Every once in a while, we come across a company that is attempting to sell its products throughout the United States (and occasionally internationally) with only 2 or 3 salespeople. Understandably, the salespeople are overwhelmed and frustrated, yet they continue to do their best. Since only a small percentage of these companies have products that are highly technical, discussions invariably come around to the question, "Why not sell through reps or distributors?"
In most cases, the decision not to sell through agents is a financial one. The price at which the product sells leaves little or no room for discounts or commissions. Other times, the number of calls or the amount of "hand-holding" required to close a sale makes selling the product a break-even or losing proposition for reps or distributors.
So, back to our original question. Can you sell industrial products effectively with only a handful of salespeople? The answer (in most cases) is yes, but you have to be clever how you go about it.
The fact is that most industrial companies — from the two-person startup to the multinational conglomerate — have difficulty covering their markets. The problem is not unique to companies with a small sales force, just more pronounced. Don't forget that thousands of companies successfully sell consumer products with very small sales forces, and there are valuable lessons to be learned from looking at how they do it.
The trick is to put the entire selling process — from start to finish — under a microscope and try to find ways to make it easier on your salespeople. Remember, salespeople are your most effective selling tool, and your most expensive. You should make sure they spend their time wisely, doing what they do best — selling. This means freeing them up from any and all activities that could be done by support personnel such as secretaries, assistants, or customer service specialists.
It also means looking at more cost-effective ways of getting information to and maintaining contact with customers and prospects. Advertising, your website, regular follow-up mailings (both electronic and traditional), better sales literature, and special offers to entice those who are "on the fence" to buy will all make your salespeople more efficient.
Finally, you'll need to look at the actual closing process. The goal is to make it as easy as possible for someone who wants to buy your product to do so. Here again, there are lessons to be learned from consumer companies. Prominently displayed toll-free numbers; e-commerce enabled websites; knowledgeable, courteous customer service people; the willingness to accept credit card payments; and even the ability to ship product overnight can mean the difference between a successful small sales force and an unsuccessful one.
Yes, you can sell industrial products nationwide and even worldwide with only a handful of salespeople, but you have to be very smart and resourceful in how you go about it. And, if you are successful, you'll have turned a severe limitation into a powerful competitive advantage.
At Norris & Company, we assist clients in scrutinizing every aspect of their industrial selling process and implementing programs to maximize the efficiency and effectiveness of their salespeople.
If you would like more information on this subject, or a reprint of this and other ads in the series, please contact us: (508) 510-5626 • info@norrisco.com
