Bridge the Gulf Between Sales and Credit

[ SALES CONNECTION ]

By Mike McDole

One of the stickiest issues any dealer faces is managing the delicate relationship between the sales force and the credit department. The question isn’t who’s more important. I’m as big a believer as anyone in the philosophy, “Nothing happens until a sale is made.” I’ve just found over the years that the joy of making something happen is greatly enhanced when the check clears the bank afterward.

Nor am I suggesting that sales and credit can’t get along. Left to their own devices, however, they’ll drift apart.

Before long, they’re in your office every week, one group grumbling about the “sales prevention department” and the other accusing you of lifting your target account list from the files of America’s Most Wanted.

My philosophy has always been that the best way to bring opposing sides together is to make each walk a mile in the other’s shoes. We discussed periodically bringing our salespeople into accounts receivable to spend the day making collection calls, posting payments, etc.

When we finally stopped laughing, we decided to send our credit manager, Cheryl, into the field instead. Cheryl was up for it. That morning, she was dressed for success in jeans and work boots, ready to hit the streets and build some relationships. Our salespeople, on the other hand, were huddled in the lunchroom, drawing straws. Tony lost.

At the first jobsite, Tony introduced Cheryl to Phil, a builder she knew by phone but had never met face to face. Phil’s reaction was exactly what Tony had feared it’d be.

“I already said I’d have the check to you by Friday,” he told Cheryl, glaring at Tony.

“Of course,” replied Cheryl sweetly. “I’m here because Tony said you do such great work that I had to see it myself.”

“Oh,” said Phil. By the end of the visit, they were good friends.

While on the road again, Tony received a call from Jason: “I need you at my site as soon as you can get here.”

“Actually, I’m on my way,” Tony replied. “Also, to give you a heads up, I have Cheryl, our credit manager, with me.”

There was dead silence. Finally, Jason spoke up. “Cheryl, I promise you’ll be able to deposit the check tomorrow, okay?”

“No problem,” said Cheryl. “I just wanted to see your project. Tony said you do great work.”

“Oh,” Jason said. Once again, Cheryl made a friend.

Later that day, they stopped by the office of one of Tony’s largest accounts. Denise, the office manager, came out to greet them. “I’m so happy to see you,” she exclaimed.

“What do you mean?” asked Tony. “I’m here two or three times a week.”

“I don’t mean you, dummy. I’m glad to see Cheryl!”

As they drove around to different stops, Tony asked many questions, and Cheryl was glad to answer them and explain the credit department’s responsibilities and viewpoint. It was an eye-opener for Tony, and Cheryl also learned a lot about what salespeople go through. It was a learning experience for both, which is what we had wanted. That evening, Tony was bombarded with calls from other salespeople, asking how the day had gone. In fact, it had gone so well that he’d already invited Cheryl to ride with him again. Not that he was giving anything away. “It’s an experience,” he told them. “You’ll just have to see it for yourself.”

Mike McDole has 40+ years of experience on the firing line for pro dealers in the LBM Industry and is the principal of Firing-Line LBM Advisors. He also partners with Greg Brooks of Executive Council on Construction Supply and his learning management system. Mike can be reached at (774) 372-1367 or Mike@ FiringLineLBM.com.

Mike will present the Personalizing Every Interaction and Mastering Time Management for Sales Success seminars at the Nebraska Connection Conference on Dec. 11, 2024. See pages 16-17 for details.