How to help the customer during periods of transition

This industry is one of constant change. The landscape is in perpetual motion with new products, new technologies, consolidated competitors, and consolidated vendors; not to mention the ever-changing economy. What is an inside sales representative expected to do? In times of great change you are best served to focus your energies in two ways: becoming students of the industry, and focusing on your customers.

From research to resource
Becoming a student of the industry is a concept discussed in previous columns. A good place to start is with the basics, such as the segmentation of the business. Explore species segments, product categories, buy/sell products, agency products, and the products that correspond with each season. The amount of available information seems endless. This is a benefit to you. Inside representatives are faced with an ongoing flow of information to you from your vendors. This flow of information is valuable, but it is not the only source of information to be considered. Becoming a student of the industry means that you will pursue more information than what you are given by your business partners. Acquiring more information than you are given allows you the right to make decisions and present more to your customers than what they may already be hearing. Knowing more than the typical sales pitch is a sure way to win the respect and interest of the customers that you serve.

As you become more knowledgeable about the industry, you become a valuable source of information for your customers. However, you must be sure that your information is accurate. Doing your own reading and research is imperative. Relaying information that is strictly hearsay can be very risky if not done properly. When passing along information that is hearsay, be sure that the customer understands that you are not representing it as factual. A perfect example of this is when one of your vendors or competitors is rumored to be merging with another. There is always a time period where everything is based on speculation. Do not jeopardize your credibility by delivering the rumors as facts.

Using this same example, you get many different opinions from your business partners, especially when there may be a merger involved. Information becomes something that everyone seems to have, but you must think about the situation from your customer’s point of view. Many times the flow of information becomes skewed based on where it is coming from. Change is not always positive for everyone, so you have to consider your source of information prior to relating anything to your customers. Many bits of information come tainted with personal thoughts from the source, such as, “Will I keep my job?”, “How will I compete with the newly formed company?”, “How can I exploit this time of uncertainty?” Mergers and acquisitions bring a time of uncertainty to more than just the parties involved in the merger. Vendors, partners and competitors are all affected by any merger or acquisition. The best bet is to find many sources for information and consider the role of the information source as you strive to find the things that you can pass along to your customers.

Customer questions
Your customers have some very simple questions that you should strive to answer during these times. “Will I still be able to get the products that I need?” “Will the products remain the same?” “Will my pricing remain the same?”
The first two questions can usually be answered by going straight to the source. Who manufactures the product? Are there any formulation changes planned? Is this a product that will be kept in production after the merger? The vendor partners directly involved with the merging companies should be able to answer these questions. Competitors of the merging companies will have a much different view of the situation. Typically their answers may involve speculation.

The third question is a little bit more difficult. Almost all pricing sheets are printed with very small print at the bottom that reads, “All prices are subject to change without notification.” Pricing is a very fluid part of the industry. Be careful when attempting to answer this question, and remember that honesty is the best policy. Refer to the customer’s own experience with pricing. What have they seen in the past? Do not let them assume the worst, but do not promise something that you may not be able to deliver.

What products do you promote now? Everyone has favorite products, vendors, and promotions. Everyone excels in certain segments of the business while struggling in others. It is human nature to focus on the areas where you excel. When there is a time of uncertainty associated with mergers and acquisitions, it is your job to focus more on the customer. What is it that the customer needs during this time? How do you assist your customers with the questions that they may have? How do you become a trusted source so that your customers see you as a partner rather than a salesperson? Focusing on your customer and your customer’s needs will point you in the right direction for products to promote. Let the customer’s needs lead your decision-making process on what to promote. By focusing on the customer you enhance your relationship with them. The customer’s world will not change drastically due to a merger. Their supplier choice may change, the product mix may change, but their business will remain the same. They will experience the same seasonality as they did prior to the merger. Their customer list will be the same as it was prior to the merger. Their staff will be the same. Their needs will not change drastically and these should be your primary focus during any time of uncertainty. Knowing what your clients need and when they need it makes you a valuable partner to your customers as well as any business partner going through a merger or acquisition. Those who have the trust of the customer become a valued resource to anyone attempting to get the customer’s attention. Focus on the customer and the rest will come.

Todd Brodersen has more than 16 years of experience in the animal health industry, specifically in executive level sales and marketing management. Todd has first-hand knowledge in conceptualizing and implementing best practices in sales, marketing, distribution and procurement. Todd operates Same Page Consulting, Inc. out of his hometown of Omaha, Neb.