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Managers As Sellers by Tom Reilly ©Copyright 1999 I recently had a conversation with a long-time customer who owns his own company. He told me what I have observed for years and recently confirmed in research. Managers who sell to their management counterparts help the salesperson increase customer loyalty and retention. Georgia State University identified “. . . a feeling of partnership, management involvement, and open communication between the customer and the supplier . . .” as the three critical success factors for key customer relationships. Separately, another study found that two-thirds of the customers felt meeting with their high-level counterparts was important. Connecting at all levels, top to bottom, cements the relationship in ways that a single point of contact (the salesperson) cannot achieve. The salesperson is still the primary contact, but the other connections support the salesperson. When managers engage their counterparts, they hear first-hand the issues that concern customers. This helps supplier management make strategic, market-based decisions. Joint calling with their salespeople also helps managers determine training needs while demonstrating their commitment to the customer. Most high-level decision makers (HLDMs) I know have 20/20 vision: they see for twenty miles at twenty thousand feet. They have the ability to see things strategically. This strategic view is shared by seller and buyer. When two HLDMs meet and discuss their business, they understand the issues and trends that affect both companies: employee and customer satisfaction, competitive position, cash flow, profitability, maximizing resources, etc. Can you do this in every account? No. It’s unrealistic to believe you can routinely meet with all of them. But you can be selective and achieve high-level contact in key accounts. Talk to your sales reps. Determine which accounts you want to penetrate, top-to-bottom, and establish sales objectives and design your strategy. You will probably find that the time you spend on the streets will be a nice break from the administrative routine and a clear reminder of why you got into the business to start with—to better serve your customers. Next Added Sales Management Article Tom Reilly is president of Tom Reilly Training, a St. Louis based firm specializing in training salespeople and sales managers. He is author of the books Value Added Selling, Coaching for Sales Success, Customer Service Is More Than a Department, Crush Price Objections, How to Sell and Manage in Tough Times and Tough Markets, and Get Out of the Wagon and Help Me Pull This Thing. For more information contact: Tom Reilly Training, 171 Chesterfield Industrial Boulevard, Chesterfield, MO 63005 (636) 537-3360 www.TomReillyTraining.com |
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