Lipson keeps the family mentality in mind when handling the sales team at Alec Bradley Cigars. Having worked in sales prior to his time at the company, his greatest desire as a salesperson was to not be micromanaged. Now, as the director of sales and marketing for Alec Bradley Cigars, Lipson chooses not to overly manage his own team, but instead he works to convey the sense of family and how each of his team members is essential to the overall success of the company. Just as communication is an important part of a family unit, it also plays an important role in creating and managing an effective sales team.
“To understand the needs of your customer, you must listen more than you speak,” says Lipson. “When you talk, it better be meaningful and directly address the needs of your customer.”
The company relies heavily on its sales team; each person has to be efficient and able to carry their load. One important task each sales team member is responsible for is sourcing leads and then converting those leads into new customers. Lipson explains that the premium cigar business is so small that anyone who can legally sell premium cigars is a potential customer. Each salesperson needs to be able to effectively communicate with these prospects and find out why they don’t currently carry Alec Bradley Cigars’ products and how the company can help fill a potential void.
Believe in Your Product
If you want to sell like Lipson and the team at Alec Bradley Cigars, you must know your product, be aware of your surroundings and the market, and know how to read a room and to be a good listener. You also can’t be a good salesperson if you don’t fully believe in the product you’re selling.
“I believe in the product, I believe in the company, and I believe in the mission,” says Lipson. “Every day is a challenge. Every challenge motivates me to succeed. I’m a workaholic—burning out is not an option for me.”
Selling a tobacco product of any kind in today’s industry is a challenge, and traditional tactics and overselling aren’t options. Focusing on the customer experience and expanding your sales force with the creation of brand influencers and advocates can help spread your marketing message and products to new markets. Keeping in mind that your influence starts within your own office and with your own team is the key to creating a culture of influence around your company and its brands. The more positive perception your products have and the more people that are talking about them, the easier your selling and marketing efforts will become.
This story first appeared in the September/October 2018 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Story by Antoine Reid, an editor and digital content director for Tobacco Business Magazine. You can follow him on Instagram @editor.reid.
