This is always an engaging discussion because in the end the joint sales call is either a high impact event or a waste of mutual time.
For a distributor sales rep to arrange a day of joint sales calls with a Manufacturer or their rep, takes a lot of time and planning to orchestrate an effective two way engagement. With the abundance of available reps that request a distributor’s time in high demand, the traditional joint sales call day must take on a different meaning.
To begin with, the Distributor rep needs to be selective about where he/she takes the manufacturer rep. They need to bring the rep into accounts that make sense and accounts in which there is a realistic chance to close business. The distributor rep needs to selectively insert the manufacturer “expert” into their sales activity at the right time and the manufacturer rep needs to be in position to deliver upon expectations. What are those expectations?
• A high degree of product knowledge
• Ability to sell product features and benefits per the customer application
• Crisp follow up, whether that includes pricing and or following up with technical assistance
• Lastly and most importantly, loyalty….making sure the distributor has a sense of security that you are working with them and them only on this opportunity as they have brought you into the customer.
If the distributor rep doesn’t feel that the manufacturer rep is bringing this level of value, then the manufacturer rep will most likely not get invited to the account … for this or any of the lines they represent. On the other hand, the distributor needs to make his day with the manufacturer rep very worthwhile. This takes planning and it takes time to surgically insert the rep into the process. Once a date is in the books, neither party should back out of the mutual commitment. It is a game day.
Manufacturers today want top of mind , they want the mind share of their distributor partners. If they are willing to commit highly qualified resources to assist the distributor in the selling process, as partners, the distributor needs to take advantage of these opportunities. With the abundance of lines that an outside rep needs to sell, this level of expertise should be welcomed. The manufacturer needs to deliver the deep expertise. When these qualifications and expectations align, it is a win for all parties!
So, as a distributor, how many of the rep agencies that call on do you trust? How many are effective in conducting joint sales calls? Or would you prefer not to have the pressure of conducting joint sales calls and would rather call on the rep when you need them?
If you’re a manufacturer, do you want your reps to do joint sales calls or would you prefer that they call on end-customers / contractors directly to create demand and then let the business go to the most “aggressive” distributor salesperson?
Copyright © 2015 by John Salvadore
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