This comes from an email I recently received from Ken Hammock, a sales manager of a local car store… read and remember.
Hey Pete,
I've been reading your insights and it's been pretty interesting. I've also read most of your book, “Through the Eyes of the Retailer” and it's seems you've nailed it. Seems I'm on the receiving end now too... being in radio and now in retail sales.
I was a sales manager of a local car dealership for a while, and I had people come in all the time wanting to sell advertising to us.
Here's some insight you might be able to use:
Many times sales people would come into the store (car dealership) and want to talk to the sales manager. Not knowing that I was simply a middle man who had no decision making authority and because of this they never got a sale. If they had done their homework and made an appointment they would have been sent to the right person.
I've used the Sean Luce line a couple of times -- "Can I just throw your media kit away now, or do you want me to do that after you leave?" It was a waste of my time, and I certainly am not going to pass the information on. I have no need to, if the person did not do their work they don't understand the business I’m in.
Rarely did I have someone ask me, "Are you the right person to talk to? Do you make the marketing decision?” “Or ask is there someone else that should be involved in getting this information?" "Who does make your marketing decisions?" "What do I need to do to have an appointment with that person?"
Many people come in to see me for advertising, and when they have to wait... they have trouble occupying their time. I've had some just stand in the show room with that salesman arm-fold (you know the ones that hold their sales folder against their chest and fold their arms over the folder). Some fidget with the display materials, some just stare into the office at me... looking for an opening (waiting for me to hang up the phone or stand up). Others will wait only a few minutes and then are gone.
When I see someone waiting to see me, I'd watch them, too. Those that picked up an automobile brochure or a current sales flyer and read through it, or found an idle sales rep and began asking questions about the business and sales events... those are the ones that seem to better understand my current condition. Then, when they do get to see me they have "pertinent" questions to ask.
