandfather purchased the company in 1966.

Roger H. Emanuel, 88, retired general manager of Lincoln Wood Products, Merrill. Wi.. died Jan. 7 in Menill.

He served in the U.S. Navy during World War II as a gunners mate in the Pacific Theater.

He served as general manager of Lincoln Wood Products from 1972 to 2007, spearheading the company's name change to Lincoln Windows & Doors and launch of sister company Timeline Vinyl Windows & Doors, Menill. in 1994.

George R. Mitchell,91, retired owner of G.R. Mitchell Inc.. Refton. Pa., died Dec. 20 in Willow Valley, Pa.

Mr. Mitchell served wirh the U.S. Air Force during World War II. He began his career managing I.B. Graybill & Sons, which he purchased in 1969 and renamed.

After he retired in 1985. his son took over the business.

Emilio J. DeAsi, 88, retired Northeast LBM salesman, died Jan. I I in New Canaan, Ct.

During World War II, he served with the Army's 873rd Engineer Aviation Battalion in the Pacific Theater.

After working many years for the New Haven Railroad, he joined New Canaan Fuel & Lumber. He retired from Ring's End Lumber at age 65.

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