Adding value to every sales call

f, ne vou wASTING your customers' fltime? In this pressurized. multitasking world, where your customers are expected to produce more in less time, they may be growing less eager to meet with you than they were just a year ago. Time is more precious today than ever before, and your customers are feeling the pressure.

In order for your customers to reliably make time to see you, they need to expect that they will gain some value for the time spent with you. That means that. if you are going to be successful in the world of B2B sales, you'll need to create a reputation that time spent with you is worth the investment.

If, over time, you can create that idea in the minds of your customers, you'll find them generally willing to meet with you when you call. And in an economy where "too much to do and not enough time to do it" is the prevalent mind set, that reputation is a valuable asset.

As is always the case, it starts with thoughtfulness and preparation. As we prepare for a sales call, we so often we think about what we want to accomplish and what we want to gain out of the sales call. Very few salespeople ever give any thought to what the customer gets out of it. That's the starting point.

Here's a little mental trick to help you. Before every sales call, when you are thinking about what you want to do, and what tools and materials you'll need, take a moment and ask, "What is the customer going to gain out of this time he spends with me?"

Here's a list of some possible answers: l. Some good ideas to help him in his business or his job.

2. Some ways to help him gain more business.

3. Some ways to distinguish himself from others.

4. Some ideas about how to reduce his costs.

5. Some good things to think about.

6. You helped him resolve some conflict.

7. You helped him simplify things.

8. You helped him solve some problem.

9. You helped him move closer to some objective.

10. You made him feel better about himself or his business.

11. Ue got to spend time with your charming and entertaining personality.

The answer probably lies somewhere within the top l0 items on that list. If you can't name anything that the customer will gain, then you can safely assume that the time the customer spends with you in that sales call will be a waste of his time. Your relationship may be able to withstand one or two of those, but in the longterm, wasted time will destroy a business relationship.

If you are going to bring value to every customer, every time, then you'll need to spend more time preparing to do so. That brings us to two simple rules to add value to every sales call: cut costs increase revenues save time

1. Present something, every time.

2. est something, every time. Present something, every time, means exactly that. You should, in every sales call with every customer and prospect, have something to talk about, to educate him on. which mav be of value to him.

You can, for example, have an idea that you share. Maybe an idea that will help him...

. do something better or easier make him more valuable make his job easier.

You may have a story you can tell that provides an examPle of how someone gained a benefit, or solved a problem.

You could present a new Product, a new product line, or a new application for an existing product of which he may not be aware.

You could present a service that your company offers in which he maY be interested.

And, finally, you could Present a proposal to buy something from you. The important thing here is that you prepare to present something to every customer and every ProsPect on every sales call. And not just anything, but rather something that this particular customer may find of value to him.

Don't forget rule number two: Ask something, on every sales call, with every customer and every prospect. And I don't mean a question like, "What do you think of the weather today?" Ask a question that causes the prospect/customer to.

. think about his job or his business in some different waY,

. consider something that he has probably not thought ofbefore,

. clarify some values, goals, objectives or strategies.

The ultimate power of a good question is that it causes the other person to think. The thinking process that results is the value that a customer may receive from the time spent with you. The purpose of the question is not for you to gain information; rather, it is to direct the customer to think about some things in different ways. so that the customer receives some value.

If you take the time to individually prepare something to Present and something to ask for each sales call, you will, more times than not, be Perceived as bringing some value to the customer. Over time, he'll be more and more willing to meet with You. And that reputation will be one of your greatest strengths in the marketplace.

- Dave Kahle, "The Growth Coach," is a sales consultant, trainer and author of a free monthly "Thinking About Sales" ezine and six books-including Question Your Way to Sales Success. Reach him at ( 800) 3 3 1 - 1 287 ; www.davekahle.com.

Michel August "Mike" Pierre Sr., owner of O'Connor Lumber Co., Vallejo, Ca., died MaY 21 in Santa Rosa, Ca.

In 1961, he and his father, August, bought O'Connor, which is now run by Mike's sons, Mike Jr. and Joe. He later oPened a second store with his sons, Mission Ace Hardware, Santa Rosa.

Lyle A. Pearson, 85, former owner of Coburg Building SuPPlY, Coburg, Or., died MaY 20 in Eugene, Or.

During World War II, Mr. Pearson served with the NavY in the South Pacific. He managed Cone Lumber, Eugene, for 17 years and owned Coburg Building Supply for 15 years. He then worked as a lumber broker for 20 years and retired in his earlY 70s.

Hardie Curt Setzer, 90, retired partner in Setzer Forest Products Inc., Sacramento, Ca., died MaY 15 in Carmichael, Ca.

In 1940, he left the University of Oregon to join the ArmY Air Corps and was a fighter Pilot instructor in Arizona.

He and his brother, Cal, grew the company, which was founded by their father in 1927

He shared the family fortune as c.e.o. of the Setzer Foundation, which gave money to build a wing at the Crocker Art Museum, expand the Sutter Medical Center, renovate the Stanford Mansion, and found the Aerospace Museum of California.

Edward Lee Habel Sr., 85, former sales manager of Boise Cascade, Great Falls, Mt., died May 14 in Great Fall.

During World War II, he served as a Marine Corps machine gun crewman in the Asiatic Pacific Theater.

He learned the trade of glazing while working Part-time at Monarch Lumber Co., Great Falls, during high school. He later joined Boise Cascade, then became owner of TC Glass, retiring in 1987.

Rainscreen for Masonry

Home Slicker rainscreen from Beiamin Obdvke is designed to alleviate moisture problems in stone, stucco, and masonry applications.

The product's vertically channeled matrix forms the air space, while a breathable fabric blocks mortar from seeping into the newly formed cavity and allowing moisture to pass through.

Each roll weighs 15 lbs., covers 200 sq. ft., and has an UV exposure of 30 days maximum.

I BENJAMINOBDYKE.COM

(800) 346-76s5

Lightweight Soffit Sheet

The new Wain-Sof PVC sheet from KOMA Trim Products was designed for ease of handling and jobsite flexibility in panel and soffit applications.

The 3/8" sheets weigh less than 20 lbs. each and are available in two lengths (3' and 4').

Factory packaging on over-sized pallets further protects critical edges.

I KOMATRIMBOARDS.COM

(800) 330-2239

Precast-Look Fiber Gement

Nichiha EmpireBlock is a lightweight siding option with the look of precast concrete.

The fiber cement panels are l0 ft. long, 18" wide, and 5/8" thick.

Each is shiplapped on two long edges for a tight fit.

r NlcHrse.cov

(866\ 424-4421

Larger Siding Panels

Quest vinyl siding from Mastic Home Exteriors is now offered in a long-length,25'6" panel to reduce or eliminate seams.

Available in 22 colors, the siding also comes in l2' and l5'panels that never need painting or staining.

www,PLYGEM.CoM

(800) 962-6973

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Gedar Shake Lookalikes

Individual Shakes are the latest addition to CertainTeed's WeatherBoards fiber cement siding, offering the beauty of cedar without the upkeep of wood.

Shakes are primed with FiberTect sealant, in widths of 6-114", 8-114" and 12" , for installation with a straight or staggered edge.

I CERTAINTEED.COM

(800) 233-8990

Revolutionary Gates

The Revolution Gate from Ultra Aluminum has hidden workings-motor, actuator, and all connections-for a clean look and easier operation.

It attaches to the gate with a one-piece extrusion and a special set of hinges on top and bottom.

I ULTRAFENCE.COM

(800) 6s6-4420

Decorative Inserts

Lumicor decorative acrylic panels can be specified in place of glass in select interior French doors made by Simpson Door. Design choices include natural, textile or industrial materials. Customers can also create their own panels with a combination of items to achieve their own look and privacy rating.

I SIMPSONDOOR.COM

(800\ 746-1766

Wood Bricks

Rustix Woodbrix, an interlocking wall covering made from real wood, is new from Kark Lumber.

The brick-sized pieces measure 1"x4" and are packed 96 to a box, to cover I 6 sq. ft.

T KARKLUMBER.COM

601\ 648-9339

Screens With a View

Phifer's BetterVue insect screening now has builtin anti-microbial protection to inhibit stain-causing bacteria, mold and mildew.

The flame-retardant screen was designed to enhance the view, improve airflow, and provide protection against small insects.

It is available in 50- and 100-ft. rolls, in widths up to 108".

T PHIFER.COM

(205\ 345-2120

The Slate Show

Lamarite Slate composite shingles from TAMKO now come in variegated colors for a more natural stone look.

Listed for UL Class A fire resistance and Class 4 impact resistance, they come 5",l" and 12" wide, in five colors-mottled pewter, patina, copper stone, variegated plum, and rustic stone.

T TAMKO.COM

(800) 641-4691

Not as Dusty

A new ready-mixed joint compound from National Gypsum reportedly reduces airborne dust by more than 60Vo. ProForm with Dust-Tech is GreenGuard certified and is packaged in 4.5-, 3.5-, or 1-galIon containers.

I NATIONALGYPSUM.COM

(704\ 365-7300

Quolity Western Cedor Producls

lx4 B0ARDS in 4,5 ond 6'lengths

Steel Stud System

The Edge drywall steel-framing system from Super Stud Building Products reportedly has fewer sharp edges than traditional metal framing.

Constructed from 40KSI steel, it is approved for use in one- to four-hour wall assemblies.

T EDGESTEELFRAMING.COM

(800) 477-7883

Tightly Screened

Screen Tight added an ultralow profile to its line of extruded aluminum porch screening.

2x2

BALUSIERS in 36,

MINItrack's hidden fasteners allow a seamless look and unobstructed views. The powder-coated aluminum channels are availabfe in 8-, l0-, or l2-ft. lengths, in either white or bronze.

I SCREENTIGHT.COM (800) 768-7325

Western Building Material Association will combine its annual convention, previouslY held in the fall, with its 40th annual Young Westerners Conference.

The l07th annual convention is set for Feb. 9-l I at the TulaliP Resort, Tulalip, Wa.

Featured are the table-top exhibit showcase, educational programs, allindustry reception, President's dinner, and silent and live auctions.

Mountain States Lumber & Building Material Dealers Association stages its WOOD Council golf tournament July 20 at the Ranch Golf & Country Club, Westminster, Co.

A webinar on tools & machinerY safety is scheduled for June 17. July 6 and 15 the topic will be blood-borne pathogens. Personal protection equipment will be covered Aug. l0 and26.

Lumber Association of Califor' nia & Nevada has booked its annual 2nd Growth summer conference for

July l5-16 at Hotel Solamar, San Diego, Ca.

The event will start at the Coronado Municipal Golf Course. The opening reception and dinner will feature Jeffrey Hansler, who will offer tips on building better communication skills.

On the second day, Ed MurPhY, manager of resources inventory systems at Siena Pacific Industries, will offer a forestry update. The event will end with dinner and a San Diego Padres baseball game at Petco Park.

Portland Wholesale Lumber Association's next meeting is Aug. 5 at the Newport Seafood Grill, Tigard, Or.

West Coast Lumber InsPection Bureau elected Terri Adair, Seneca Sawmill Co., Eugene, Or., as its 2010-1012 president.

New vice president is Ted Stock, Western Cascade Industries, Toledo, Or.. and secretarY/treasurer is

Western Wood Products Association is staging its 2010 Lumber Pioneers annual meeting Sept. 17 at the Monarch Hotel, Clackamas, Or.

Montana Wood Products Association will hold its annual convention in conjunction with the Forest Resource Association's western meeting Sept. 2l-23 in Whitefish, Mt.

AnrSo (American Softwoods), the international marketing brand of APA-The Engineered Wood Association, Softwood ExPort Council, and Southern Pine Council, has opened an office in China.

AmSo contracted with WG Consulting, a firm composed of former AF&PA China office emPloYees, to represent the U.S. softwood industry, providing suPPort for trade shows, missions, seminars, and technical work.

Rates: $'1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy or headline, $9 per line. Border, $9. private box, $15. Column inch rate: $55 if art furnished "camera-readv" (advertiser sets the type), $65 if we set the type.

Send ad to Fax 949-852-0231 or dkoenig@ building-products.com. For more info, call (949) 852-1990. Make checks payable to Cutler publishing. Deadline:

OFFICE & WAREHOUSE FOR LEASE:

Northern California Sacramento region. Approximately 2,000-sq. ft. office attached ro 30,000-sq. ft. warehouse. Warehouse clear span height 20 ft. Office & resrrooms ADA acceisible. Warehouse includes three-man doors with large 20-ft. roll-up door. 220V power available. Fire sprinkler system throughout. Truck shop facilities provided. including minor repair work, oil changes, steam cleaning, etc., at favorable rates. Ample truck parking space in back of facility. If additional space is needed, an option on additional 30,000-sq. ft. warehouse will be available soon. Office & 30.000sq. ft. front warehouse available at .296 per sq. ft. Option for rem warehouse .25 per sq. ft. If interested, please call Tom Williams, (530) 742-2168,between 8 a.m. and 5 p.m.

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To reply to ads with private box numbers, send correspondence to box number shown, c/o The Merchant Magazine, 4500 Campus Dr., Ste. 4g0, Newport Beach, Ca. 92660, or dkoenig@building-products.com. Names of advertisers using a box number cannot be released.

MANUFACTURERS REPRESENTATIVE:

Well established West Coast forest products company seeks sales & marketing professional for Midwestern territory. The successful candidate will have a solid customer base with extensive experience marketing western red cedar lumber, siding, timbers, shakes and shingles. Knowledge of whitewood lumber an asset. Please send resume to Box 716, c/o The Merchant Magazine, 4500 Campus Dr., Ste. 480, Newport Beach, Ca. 92660 or by email to dkoenig@building-products.com.

LUMBER TRADER

We are a wholesale lumber company looking for an experienced trader. Any species. No restrictions on mills or customers. No relocation.607o split for trader. Call John at Lakeside Lumber at (623\ 566-7100 or email lakesidelumber@cox.net.

&ders & uihdesale$ is primarily pald, ensudng hi$$a@ship. qscrpbd !abs. lHuxe

Tre*/lFtdx. Speciat suppbqrylt h Offit€{ f,MwtudtrFtorf{AWIj: Traders Mad{et eirtxdailon sf Traders eirqdailon of orc{ 2l,000lrfiSarhryw.

Calendar ol Evanb, 1 2-month, wall-hanging calendar wih hundreds of industry events and one sponsor p€r rnonth tor exclusive, extond€d expooure.

For rates and more information, contact Alan 2akes or chuck casey at (g4g) gs2-tggl ajoakes@ aol.com, ccasey@building-products.com