The answer became pretty clear when I had the opportunity to be at my friend's shop when his outside salesperson visited. I saw such a different dynamic between that salesperson and shop owner that I thought I would share those differences with you. It's something that might keep you up at night.
My friend and his salesperson did not think of themselves as partners or equals. Who is to blame? Both of them. From what I could see, the salesperson demonstrated that he was not organized when he walked in and did not command respect by presenting himself as a professional. But before you and I jump to the conclusion that this is a human resources issue, let's look at what a great salesperson does.
Our hero's name is Earl. He has more accounts than any salesperson I know, but that is only because I asked. As far as Earl's accounts know, they are his only and most important account — because he has a knack for making them feel that way. He is not particularly good with names or recognizing voices, but when you call on the phone and he asks, "Who's this?" you are instantly recognized.
Most of Earl's visits are unannounced, but he gets away with it. There are two reasons for that. First, the employees and ownership of the businesses he calls on see him as a valuable additional employee. Next is that he is very respectful of his customers' time, and when he does have a sales rep from one of his providers with him, his customers get a call asking when they will have time for a visit. He also knows their businesses enough to know when they don't need to see a rep.
A typical visit includes a time with the service manager, the owner, a quick wave to the techs and then business as usual.
In my world, the most important thing a salesperson can do is keep me up to speed on what his company is doing. What promotions fit my business? What new lines is he carrying? What is in stock? Nothing is more annoying than hearing about an exciting new product that I can't get my hands on for months. Checking to see if any problems exist with the parts store and resolving them is also at the top of my list. Sometimes returns and warranty items need to be discussed. The final item on my list of important things is that this salesperson knows his product line, or who to call, when I am trying to find a part I need to repair a vehicle.
While I recognize that some salespeople do possess a certain kind of magic, I firmly believe that if a key contact shows genuine interest in his customers' businesses and takes the time to understand how they operate, a great relationship will result.
Donny Seyfer is a second-generation repair shop owner and ASE Master Technician. An active industry educator, Seyfer hosts two automotive radio shows, serves as chairman of the Automotive Service Association of Colorado, works nationally to help repair shops with IT and service information utilization and writes for Motor Age, a sister publication of Aftermarket Business.
