Salesperson or Order-Taker: You be the Judge

Are you a salesperson or an order-taker? Do you know the difference? If you are a sales manager, are some (or all) of your sales reps order takers? Do you know how to tell the difference?

There are, of course, different degrees of salespeople, from the excellent down to the very poor. For this discussion, let’s forget about the poor salesperson — they shouldn’t be around long anyway. Let’s instead talk about the mediocre to the finest of salespeople. First, the order-takers.

An order-taker is someone who seems to call on the same accounts every week, usually on the same day every week. When they arrive, they usually make small talk, then say, “I will check your inventory.” They do that, then maybe write an order based on the level of inventory they find. Then they say, “See you next week.”

The order-taker could be a very nice person who gets along well with people, smiles, is pleasant and establishes a good trust relationship with his or her customers. They are punctual, reliable, and are there on the same day every week at the same time. They turn in their orders and the goods arrive — not too bad.

The order-taker very seldom (if ever) brings in a new product to be “sold” or makes a new call. Very often they confuse activity with accomplishment. When they lose an account, they tell the boss that the competitor cut the price.

Here is a suggestion for the order-takers of the world: take your good qualities, such as being reliable, friendly and trustworthy, and build your business and income by doing what true salespeople do. If you don’t, somewhere out there is a good salesperson looking for new business. You better hope they don’t find any of your accounts, but chances are, they will.

If you fall into the category of order-taker and want to get out of that trap, ponder this: what do the top salespeople do that you don’t? In addition to the aforementioned qualities, let’s review a few areas that you should work on to ensure success.

Top salespeople possess certain characteristics or qualities. Some of them have worked hard to develop these qualities. Just remember, there are no “born salespeople.” You might have some of these characteristics, but they probably need to be honed to a sharper edge.

Certain characteristics help: a burning desire to succeed; a 100-percent commitment to get the job done right; the imagination to be creative; persistence; enthusiasm; and a positive mental attitude. But, these are only a few of the characteristics required to be a top salesperson. There are a number of others, many of which we talk about in this column.

How do you take this step from order-taker status to being a top salesperson?

Start by making a commitment to work on this program diligently. Set some goals, such as opening new accounts, selling more products to existing accounts and making demonstrations on several calls.

Meet with your sales manager and ask for input. Know your accounts and which ones can you see less often, very seldom or never. Which accounts are paying their way? Check your profit margins by account and by product category and increase those margins where needed. Meet with your vendors. Ask for their help and training.

Take out a few products and study and learn them well. Remember, with knowledge comes confidence. Use the products yourself. Perfectly practice your demonstrations and presentations. Read trade journals, including SM, and sales and self-help books, listen to tapes as you drive, and again, remember practice makes perfect.

Make the maximum number of calls every day with this thought in mind: I have a great product that will solve my customers’ needs. Tell them about the benefits of your terrific product.

Right now, sit down and write out your plan (goals). List the dates that you will accomplish each of these goals (i.e. meet with sales manager, meet with your vendors, review your accounts). List the accounts you will call on, the accounts you will increase the sales on, and how much you will increase your sales by a given date. Don’t overcommit. Put a little stretch in your goals and get to work. Author Harvey Mackey wrote, “Sooner or later, the order-taker always loses out to the true salesperson. Don’t ever forget that being a great salesperson is the greatest job security there is.”

There you have it, a quick guide to increasing income and value by bucking the role of order-taker and moving into the sales spotlight.

To share your selling ideas, fax: (414) 228-1134, contact Mr. Dixon at (877) 379-3566 or e-mail.