Canadian Vending

Features Business Operations
Establishing Credibility

Overcome the buyer’s fear of changing services


April 14, 2010
By Len Rashkin

Topics

Let me start this article with a question: “What are the biggest
obstacles you as a salesperson must overcome, in the eyes of the
decision maker, when presenting your OCS?”  Stop now and think about
your answer.

Let me start this article with a question: “What are the biggest obstacles you as a salesperson must overcome, in the eyes of the decision maker, when presenting your OCS?”  Stop now and think about your answer. The answer is, “overcoming their fear of changing services, and of looking bad in the eyes of their employees and company.”

Picture yourself as the buyer and you have the opportunity to change your coffee service company. When you switch services and later find out the deliveries are late, equipment is failing and you can’t reach your sales representative, the ramifications will be your employees up in arms and blaming you for  a bad decision.  So, fear of putting oneself on the firing line must be overcome, in the decision maker’s eyes, by how you present yourself and your company.

The buyer wants to know if he or she is dealing with a sales rep who will service the company fully and the coffee service company is credible. The bottom line is that the decision maker is saying to themselves, “show me the money.”

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Let’s see what a good sales representative should be saying to the prospect in order to create credibility:

“Good morning Mr. Grant, my name is Richard Smith and I represent Great Coffee, Tea and Water Service in Toronto. Our company was started in 1985 by Jordan Wess and his family. It has grown to 15 full-time employees and three part-time high school students. Our company was recently honoured by the Toronto Chamber of Commerce as the ‘company of the year in customer service.’  Here is a copy of our prestigious award.

“I personally have been with my company for the past four years and, in 2009, won the “Salesperson of the Year” award. Before joining the company, while attending Toronto University, I was a part-time customer service representative for Air Canada. I am married with two children and volunteer coach for my oldest son’s soccer league.

“Mr. Grant, our company serves more than one thousand businesses in Ontario. Maybe you have seen one of our trucks making deliveries. Here is a picture of our delivery fleet, including our equipment service vehicles.

“Some of our many customers we service with coffee supplies and water service include names I am sure you are familiar with, such as Federal Express, JP Morgan Chase and CNN.

Great Water, Tea & Water Service is the sole distributor for the Café Essential Brewing System in this area and we were selected over 11 other services, because of our fine reputation in our industry.

“Besides being members of our local Chamber of Commerce, we sponsor Cancer Care’s walkathon and are a member of the Canadian Automatic Merchandising Association.”

Do you think Mr. Grant was impressed with what he heard?  Richard won Mr. Grant over on the issues of dependability and credibility. He showed his expertise by telling about his sales award, and his personal side, by describing his family and the involvement with young children on the soccer field.

His company is involved with the local community, well respected by local businesses and serves highly branded companies in the city. It is a member of its industry association, which shows further education is important to the company.

Training is an ongoing process, with continued reinforcement of the basics. If you or your sales staff is doing an incomplete or incorrect presentation every time you present, then negative reinforcement becomes harder to change. Practising the correct format for presenting will land you additional customers and add to your profitability.

Creating credibility is just the first step in the sales process.

If you have any questions about creating credibility or would like to communicate with me, I can be reached at OCSconsultant@aol.com or by phone at 516-241-4883.