Worldly Thinking

Sometimes, in order to gain a new perspective — to change our way of thinking — it's necessary to change the way we talk about things. I think it's time we change the title of key account sales representative to Ambassador. Then every manufacturer would have an "Ambassador to the Court of Wal-Mart" or "Ambassador to the Kingdom of Target."

And while we're at it, how about the designation of national sales manager? Let's change that title to something more appropriate: "Secretary of State for Consumer Products Sales."

Each buyer is like a foreign country — they do things differently there. And like foreign countries, they have distinctly different cultures. At one company we may be encouraged to go to dinner or even give gifts. In another, such behavior can result in a (metaphorical) failure of diplomacy.

On a more subtle level, some buyers expect us to negotiate, while others assume that they will dictate a price or policy. Some want us to check with them before making a change in sales representatives; others consider such communication a breach of ethics.

Failure to recognize such nuances and communicate them back to management can be the difference between success and failure. When doing business with one of the "superpowers," such a failure can have catastrophic results.

Of course, this is just a funny way to look at the gift business. But the humor underscores a serious question: Do manufacturers have the right type of people representing their companies' interests with their largest customers?

The people who most frequently travel to the headquarters of these companies are key account representatives. Say we don't call them ambassadors, but just think of them that way. There are questions we should ask about the skill sets they need. Do we want a good talker or a great communicator? What is preferred, a short- or long-term thinker? Is it best that they have a great personality, or skills as host and guest? Do we want them to represent only the sales department, or the entire company? Do we need someone whose job it is to get the sale, or to grow the company's relationship with the customer?

Let's take a hard look at our company's ambassadors and their need to be trained as diplomats and not just hard-driving salespeople.

If we find that we need ambassadors, then what type of people might they be?

• People who can separate themselves from the bad news they may have to deliver in either direction.
• People who can not only speak intelligently to their buyer counterparts, but also with accounts payable, receiving, merchandising, logistics and senior management personnel.
• People who can anticipate and deliver information between companies in an exact, productive fashion.
• People who can mediate a dispute between their own company and the customer.
• People who know not just what to say but when to say it.
• People who can strongly empathize with customers without forgetting dedication to their own company.
• People who can find out what the competition and customer are up to.

A key account salesperson calling on a superpower buyer is in the position to make the company successful, or sink it into oblivion. That's a great deal of responsibility for one person to have. CEOs and sales managers should sit down and consider whether the key account function, as it is currently designed and staffed, is appropriate for the specific account. If not, then the first step is to redesign the job responsibilities.

Once that's done, consider who inhabits the position. Do they have the skills, abilities and personality appropriate to the position and customer? If not, are they trainable? If not, should they be replaced or reassigned to a customer more appropriate to their strengths?

As the retailing community continues to shrink, the influence of a few superpowers is going to get greater. The health of a manufacturer may well depend on how well it understands and communicates with its customers.

Who is your ambassador?

This is the first in a series of articles that examine the relationship between reps and superpower retailers.