Whether it’s a cell phone, a laptop computer, a personal digital assistant (PDA), or the increasingly popular smartphone, distributor salespeople have everything they need at their fingertips in today’s technology-laden world.

Jan/san distributors are finding that equipping their sales staffs with these devices helps streamline their operations and better yet, keeps an open line of communication flowing with their customers while away from the office.

But without consulting with salespeople on the technology that best suits their individual needs, or instructions on how to use these tools, distributors may find it to be a setback rather than a business enhancement.

In Synch

As business gets more competitive and customers are relying more on technology than ever before, the pressure is on distributors to synch their business with the latest technology.

“Although cost is still the primary driving force in customers making their decision as to who they are buying from, we have seen the large companies including in their request for proposals, requirements that necessitate current tech tools to do business with them,” says Jonathan Soon, vice president of operations for Royal Corp., Santa Fe Springs, Calif.

So, as customers demand more technology-driven solutions, distributors must take the necessary steps to implement up-to-date technology into their day-to-day operations. That process begins with the sales staff, but many distributors are experiencing roadblocks.

For example, five years ago, Bowling Green, Ohio-based Kellermeyer Co., thought purchasing laptops for its sales staff was a wise investment. However, the company quickly learned it had made a somewhat pricey mistake after a few months.

“About 30 percent of them saw value in them and the rest became great paperweights in the car,” says Jill Kegler, the company’s president and COO. “What we learned very quickly is we can provide all of our salespeople all of the technology in the world, but if it doesn’t make sense for them and they don’t see how it’s going to help them be successful, they’re not going to use it.”

So, Kellermeyer Co. decided it was in its best interest to give its sales staff free range on what mobile technology tools they choose to use in the field.

“We definitely believe in technology, but what we’ve come to learn with all of the variety of technology that is available, is that we need to give our sales staff a choice of what’s going to work best for them to be successful and effective in the field,” says Kegler.

Like Kellermeyer Co., many jan/san distribution companies have faced or are facing similar predicaments.

Most distributors are having a tough time steering their veteran sales reps away from traditional tools and methods. With technology vastly changing, distributors say that their veteran sales reps are more hesitant to upgrade to new gadgets because they’ve just recently accepted and adapted to what they are currently using. But as more of their co-sales reps are utilizing the new tech tools and are outpacing them, the veterans are realizing that upgrading is necessary.

For instance, Royal Corp., recently introduced BlackBerries and iPhone smartphones to its sales staff. Some of the traditional sales reps were hesitant at first to make the upgrade from their cell phones to feature-bound smartphones. But after seeing how the tools have helped streamline their co-workers’ jobs in the field, most have dumped their cell phones, says Soon.

Distributors must also take into consideration that they are not cramping their sales reps’ comfort zone by introducing new technology.

“Each sales rep has their own comfort zone in utilizing technology,” says Soon. “Distributors should allow them to use the tool that they are most comfortable with.”

Training

It’s extremly important for a distributor in the current day to focus their efforts on educating its sales force on how mobile technology tools can increase their efficiency and productivity.

Some distributors are finding training to be most valuable with new hires. Dan Ott, co-owner of Facility Supply Systems, West Chicago, Ill., equips and trains every new salesperson on how to use a cell phone, a PDA, and a laptop because he wants them to decide what tools they think will help them be as efficient as possible.

“When someone’s getting started, account management is key,” Ott says. “You have to have a good way to organize your information so that you can keep track of it and all that effort you’re putting into cold calling and going out on appointments isn’t lost through a lack of organization. We work with them to get them up to speed with them, so they’re organizing their information and are able to tap into that and continue to grow their business.”

By having a sales person go through a trial period with the gadgets, Ott says they are more likely to choose a tool, or tools that best suit their individual needs, instead of being forced to use something that they otherwise would disregard — which to a distributor would be a wasted investment.

With today’s gadgets costing anywhere from a few hundred dollars to a few thousand dollars, those distributors who are incorporating their salespeople’s needs are the ones making informed investments. And by implementing how these tools can best be applied to their salespeople’s individual needs as well as their company’s day-to-day operations, distributors will find that it helps offset the costs of the gadgets themselves.

 

 

ON SITE

Betco Gets A New Look

Betco Corp., Toledo, Ohio, recently redesigned its Web site, www.betco.com.

The new look features enhanced navigational tools, improved keyword search results, and its user-friendly layout makes finding product information easier.

Visitors can also access Material Safety Data Sheets (MSDS), complete product brochures and literature, as well as view videos on proper cleaning procedures from the company’s training library.

New Data Online About HPV Chemicals Used In Cleaning Products

The Soap and Detergent Association (SDA), Washington, D.C., has compiled baseline datasets of the health and environmental effects of High Production Volume (HPV) chemicals used in cleaning products.

A report detailing the work of the SDA’s data-gathering, Meeting the Challenge: A Progress Report on SDA Commitments under Voluntary High Production Volume Chemical Programs, is now available on the association’s Web site, www.cleaning101.com/environment.

CleanHound Offers A Distributor Search

CleanHound search engine, www.cleanhound.com, now features a distributor search function.

Building service contractors (BSCs) and in-house service providers (ISPs) can search for a jan/san distributor in their area and get contact information or locate Web sites for specific distributors.

If distributors don’t see their company listed thy can check the ”Get Listed” button and send in the appropriate URL.





POSTED ON: 3/1/2008