Everyone is a seller

Jack Keough, Editor/Associate Publisher -- Industrial Distribution, 11/2/2005

After he graduated, the son of a friend of mine got a job with one of the largest financial institutions in the country. After congratulating him, I asked what his duties were in the new position. He reacted almost defensively, saying, "I'm not in sales." He made it sound as if a sales position was something to be ashamed of, rather than an important profession.

Despite his words, he was wrong. We are all in sales, in one form or another. Whether it's someone who sells himself to a new hiring manager, sells an idea to his company, or even wins a promotion, selling is involved. In fact, selling takes place in almost everything we do.

It's certainly no different in distribution. The person who answers your phone (the first contact that someone has with your firm) is selling your company. Your sales technicians, the people in your warehouse, those employees in receiving and shipping, and even your engineering staff (if you're fortunate enough to have someone of that caliber) can be among your best salespeople.

Perception is reality.

The image that you and every one of your employees display is what customers and potential customers use to determine the value of doing business with you.

Your top salesperson may not be the one who is on the outside making the calls. It can be your inside salesperson, or the warehouse employee who stays late to fill an order for a customer so that it can be delivered that day.

As a distribution executive, you sell yourself not only to your customers, but also to all those who work with, and for, you. Your attitude, demeanor and working style inspires confidence that reaches every person on your payroll. You are, in effect, selling your vision and mission to all those who report to you.

Yes, we are all sellers. The best and most successful people are those who recognize their ability to communicate a message effectively and make sure that message is well received and, in fact, "bought" by the listener. Those who do that will ultimately be the winners and top salespeople in any company.

jkeough@reedbusiness.com