Southwestern Sales Talk

Time for another guest blogger!  I’d like to introduce a Southwestern friend of mine who used to work with me some years ago: David Remer.  David sold 3 years (1986 -1988) and was a Top First Year Dealer, a Top Experienced Dealer, & a member of the President’s Club (he wants everyone to know that Mort Utley Club was not in existence – but Mort himself was!).  David is now a Sales manager in Chemical Sales and consulting.  He owns a Masters in Physical Chemistry from the University of Iowa, and a Bachelor’s in Chemistry from the University of Nebraska.

 

Being in any business right now is tough.  The economy is as close to a true Depression as it has been since the mid-1940′s.  People everywhere are talking about it.  Thousands of job layoffs are announced every day.  College students are wondering if there will be a job for them when they graduate. 

So how does the economy affect your sales?  Common sense says:  “It affects it in every way.”  But the difference in how you perform or whether you get a job in the coming economy has very little to do with the atmosphere, and a whole lot more to do with your attitude.  

Have you ever sold a book in a thundering downpour?  I’ll bet most of you have.  Have you ever heard that nothing solves a problem better than a sale?  Maybe you’ve heard it because very little actually does.  In my industry, all of our competitors are tightening their budgets, cutting travel expenses, and laying people off.  

Everyone, that is, except us.  Our company was founded 105 years ago by a family of bell-makers that wanted to expand into something else.  Today, we are still run by the 4^th generation of that same family.  And in 105 years, we have had only two unprofitable years – neither were in the Great Depression, and neither had anything to do with outside forces. 

Why is that?  Because when other companies contract, restrict, and cut costs in a panic – we attack.  We put more pressure on our competitors’ accounts.  They are so busy trying unsuccessfully to defend themselves, we end up spending no more time defending our own accounts than we normally do – with great service, honesty, and a great attitude.  

We are upping our activity, putting our mindset on overdrive – and guess what?  We are winning.  You see, the biggest problem that economists mention in their works is that people’s ATTITUDES are what drive the economy into a tailspin and then keeps it there.  It is also their attitude that brings it back out. 

No one with a great attitude and internal personal drive should ever fear not having a job.  There is always a job for a person like that.  No one should fear the economy or worry about selling in a ‘down economy’.  The reality is, you are more likely to have less competition in that same economy than in a more competitive “up” atmosphere.  If another company lays someone off, or even if that person fears losing his job and is looking around, you have a distinct advantage if you are simply active and go for it. 

My team of 7 sales and service people have closed at least one new account every week since the first week of the year – closing 3 in one week (12 total so far)!  This was done in an industry that usually takes up to 6 months (on average) to get new customers, and where people do not make quick decisions.  It’s the bearing of fruit from months of hard work and great attitude.  They never give up and I try to help them in this forward thinking. 

So the answer to the question:  “How does the economy REALLY affect your sales?”  It doesn’t.  Only you do.

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