Who’s Your Best Salesperson?

Guest Blogger
Martin Tirado, CAE
Snow & Ice Management Association

Last summer I got to meet and spend some time with a great salesperson in the snow & ice industry. What triggered my senses to know he was great?

He knew the names and was friendly to everyone he spoke with. He was very knowledgeable about the products and equipment he sold, certainly as much, if not more so, than the actual users. He marketed his company well, not coming on too strong by interrupting people and tossing business cards around, but by striking up casual conversation and introducing himself politely and with the correct body language to people he did not know. This person created a sense of comfort and ease with everyone he spoke with, thus getting customers to open up and ‘talk shop’ was not anything he had to lead himself.

So who was this salesperson? With respect to anonymity in this message, this person was a Sales Manager with a truck equipment distributor in Wisconsin.

If you do not sell direct to consumer, you and many other manufacturers rely on these distributors as your sales force. What’s your criteria and review process for your distributors and do you know what attributes the great ones have? Think about some criteria beyond just dollars, because it takes great sales skills to reach the financial success points. What great sales skills can you communicate, or use to evaluate, new distributors? Partnerships between manufacturers and distributors go beyond just a contract. In appreciation of true partnership, consider working with your best sales people on co-op marketing programs, training, and trade show presence.

Indeed, a mutual partnership with people who have great sales skills with lead to success for you, the distributor, and the end user of your products.

Martin Tirado is a Certified Association Executive and the Executive Director for the Snow & Ice Management Association. He can be reached at Martin@sima.org.