The purpose of my call

By James Olsen

Several things can and will happennone of them good for us as salespeople.

The customer will become irritated and show us to the door (end the call). The customer will take control of the call. This in turn wastes our time and/or drains the profitability out of our proposal. When we turn control of our sales call over to the customer, we automatically turn ourselves into quotron units. We are no longer selling our customer, but servicing their inquiry. Servicing inquiry is not partnership selling.

Many salespeople think they are calling to "touch base." This is a waste of the customer's time. Customers will become annoyed when this happens and will begin to treat the seller badly. Why wouldn't they? The seller is wasting their time. Many sellers blame this bad treatment on the customer, when it is really their own fault.

The customers who don't get initated are still confused. Many will begin to treat the seller as if they are a service agent. Customers will ask the unfocused seller for all kinds of options and information but will not buy. Again, sellers will get upset with these customers for wasting their time, when they (these sellers) have not sent the I-am-here-to-get-thebusiness message. These sellers mistakenly think that if they send this message the customer will shy away. Most sellers underestimate how hard they can push for an order without upsetting the customer. Conversely, many sellers would sell much more if they quit sending the I'm-here-to-talkabout-the-market message.

Sellers who send the right message work in their own favor. How? The seller who sends the messase. "I am here to get the business," and does it on every call, conditions the customer. When a customer goes to a meeting or picks up the phone with these sellers, they know, before they go to the meeting or pick up the phone, they will be asked for the order. When customers already know this going into the meeting, our job is half done.

Sellers who send the "I'm here to talk about the market" or "I'm calling to touch base" messages have twice as much work to do on every call. They have to convince the buyer they are a salesperson and then they have to sell the buyer!

Timid sellers are afraid the customer will get mad at them if they ask for (and fight for) the order. If a customer gets upset with us for trying to get their business, we should ask ourselves why we are spending time with these customers.

Do we have to service our customers? Yes, of course. Should we service them for free, forever? Never! There will always be give and take in a competitive sales environment. I am not suggesting we tell customers who don't buy from us every time to go take a jump. I am suggesting that we not work against ourselves by sending the wrong messages.

Our attitude with customers should be one of purpose, partnership and mutual respect, not servitude. When we call with a purpose, we send partnership messages and develop partnerships. If we send servile or vague messages to our customers they will treat us like servants.

What is the purpose of our call?

- James Olsen, Reality Sales Training, specialirys in sales training for the lumber industry. Reach him at james@realitysale straining.com or ( 503 ) 544-3 572.

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Douglas Lumber & Building Supply, Castle Rock, Co., has been acquired by John Jones

Parr Lumber, Hillsboro, Or., opened a new location June 2 in Frederickson (Tacoma), Wa.-its 2nd Puget Sound lumberyard and 41st location overall ...

F rie dman's Home Improv ement celebrated a $6 million remodel of its store in Sonoma Valley, Ca., including 11,000 sq. ft. of new retail space, a 37,000-sq. ft. dry shed, and a 1000-sq. ft. addition to its nursery

Stayton Ace Hardware, Stayton, Or., has been acquired by Bryan Crews and Steve Herzog from longtime owner Myles McMillan, who will serve as a consultant during the transition ...

Home Depot opened a new store June 5 in E. Palmdale, Ca.; submitted plans for an 88000-sq. ft. store with 28p00-sq. ft. garden center in La Verne, Ca., and will open a 130,000-sq. ft. store early next year on 10.8 acres in Auburn, Ca....

L,owe's Cos. opened qew stores July I in Fort Collins, Co., and June 24 in Clinton, Ut.

Lowe's expects new store openings in 3rd quarter 2008 in Rio

Send us your news!

Have your recent expansion, promotions or other company changes published in the next issue of The Merchant Magazine.

Just Fax your news to 949-852-0231 or send by email to kdebats@buildingproducts.com.

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Ranch, N.M.; in 4th quarter 2008 in Highland, Ca., and in lst quarter 2009 in W. Eugene, Or. ...

Lowe 's received approval to build a 140, 013-sq. ft. store in Manteca, Ca.; is awaiting approval to build a 111,196-sq. ft. store in Sonora, Ca., and is studying a site in Marysville, Ca. ...

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Tristar Cos., with transload facilities in Fontana, Ca., and Vancouver,'Wa., is now wholly owned by Peter Howe ...

Siempre Mesquite's milling business in McNeal, Az., was destroyed by a June 7 fire, which is under investigation ...

U.S. Natural Resources (UNSR), Woodland, Wa., acquired competing sawmill equipment manufacturer Coe NewneslMcGehee, Salmon Arm, B.C., for $11 million ...

Simpson Manufacturing Co., Pleasanton, C&., acquired vent maker ProTech Systems, Albany, N.Y., for $7.5 million ... Simpson Strong-Tie is now a preferred supplier of NetPlus Alliance, a nationwide buying group of independent industrial and contractor supply distributors...

MFP of Oregon, Lake Oswego, Or., is exclusive sales agent for Milan Lumber, Milan, N.H., and Carrier & Begin, Beauce, P.Q.

Serious Materials, Sunnyvale, Ca., has acquired Alpen Windows, Boulder, Co.

Fastenal opened a new location in Sandy, Or. (Brian Bishop, general mgr.)

The Stanley Works agreed to sell its CST/Berger laser leveling and measuring business, W. Lafayette, In., to Robert Bosch Tool Corp. for $205 million ...

WoodPro Sofhuare, Richmond, 8.C., has partnered witb Red Wing Sofii,vare, Red Wing, Mn., to allow WoodPro's LBM software to interface with Red Wing's payroll application...

American Building Specialties, Denver, Co., is installing new computers and software from WoodPro Sofnvare Inc. ...

Vaagen Brothers Lurnber, Colville, Wa., is installing AssetPoint's TabWare EFx software to manage its milling operations

Jeld-Wen, Klamath Falls, Or., now offers Sustainable Forestry Initiative -certified wood windows and patio doors in its Custom Wood line

Crown Column & Millwork introduced an online class on "Designing & Specifying Architectural Columns;" the five-module course qualifies for continuing education credits from the American Institute ofArchitects

Mercer Window s, Beaverton, Or., has signed on Homewood Lumber, Loomis, Ca., as a distributor

True Value named its Suppliers of the Year, including Master Lock, Irwin Industrial Tools, Pentair Corp., Sunnyside Corp., Energizer, Midea Group, and Bonsal American

Anniversaries: Rafael Lumber & Building Supply, San Rafael, Ca.,25th...

Housing starts inMay fell3.3Vo to a seasonally adjusted annual rate of 0.975 million singlefamily starts dropped IVo to a 0.674-million pace, while multifamily was down 8Vo ... permits slid I.3Vo to a rate of 0.969 million regionally, starts were down l0.3%o in the West.

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

Los Angeles Hardwood Lumberman's Club - July 12, election night, Cedar Point Inn, Brea, Ca.; (626) 445-8556.

Western Hardwood Association - July 12-15' annual meeting, Fairmont Chateau, Whistler, B.C.; (360) 835-1600.

Mountain States Lumber & Building Material Dealers Asso' ciation - July 14, golf tournament, Ranch Golf & Country Club. Westminster. Co.; (303) 460-9700.

Western Building Material Association - July 16-18' mid-summer management meeting, Salishan Lodge, Gleneden Beach,

Wood Moulding & Millwork Producers Association - July 1619, summer business meeting, Hyatt, Newport, R.l.; (800) 5507889.

Lumber Association of California & Nevada - July 17'19' annual 2nd Growth summer conference, La Quinta Resort & Club, La Quinta, Ca.; (916) 369-7501

Western Red Cedar Lumber Association - July 17-19, Cedar Summit, Victoria, B.C.; (866) '778-9096.

Black Bart Hoo-Hoo Club - July 18, golf/BBQ, Ukiah Municipal Golf Course, Ukiah, Ca.; (707) 462-3'700.

Lumber Association of California & Nevada - July 24-26' board meeting, Konocti Harbor Resort & Spa, Kelseyville, Ca.; (916) 369-750t.

Temperate Forest Foundation - July 24-27 , Pacific Northwest Teachers Forestry Tour, Portland, Or.; (503) 579-6762.

Rogue Valley Hoo-Hoo Club - July 25,46rh annual invitational golf tournament, Rogue Valley Country Club, Medford, Or.; (541) 7'79-5t2t.

Hutchison Lumber - July 28, charity golf tournament, Ranch Golf & Country Club, Westminster, Co.; (303) 460-9700.

North American Retail Hardware Association - July 28-30, convention & annual meeting, Hyatt Regency Monterey Resort, Monterey, Ca.; (317) 290-0338.

SierraPine - July 31, sustainable building products forum, Eugene, Or.; (800) 54'1-9520.

National Wood Flooring Assn. - July 3l-Aug. 2, summer meeting, Portland Regency, Portland, Me.; (636) 391-5 l6l.

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Humboldt Hoo-Hoo Club - Aug. 1, golf tournament, Baywood Golf & Country Club, Eureka, Ca; (707) 268-3082.

North American Wholesale Lumber Association - Aug. 3-6' Young Distribution Professionals conference co-sponsored by North American Building Material Distribution Association, Eagfewood Resort & Spa, ltasca, Il.; (800) 521-8258.

Los Angeles Hardwood Lumberman's Club - Aug. 14, general meeting, Steven's Steakhouse, City of Commerce, Ca; (626) 445-8556.

Orgill Inc. - Aug. 14-16, fall dealer market, Chicago, Il.; (901) 754-8850.

International Woodworking Fair - Aug. 20-23, Georgia World Congress Center, Atlanta, Ga.; (404) 693-8333.

Black Bart Hoo-Hoo Club - Aulg.22, trap shoot, Harwood Mill, Branscomb, Ca.; (1Oi) 462-3700.

Remodeling & Decorating Show - Artg. 22-24, South Town Expo Center, Sandy, Ut.; (818) 557-2950.

Remodeling & Decorating Show - Aug. 22-24,Pasadena Conference Center, Pasadena, Ca.; (818) 557-2950.

American Architectural Manufacturers Association - Aug. 27-28, western region fall meeting, Marriott Portland City Center, Portland, Or.; (847) 303-5664.

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