This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
This Website Uses Cookies
By closing this message or continuing to use our site, you agree to our cookie policy. Learn More
This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
Supply House Times logo Supply House Times
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Supply House Times logo Supply House Times
  • Home
  • Magazine
    • Issues
    • Digital Editions
    • Archives
    • Ad Index
    • B.I.G Book
    • Rep Locator
  • Market Sectors
    • Plumbing
    • Bath & Kitchen
    • Industrial PVF
    • Radiant/Hydronics
    • HVAC
    • Fire Protection
    • Solar Thermal/Geothermal
    • Technology
    • Codes
    • Company News
    • ASA News
    • Women in Industry
  • Columnists
    • Mike Miazga: From the Editor
    • Dan Holohan: Heating Help
    • Hank Darlington: Showrooms
    • Jim Wheeler: HVAC
    • Bruce Merrifield: Distribution
    • Dirk Beveridge: Innovation Strategies
    • Michael Mercer: The Dr.’s Office
    • Letter from ASA President
    • Safety Columnists
  • Multimedia
    • Photo Gallery
    • Videos
    • Webinars
    • Podcasts
    • YouTube Channel
    • eBook
  • Special Editions
    • Premier 150
    • PVF Outlook
    • PB Outlook
    • Radiant Comfort Guide
    • Radiant & Hydronics Report
    • Green Plumbing & Heating
  • Products
  • More
    • Industry Calendar
    • Classified Ads
    • Industry Links
    • Custom Content & Marketing Services
    • Market Research
    • eNewsletters
    • Showrooms
    • Supply House Times Store
  • Bath & Kitchen Pro
  • Contact
  • Advertise
Home » Back to basics

Back to basics

July 15, 1999
Kelly Faloon
Reprints
No Comments
Training inside sales reps means going back to the drawing board and teaching them the fundamentals.

In order to increase a wholesaler's sales volume, inside sales personnel must have comprehensive sales training. They need to learn how to make the most out of inbound calls from existing or prospective customers. They also need a good coach to teach them these skills and provide them the right tools to learn.

The problem for most managers is how to find the right tools to sufficiently train and motivate their sales staffs. Lebanon, Pa.-based APR Supply Co., a plumbing and HVAC distributor, faced this problem at its 10 branches. The traditional monthly sales meetings attended by the branch managers didn't seem to be effective. "We realized that the information discussed at these meetings wasn't getting to the right people at the branches," says Bruce R. Hoch, APR's director/ sales and marketing.

The next step had the firm scheduling monthly branch meetings. The big step, however, came in March 1998 as APR established quarterly companywide meetings. APR requires all of its 85 employees to attend, Hoch says. The company conducts the gatherings on a Saturday and includes some type of seminar conducted by professional motivators. Breakfast and lunch are provided to employees.

Because of their interest in industry education, APR's vendors help fund the monthly event, Hoch says.

Not all of these seminars are sales-related, such as a recent program on team building, but sales is a key issue. In June of last year, industry consultant Bill Stiles presented an inside sales seminar to the group.

"We need to get back to basics," Hoch explains. "We don't teach people how to sell anymore."

But APR doesn't stop there. It uses all of the methods available to train its sales personnel, including continuing education programs through the American Supply Association and the Northamerican Heating, Refrigeration and Airconditioning Wholesalers Association. APR Supply recently sent several key salespeople to Philadelphia to attend an ASA seminar on counter sales.

"We believe that education is important for our staff," Hoch says. "In fact, we have a program where some of our people receive salary increases based on their continuing education courses."

In preparing for the future, APR is testing a computer-based training program at a couple of its branches. Sales staff can access the firm's central computer from their desktop computers to obtain whatever training program they need.

Ask questions

One of the most important sales skills that any salesperson must learn is to ask the right questions when speaking to a customer.

"Asking questions or probing generates the feedback needed to establish mutual understanding between the customer and the salesperson," says Peg Fisher, president of Peg Fisher & Associates, a Racine, Wis.-based sales, marketing and customer-service consulting firm. "It proves you can be depended upon to take accurate orders, specify the right products and services, solve the right problem, make good recommendations including options and help the customer to use buying practices that control purchasing costs."

Fisher explains that sales personnel need specific questions to ask their phone customers, such as whether the customer has the latest company catalog, needs jobsite delivery or will accept equivalent product substitutes. These are examples of closed-ended questions, which can usually be answered with a yes or no response. How the customer answers determines which direction the salesperson will take in the conversation.

Open-ended questions, such as who within the company makes the decision of where to buy and what types of customers the firm does business with, typically generate details needed to understand the customer and his business. Fisher says these questions encourage the customer to explain a situation or provide specific information about his needs.

If they are unsure of what questions to ask, sales personnel should begin with a probing statement, she says. Some examples include:

  • "Tell me about your business so I have a better understanding of your needs."
  • "Describe the kinds of purchasing problems you have."
  • "Explain the types of services you need from a supplier."
  • "Tell me about the business processes that affect the products you buy."

Statements such as these can provide an overview of the customer's business or any problems/complaints he might have, Fisher says. Salespeople are then able to identify specific questions to clarify the needs, interests and sales potential of the customer.

Make suggestions

To increase average order value and help penetrate accounts through new product sales and value-added services, inside sales reps should take advantage of the inbound contact opportunity and use suggestive selling techniques, Fisher says.

"Remember McDonald's; they taught America the power of suggestive selling," she notes. "Their employees are trained to ask if you want french fries when you order a hamburger, a drink if you order a meal, hash browns when you order breakfast. And it works!"

Fisher explains the four types of suggestive selling:

1. Add-on sales. These are items that usually "go with" the item being ordered, such as asking a contractor on a commercial job if he needs toilet seats to go with the toilets he ordered. Recommend them at the time of a sale to increase the dollar value of the order. The customer will benefit by saving purchasing time and costs.

2. Substitute items. When the item a customer requests is out of stock or is a brand the company doesn't carry, suggest a substitute item. It may meet the customer's need and eliminate further shopping, as well as save the order for the firm.

3. Quantity discounts. Show the customer how to buy in quantities that provide him a better discount and a lower per-unit cost. The distribution firm will receive an increased dollar value in orders and penetration of the account's sales potential.

4. Upselling. This means recommending a higher quality product and pointing out enhanced features and benefits to the customer. Paying more may best meet the customer's needs, and the sales rep will increase the order's value.

Fisher emphasizes that suggestive selling techniques must be specific; they should make the customer think about the suggestion and consider its benefits.

Sidebar: Sales Training Resources

  • American Supply Association - ASA's Education Foundation has a number of reference materials available, including "New Directions in Inside Sales," a five-segment, 90-minute video and workbook training program for inside sales. Contact the foundation at 312/464-0090 or e-mail at asaemail@interserv.com.
  • Northamerican Heating, Refrigeration and Air-conditioning Wholesalers Association - NHRAW's Home Study Institute offers a course, "Counter Service & Sales," geared toward HVACR salespeople. Contact the institute at 614/488-1835, or e-mail at nhrawmail@nhraw.org.
  • Air-Conditioning & Refrigeration Wholesalers International Association - ARWI's Research and Development Foundation has various inside sales training materials available, including "Man-power Development Inside Sales Training Program." The program combines product training with sales skill training. Topics include the fundamentals of selling, asking the right questions and knowing the customer. Contact the foundation at 561/338-3495 or e-mail at e-mail@arwi.org.
  • Industrial Distribution Association - IDA has several inside sales training materials available, including "Changing Role of an Inside Salesperson," "Good Phone Skills Pay Off," and "Increasing Sales with Hardly Any Effort." Contact IDA at 404/266-3991 or e-mail at idainc@pop.mindspring.com.

sht-subscribe

Recent Articles by Kelly Faloon

Supply House Times Profile: InSinkErator's Tim Ferry

ECR International sold to Dutch firm BDR Thermea

The Granite Group educates contractors at trade show

Viessmann celebrates 25 years in the United States

The ‘living in place’ movement

Faloon
Kelly Faloon was the former editor of Plumbing & Mechanical.

Related Articles

2001 Technology Forecast: E-commerce spending to grow

Adding value

Inside and outbound

Litigation landmines

You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • Print & Digital Edition Subscriptions
  • eNewsletters
  • Online Registration
  • Subscription Customer Service

More Videos

Popular Stories

First Supply acquires lighting store

Oatey acquires certain assets of The Keeney Mfg. Co.

First Supply acquires lighting store

Ferguson Ventures invests in Whisker Labs and Ting technology

Milwaukee Tool

The value of independent manufacturers reps

dodge outlook 2020 report

Construction starts to slip back in 2020

Meet incoming ASA President Bill Glockner

Meet incoming ASA President Bill Glockner

SHTPremier150-360


sht-young-execs-360

Events

June 5, 2019

Do You Know Everything You Need to Know About North American Drinking Water Laws?

On Demand Protecting drinking water is of paramount importance.  The last decade has seen the enactment of safe drinking water laws that safeguard our water for consumption.  These laws can lead to confusion in determining which applications are regulated and which materials are safe to be installed in these applications. 

December 30, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Products

Valve Handbook, 3rd Edition

Valve Handbook, 3rd Edition

Revised to include details on the latest technologies, Valve Handbook, Third Edition, discusses design, performance, selection, operation, and application. This updated resource features a new chapter on the green technology currently employed by the valve industry, as well as an overview of the major environmental global standards that process plants are expected to meet.

See More Products

SHT-Meet20Women-360

Supply House Times

SHT 1119 cover

2019 November

Check out November issue of Supply House Times features a chat with incoming ASA President Bill Glockner of Hirsch Pipe & Supply, plus a complete recap of ASA’s NETWORK2019 50th anniversary celebration. We also have the latest tool trends and a look at how Milwaukee Tool best utilizes its network of independent manufacturers reps.

View More Create Account
  • Additional Links
    • Ad Index
    • List Rental
    • Order Reprints
    • Web Exclusives
    • Supply House Times Store
    • Bath & Kitchen Pro
    • Contact Us
    • eNewsletters
    • Privacy Policy
  • Want More?
    • Connect
    • Industry Links
    • Survey And Sample
  • Plumbing Group
    • Plumbing & Mechanical
    • PM Engineer

Copyright ©2019. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing