Do You Really Know Who Builds Your Brand? Thoughts from DPHA Fellow Jeffrey Valles, Colonial Bronze

Chapter 1: This Is H U G E, They Will Love it.. And Our Sales Will...

A few years back I was approached to join a brand’s thank you trip to a wonderful far away land all expenses paid. We would visit the factory, talk with the people that make and support the fabulous products and visit a worldly city as only a native can. It sounded wonderful. But then I asked myself, why did they ask me? I did not really sell any of their products. If their numbers dropped in volume or profit dropped significantly, I would remove the line. There was no upside for this brand to spend thousands of dollars for me to have a good time. So, I sent one of our managers. A manager who sells. A manager who works to influence the sales team to sell the products that are best for us. This person can learn so much from this special opportunity. They can absorb the brand’s foundational story from its people, actually see the product being crafted and understand the culture in which it was created and continues to influence its maturation.

They will arrive back in the showroom working to build this brand’s product sales with their clients. They will also leverage their newfound respect and understanding of the brand to motivate salespeople not only to present this brand more often, but passionately explain what makes this brand special in the never-ending sea of products. Now this was promotional dollars well invested.

Showroom owners, I am sure you love these fabulous trips and would not be happy to see them disappear. However, if you work to find the time to send your influential salespeople on these elegant brand excursions hosted by your key, profitable brands, I think you will see the results in key brand sales and your bottom line. Sure, you will miss out on that particular memorable trip, but with a larger number on your bottom line and a happier team, you might be able to take the time to travel where you have dreamed to visit all on your own.

Most of your good salespeople will never have the opportunity to travel the world. Every day they sell products designed and manufactured in Italy, Germany, France and Torrington, yet those places may only exist in their dreams. Why not replace those dreams with actual dreamlike experiences that will also help improve your company and your sales of the brands you want to sell?

Chapter 2: Hi-Ho Hello: Who Do You Want to Love?

After this experience, we decided to watch our manufacturer representatives and see how they worked in our showrooms.

Some would go straight to the purchasing agent, check to see if there were any issues, then wander around the showroom, wave at me and leave.

Others would make an appointment with me. We would chat a bit about what is new with their product lines. What is going on in their territory and say au revoir. On their way out they would stop by to talk with the purchasing team, wander through the showrooms and leave.

Then there were those that waved at me, spent time with the purchasing people and then hit the sales floor. They would take great care not to interrupt or waste the showroom salesperson’s time, but they made sure to greet each salesperson and quickly ask if they needed any help or had any questions. That was it. They knew that it fried my bananas if a rep distracted a salesperson from their job with chit-chat, that’s why we had off the floor, weekly product knowledge meetings focusing on key brands. But, they did know I encouraged saying a quick hello and seeing if there were any issues to address.

So which reps’ lines did the best? Pretty obvious.

If you are a manufacturer or the local sales representative please understand, it is the salesperson on the floor or on the road that makes your brand strong. Your brand can wine and dine non-selling management and make the purchasing agents dance with glee, but if you do not support, properly educate and respect the people who actually presented your products to the designer, builder, plumber and homeowner, you will not be a strong brand in that or any showroom.

Vendors, sales representatives, you have so much to cover and so little actual face time with these key salespeople. Before you enter the showrooms, know whom you need to talk to and follow that guide. Sure, you will be sidetracked, but work to stay on plan and touch base with those people that you want and need to promote your brand. The owners and managers still need to be addressed, but without the key salespeople fighting for you, you will struggle mightily.