TOB_Magazine

[ 10 ] TOBACCO BUSINESS [ MAY / JUNE | 18 ] business, not just what’s good for you and your own goals. One of Trudeau’s pet peeves is overselling, which is how many people in sales end up earning the ire and resentment of a customer. When you add value to the customer and their business, you can easily walk in, write an order and walk out of their business without needing to spend hours making a sale. Don’t pad orders or ship product that the customer didn’t order. Be the type of person the customer wants to do business with and you’ll not only earn their trust, but you’ll also gain a long-term business partner that will make your job of selling product much easier. Ask for Something While selling a product most often involves providing a customer with something he or she wants, those working in sales should also ask their customers and even colleagues in other companies for something: information. The more information and data a salesperson has, the easier their job will be. An effective salesperson will ask questions to gain insights into a customer’s business and even seek out information on potential new leads. “I think that the best sales pitch is something that the customer tells you,” says Trudeau. “Ask them to tell you about their business, whose products they do really well with and whose products they do terrible with. Then you will find out between those two extremes where you can fit in. They’ll tell you what they need. If you walk into the store and just slap down the catalog without walking into the humidor or just give them your business card and a price sheet and stare at them, you’re not doing them any favors.” When looking for new leads, ask your colleagues from other compa- nies for help. The cigar industry is known for its collaborative nature, and that extends to sales. Trudeau reveals that sales representatives from other companies often reach out and inquire about potential new customers before they set foot in their stores. While you are compet- ing with other salespeople for business, there are still enough business opportunities for everyone to work together in some way while main- taining civility and exhibiting professionalism. Give Them a Reason to Sell Finally, once you have a good rep who is armed with the information and resources necessary to sell the product, who acts professionally and who shows up to work each day ready to bring in new business, make sure you keep those salespeople motivated. Incentivization is a big part of the sales process, but make sure those incentives are enough to keep your team striving for excellence. According to Trudeau, offering aggressive bonuses to sales reps that show up, work hard, meet their goals and demonstrate their investment in the company pays off. “It’s really something that motivates them, and it’s totally cost-justified for us,” he explains. “Glen and I joke that when we look at the numbers for a quarter, I usually say, ‘Geez, Glen and I are going to be eating at Olive Garden this quarter because we’ve paid a ton of bonuses!’ We love writing those checks because it means the reps are out there working.” Besides bonuses, providing the right amount of support will ensure you retain your sales reps. While Kristoff Cigars has a lean workforce, it’s equipped with a great operations team that makes sure the sales reps are kept organized and have what they need to be successful. Ensuring sales reps are fairly compensated, have a good product to sell and are backed with a great support team will make their jobs easier—and sales are likely to follow. TB Jarrid Trudeau Continued