Effective Training, Fair Compensation Aid Transition To Selling

by Len Rashkin
Posted On: 2/28/2018

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    Len Rashkin
Last month's article dealt with the details of training and developing your route drivers to become "sales route drivers." This month, I will discuss the appropriate way for your drivers to approach existing and new customers. This begins with explaining how to establish good rapport and credibility for them and your company. Again, I emphasize that in order to be successful in getting your drivers to participate and put their hearts into introducing your products and services, they must be adequately compensated.

First, make sure that you get all of your drivers their own business cards, with their pictures imprinted on them. They will feel more valuable to your firm and perform more professionally.

» Compensation for sales route drivers can take several different forms:

» Commission (one-time) on any product or service a driver sells to a customer who has not ordered it during the past 12 months;

» Gifts – a gift certificate of suitable dollar value to a restaurant, retail store, sporting event, etc.;

» Weekend away;

» Time off from job.

Keep in mind that if you have several or more drivers, a few will continually succeed in outperforming the others. To instill competition, you may want to consider teaming up two or three drivers. The benefit of this organization is that being a team member may get a driver who is weaker in sales to feel some pressure to work, and try, harder.

Establishing rapport with your customer contacts is essential because they want to do business with those whom they like.

The first step is establishing rapport with customers. Look straight into their eyes; shake their hands and smile:  "Hi, I'm Rich. I will be servicing your break needs monthly. Is there a special place you would like me to put your supplies when I make your delivery?"

Casual conversation:

Mention something special about the office decor, pictures, awards, services they perform, etc.
Ask what the company does and whether it has visitors, a showroom or board meetings.

Tell something about you, the driver:

» "I live in the next town with my wife and two children. Last year I won the 'Safest Driver Award' for our company.

» "I see from your picture on your desk that you love golf. I also love to play."

Show desire to service the client:

» "Is there anything special that you want me to do on each delivery? I have been servicing your company for several years, and I just wanted you to know that on each visit I check and clean your coffee brewer, so that all of your hot beverages will taste good."

» "Would it be OK to occasionally show you some new items that our company is introducing when I visit you monthly?"

» "I would like to explain our delivery schedule, so that you can gauge your product ordering."

» "If you want a product or brewer that our company does not currently provide, we will do our best to get it for you. Please do not hesitate to call me. Here is my business card."

» "I am here to service you and your company. If something is not to your liking, please let me know immediately, so that I can rectify the issue right away."

In summary, your front-line connection to all of your customers, after the initial sale is made, is your sales route drivers. It is your responsibility to hire the right people, treat them with respect, train them properly and compensate them with good salaries and a chance to make additional income by earning the incentives you create to encourate them to sell more of your goods and services.

If you have any questions on any of the above recommendations, or can share with me what you do to inspire your sales route drivers to perform better, please call me at (516) 241-4883, or email me at OCSconsultant@aol.com.  For more information click here.