Sales HELP!

[DangerousDave86]

Any help here would be appreciated.

I have fairly recently moved
from my office role in Technical Sales to become a Regional Sales Manager for a
company in the Building Services sector (HVAC).

I cover a very large area
that has been neglected by previous occupants of the role, and therefore hardly
anyone I speak to knows anything about our company. We're not a market leader by
any stretch of the imagination but we make good quality product and can be very
competitive IF given an opportunity.

However, since August it's been a
real struggle, no one has any time for sales reps, apparently unless an existing
relationship is in place, so trying to create a relationship is nearly
impossible. On the odd occasion that I've managed to get my foot in the door,
and get a good look at a job, by the time it gets to ordering stage, we lose out
as the bigger distributors are only interested in selling their preferred
manufacturers gear.

Anybody got any suggestions? I've moved from one end
of the country to the other so am not going to quit to do this job, but at the
moment I just feel like i'm banging my head against a
wall.

Cheers.

 

[Mattyboy]

Hi Dave,

I am a sales consultant. I invested in a small but national employee benefits organisation, putting my money up. Employee benefits are pension schemes (including Automatic Enrolment), death in service, healthcare etc. All our clients are companies, typically SME's, up to say 250 employees, although some are larger. Its a very competitive market!

We get first meetings from three main sources;
We use a direct marketing company to make cold calls
Referrals
Professional connections

How are your first meetings generated?

We have a first meeting script which we practice meticulously, so we all do/say the same thing - it works!
Without going into too much detail (although I can pm you if you wish), the first meeting script has the following sections (always use an agenda - and explain why!);
Rapport (absolutely crucial!)
Our company (how we help our clients)
My role (how I add value)
The prospects current situation (its like a journey)
What they want to know about
Prospect risks & opportunities identifed
Possible solutions / how we can help
Next steps (which have already been outlined earlier in the meeting)

What products do you market and who do you see as a typical client?

Why do you think distributors are only interested in selling the preferred manufacturers gear?

What makes your gear better than your competitors?

As you are finding out, sales can be a tough role. Confidence at all times is crucial.

PM me if you wish. Whilst there are no secrets to sales success, certain aspects of the process, if ignored will kill the sale.

Good luck

Matt

 

[Val]

Confidence, talk the talk and take knocks on the chin and move onto the next. If you let yourself get beat up you'll end up going into calls expecting the worst. Remember you are only one call away from your biggest order.

Hard old game.

 

[JohnnyDee]

It really is a hard old game and what you've outlined is not at all uncommon.

It's all about resilience and dusting yourself off and getting back up again after a knock back.

In my experience you have to keep plugging away and being honest with yourself. If you're field based it's easy to fritter the day away with distractions and cups of coffee. You have to knock on that extra door, make that extra phone call or follow up those quotations. It's amazing how a piece of good luck leads to another and then another.

Whatever you do don't let it get you down, keep your chin up and keep battling. Look at it as if you've had an ugly 8 on the 1st but you're going to battle on to get into the buffer or even a cut by the 18th!

 

[Birchy]

Only been in the game since November but from what ive learned so far.

Preparation is huge
You need to know what your selling inside out
You will get loads of rejection but you need to keep chasing

Reading between the lines on your situation its going to take you time to build up relationships and sometimes you can be working clients for a long time before it pays off. Keep doing the right things and it will come.

Ive got a massive market leader on my side in the industry im in and its still a big battle for every single order.

 

[Val]

Only been in the game since November but from what ive learned so far.

Preparation is huge
You need to know what your selling inside out
You will get loads of rejection but you need to keep chasing

Reading between the lines on your situation its going to take you time to build up relationships and sometimes you can be working clients for a long time before it pays off. Keep doing the right things and it will come.

Ive got a massive market leader on my side in the industry im in and its still a big battle for every single order.

And one let down will haunt you for years, customers have very long memories.

 

[Birchy]

And one let down will haunt you for years, customers have very long memories.

Spot on, ive heard a few horror stories from more experienced colleagues

On the other hand sometimes somebody else letting a customer down opens the door for you and gives you that chance you have been waiting for in somebody like Dangerous daves case :thup:

 

[c1973]

Brown envelopes can help win contracts/get sales.

 

[Val]

Brown envelopes can help win contracts/get sales.

Very true, unfortunately auditors don't see it like that

 

[Deleted member 17920]

Brown envelopes can help win contracts/get sales.

Hmmm used to be the way but the bribery act has put paid to most proper business tightening up.
There are still plenty of small companies that do this tho.

 

[DangerousDave86]

Oh believe me, its not just the small companies. In fact i'd say the bigger companies are worse. Not brown envelopes, but holidays, corporate entertainment etc.

 

[DangerousDave86]

Hi Dave,

I am a sales consultant. I invested in a small but national employee benefits organisation, putting my money up. Employee benefits are pension schemes (including Automatic Enrolment), death in service, healthcare etc. All our clients are companies, typically SME's, up to say 250 employees, although some are larger. Its a very competitive market!

We get first meetings from three main sources;
We use a direct marketing company to make cold calls
Referrals
Professional connections

How are your first meetings generated?

We have a first meeting script which we practice meticulously, so we all do/say the same thing - it works!
Without going into too much detail (although I can pm you if you wish), the first meeting script has the following sections (always use an agenda - and explain why!);
Rapport (absolutely crucial!)
Our company (how we help our clients)
My role (how I add value)
The prospects current situation (its like a journey)
What they want to know about
Prospect risks & opportunities identifed
Possible solutions / how we can help
Next steps (which have already been outlined earlier in the meeting)

What products do you market and who do you see as a typical client?

Why do you think distributors are only interested in selling the preferred manufacturers gear?

What makes your gear better than your competitors?

As you are finding out, sales can be a tough role. Confidence at all times is crucial.

PM me if you wish. Whilst there are no secrets to sales success, certain aspects of the process, if ignored will kill the sale.

Good luck

Matt

Thanks for the detailed reply!

The product is plantroom equipment.

First meeting is generally me ringing up and asking if I can come in and introduce myself. Generally struggle to get past damned receptionists lol.

Our product is generally highly thought of, but sometimes too expensive. Cost plays a big part in the industry, but when building relationships you generally get more guidance on where your cost needs to be. Aftersales and service is where we are likely to win customers over some of our competitors.

I think confidence and patience are two points which I need to work on. Appreciate the replies, cheers

 

[CMAC]

Thanks for the detailed reply!

The product is plantroom equipment.

First meeting is generally me ringing up and asking if I can come in and introduce myself. Generally struggle to get past damned receptionists lol.

Our product is generally highly thought of, but sometimes too expensive. Cost plays a big part in the industry, but when building relationships you generally get more guidance on where your cost needs to be. Aftersales and service is where we are likely to win customers over some of our competitors.

I think confidence and patience are two points which I need to work on. Appreciate the replies, cheers

lunchtime is a good time to get past the stalwart receptionist as the relief receptionist is on and just wants to pass the call. Telephone roulette works exceptionally well as you'll be through to another dept who are usually delighted to transfer the call to your chosen destination:thup: This also works after 5pm as the boss/es are usually still in.

Preparation
volume activity
structured call with a goal
good listening skills
respect for the potential client without fawning
Do what you say you will do i.e if you agree to call back at 1pm the next day, do it! not 10 to 1 or 5 past 1. They might not be around but you gain a reputation of organised and reliable
Delivery is key. Old adage of 'under promise and over deliver' always impresses.
Use linkedin and connect that way, you might get an agreement to call at a certain time.

Lastly, try not to get down, sales can kick you in the teeth daily, but one decent call can lift you right back, you just need to make a few to find it.

Good luck and keep us appraised of your progress.

 

[Rooter]

What kind of customers are you selling HVAC to? is it specialist or general HVAC?

My ethos has always been sell your products benefits and how they can solve your customer problems. Never EVER slate your competition, in my opinion this de-values you as a sales person and your "product" Accept that there are alternatives with their own USP's, find out why your is the best. Whether because its the cheapest, the most reliable, the most efficient etc etc...

As for getting leads, with out paying a 3rd party to do it, it is tough. I reckon i get a hit rate of about 5 in 100 and i work for a very well known market leader!! It is tough and it can be soul destroying at times, feels like you are banging your head against a wall.

My suggestion would be plan your day well, get your admin out the way early (i mean very early!) and start with emails or linked to clients before 10AM. Have you paid for LinkedIn Premium allowing InMails? Worth it, you can search so much more efficiently. Around lunch time, hit the phone, catch people when they are not knee deep in work. After lunch hit the research again. around 4/4:30 hit the phones and emails again.

If you can, linkedin after 8PM can be very good, people are home relaxed and more likely to accept your invite or read your message. (be careful inviting too mant unknown people, Linkedin will kick you out! ask for referrals!)

Plan your targets, are you selling to specific verticals or geographies? Plan an "attack" on a very small part, find the names, you can find a heck of a lot out on LI. Dont be afraid to ask for help either!

One very good tip i got once was when you do get a sale, ask that client for 3 referrals to his/her peers in return for a further 5% discount, imagine an MD of XYZ company will know a lot of people in similar jobs! If you dont ask, you dont get!

Last one, take regular breaks, dont get bogged down and keep your chin up! Its a tough game! Get out to networking events is the last one!

 

[MizunoGreyhound]

Have you heard of backselling? Get the order from end user/main contractor and take it to the distributor. They will welcome you with open arms, and if they know you will work with them, it will get you through the door and in front of all the important people in the organisation. Is that a possibility for you?

 

[Sweep]

Breaking your products into established markets is probably the hardest aspect of sales, especially if you don't have a USP.
However, in my experience, you won't go wrong if you:
Have a good product
Offer a good price
Offer good service
and you are a likeable person.
Above all, always do what you say you are going to do.
You sound like a determined and conscientious person. I think you will do well. Just stick at it.

 

[glynntaylor]

Drop me an email to glynnbe.taylor@gmail.com

Btw... I'm in the HVAC industry so might be able to pass contacts or help....

Regards