Assembling atop-notch outside sales team

fD ECRUITING an outside sales force is a never-ending -[\p.o."s. By continually seeking to identify potentiall candidates, companies can make a better decision when an opening occurs.

Although experienced salespeople speak the language, they are not always the most qualified prospects. According to Doug Murdoch, market development manager for TruServ, ability is far more important than experience.

Asked what abilities he looks for in an outside salesperson, Murdoch puts listening at the top of the list. "I don't think you can have a good outside salesperson who doesn't listen," he says. "In fact, I don't think you can have a good salesperson who doesn't listen."

Criteria he desires in a good outside salesperson include:

Listens

Able to solve problems

Keeps good records

Good planner

Can work the plan

Able to effectively communicate

Ability to learn

Loyal

Dedicated

Honest

. Competitive

. Demonstrates initiative

. Exhibits resilience

. Self-confident

Displays a high level of energy

Exhibits self discipline

Able to analyze and make decisions

Persistent

Sales oriented

Possesses good leadership qualities

Can adapt to any situation

. Flexible

. Emotionally stable

Likable

. Intelligent

There are several places to look for potential candidates:

(1) Youn coMPANY.

Many firms first consider their own employee base when filling an outside sales position. Businesses that have hired long range and are constantly building the quality of their personnel should have a roster sprinkled with potential candidates.

Promoting from within allows you to invest in a known quantity, while at the same time can invigorate the morale of all employees. Workers will see that there is room for opportunity and growth.

In the building materials business, the natural candidate for an opening in outside sales is the inside sales or contractor support person. Remember, though, that many people who thrive in a sales environment lack the discipline to do the prospecting and cold calling that outside sales require. Consider each candidate on the basis of how well you think their talents will fit in with the needs of the position. Promoting someone ill-suited to the job hurts both the company and the employee.

(2) Tnn coMPErrrroN.

Recruiting from like businesses provides an outlet to experienced help, but can sometimes be a risky proposition. Is the salesperson being considered failing with your competitor? Are you recycling mediocrity? Is this person a Band-Aid to your needs?

Keep in mind that how candidates treat their current employer likely will be how, after you hire them, they will treat you. Murdoch advises avoiding salespeople who will jump to join you at the drop of a hat. Your target is the salesperson who is happy where he is and is not interested in leaving his current employer.

Avoid salespeople whg promise to take all of their current accounts with them. More admirable is someone who would be offended by any request for current account information.

Avoid salespeople who say they failed because of price. You want someone who feels that quality and service are more important than price.

Avoid salespeople who demand some form of compensation guarantee. Look for someone who wants to be paid open-ended.

Murdoch suggests asking some of your established pro customers their opinion of some of the outside salespeople who call on them. There's no sense in hiring someone who seems qualified to everyone except the people they will be selling to.

Avoid salespeople who will jump

to join you at the drop of a hat. Your target is the salesperson who is happy where he is and is not interested in leaving his cunent employer.

Still, you may be able to attract qualified, successful candidates if you can demonstrate concrete advantages to joining your company. Possible advantages include:

Offer a wider selection of building materials

Offer higher quality products at a competitive price

. Excellent services support

Inside sales support

. Good credit history

. Good reputation in the community and among vendors

Good commission with draw

. Excellent benefits

Growth opportunities (make sure one salesperson doesn't have all the best accounts)

Training

Expense allowance

. Equipment (such as pagers, mobile phones and company vehicles)

Territory exclusivity

Account exclusivity

. Security

. Financially rewarding

(3) Youn SUPPLIERS.

Recruiting from associated vendors provides access to experienced salespeople whose strengths and weaknesses you've seen first-hand. Be warned, though, that your vendor probably will react in the same way that you would if the vendor raided your worKorce.

As in the case of recruiting from the competition, ask yourself why a successful salesperson would want to jump ship. Murdoch says it may be that they are tired of overnight travel, constrained by the limited product lines distributed by their current employer, disheartened by a lack of future opportunities, under pressure to relocate or accept additional responsibilities, or unhappy with a change in corporate culture.

(4) VLl rHE MEDTA.

Advertising to the public at large through newspapers, trade publications and other media gets your name and number into the hands of a wide range of potential candidates. You are, though, competing with other companies for the candidates' attention and often are reaching a diluted audience. "My rule of thumb is that for every 200 resumes you might get, you'll get one good potential candidate," says Murdoch.

Employers afraid of attracting the wrong candidates sometimes use "blind box" advertising, which keeps the advertiser's name out of the ad. Respondents are asked to send their resumes in care of the newspaper or magazine.

Ads should clearly identify a company's needs, for example:

BUILDING MATBRIALS RETAILER hAS AN opening for a salesperson. Experience helpful, but not necessary. We will train. Some established accounts provided. Leads supplied for identifying new accounts. Salary to start, with liberal benefits. Send resume with salary and employment history to Box 123, clo Building Products Digest. Equal opportunity employer.

Although applicants without experience may lack industry and product knowledge, they often can be compensated at a lower rate, at least initially, and may be more loyal if they are allowed to grow with the company.

R:rlrrrs

Smith-Phillips Lumber & Building Supply, Winston-Salem, N.C., has acquired the assets of Custom Builders Supply, WinstonSalem...

MilI Creek Lumber & Supply Co. closed its Bartlesville, Ok., yard...

Caprock Home Center, Quitaque, Tx., has changed its name to Caprock Appliance

Tindell's Knoxville, Tn., truss plant received the SHARP (Safety & Health Recognition Program) Award from the Tennessee Occupational Safety & Health Administration

Sutherlands Lumber Co.'s former Houston, Tx., site was purchased by the kxas Department of Transportation

Home Depot this month opens new 108,000-sq. ft. stores in W. Oklahoma City, Ok., and Oakridge, Tn., and a 110,860-sq. ft. unit in E. Bradenton, Fl. the chain is preparing to break ground in Chambers County, Tx., on a roughly I million sq.-ft. DC; will add a 2nd Corpus Christi, Tx., store, and is seeking zoning permission to build in Paris, Tx.

Home Depot was presented a 2000 HR Professional Excellence Award from the Atlanta, Ga., branch of the Society for Human Resources Management

Lowe's Cos. opens new stores this month in Harvey, La., and Knightdale, N.C. (Keith Brock, gen. mgr.), and recently added 150,000-sq. ft. superstores in Winter Haven, Fl. (store mgr. Gary Dickerson, asst. mgr.-lawn & garden Jeanna Foulke); Muscle Shoals, Al. (Chris Braddock, gen. mgr.), and Guntersville, Al. (James Baker, gen. mgr.) ...

Lowe's expects spring openings of two $15 million Orlando, Fl., stores: summer unveilings in East El Paso. Tx., and Rockingham,

N.C., and fall openings in Norman, Ok.; Southwest Augusta, Ga., and S. Charlotte, N.C. the chain will receive a tax rebate to build in Port Arthur, Tx., and is considering possible locations in Sandy Springs, Ga.; bidding for a Kelleq Tx., site, and seeking permission to build in Bluffton, S.C., and Albemarle, N.C.

Wnorrsn:rs/trrurraurErs

Coalition for Fair Lumber Imports intends to file a counter* vailing duty case with the Department of Commerce if U.S. and Canadian officials aren't close ts finalizing a new agreement when the Softwood Lumber Agreement expires March 3l

Magnolia Forest Products, Terry, Ms., added a Jacksonville, Fl., sales branch; Kennard Varn and Blair Huffman, both exChampion Inte rnat ional, joined the firm -..

Esst Texas lrzss Co., Gun Barrel, Tx., has closed Lakeside Lumber. Eufala, Al., has been acquired by the owners af Garrison Bros. Lumber Co.. Eufala; Jimmy Day remains head ofoperations...

Hixson Lumber Sales, Pine Bluff, Ar., has added new lumber sheds at the Caddo Mill. Tx., treating plant it acquired in Aug. from L.L. Brewton Lumber Co., Inc., Winnfield, La.

Truserv is closing its 343,000sq. ft. Henderson, N.C., DC in 2nd quafier 2001

FAX us your news!

Have a notice of your recent expansion, promotions or other company changes published in the next issue of Building Products Digest!

Just FAX your news to 949-852{231. (atrce seNbe)

Willamette Industries upgraded the log processing equipment at its Dodson, La., mill ... Willamette's full line of composite panel products have been certified by Scientffic Certification Systems

Wood Products Co.,Inc., Newport, Tn., a turnings manufacturer, has closed

Rayonie4 Jacksonville, Fl., sold its 25Eo interest in 41,0ffi acres of New Zealand timberland to joint venture partner UBS Timber Investors for $14.6 million

The Hardwood Group, Charlotte, N.C., opened its 8th Southeastern DC in Charleston, S.C.

ITW Pe rformance Polymers

Consumer Division, Riviera Beach, Fl., has acquired N.J.based Qualco Products Co.

International Fore st P roducts earned certification under the Sustainnble Forestry Initiartve of 7.2 million acres of its Canadian public forestland

Style-Marlc has changed its name to Style Solutions, Inc. ...

Georgia- P acific is expanding distribution of its Savannah shingles from the Southeast to the mid-Atlantic and Northeast

DW Distribution, Inc., DeSoto, Tx., is now distributing U^lG Corp.b acoustical ceiling pr<rducts in Tx. ...

Boise Cascade's Bailding Materials Division, Dallas, Tx., is now distribating Spacelolsr engineeredjoists...

Garden.com, Austin, Tx., sold its brand assets to seed distributor Burpee Holding and its Web content to Walmart.com ln 1987 ,lumberyards and building material dealers were just discovering the Sunbelt difference. But it didn't take long for Sunbelt's reputation, of providing cost effective and flexible sheds and rack storage systems, to spread across the country.

Horne improvement sales tose 6.2Vo in 2000 to a record $178.4 billion, according to the Home Improvement Re search Institate; 4,9Vo annual growth is forecast through 2m5 ...

Housing starts in Dec. (latest figs.) held steady at a seasonally adjusted annual rate of 1.575 million single family starts rose 6Vo to a 1.313 million rate; multifamily slipped to a rate of 234,M for 5+ units, 28,000 for 2-4 units .., permits fell1Vo to an annual rate of 1.493 million.

Today, Sunbelt is still leading the pack and providing the same expert advice and high quality steel rack systems that lumber and building material dealers nationwide have come to rely on. We design, engineer, furnish and install warehouse racking and rack supported buildings that are tailored to each customer's specific needs. At Sunbelt, we provide solutions, let us show you the Sunbelt difference!

For a free catalog of the best racks available for the lumber and building materials industry, call Alana Chipman at Sunbelt today.

Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend.

F:rnumv

Oklahoma Lumbermen's Association - Feb. 12-14, estimating seminar, Oklahoma City, Ok.; (80O) 444-1771.

Appalachian Hardwood Manufacturers - Feb. 15-18, annual convention, Registry Hotel, Naples, Fl.; (336) 885-8315.

Moore-Handley Inc. - Feb. 16-18, spring show, Jefferson Convention Complex, Birmingham, Al.; (205) 663-8235.

Carolinas Woodworking & Furniture Supply Show - Feb 1617, Greensboro, N.C.; (828) 459-9894.

Moore-Handley Inc. - Feb 16-18, market, Birmingham Jefferson Convention Center, Birmingham, Al.; (205) 663-8235.

Kentucky Lumber & Building Material Association - Feb. 1820, annual convention, Northern Kentucky Convention Center, Covington, Ky.; (502) 245-6730.

International Hardware Fair - Feb. 18-21, The Fairgrounds, Cologne, Germany; (212) 97 4-8835.

National Paint & Coatings Association - Feb. 18-21, spring committee meetings, St. Petersburg, F\; (202) 462-6272.

Builder Marts of America - Feb 19-21, spring market, Paris Casino Resort, Las Vegas, Nv.; (864) 281-3633.

Wood Moulding & Millwork Producers Association - Feb.2124,38th annual meeting, Las Vegas, Nv.; (800) 550-7889.

Houston Hoo-Hoo Club - Feb. 22, presidents night, Houston, Tx.; (281) 485-1855.

Orgill, Inc. - Feb. 22-24, spring market, World Convention Center, Atlanta, Ga.; (901) 948-3381.

National Hardwood Lumber Association - Feb. 23-24, wood manufacturing seminar, High Point, N.C.;(800) 933-0318.

Hardware Distribution Warehouses, Inc. - Feb. 24-25, spring trade mart, The Arena, Tunica, Ms.; (800) 256-8527.

National Wooden Pallet & Container Association - Feb.24-27, annual meeting & expo, Orlando, Fl.; (703) 527-7667.

Window & Door Manufacturers Association -Feb.24-28,74th annual meeting, La Jolla, Ca.; (800) 223-2301.

Wood Truss Council of America - Feb. 28-March 3, truss technician training seminar, Atlanta, Ga.; (608) 2'14-4849.

Mlncn

National Association of Women in Construction - March l. Austin chapter monthly meeting, Austin, Tx.; (512) 476-5534.

Texas Home & Garden Show - March 2-4. Austin Convention Center, Austin, Tx.; (800) 654-1480.

National Hardwood Lumber Assn. - March 3-7, leadership seminar, AmeriSuites Hotel, Memphis, Tn.; (800) 933-03 I 8.

Kentucky Lumber & Building Material Association - March 5, blueprint reading seminar; March 6-8, residential estimating seminar, Executive Inn, Louisville, Ky.; (502) 245-6730.

Kentucky Forest Industries Association - March 6-7, annual meeting, Marriott's Griffin Gate Resort, Lexington, Ky.; (800) 203-9217.

Wood Truss Council of America - March 6-9, truss technician training seminar, Atlanta, Ga.; (608) 274-4849.

Southern Cypress Manufacturers Association - March 7, annual meeting, Roy O. Martin Lumber Co., LeMoyen, La.; (4t2) 829-0770.

FrameBuilders 2Wl - March 7-9, Indianapolis, In.; (800) 5576957.

Southern Building Material Association - March 7, sales seminars, Holiday Inn Central, Richmond, Va.; March 14, Holiday Inn Lake Norman, Charlotte, N.C.; (704) 376-1503.

Hardwood Manufacturers Assn. - March 8-10, annual conference, Hyatt Regency, New Orleans, La; (412) 829-0770.

North American Building Material Distribution AssociationMarch 8-10, conference, Phoenix, Az.; (888) 747-7862.