Black Sales Journal

The sales profession is one-of-a-kind. There are ups and downs, ins and outs, and a whole list of goods and ‘bads’ that make it both rewarding and challenging. You will go through some trials, but my hope and prayer is that you don’t have to go through some of the ones that I endured.  Check these out!

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The Boss Comes to Town

I was a sales representative for a major insurance company in commercial business sales.  I was young, and thought that I was on track to get somewhere, yet nothing was assured.

I was at a sales meeting, and was sitting at a table with the Divisional Sr. Vice President, who was someone that I had only seen his picture in company publications.  We will call him Bob F. I don’t know why he sat at our table, yet we were all exhibiting our best manners.

During a lull in the meeting a sales associate of mine, who happened to be Black as well (there were 3 of us out of 62 sales professionals) began to criticize one of the local college basketball coaches.  He was a venerable older coach who was not winning the ‘big one’ but was respectable.

The SVP listened to us from behind his newspaper, and then slammed his had down on the table and said, “How dare you criticize him.  One day you will be judged on your record, just like him, and you should hope you stand up to the criticism.” He went on to say, “If you two would stop reading the sports pages, and start reading the financial pages, one day maybe you will amount to something!”  He then stormed from the table.

I wanted to be rude in my response, but was calculated.  As a single parent of three, I needed my job badly.  It is unfortunate that someone is “judged” like that.  He did not know either of us.

To this day, there is nothing that has ever infuriated me like that comment.  He did not know, but I was reading a lot more than the financial pages.  Whether I did, or did not, it was not his business.  We were merely having a conversation within his earshot.  What is larger than that was the perception that we were absorbed in the sports pages, which was something that I seldom read, or read now.

He made that assumption based on his perception, and how categorically wrong it was.  Needless to say, he was long retired before I moved up in to a senior vice president and executive vice president roles, yet I have often relived how I should have reacted to him.  I made sure that I respected our young professionals regardless of color and gave good constructive counsel without inserting my view of what they “must” be like.

Hello, I am Your New Sales Representative!

I was more than willing to accept, and take a chance on, any reassigned account, as it was a way to increase sales revenue.  I needed new accounts badly.

This account was medium in size, and although complicated, well within my capabilities as a new sales representative.  After much preparation I made my first visit to the account to make my introduction and discuss a change in pricing on the account.  My sales manager accompanied me on the call, as the increased price was sure to be a touchy issue.

After the introduction it was obvious that the call was not going to be warm and fuzzy.  The customer, who was an older individual, sat motionless with a foul expression even before the increase in price was discussed. Once pricing was discussed, the customer slammed his hand down on the desk and said, “This is bull _ _ _ _ , you are trying to put me out of business!”.  “I will not accept this!  Get the hell out of my office!” he ranted.  We made a feeble attempt to explain the pricing but were told again to “Get out now!”

We gathered our materials and made a hasty retreat.  The buyer followed us through the open office, full of his employees, ranting at us.  On our drive back to the office, my manager and I discussed the call and it was obvious that neither of us expected the reaction, price increases were happening everywhere and ours was modest compared to others.

Upon arriving at the office the Regional Sales Manager (my sales manager’s boss) called me to discuss.  The customer had called him and advised that he was ticked and that they were going to move their business if a change was not made.   I told the Regional Sales Manager that I had done everything possible on the pricing.  He said to me “It is not the pricing that he wants to change, he wants you off of the account.  He advised that he was not going to work with you based on your race.”  I knew from the conversation that he was sparing me the actual comments made.

Then came a statement that changed my life.  He indicated that he told the account that if that is the way you feel, “He is our sales representative, and if you work with us, you will work with Michael.  If not, we will, at your suggestion, terminate your account.”The account ‘fired us’ later that day he indicated that he was moving his business and never would return.

Lunch With “the Guys”

I highlighted this situation in one of my Black Sales Journal articles over year ago.  Sales is historically one of the loneliest professions.  Countless hours of cold calling in high-rises and industrial manufacturing complexes and numerous hours on the phone tend to put you in the mood for some type of camaraderie.  This was usually reserved for paydays.

We ‘lunched’ at local restaurant exchanging stories.  There were six of us, and I was the only African-American. At that time, I was the only Black sales professional in our office ahead more than 30 sales professionals.

The subject of automobile accidents came up and here’s the dialogue that followed:

“People are driving crazy these days! On the way to the office this morning I almost got hit by a car load full of nig…” He paused before the word could be completed. There was not a person at the table that did not know what he was going to say next.  There was also not a person at the table that was not quickly and silently embarrassed.  You could see them thinking, “What in the heck is he doing?” I don’t know what normally happened when I was not at lunch with them, but today I happened to be there, and the comfort level was just a little too high.

The table fell silent, and I felt I needed to reinforce what happened by allowing the silence to be deafening. My associate exited to the washroom, and everyone turned and looked at me. I thought that was interesting, but it was an expected reaction. One of my associates said, “I thought you were going to clock him!”  I responded, “Then you don’t know me at all.”  You could cut the tension with a knife at that point.

Had I not been there the conversation would have continued.  Had I not been there tension would not have enveloped the table.Had I not been there no one would’ve been embarrassed.  Being there served as a stark reminder that things are often different when you are not around!

When he came back to the table, I took the opportunity to say, “so what happened next?” Letting him know that I heard everything he said clearly and succinctly.  He paused in obvious discomfort.  As everyone else had a sandwich stuck in the throat, I gave him a less than threatening stare and finished the last bite of my food.

Later that afternoon at the office, several individuals present at the lunch came over to me and told me how uncomfortable they were.  But… I know that had not been present there is a strong possibility that no one would have been uncomfortable with the language that was used.

Conclusion

I think it is better in this day and age, but the underlying problems can still exist.  Coworkers, customers, and upper management all showed to be a challenge at some point or other.  I can only emphasize that I worked with an outstanding company, and with a wonderful group of people, on average, and was blessed with customers that I still consider friends to this day.

Make the best of all of it, and always learn from others.  Always be prepared!

Your comments are welcome.

Sales professionals know that after the tortuous process of winning customers, account-by-account, it would be literally sinful to have your competitors wrest them from you.  There is truth to that, yet with it comes the fact that the only way that you can keep it from happening is to have a product that no one else offers.  Very few of you are fortunate enough to be able to say that.

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As difficult as the process of retaining customers can be, it is something that others would be envious of.  The objective is to have that process be filled with relationship building, as well as experience sharing, coupled with unmatched service.  As far as your competitors, it will make the act of robbing you of your income and your customer so much more difficult.

Most Black sales professionals are working so hard to achieve general acceptance and get past the issues that constitute preference and perception that they are glad for the victory when they reach that goal.  Strengthening the relationship in the following ways could be the difference between being a good sales professional and being a ‘star’ sales performer.

Building that Wall…Block by Block

Building that wall is a process.  Whether you are in B2B or B2P, the process is very similar.  Here are some of the main attributes:

• Make the buying experience memorable
• Master the Relationship
• Give unparalleled service
• Expose them to vertical relationships
• Treat them to horizontal relationships
• Give Recognition – Nominate them for Acclaim
• Communicate
• Call–in favors

Don’t think for a moment that relationship building is easy.  It is however the forte’ of the best sales professionals.  Why not you?

Make The Buying Experience Memorable – You cannot just win, you have to look good in doing so.  Gaining the account in the face of strong competition is great.  Winning because you are what the customer needs creates a value that others might not have.  If all else is equal, and you win because the customer perceives that his organization is better off because you are the expert that they need (BSJ – 4/10/2014 Your Customer Needs an Expert – Is It You?) you can now begin the process of securing other sides to the structure you are building.  Being the Consummate Professional (BSJ – 4/19/2013 Be the Consummate Professional) throughout the buying process is just as important.  Buyers may buy for a number of reasons, yet the composite is that they got a great value.  Part of that value is you.

Master the Relationship – You will need to excel in the relationship.  As stated in BSJ January 13th and January 20th, Deepening Your Customer Relationship 1&2, your job is to be the expert on this customer.  Establish a customer profile, and work it.  Know the buyer’s family, and his or her most important preferences.  Achieve the level of a  “business friend”, and “business consultant”, during the workday and a social acquaintance during off hours.  This constructs walls that generate a preference all their own.

Give Unparalleled Service – We have talked about giving unparalleled service before in BSJ (Black Sales Journal 1/13 – Deepening Your Customer Relationships).  It will separate you from the other sales professionals.  Remember, this is about being responsive.  Solid follow-up is at the heart of this one.  Do what you say you are going to do; by when you say you are going to do it.

Expose them to Vertical Relationships – You may shutter at this one because you shield your accounts from management, yet it works in a way that cannot be duplicated.  Your confidence as the quarterback will allow you to introduce them to your organizations upper, and in some cases top management.  They will not only feel important, they will feel privileged.  Arrange for them to meet the highest level you can muster.  Lunch or Dinner (if appropriate) could serve as solid forums to give them the feel they need for the organization.  Even a meeting in the office works.   The more important people you clients “know” the better off you are at their time of need.

Expose them to Horizontal and External Relationships – The horizontal relationships can be enriching as well.  Your service team, your sales assistant, and anyone else who helps you make it happen.  I also include in this your ability to include introductions to key accounts that have a like interest in business pursuits including suppliers, Chamber sand other membership groups, etc.  Be the resource that no one else can be for them.  Break the ice for them in relationships with other “like thinking” customers of yours that could benefit them, and build your wall.  They could increase their profits because of you.

Give them Recognition – Sometimes, recognition can go a long way.  An honor bestowed in the form of a luncheon for a customer’s management staff, and a $40.00 plaque can go a long way toward locking them in.  Sincerity in this award is important; yet even more important is doing it correctly.  Be there in person and give some amount of notoriety.  If covered correctly by their newsletter, you might be surprised how far it will go.  In your customer’s mundane world of supplying nuts and bolts, to be recognized as an innovator in warehousing, logistics, safety, and other notable areas is a proud moment.

Communicate, Communicate, And Communicate – You are never at a risk of over communicating.  Communicate early and often, monitoring your communications by summarizing and reducing it to writing.  Give bad news as early as you have it confirmed, and give your good information with the same pattern.  You will be rewarded with credibility, credibility, and more credibility.

Call In Favors – If there was ever some one to do if for, your best customers are it.  Call in favors for your best customers when necessary.  This means you need make sure that when you need it, you have the “capital” in your operation to get something done for your best customers whether it is exceptions or pricing influence.

The Best Value

If you do all of these things, it will represent the best value imaginable for your customer.  The customer will have an engaged, resourceful sales professional.  You will have a client who will always be a  “hard target” for any other sales professional to pick off.  You will need to be competitive, but not always low in price.  You will need a good product, yet not necessarily the industry leader.

The best is that so much of this focuses on you, the sales professional.  Over time, this is almost all about you.

Thanks for reading Black Sales Journal.  We welcome your comments