The Million-Dollar Mentality“Success seems to be connected with action. Successful people keep moving. They make mistakes but they never quit.”
Conrad Hilton, founder of one of the world’s leading hotel chains, was the bearer of this nugg
et
of truth. Hilton grew his empire out of a tiny hotel in even tinier
Cisco, Texas, after returning home from World War I. Determined to sell
each hotel as a unique destination rather than a carbon copy, Hilton was
able to cash in on the vacation dreams of road-weary travelers.
Many distributor sales professionals in promotional products mirror Hilton’s ever-forward, out-of-the-box approach to business, and a few of these have managed to turn this approach into a million dollars or more a year in sales. Those who haven’t yet are certainly on their way, thanks to some key traits that suppliers say make them million-dollar sales material.
Scott Thackston, president of supplier Aprons Etc (UPIC: APRONS) in Greenville, South Carolina, has been fortunate to see million-dollar distributor salespeople at work, up close and personal, in his interactions with what he calls “preferred accounts.” Whether individuals or teams, Thackston says these distributors take a service provider approach to sales , providing solutions rather than merely selling products.
“The million-dollar salesperson sits down with a client and listens to their needs, then comes back with a solution. We see that as a recipe for success,” Thackston says.
Habit No. 1: Love The Industry, Love The Customer
Kari Moravec, CAS, strategic account manager for Hixson, Tennessee-based Gold Bond, Inc. (UPIC: GOLD0008), says a high-performing salesperson cares first and foremost about the industry and the clients. Jerome Hoxton, executive vice president of Tru Art Advertising Calendars (UPIC: TRUART) in Iowa City, Iowa, agrees: “They truly believe in the value and effectiveness of promotional products. They like, respect and know their customers very well,” he says, adding that these types of sales professionals are by extension excellent communicators, not only with customers but also with suppliers in providing clear, detailed and complete orders.
Habit No. 2: Be A Problem Solver And A Solution Provider
“I think it takes many talents to be a multi-million-dollar distributor salesperson,” says Murray Siegel, marketing director of Towel Specialties (UPIC: TOWLSPEC) in Baltimore, Maryland. “The ability to multi-task is one of the most important ones, but a good [distributor] rep also needs to be a great listener and skilled problem solver. If the rep can demonstrate a history of success and strong ROI for other clients, then sales will follow. Understanding the products and how suppliers operate is important because it gives the distributor a competitive edge.”
Hoxton adds: “A million-dollar salesperson provides creative solutions to unique customer requests, such as designing or modifying available products. This salesperson is an excellent researcher, able to find the right products, sources, decorating and service times to meet customer preferences; they are very knowledgeable about product choices.”
Melinda Gleghorn, regional sales manager of Monroe, Connecticut-based Victorinox Swiss Army, Inc. (UPIC: swisarmy), says million-dollar salespeople are more likely to market themselves as branding specialists, acting as a creative resource. “They keep clients coming back by creating successful promotions and providing responsive customer service and support,” she says. “Rather than ask ‘What color mug do you want?’ Ask what their objectives are. You are the professional. Show clients what you can do to add to their bottom line. Be prepared with case histories in which you were able to add to the bottom line with creative solutions.”
Habit No. 3: Tap Into Supplier Resources
Moravec says almost all suppliers provide ready-made marketing materials targeting vertical markets, specials or other attractive selling points for distributors to place their logos on and blast out to customers. “The salesperson also knows how to work with suppliers to get the most for each client. They use their key supplier resources as an extended sales force, allowing them to make end-user calls, reaching out to them for ideas and case studies, and developing lasting, profitable relationships,” she says.
“If you’re going into a new industry, a good distributor really holds his ear to the wall on the supplier’s education and expertise,” adds Thackston. “These distributors give positive feedback of quotes and are receptive to education. We see them doing webinars and asking for more information.”
Habit No. 4: Partner With Suppliers
“It works well when you have a project to e-mail a select group of trusted suppliers soliciting ideas,” says Moravec. “This allows the distributor to go off and do other things while the ideas come back. This is better than doing it on their own, because it saves them time and comes from a rep who has seen these products work in similar situations and has case studies.
“By doing both of these things, as well as inviting [supplier] reps on end-user calls, you are using your suppliers as a free, extended sales force,” she says.
“Also important is asking key questions of the end user and then going to the supplier and asking how they can help. You’re learning how to make the connection between all three [roles],” Thackston says.
Gleghorn adds that having a core group of high-quality, dependable suppliers enables top-level sales professionals to provide a consistent caliber of products.
Habit No. 5: Focus On Growth
“Focus can be a challenge for any busy salesperson,” says Gleghorn. “Those who focus on a developing breadth within an account seem to have the most success. If there has been a successful promotion or program completed with one buyer, they should ask for referrals within the organization. If the salesperson is currently doing tradeshow giveaways for one department, they can ask who handles executive gifts.
“Taking suppliers on end-user calls is always effective in finding additional buyers,” Gleghorn says. “The buyer with whom the meeting is set invariably invites people from other departments to sit in.”
>>In Their Own Words: What It Takes To Hit A Million
Doug Lally, regional vice president for Sterling, Illinois, distributor HALO Branded Solutions (UPIC: HBS), is based in Houston, Texas. An industry professional for 24 years, Lally worked for another distributor then owned his own business before selling to HALO in 2006. He has met the million-dollar sales mark every year since 1997.
As a sales account executive for distributor Zebra Marketing Corporation (UPIC: ZEBRAMC) in Memphis, Tennessee, Kelly Ryan is highly regarded among supplier partners for her enthusiasm and professionalism, and the 20-year industry veteran is well on her way to meeting the million-dollar mark.
What business traits are vital in a salesperson in order to achieve high sales goals?
Doug Lally, HALO Branded Solutions:
“A chameleon-like personality, good organizational skills, a love for the product and the ability to utilize support as your sales grow.”
Kelly Ryan, Zebra Marketing:
“The most vital business trait for me is to ask for the sale. Or, my personal favorite, ‘Can I have the job?’ I have to ask—I can’t stand the suspense! Besides, the worst they can say is no.”
How does a million-dollar salesperson approach cold calling and referrals?
Lally: “Get away from pure cold-calling as soon as possible and live off of referrals. Respond quickly to the referral and close the loop with the referring friend or customer.”
Ryan: “Personally, I approach cold calls with enthusiasm and excitement. If I am nervous or a stick in the mud while cold calling, I will come across as boring, not creative and not liking what I do for a living. People do not want to deal with salespeople that are dull. I believe potential clients/prospects want to buy from people who really like what they do. This is a fun industry! Sales is a transfer of enthusiasm, especially in this industry.
“Referrals I approach with open arms. All of the hard work is done. All you have to do now is introduce yourself and show them why your client referred you in the first place.”
How do they handle rejection or, later in the process, problems with orders?
Lally: “Dating when I was single was real rejection, and personal. Sales rejection is rarely personal, and that mental frame of mind has served me well. Problems with orders are moved to the top of the list and dealt with very quickly. I have always lived with the belief that a happy customer will tell eight people and an unhappy one will tell 88 people. Keep ’em happy.”
Ryan: “Rejection is not fun for anybody. I have my good days with it and my bad days. On the bad days, my initial reaction is: I am quitting—I question why I am still in this industry. But then I calm down and say to myself, ‘I have invested 20 years in this industry, and just because one, two or five people, in one day, did not give me a chance out of the hundreds that already have, I am not giving up.’ I do make it a practice when I do have days like that to reach out to my clients who love me, and that makes it all better.
“Problems with orders? I deal with them as soon as they happen. I get in contact with the manager of production or the VP or president of sales at the factory to resolve the problem as quickly as possible. I can say I deal with great suppliers, so when problems occur, fixing them has never been a big issue.”
Is it possible to become a million-dollar salesperson by pursuing only large orders at the expense of smaller “gimme” orders?
Lally: “That is not my belief. We take all orders and look for customers with a potential of future growth. Treat everyone well and hope that a few of the minnows turn into whales. If the whale goes away, you better have a bunch of minnows to sustain you in the re-growth periods.”
Ryan: “Not only is it possible, it is a heck of a lot quicker. But, I do believe there is a balance to it as well. Sometimes—and this has personally happened to me—the “gimme” small orders lead to the larger orders with clients.
Is it better to focus on a single product or line or to be as diverse as possible in what you offer clients?
Lally: “Offer all categories of product. Demonstrate that you have ‘trimmed the herd’ and have preferred suppliers in each product category. Leverage successful projects and become a niche expert whenever possible.”
Ryan: “I believe in being as diverse as you possibly can. This does a lot for the client. It shows you are on top of your game. You know what is new and different. It shows creativity and gives them the confidence that you are the best at what you do.”
How does a million-dollar salesperson build strong relationships with supplier partners?
Lally: “Be open, direct and have a good sense of humor. Dial the supplier reps in on big projects early, and strongly support those who invest in our mutual business.”
Ryan: “I build strong relationships with suppliers by getting to know as many people at the company as possible, and treating them the same way I want to be treated. I want to be treated fairly, and I want to be able to make a profit. So do the suppliers. I have been dealing with suppliers for 20 years, and they have all been great to deal with. And they have been very good to me. Not only do I know the reps and people in customer service, I know presidents and VPs of the factories. It’s not any different than dealing with our clients; get to know as many people in the company as you can, not just the person who is buying from you. The more people you know, the more help you have when you need it.”
Is the million-dollar mark a concrete goal for you?
Lally: “(Early in my career), no. My first goal was to maximize my individual workload and then to develop a support team to grow my sales. I knew the millions would come with that approach.”
Ryan: “Every December I do goals for the upcoming year. I do strive to do better than the past year and make a plan to achieve this goal. I think reaching the million-dollar goal happens with staying focused and always striving for that mark. I believe if it happened naturally, by pursuing goals related to the way we do business, there would be a lot more million-dollar producers in the industry.”
http://pubs.ppai.org/2012/09/the-million-dollar-mentality/
Many distributor sales professionals in promotional products mirror Hilton’s ever-forward, out-of-the-box approach to business, and a few of these have managed to turn this approach into a million dollars or more a year in sales. Those who haven’t yet are certainly on their way, thanks to some key traits that suppliers say make them million-dollar sales material.
Scott Thackston, president of supplier Aprons Etc (UPIC: APRONS) in Greenville, South Carolina, has been fortunate to see million-dollar distributor salespeople at work, up close and personal, in his interactions with what he calls “preferred accounts.” Whether individuals or teams, Thackston says these distributors take a service provider approach to sales , providing solutions rather than merely selling products.
“The million-dollar salesperson sits down with a client and listens to their needs, then comes back with a solution. We see that as a recipe for success,” Thackston says.
Habit No. 1: Love The Industry, Love The Customer
Kari Moravec, CAS, strategic account manager for Hixson, Tennessee-based Gold Bond, Inc. (UPIC: GOLD0008), says a high-performing salesperson cares first and foremost about the industry and the clients. Jerome Hoxton, executive vice president of Tru Art Advertising Calendars (UPIC: TRUART) in Iowa City, Iowa, agrees: “They truly believe in the value and effectiveness of promotional products. They like, respect and know their customers very well,” he says, adding that these types of sales professionals are by extension excellent communicators, not only with customers but also with suppliers in providing clear, detailed and complete orders.
Habit No. 2: Be A Problem Solver And A Solution Provider
“I think it takes many talents to be a multi-million-dollar distributor salesperson,” says Murray Siegel, marketing director of Towel Specialties (UPIC: TOWLSPEC) in Baltimore, Maryland. “The ability to multi-task is one of the most important ones, but a good [distributor] rep also needs to be a great listener and skilled problem solver. If the rep can demonstrate a history of success and strong ROI for other clients, then sales will follow. Understanding the products and how suppliers operate is important because it gives the distributor a competitive edge.”
Hoxton adds: “A million-dollar salesperson provides creative solutions to unique customer requests, such as designing or modifying available products. This salesperson is an excellent researcher, able to find the right products, sources, decorating and service times to meet customer preferences; they are very knowledgeable about product choices.”
Melinda Gleghorn, regional sales manager of Monroe, Connecticut-based Victorinox Swiss Army, Inc. (UPIC: swisarmy), says million-dollar salespeople are more likely to market themselves as branding specialists, acting as a creative resource. “They keep clients coming back by creating successful promotions and providing responsive customer service and support,” she says. “Rather than ask ‘What color mug do you want?’ Ask what their objectives are. You are the professional. Show clients what you can do to add to their bottom line. Be prepared with case histories in which you were able to add to the bottom line with creative solutions.”
Habit No. 3: Tap Into Supplier Resources
Moravec says almost all suppliers provide ready-made marketing materials targeting vertical markets, specials or other attractive selling points for distributors to place their logos on and blast out to customers. “The salesperson also knows how to work with suppliers to get the most for each client. They use their key supplier resources as an extended sales force, allowing them to make end-user calls, reaching out to them for ideas and case studies, and developing lasting, profitable relationships,” she says.
“If you’re going into a new industry, a good distributor really holds his ear to the wall on the supplier’s education and expertise,” adds Thackston. “These distributors give positive feedback of quotes and are receptive to education. We see them doing webinars and asking for more information.”
Habit No. 4: Partner With Suppliers
“It works well when you have a project to e-mail a select group of trusted suppliers soliciting ideas,” says Moravec. “This allows the distributor to go off and do other things while the ideas come back. This is better than doing it on their own, because it saves them time and comes from a rep who has seen these products work in similar situations and has case studies.
“By doing both of these things, as well as inviting [supplier] reps on end-user calls, you are using your suppliers as a free, extended sales force,” she says.
“Also important is asking key questions of the end user and then going to the supplier and asking how they can help. You’re learning how to make the connection between all three [roles],” Thackston says.
Gleghorn adds that having a core group of high-quality, dependable suppliers enables top-level sales professionals to provide a consistent caliber of products.
Habit No. 5: Focus On Growth
“Focus can be a challenge for any busy salesperson,” says Gleghorn. “Those who focus on a developing breadth within an account seem to have the most success. If there has been a successful promotion or program completed with one buyer, they should ask for referrals within the organization. If the salesperson is currently doing tradeshow giveaways for one department, they can ask who handles executive gifts.
“Taking suppliers on end-user calls is always effective in finding additional buyers,” Gleghorn says. “The buyer with whom the meeting is set invariably invites people from other departments to sit in.”
>>In Their Own Words: What It Takes To Hit A Million
Doug Lally, regional vice president for Sterling, Illinois, distributor HALO Branded Solutions (UPIC: HBS), is based in Houston, Texas. An industry professional for 24 years, Lally worked for another distributor then owned his own business before selling to HALO in 2006. He has met the million-dollar sales mark every year since 1997.
As a sales account executive for distributor Zebra Marketing Corporation (UPIC: ZEBRAMC) in Memphis, Tennessee, Kelly Ryan is highly regarded among supplier partners for her enthusiasm and professionalism, and the 20-year industry veteran is well on her way to meeting the million-dollar mark.
What business traits are vital in a salesperson in order to achieve high sales goals?
Doug Lally, HALO Branded Solutions:
“A chameleon-like personality, good organizational skills, a love for the product and the ability to utilize support as your sales grow.”
Kelly Ryan, Zebra Marketing:
“The most vital business trait for me is to ask for the sale. Or, my personal favorite, ‘Can I have the job?’ I have to ask—I can’t stand the suspense! Besides, the worst they can say is no.”
How does a million-dollar salesperson approach cold calling and referrals?
Lally: “Get away from pure cold-calling as soon as possible and live off of referrals. Respond quickly to the referral and close the loop with the referring friend or customer.”
Ryan: “Personally, I approach cold calls with enthusiasm and excitement. If I am nervous or a stick in the mud while cold calling, I will come across as boring, not creative and not liking what I do for a living. People do not want to deal with salespeople that are dull. I believe potential clients/prospects want to buy from people who really like what they do. This is a fun industry! Sales is a transfer of enthusiasm, especially in this industry.
“Referrals I approach with open arms. All of the hard work is done. All you have to do now is introduce yourself and show them why your client referred you in the first place.”
How do they handle rejection or, later in the process, problems with orders?
Lally: “Dating when I was single was real rejection, and personal. Sales rejection is rarely personal, and that mental frame of mind has served me well. Problems with orders are moved to the top of the list and dealt with very quickly. I have always lived with the belief that a happy customer will tell eight people and an unhappy one will tell 88 people. Keep ’em happy.”
Ryan: “Rejection is not fun for anybody. I have my good days with it and my bad days. On the bad days, my initial reaction is: I am quitting—I question why I am still in this industry. But then I calm down and say to myself, ‘I have invested 20 years in this industry, and just because one, two or five people, in one day, did not give me a chance out of the hundreds that already have, I am not giving up.’ I do make it a practice when I do have days like that to reach out to my clients who love me, and that makes it all better.
“Problems with orders? I deal with them as soon as they happen. I get in contact with the manager of production or the VP or president of sales at the factory to resolve the problem as quickly as possible. I can say I deal with great suppliers, so when problems occur, fixing them has never been a big issue.”
Is it possible to become a million-dollar salesperson by pursuing only large orders at the expense of smaller “gimme” orders?
Lally: “That is not my belief. We take all orders and look for customers with a potential of future growth. Treat everyone well and hope that a few of the minnows turn into whales. If the whale goes away, you better have a bunch of minnows to sustain you in the re-growth periods.”
Ryan: “Not only is it possible, it is a heck of a lot quicker. But, I do believe there is a balance to it as well. Sometimes—and this has personally happened to me—the “gimme” small orders lead to the larger orders with clients.
Is it better to focus on a single product or line or to be as diverse as possible in what you offer clients?
Lally: “Offer all categories of product. Demonstrate that you have ‘trimmed the herd’ and have preferred suppliers in each product category. Leverage successful projects and become a niche expert whenever possible.”
Ryan: “I believe in being as diverse as you possibly can. This does a lot for the client. It shows you are on top of your game. You know what is new and different. It shows creativity and gives them the confidence that you are the best at what you do.”
How does a million-dollar salesperson build strong relationships with supplier partners?
Lally: “Be open, direct and have a good sense of humor. Dial the supplier reps in on big projects early, and strongly support those who invest in our mutual business.”
Ryan: “I build strong relationships with suppliers by getting to know as many people at the company as possible, and treating them the same way I want to be treated. I want to be treated fairly, and I want to be able to make a profit. So do the suppliers. I have been dealing with suppliers for 20 years, and they have all been great to deal with. And they have been very good to me. Not only do I know the reps and people in customer service, I know presidents and VPs of the factories. It’s not any different than dealing with our clients; get to know as many people in the company as you can, not just the person who is buying from you. The more people you know, the more help you have when you need it.”
Is the million-dollar mark a concrete goal for you?
Lally: “(Early in my career), no. My first goal was to maximize my individual workload and then to develop a support team to grow my sales. I knew the millions would come with that approach.”
Ryan: “Every December I do goals for the upcoming year. I do strive to do better than the past year and make a plan to achieve this goal. I think reaching the million-dollar goal happens with staying focused and always striving for that mark. I believe if it happened naturally, by pursuing goals related to the way we do business, there would be a lot more million-dollar producers in the industry.”
http://pubs.ppai.org/2012/09/the-million-dollar-mentality/
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