16 minute read
OLSEN ON SALES
ALWAYS AND NEVERS
------------ BY JAMES OLSEN
THERE ARE stylistic differences in sales. Some sellers are more relationship based and laid back, while others are more hustle/bring value serious type sellers. Master Sellers calibrate their style to the customer preference. While style is important, there are approaches that are always and never techniques.
Never
Ask a customer, “What do you need today?” This brings zero value. It says, “Will you do all the work and tell me what you want and what you want to pay?”
There are some charming sellers who can get away with this. These sellers are about one in 40, so if you are Mr. or Ms. Charisma, I am happy for you, but for the rest of us this approach will create a lot of poor treatment—it’s irritating to busy buyers to deal with lazy sellers— and deservedly so.
I tell charismatic sellers, “Yes, you can get away with the lazy albeit charming approach, but your career will grow bigger and faster if you add value beyond your great personality.”
Always
Offer customers multiples of multiple items. Many sellers come to customers with one of one item. These calls are short, uninteresting, and low value for the customer and low potential for the seller. The Master Seller brings multiples of multiple items which brings more value to the customer, gives the Master Seller more chances to get an order and sends the message to the customer that they are dealing with a volume supplier, not a onesie-twosie salesperson pleading for scraps.
Why don’t most sellers bring more items to calls? Because it’s more work.
Never
Call customers inconsistently. This sends the message that we’re only there for the order, that we’re just a deal seller, not a relationship seller who wants to bring persistent and consistent value. In addition, it makes building the relationship with the customer more difficult because of the inconsistency of contact.
Always
Call customers in a consistent way. I prefer the same time and same day. This way the customer learns to expect us and count on us. We become part of their “business rhythm.” We begin to integrate ourselves into their business.
Sellers will say to me, “I only want to call them when I have a good deal.” This is a flawed strategy. First, hustle hard(er?) to find good deals. Second, our job is to be consistently competitive. We won’t always have the best deal, but consistent competitiveness trumps the occasional best deal over the long run.
Never
Flip prices. We are not in a hurry to give our customers a price.
Always
Find out the need behind the question before we give the price. When a customer asks us for a price (inquiry), we slow the process down and ask questions first. Is our customer just pricing their inventory? Checking the market? Did they just buy three and want to see what we would have quoted? Keeping their favorite supplier honest?
When we slow the inquiry process down, we send the message that we care that we are professional, and that we expect to get the business.
Grade? Species? Tally? Quality of supplier? Shipment? Volume? What are we thinking of paying? When are you going to buy this? And any options on the above before we give a price.
Never
Give the prices without asking for the order.
Customer: “What’s your price on a couple trucks of 2x4 #2 14’s?”
Seller: “We can get those into you at $650/MBF.” (Then silently wait for the customer to buy.)
The problem with this approach is it works, leading many to think it’s good. It works. It just doesn’t work as well as...
Always
Asking for the order when we give the price.
Customer: “What’s your price on a couple trucks of 2x4 #2 14’s?”
Master Seller (after asking the questions above): “We can pick those up for $650/MBF, which is a good deal. Do you want to put those on?”
This approach not only garners more orders, it also sends the correct message that we expect to get the order(s), which over the short and long term will bring us more business.
JAMES OLSEN
James Olsen is principal of Reality Sales Training, Portland, Or. Call him at (503) 544-3572 or email james@realitysalestraining.com.
HOW TO USE SOCIAL MEDIA: 5 TIPS
------------ BY KIM DREW
IF YOU HAVEN’T branched out into social media to showcase your dealership and what you have to offer, now is the time.
Recent national consumer research by the Northeastern Lumber Manufacturers Association revealed the number one place homeowners go for product and project inspiration is social media. These same consumers are the ones working with your customers, so why not up the ante in what you’re offering your customers to help them stay ahead of trends?
The bread and butter: Variety is the spice of social media. If you post the same things over and over, your audience will stop liking your posts. If they stop liking your posts, the posts will fall lower in the algorithm, meaning they won’t be seen. Keep it fresh and exciting! You don’t have to post every single day, but plan on at least two to three times a week. Make the posts different and visually exciting: use graphics, photographs, or even memes (as long as they’re appropriate). And please, for the love of all that is beautiful wood, use proper spelling and punctuation.
Assuming you already have social media channels created and active, here are easy tips to help build a content flow to engage key audiences.
Educate: Your Services
Customers might know you for one product or service you offer; take the opportunity to raise their level of awareness with regards to everything your dealership offers and sells. But not all at one time! Consider creating a specific content calendar just for services/key products: Each Thursday, post about a specific service or product you offer. Share details, how the service/product will make someone’s job or life easier, and always include a graphic or photo.
Educate: Deep Dives into Trends
If you’ve been selling wood for any length of time, you know what some of the trends are by now. Make these trends your own and tailor them to you and your dealership by sharing information that’s yours alone: this can be research you’ve done about this trend in your geographic area, or it could take the direction of a case study of a successful project in which your company has participated. Find what’s popular and update or enhance the material to make it specific to you. This is how you engage customers online!
Photos, Photos, Photos
Inspiration is what it’s all about, and no one does gorgeous inspirational photography like the wood industry. Go out there on the internet and grab some of these gorgeous photos (with permission!) and share them on your social channels. Or use your own photos to showcase the multiple ways in which the wood you sell can upgrade and enhance any style of home.
Success Stories
When homeowners are looking for inspiration ahead of their next home build or renovation project, they want to see what others have done. Mining for ideas and inspiration is where the internet and social media shines: Throw the spotlight onto customer projects (with their permission!) to show what projects you’ve helped with, what’s possible using wood, and where to start. Highlight how the wood you sell made this project more useful/more beautiful/more sustainable. Ask your customers for photos of their projects and get their permission to share online; everyone wants to show off their gorgeous home improvement successes!
Consistency is Key
If you’re the type to post once or twice… then not again for a few weeks because you’re busy, think long and hard about engaging social media as a tool. Much like other communications tools—PR, for example— consistency and constancy are key. The changing of minds take time but it’s well worth the effort!
– Looking for some beautiful wood photography to highlight? Please visit www.nelma.org and click on Consumers, then Inspiration.
SCARY HR STORIES
AND LESSONS YOU CAN TAKE FROM THEM
------------ BY PAIGE McALLISTER
FALL IS HERE, the time of year people gather around and tell each other scary stories. Unfortunately, the workplace has its fair share of these stories too. By bringing them to light, we hope they can become important lessons on what to do and not do.
Trick-or-treat — Unwelcomed birthday party cost employer $450,000: Knowing that the company celebrates employee birthdays, an employee asked the office manager to not throw him a party. However, the office manager did not pass along the request and, while he was away, co-workers planned a birthday celebration for the employee. The employee then suffered a panic attack, so he avoided the party and sat in his car during the lunch break.
Q. My employee tripped on a pothole in our parking lot and broke their arm. Do we have any obligations? A. Probably. If you own and maintain the parking lot and the employee was injured while coming to or from work, then it may fall under Workers’ Compensation. If not, it may fall under your property liability insurance.
If the parking lot is maintained by someone else, such as with an office building, it may fall under their liability insurance but could still also fall under your Workers’ Comp.
Some states even have Workers’ Comp laws that extend coverage to employees walking to and from work on public sidewalks and streets if they are required to park a distance away from the worksite.
In addition to insurance liabilities, you would need to consider any company or mandated leave laws and reasonable accommodation while they recover from the injury.
Whenever an employee is injured at or on the way to or from work, we recommend consulting your insurance carrier and HR consultant to determine the best course of action to protect yourself and to ensure the employee receives all benefits and protections they are entitled to.
The next day two supervisors confronted him about his behavior which prompted him to have another panic attack, turning red in the face and yelling at his supervisors to be quiet. The employee used a coping method which involved clenching his fists, causing the supervisors to feel threatened, so they sent him home and told security to not allow him back.
Even though the employee texted apologizing for his behavior and explained it was how he copes with panic attacks, the company fired the employee citing fear of physical harm and that his panic attacks did not meet the ADA-level of disability. The employee filed a claim for adverse employment action due to his disability. The jury agreed and awarded him $150,000 in lost wages and $300,000 for his suffering.
Moral of the story: Honor an employee’s request to not be involved in company traditions or public outings that are not directly related to their job duties.
Mummies — Applicant’s mom comes to interview: A recruiter had an interview with a 19-year-old young man for a summer internship. While it seemed to be a normal interview, the young man’s mother appeared a few minutes later apologizing for being late as she was parking the car. The mother then joined the interview, continually interrupting to extol her son’s accomplishments and explain why the company should hire him. In fact, there are numerous stories of parents involving themselves in the hiring process for their children, including submitting their child’s resumé on their behalf, asking to represent them in the interview since their child was “busy,” or calling to negotiate a higher salary.
Moral of the story: Be prepared for outsiders intruding into the process. Calmly and respectfully explain to both the child and parent that the hiring process is an interaction between the company and the applicant, which is best one-on-one. Once hired, all personnel information is confidential and can only be discussed with the employee.
Ghosted — Employees and applicants disappear with no notice: There are numerous stories of potential and current employees ghosting their employers. Applicants fail to respond to interview requests or candidates who have been interviewed or even offered a job disappear with no warning. Even current employees, regardless of length of service, have been known to work without issues and then POOF… without warning they do not show up to work, do not call in, and do not respond to managers who reach out not only to find out if they are coming in but if they are okay.
Conversely, several companies have ghosted job candidates as well. Even though recommended practice, not every application gets acknowledged or sent a rejection letter early in the hiring process. However, companies have been known to interview candidates, promise follow-up, and even make a preliminary offer of employment but then never contact that candidate again.
Moral of the story: Establish clear communication expectations for every stage of the hiring process and employment lifecycle. Let candidates and employees know that they are valued and who and how to reach out to communicate any issues they have. And be sure to have a welcoming, open communication style so people do not feel disappearing is their only option.
Costumes (Not) — Employees not allowed religious garb or grooming: Companies often have dress and appearance requirements, some due to safety while others are to achieve the desired “look” the company wants their employees to present. The EEOC protects employees’ rights to follow the attire and/or appearance requirements dictated by their religious beliefs. However, companies often enforce their requirements for all employees without making reasonable allowances, such as skirts for women who are not allowed to wear pants or not hiring a woman who wore a headscarf to an interview (whose case was actually affirmed by the U.S. Supreme Court). Companies have had to pay large settlements due to not giving employees who wear beards and long hair the same employment and promotion opportunities.
While some requirements do not need to be accommodated due to critical factors such as safety as long as enforced consistently for all employees, many dress codes allow for some flexibility.
Moral of the story: Review your dress code to evaluate its requirements for “wants” vs. “needs.” If an employee makes an accommodation request for any legitimate reason, consider if the appearance policy can be flexed to honor the employee’s rights while maintaining safety and keeping the general “look” desired.
PAIGE McALLISTER
Paige McAllister, SPHR, SHRM-SCP, is vice president for compliance with Affinity HR Group. Reach her at (877) 6606400 or contact@affinityhrgroup.com.
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SCAN ME
CHAMPIONS SHARE THEIR SUCCESS STORIES AT LMC LEADERSHIP SUMMIT
Champions in various sports fields shared their secrets to achieving their goals at the LMC Leadership Summit on Sept. 20-23 at the Sheraton Phoenix Downtown, Phoenix, Az.
Award-winning educator Kathy Pearson, president and founder of Enterprise Learning Solutions, Inc., laid the groundwork for the Summit with a focus on the theme of this year’s event, “The Secret to Achieving Your Goals & Dreams.”
On Sept. 21, five-time Iditarod champion Dallas Seavey presented “Setting Goals and the Strategies to Reach Them.” Seavey grew up in a family of three generations of Iditarod champions. He started his own sled dog team when he was just 21 years old, and his team broke the Iditarod speed record twice. He shared how he built his team of dogs and humans by understanding their strengths and weaknesses and helping them reach their full potential.
Later that morning, Dave Scott, Ironman world champion, took the stage to talk about “Success vs. Failure.” Scott knows what it takes to be successful. A six-time winner of the Ironman triathlon, he was the first inductee into the Ironman Hall of Fame in 1993. Today, Scott devotes his time to educating and inspiring athletes of all ages and abilities. He shared his techniques to stay motivated and focused on goals for success.
Science journalist Joshua Foer was on hand to discuss his best-selling book, Moonwalking with Einstein: The Art and Science of Remembering Everything. Foer is a “mental athlete” who won the U.S. Memory Championship after just one year of intensive memory training. He discussed how perseverance, concentration, and creative thinking can help overcome limitations. Foer also demonstrated some memory techniques he uses to train his brain.
In a Sept. 21 panel discussion, Ahron Cohen, a venture partner with the ADvantage Sports Tech Fund; Amiel Sawdaye, senior VP and assistant GM for the Arizona Diamondbacks; and AJ Maestas, founder of Navigate, a sports and entertainment consulting firm; talked about the core characteristics and strategies that got them to where they are today.
On Day 2 of the Summit, leadership coach Dante DiBattista navigated attendees through the role of leaders, the false assumptions associated with leadership, and the six mindset shifts needed to become an effective leader. Attendees walked away from the session with action items and resources they can use to implement the strategies he shared with them.
Olympic silver medal-winning hockey player Lyndsey Fry kicked off the afternoon sessions with “Leading by Embracing Change.” Fry shared how transitions in her career as a pro hockey player presented her with opportunities to grow and break barriers in her own life.
In the last session, Annie Van Fossan, Tugboat Institute, discussed “evergreen” companies and the seven principles they are built on: purpose, perseverance, people first, private, profit, paced growth, and pragmatic innovation. During the session, attendees collaborated with their groups on how their company aligns with these principles and set goals for closing any gaps.
“The education this week is relative to the business in terms of setting goals for myself both personally and professionally, but also my staff. It has given me a new vision on what I can bring back to the company,” said Brad Martineaurner from Jackson Lumber & Millwork, Lawrence, Ma.
Orlando Alamano, general manager of Northwoods Lumber Co., Bemidji, Mn., said, “The Summit was extremely valuable. I almost have to slow myself down to not want to implement everything that I am taking away in one shotgun blast when I get back.”
At the end of Day 2, all attendees were invited to a Margarita Mixer for networking at the entertainment venue, The Duce. Attendees enjoyed a dinner buffet, a competitive margarita contest, games, music, and more.
The annual LMC Leadership Summit is a part of LMC’s 21st Century Leaders Program, which is designed to bring members together to learn and connect.
