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We Will Make It Back----- A Fictional Story Based on Fact About Sales Management Success

Bill Borders stepped up onto the podium. Heto succeed at every individual account we
had just been introduced as the new Vicetarget. That is why it is important that we
President of Sales for Kiechler Buildingunderstand the customer's customer and the
Supplies. As he looked out at the fifty sevencustomer's industry. Be more knowledgeable
faces staring back at him, time seemed toand conscious of our customer's problem. We
stop and everyone was motionless. Bills mindare no longer selling a product, we are
wandered. This wasn't a nervous reaction; itselling a solution to make their life easier,
was more of a reality check.Bill had alreadyhappier, better, less complicated, or more
met most of the fifty seven faces that werefun. By understanding the customer's business
now looking at him in anticipation of what heand his customers, we help them make a profit
might say. In fact, he had individual casualthrough cost reductions, improved
conversation with many of those faces in theefficiencies, increased value and increased
audience.Bill had been hired by Tom Thompson,sales. Solutions come in many forms and may
third generation President/owner of Kiechlerhave nothing to do with our products. That's
Building Supplies just five short months ago,okay. Look for the pain regardless of what it
but he had already managed to personallyis and focus on the solution. Customers don't
visit every single one of the sixteenwant products; they want profits - or ways to
branches Kiechler owned. He was hired tomake profits. They want satisfaction,
change the direction of the company, tofeelings of comfort, pride, praise and
recapture lost market share, to rejuvenateself-esteem. They are people just like us.
the sales force and put Kiechler back on theWell, maybe they don't have the same crazy
growth track to become the premier buildinggenetics that we have as salespeople, but
supplies distributor in the Southwest oncethey are just as smart, just as caring and
again.Bill was confident that he could meethave similar personal needs and
the challenge that Tom Thompson had laid outfeelings."Bill paused again as he
before him. His personal history andcontemplated the reaction he may get to his
knowledge of the industry gave credibility tointroduction of a sales effectiveness
his confidence. Challenge was no stranger toprocess. A process he himself had employed at
Bill Borders. Being a decorated Marinehis own company. One of his first initiatives
platoon sergeant combined with the streetas the new Vice President of Sales was to
experience he gained growing up in thecreate a team to develop and implement this
building supply business, provided Bill withprocess  at  Kiechler  Building
exactly the quality of leadership necessary
to tackle the issues Kiechler had been facingSupplies. Bill had formed a hand picked team
for the past five years. Lost market share,that included two of his sales managers, an
deteriorating competitive advantage, aIT person and three sales representatives.
culture of compassion that lost all of it'sThose three sales representatives were in the
acquaintance with accountability and a lackaudience today. Bill knew rumors had been
of trust in the leadership of the company wasflying about what this team was up to but
pushing Kiechler toward the brink ofnothing had been officially disclosed as of
disaster.As Bill stood on that stage, facingthis date. The team worked hard and developed
his sales force all together for the verya process and program that would bring
first time, he scanned the room looking fromKiechler back to a level playing field with
left to right and then right to left. As hethe competition. This process would give them
looked into the faces of the people that heldthe opportunity to rejuvenate the sales force
a major share of Kiechler's final destiny inand create the success necessary to recapture
their very own hands, he briefly revisitedthe market share they have lost over the past
his decision to accept Tom Thompson's offerfive years. Bill started his introduction of
and plea to come out of retirement and helpthe new sales effectiveness program by
rebuild a company that had seemed to havesaying,"There is a pill called Nexiom that
lost it's passion, it's energy, it's sense ofsome people believe is a wonder drug. It
urgency and most importantly it's will tosolves several problems. It does wonders for
regain the reputation it held for over fiftypeople that have experienced distress. I wish
years as the premier building supplyI could pass out a pill to each and every one
distributor in the Southwest.Bill had soldof us including our entire management team to
his own company located in the Northwest andcreate instant success. Unfortunately, there
moved to Southern California four years ago.is no "Purple Pill" that you can buy to drug
He was only fifty eight years old at theour sales team. There is no "Purple Pill"
time. Retirement seemed like the very thingthat will improve effectiveness, there is no
he wanted to do. After two years of playing"Purple Pill" that will increase profit,
golf five days a week and relaxing by readingthere is no "Purple Pill" that will generate
over 100 different books, boredom startedmore revenue, there is no "Purple Pill" that
setting in. Then Tom Thompson approached himwill increase market share but there is a
with an offer. Bill accepted Tom's offer andproven process that sustains continuous
they agreed on a three year contract thatimprovement that can help you achieve all
would take Bill to age sixty five. Bill knewthose objectives. It's actually very simple,
with complete confidence that he could solveand not that difficult of a methodology.
Kiechler's problems and recreate the successIt's called a Sales Effectiveness Process.
factor that had once existed at the company.This is simply a structure for continuously
Bill knew that Tom Thompson needed guidance,improving sales force performance through
coaching and mentoring, but he believed thatfocus, discipline and process built on a
Tom was not the root cause of the problemplatform of accountability. We have put
even though he was a young forty two year oldtogether a team that has helped develop such
President trying to fill his father's shoes.a process for our company. This team has
worked very hard over the past four months
Bill was confident that in three years, hedeveloping this process built on a best
would make Kiechler Building Supplies thepractice platform."Bill could almost feel the
number one distributor in the Southwest onceanxiety experienced by some of his sales
again. He was sure that he could rekindle thepeople in the audience. Bill knew that by
passion, the commitment, the culture andintroducing the sales effectiveness program
ultimately the reputation Tom's grandfatherthey would all but eliminate any place for
began creating the day he opened the businessthe non performers in his group to hide. He
in 1957. He knew it would be a challenge, butexpected that about 20% of his sales force
Bill seemed to have that unique leadershipwould not be able to meet the requirements of
quality that made people want to follow him.this new program. He fully expected to have
He had that unique ability to get people toto replace them. He also felt sure that he
release the discretionary energy that ishad several sales managers that may have been
critical to success, energy that is onlygreat salesmen at one time but just weren't
released if you believe in the company andcut out to be sales managers. He had reminded
you believe in your leader.A few seconds hadhimself and Tom the President that compassion
passed since Bill stepped onto that stage,was an admirable quality but it was also one
but time was still at a standstill in Bill'sof the biggest weaknesses that privately held
mind. He scanned the room one more time.companies exhibit throughout wholesale
Slowly this time looking squarely into thedistribution. Bill explained that we may
eyes of the men and women that representedthink we are being ethical and acting with
the $125 million in revenue Kiechler reportedintegrity by not replacing under performers
the prior year. This was a year thatthat have been under performing for a long
reflected a 20% decline in previous year'stime. But in reality, we are doing a major
sales. As Bill looked into the eyes of hisdisservice to the majority of our employees
sales force, he felt he could almost feel thethat want to step it up and recreate that
many  different  facets  of the problems thesense of urgency for success that has been
missing for the past five years.Bill
company faced. The sales force before himcontinued his introduction of the sales
seemed to send that message. In Bill's eyes,effectiveness program by using power point
most of the problems were written all overslides to talk about a sales force scorecard
the fifty seven faces that stared back at himthat would be introduced."Once we understand
from the classroom style setup in thisbasic sales best practice and make sure we
conference hall.A few faces in the crowd werehave trained our entire sales force, it's
even older than Bill himself with a look thatreally about execution. Execution involves
cried out, "What do you know? What can youthe day-to-day activities of the salesperson.
tell me? Why should I listen to you? WhyFor most industries, this entails both
should I bust my butt? I'm happy with theplanned, proactive tasks and opportunistic,
ways things work here. We don't need any 'Rahreactive events that the salesperson uncovers
Rah lets all work harder speech'."That lookby doing the right things in the right place
didn't appear just on the faces of the few inat the right time. It's critical that the
the audience that were older than Bill. Heprogresses of the tasks in the target action
could see that look on most of the veteransplans are carefully monitored to avoid
in the audience that had ten or fifteen yearssurprises. Our new sales effectiveness
of service with the company. Bill had seenprocess will circumvent the most common
that look before. It was a look ofmistake made in distribution today, trying to
complacency. He liked to refer to it as themanage results. We have to manage activities
"pickup truck and boat syndrome". He actuallybecause it's the activities that produce
had a salesman at his own company confirm hisresults. Once the results are in, the horse
theory face to face once. He recalled thoseis out of the barn and everything we do from
words as if he had heard them yesterday as hethat point on is reactive. That's the biggest
reached down and turned on his lavalieremistake we have been making for the past five
microphone to begin his presentation to hisyears. If we proactively manage the
sales force."I don't need to work my butt offactivities, the expected results will
anymore. I paid my dues. I've been around afollow."Bill paused again to search the faces
long time. I own my customers. I have myin the crowd to get a feel for their reaction
boat, I go fishing every weekend and my sonto his words. Most of the faces glowed with
finished college. What else is there? Life isexcitement. Some showed disdain, a look of
good and a few extra bucks every year isn'tdisbelief and some had that look of; "Ya
worth messing up my life style."Bill almostright, I'll just wait and see." Bill knew it
chuckled out loud as he recalled thatwouldn't be easy, but he was pleased with
conversation with a stogy old veteran of thewhat he saw so far. He continued;"Sales is a
industry that had worked for him. It took aprofession that requires professional sales
little while, but Bill had reached that salespeople. Every company needs aggressive,
veteran and today he is a good friend andcreative and resourceful salespeople to have
still the number one sales person at Bill'stheir products specified, accepted and used
old company.Bill's recollection of thatby customers. Without informed and capable
conversation also reminded him that thefield salespeople, no company, including
"pickup truck and boat" syndrome is probablyKiechler could hope to compete in the
just a part of the problem. The faces beforemarketplace today.I believe that good
him seemed to confirm that suspicion. Theresalespeople, the kind who can help a company
were the eager faces of the newer salesreally grow, don't just happen to come along
people willing to learn but perhaps theyby chance or fate. There is no such thing as
haven't had the opportunity. Bill knew thea "born salesperson," because selling ability
company "Talked the Talk" professing in theiris much more than an intangible given that a
mission statement that employees are theirperson either has or doesn't have. Granted,
most important asset but they failed toselling does require certain attributes in a
invest profits in training and development.person and some people are naturally born
Bill also saw a different look on the faceswith these attributes and some aren't. Also,
of the majority of his sales people. Thatthe person must be intelligent, able to grasp
look seemed to point out that they were beingideas and details easily, retain them and
held captive in a culture embracing arecall them for use whenever necessary in
reactive, passive order taking environment, aselling situations. These factors and many
culture that didn't even understand demandothers relating to personal and emotional
creation, a culture so distant fromcharacteristics are contributing elements in
accountabilitythe makeup of the professional salesperson.
However, these attributes alone do not make a
that reactive route mentality sales becamesales person nor do they guarantee success.
the platform for Kiechler's market shareIt  takes  more  than  that.  A sales person
degeneration.Bill's microphone went live and
a loud screech from the sound system broughtmust have adequate tools, resources and
his consciousness back to the moment. Theleadership to maximize their effectiveness. I
very last thought that raced across his mindam here to provide that leadership. I am here
before he began to speak took him back to theto take us back to the level of success this
biggest challenge he had ever faced in hiscompany used to enjoy. Things will change.
life. For a brief moment he was back in theYour President has made a commitment to me
jungle on the outskirts of DaNang, Vietnam.and to you that we will have the resources
He made a speech that day too, a much moreand the training necessary to make this
important speech. He peered into the eyes ofhappen. This new program is our first step.
those men he had to lead also. Young men,That is why the Sales Effectiveness Process
young warriors, young marines that looked upis so vital. This is the program that
to him as their platoon sergeant. He lookedprovides the support and the resources to
at them and told them he believed in them. Heallow each and every one of you the
made them a promise that day. He promised heopportunity to maximize your personal
would take them back, take them back home.effectiveness in your individual territories.
Twenty five of his men were in the fight ofThis is our chance to prove we are
their lives that day, the day DaNang was overprofessionals. This is our chance to prove we
run. Twenty four of them came home. Billcan create success. This is our chance to
regretted that one loss, but all his men knewregain our position in the market place. This
that he was one of but only a few leadersis our chance to regain our pride. Our pride
that could have got them through that day.in our company, our pride in our leadership,
They believed in him and it paid off. Billour pride in each other but more importantly
took them back home.Bill started his littlethis is our opportunity to regain our pride
talk by saying;"Nowadays, salespeople must bein ourselves."Bill was taken back by the
problem solvers able to generate solutionsnoise, the applause. Unexpectedly all the
for customers in their time of need.people in the audience rose to their feet and
Therefore, we must possess a great deal ofcheered. It was exhilarating. Bill had
knowledge about our customers' business. Weplanned to talk for another twenty minutes.
must actually define what those needs areHe was going to discuss the sales management
because the customer may not know, nor takereview process. He was going to explain his
the time to explain if they do know.hands on involvement. He wanted to talk about
Customers want us to have the knowledge andfunctional cross selling but Bill knew when
intelligence to comprehend and analyze theirhe had the order. And when you have the order
problems before showing up at the door.you need to shut up. He waited for the
Customers will listen and buy from theapplause to die down and he ended his talk
salesperson that finds the "pain" and takesthat day by saying,"I believe in this company
it away."Bill hesitated a little for effector I wouldn't be here. I believe in our
before he continued."That means we need to goPresident or I wouldn't be here. I believe in
back to the basics. We are going to revisitour ability to change the direction of this
sales best practices. Some of you will knowcompany or I wouldn't be here. But I want to
exactly what we are talking about. Some oftell you from the bottom of my heart that I
you may have forgotten it and some of you maybelieve in you. If I didn't, I wouldn't be
have never known the principles upon which wehere. I know that you can become the most
are going to rebuild our sales force. In thetalked about, the most feared and the most
building industry today our sales environmentsuccessful sales force in the building
leans toward a more multifaceted atmosphere,products industry that exists today. I have
salespeople must become strategists with afaith in you. I believe in you and I'll be by
plan. This plan requires more knowledge aboutyour side as we win this battle together. We
the business, better relationships and betterwill make it back, back to success."Bill
solutions.  Somewalked off the stage to an applause that was
deafening. He had a big smile on his face as
old school salesmen may believe they knowhe  muttered  under  his breath, "Step one!"
what it takes. They have the experience.
They've been around a long time. They also(E-mail for the Five Steps to Maximize
may be wrong. The world has changed ladiessuccess on Target Accounts)Dr. Eric "Rick"
and gentlemen. To recreate the competitiveJohnson () is the founder of CEO Strategist
advantage that Kiechler enjoyed in the pastLLC. an experienced based firm specializing
we must do things differently. We can'tin Distribution. CEO Strategist LLC. works
afford to be complacent. Complacency destroysin an advisory capacity with distributor
competitive advantage. As salesexecutives in board representation, executive
professionals, we can't become full ofcoaching, team coaching and education and
ourselves, no matter how long we've been intraining to make the changes necessary to
the field, no matter how much experience wecreate or maintain competitive advantage. You
have."Bill's gaze sought out the veterans incan contact them by calling 352-750-0868, or
the audience as he spoke those words. Hevisit for more information.Rick received an
continued:"Going back to basics andMBA from Keller Graduate School in Chicago,
revisiting best practice means we are goingIllinois and a Bachelor's degree in
to be talking about targeting, goal setting,Operations Management from Capital
action planning and customer profiling.University, Columbus Ohio. Rick recently
Targeting is the process of selecting highcompleted his dissertation on Strategic
potential customer accounts to receiveLeadership and received his Ph.D. He's also
intense sales focus. Goal setting translatesa published book author with four titles to
that high potential into achievable numerichis credit: "The Toolkit for Improved
objectives, i.e. revenue and margin growth.Business Performance in Wholesale
Action planning means we have to define theDistribution," the NWFA & NAFCD "Roadmap",
activities that are required to achieve ourLone Wolf-Lead Wolf-The Evolution of Sales"
expected results. It's about strategizing,and a fiction novel about teenagers called
figuring out exactly what it is going to take"Shattered Innocence.



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