Friends, Allies, Consultants

This article may very well annoy some of you, and for that I apologize, because it's not my intention. Still, there are many who need to read this, and take heed. In a nutshell, here's the topic: Reps aren't the lazy, unresponsive, incompetent, money-grubbing morons that retailers often take them to be. I know. I was one myself.

The industry has changed a lot in the 20 years since I was on the road. For one, technology has come a long way from the days when we hand-wrote and mailed every order. The retailers I called on back then were wonderful people, and a few became good friends. Is it still like that? Yes and no.

I talked to a lot of reps to get a feel for what the job is like today. Each had glowing stories about retailers they adore. And the retailers also had stories about reps who are always there and always go the extra mile. However, a class on "The Care and Handling of Sales Reps" might be a good thing for some retailers out there.

First, let me say that sales reps arenecessary. Yes, there are unprofessional reps who don't know their lines, aren't organized, and who you have to see in order to get the lines you want. But they're the exception. Sales reps make their living by helping retailers to sell more products. It's in their best interest to help make your business successful, including keeping you up-to-date on trends and being a great resource. But are you doing your part to make that happen?

When you set an appointment, are you there when your rep arrives?

I hear from many reps that arrive on the right day at the right time, only to hear, "I forgot to look at my calendar, I can't do it today;" or, "I have to take my daughter to the doctor." If a retailer stood around waiting for a rep and the next day heard an excuse about why they didn't show, she'd have every right to be angry. It cuts both ways. Sales reps block off at least two hours to work with you. If they can't work with you, it's unlikely they'll find a profitable way to fill that time. Take a minute to call and reschedule the appointment.

Do you (and your staff) treat a sales call as a professional meeting?

Try to have a place to conduct the meeting. If you have a desk, clear a section and grab an extra chair. "Many times I'm at an appointment for hours, juggling samples, holding an order pad and catalogs while standing up," said one rep.

Other tips for conducting an optimal meeting with your sales rep:

• Make sure your employees know what their role is during sales meetings. They should be able to handle incoming phone calls and deal with customers while you're in a meeting.
• If you involve your staff in buying decisions, make sure that they understand the process, and that they're offering opinions based on shoppers' buying habits, not their own.
• Treat the samples with respect. Reps spend a lot of time organizing samples and catalogs, and they need to use them for more meetings. Thumbing through them with a wetted finger, folding pages, or marking them with a pen should only be done if a rep encourages it.

Do you ask for a line exclusivity?

Most reps recognize the importance of offering exclusivity on an item or a line, but retailers should realize that it's a two-way street. If you want to be the only person in your area carrying a product, you need to make a commitment to it. A $150 order isn't enough to warrant an exclusive. If it's a line you really must have, then step up and make a statement. However, there are plenty of products that can be successfully sold in multiple stores in one area — the key is the environment they're in and how the retailer merchandises them.

Are your phone messages easy to respond to?

Just as it's tough for you to return calls during a busy day in the store, it's equally difficult for sales reps. So when you call, try to leave a thorough message outlining your problem, question, or concern instead of just saying, "Call me as soon as you can." That way your rep can call back with a solution. If you've not heard back by the end of the next day, you can make another call. But unless it's an emergency, be patient.

Are you prepared to do business when you go to trade shows?

No matter which side of the booth we're on, we all find trade shows stressful and exhausting. But as buyers you can make it easier by heeding this advice:

• Have plenty of business cards and reference sheets on hand.
• Many booths are multi-line booths. If you want to know a minimum, or need a catalog, ask for what you want rather than simply asking, "What's your minimum?"
• Don't ask for samples. There are rarely enough to set up a show, much less give away.
• If you don't want a catalog, don't take one. There's nothing more demoralizing to a manufacturer than walking by a trash can and seeing that someone has tossed their catalog. If you think you might be interested later, just take a business card. They're cheaper and lighter.

When your order arrives, do you promptly pay your bill?

This final piece of the buying process is the most important. Assuming that what you've received is what you ordered, pay your bill. If you don't, your rep (and ally, friend, consultant, and resource) doesn't get paid. Many retailers don't understand that. Reps are paid based on what you pay for. That's why reps try to make sure that you buy the best-selling items. It's a partnership — once again, a two-way street.

To those of you who make it easy … thanks. And to those of you whose eyes have been opened by this article … it's a New Year, let's start on a good note.