Working Together Productively

Fortunately, I learned this lesson in my former business prior to entering the insurance business. In that business I worked extensively with salesmen employed by automotive parts jobbers. My role was to make joint calls with them and provide expertise in the product lines I represented. The typical automotive jobber salesman handled at least 90 products and could not possibly be an expert in all of them–therefore salesmen were accustomed to bringing specialists with them. Some handled joint work well–others did poorly, and again, it was always because they could not subordinate their own ego and admit that they didn’t know everything about all products. At times I wondered why these types even brought me around to their customers because invariably they made me feel like excess baggage–and I’m sure that was the impression left with the customer. Very few sales resulted.

But the savvy guys knew better, and their objective was always to best serve the customer and make the sale. When we arrived at the customer’s place of business I was introduced as an expert, usually the only one in the area, and uniquely qualified to solve the prospect’s problem–or create a new profit center. Far from relinquishing stature with the customer these salespeople enhanced their relationship because they cared enough to bring in a resource to better serve the needs of the customer. Selling under those circumstances was a pleasure and everyone profited.

My suggestion to field people today is the same that I gave automotive jobbers 60 years ago. Plan your strategy in advance–with the understanding that the objective is to build a clientele, not an ego. The expert should be introduced to the case in an unselfish way and presenting full credentials and experience to deal with the prospect’s or client’s situations. The role of the expert is to provide technical information bearing on the client’s problem and solutions to be considered. The role of the other agent is to help the client make the purchase. He or she should ask the questions the prospect should be asking, making certain there is clarity in the presentation.

Even the seating arrangement in such an interview is important. I believe it is best if the control agent sits along with the prospect facing the “expert.” That avoids the appearance of a two-against-one situation that sometimes makes buyers uncomfortable. Again, this seating arrangement enhances the idea that the control agent is helping the prospect to buy. Planning in advance and being clear on who does what will avoid the chaos that can kill a sale. Joint work–well planned and well executed–can be very effective and productive.

Once, while attending a meeting in New York, I chanced upon Ben Feldman sitting in an open booth talking to himself. When I approached he looked up rather sheepishly and said, “I was rehearsing.” He was getting ready to call a very important prospect and he was rehearsing exactly what he planned to say in order to get an interview. Greatness is always preceded by careful planning and attention to detail.