Are You Training Your “Non-Selling” Sales People?

When we think about sales training, we all think about teaching our sales crew about the latest and greatest product we have and seeing how many we can sell. But these folks who we send out into the trenches each day aren’t our only salespeople. What about your non-selling sales people?

Think about your guy who does will calls or the truck driver who delivers your products. How about the receptionist that answers the phones (yes, some companies still have them), customer service folks and yes, even your credit department. These are all non-selling roles that could ultimately affect future orders.

The point I’m trying to make is anyone who comes in contact with your existing customers has an impact on future sales whether they’re thinking about it or not. Think about the last time you called in with a problem or an issue and got treated like they were doing you a favor by taking time to talk to you? Now you’d expect that the customer service department is aware and has had training in how to be nice to people.

Think about your credit department (most people would break out into a cold sweat). Are they working on future sales or just trying to collect money. I know of credit departments that are firm but flexible in coming up with ways that treat customers fair and foster the relationship. Abe Walking Bear Sanchez gives you a fresh perspective on this job function and how it can be a positive way to increase sales.

But are you overlooking other ambassadors within your company that can influence future purchases? We need to instill in all that come in contact with our customers that our future paychecks are hinging on keeping them happy. I think companies need to make sure the attitude and culture is reflected on the front lines and not just in a mission statement that’s on our lobby wall or on our website.

We are who we appear to be and success is based on the weakest link in the chain. Maybe we should all be a little more sensitive on how we present our companies… and a THANKS FOR YOUR BUSINESS every once in a while couldn’t hurt.

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  1. Roger Hollis

    John; Great article. It’s unfortunate that many companies overlook this. Everyone in a company who touches a customer in one way or another is an ambassador for the company and needs to be trained accordingly. Thanks

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