Haha….one of the only shows I watch is The Office, and this guy is so realistically annoying! Funny for Ken to choose this photo!

I can’t comment too much on Ken’s article because I have never sold shoes before, but I have done plenty of sales as a recruiter and the best clients I had didn’t become that way overnight. It took some good old fashioned TLC, an attitude that stood strong on what was right for them even if they didn’t know it at the time, and a true care for their business and making sure that what I sold them was RIGHT for them. That right there is the key to being a great salesperson. There are two kinds of reps in my mind: Transactional and Relationship Builders……the Relationship Builders are the most successful because what the short sighted Transactional rep doesn’t realize is that after you get to know your client selling to them gets easier and easier and easier….which allows you to continue to take on new business and handle more at once. If you are only focused on making the sale, chances are you will not get repeat business and you will constantly be convincing new people why they should work with you and then you have to go through the whole trial/error process again and to me that would be exhausting! We will miss Ken next week, but let’s hope Will writes so we at least get to hear of one of them!! Have fun in Europe Ken!!  -Julia

The Perfect Sales Rep 

I really enjoyed Tom’s last article and felt he truly nailed the categories of reps and buyers.   The topic is important enough that I asked Julia if I could write about “The ideal rep” from the perspective from a shoe store owner.  

No doubt, you are seeing some irony here.   I have never owned a shoe store, and never been a shoe buyer (although I did buy picture frames and ironing boards for Macy’s for a short while.   Trust me, not much exciting in the ironing board product segment).  So why am I writing about this?   Prompted partially by Tom’s article and mostly by a recent presentation that I sat in on, I felt inspired to write about this topic.

A few weeks ago, I was in an account in the Los Angeles area and arrived early for my appointment.   A rep from a casual lifestyle brand was just starting to set up.   I asked the owners if I may watch the presentation as this was an adult brand and I of course, sell kids.   The owners had no problem with this so I asked the rep and he too, was fine with me sitting in on the presentation.

The rep did a pretty decent job of regurgitating the company line.  He reviewed the product, and the supporting marketing that was to go along with it.   He then took out his order pad and got ready to write the order.   The owners had analyzed the sell through on his product from the previous season and challenged the rep on working with them on product that was not successful.   The rep became indignant and said that he was not able to take back shoes but reiterated his desire to get the order written so he could offer the best delivery dates.   At this point, the owners said that they would need to look over their inventory and current orders and will send the order in a week or two.   The rep than said something that I felt was unbelievable.   He wrote his number down on the line sheet and said “call me if you want to place an order”!   With that, he packed up and left.    If I were the owners, I would lose this guy’s business card and line sheet.   You have heard me use the term commission breath before.   I could smell this guys from 10 miles away.   So could the owners.

Let’s say that I am now the owner of “Buttered Noodles” – a kids shoe store (at one time, I did evaluate opening up a retail store and had wanted this to be its name.   My son, when he was little, only wanted Buttered Noodles).   Let’s also figure that my store has been open for 7 years.   What I am about to describe is my version of the “perfect rep”.   I realize that this level of perfection would be almost impossible to achieve unless you owned your own shoe company.   I am going to break down this scenario into months for this example:   I get my fall shoes delivered 8/1.

August 15th: I get a call from my rep asking me “Just checking up…is everything ok with the product?   Have you sold anything yet?   Is everything fitting ok”?

September 15th: I get a second call from my rep.   “Tell me about your back to school.   Did our product work well for you?   If not, what did not move and why?   Do you have any defects?   What did we miss?   What was a void in your store from a product stand point”?

October 1:  Another call: “Hey, let’s see if we can drive some fill in business and move some of the slower inventory too.   I will do a contest for your staff…$3/pair for the next two weeks”.   I will call you in two weeks to see the results.

October 15th: Call from my rep: “Hi, how did the contest go?   I will drop a check in the mail TODAY to pay your sales people the money I owe them”.   Anything sell really well?   I have my inventory list in front of me and even have some close outs.  Let’s review your inventory and see where you need to fill.   I may be able to get you a better price on some of the product”.

December 15th: My rep calls me and tells me that he has heard of a great new brand that enjoyed lots of success in a category that his company does not play in.   I have not heard of it, but am interested.  He tells me that he knows the rep or the website and will email it to me.

January 5th: A happy New Year email along with some product shots coming out from the most recent sales meeting.   I am asked to send my rep the sell through percentages on the brand from the previous season.

January 20th: my rep calls me to set up an appointment for the next season.   I am asked to bring with my any ideas I may have for contests, marketing or advertising.

Feb 1: I have my appointment with the rep.   He knows how my business was for the 2009.   He knows how his product performed.   He has a few ideas about how to promote my stores business.   He reviews some great new trends he has seen along with a brand or two that is performing well.   He lays out the line and guides me through the product based on how I have done in seasons past with his brand.   He asks for the order, but knows that I must look at other brands before I commit.   He then asks me for a part of the order on product that he knows he will get as no one else in his store covers this category.   I agree to this, as I know that I am really “reserving my place” with regard to shipping.

Feb.6th: I get a follow up email from him thanking me for the order.   He is suggesting a category that is being heavily promoted by his brand.  

Feb 7th: I send him the order.   He emails me back and tells me that two of the styles I have ordered did not make the line.  He suggests something else.   He does not want me tying up open to buy on a style that has been dropped. 

March 1: I get a list from him of drops.   I have ordered one additional style on the list.

March 15th: The whole process begins anew.

I realize that this would be a great scenario if we only had three accounts.   Most of us travel huge territories, and to be honest, some accounts are just not worth this level of effort.   The top 20% in your account list are…I would also include an additional 10% that you may move to the top 20% with some extra attention. 

This perfect rep represents someone who cares about my business succeeding, and prospering.   This guy understands the idea that if my business grows, it is reasonable to expect his brands business grows too. 

I am traveling overseas next week, so I will be taking a week’s break from writing.   Thanks to all of you who commented on my last article.   Obviously, there is a difference of opinion.   One of the reasons I love Shoebizness.com

-Ken Proctor

Front Man

Twig Footwear, LLC

c: 501.276.0140

e: Ken@twigfootwear.com

 www.twigfootwear.com