Don’t Just ‘Show Up and Throw Up’

Now that I have your attention I will give you the rest of the story. I believe that is what Paul Harvey would have said. And if you are looking for the next great salesperson, you do need the whole story.

Home care companies are looking to expand their reach, locate new customers and increase their network of business contacts. The advertisement in the yellow pages and that new sign in front of the retail store are not doing enough to generate business to compensate for the reimbursement changes and the growing costs of operating a business.

One solution is the hiring of a new and great sales representative. But what should you look for when you hire? What traits are most important? In other words, what makes a great salesperson?

Because the best teachers are our colleagues in the industry who are continually looking for the best and brightest stars, I posed these questions to some who manage, administer or work a sales territory on a daily basis.

One of the answers I got was from Willene Bandy of Sumner Health Care in Gallatin, Tenn. With a background in operations, Willene reminds us that “listening is a No. 1 priority. A sales rep should never just ‘show up and throw up,’ which is what so many people do. Knowledge is very important and is often overlooked for a pretty face.”

A solid start, but I also want to share with you just some of the other responses I received:

Helen Kent, Progressive Medical, Carlsbad, Calif., provides a clear, concise and very interesting suggestion about what type of person to seek out. She is an owner with a long-term vision in mind. “I want someone who is hungry, young and wants a career. I can teach them the industry and the basics.”

Robert Steedley, Barnes Healthcare Services, Valdosta, Ga., is also interested in the long term, and he offers some great advice about handling the employment interview. “When evaluating a sales representative, I look for clues that suggest they will be successful for the long term. These include an attitude of service to internal and external customers, the willingness to adapt to change and a desire to work as part of a team. The absence of any one of these qualities would most likely disqualify an applicant.

“You can learn about these qualities by asking questions that allow the applicant to speak about their previous employment where they demonstrated the behavior you are looking for. Just be careful not to suggest what you are looking for, or the answers you receive will be sure to be what you wanted to hear.”

There is more to learn about that employment interview from Angie Wheeler, Bird and Bear Medical, Little Rock, Ark., who comments, “The same qualities I look for in a successful home care salesperson are the very same qualities a person must possess to be successful in any business. The candidate should have the ability to sell themselves as soon as you meet them. I look for overall appearance and self-confidence as well as their relationship skills. These characteristics are a must when making a cold call.

“Determination is also a requirement for success. This is a very competitive industry, and possessing the ability to handle rejection and criticism will also help keep them focused on what they need to do to be a successful salesperson.”

Susan Swirbul, Almost Family, Gainesville, Fla., once a former recruiter, believes “asking questions pertaining to how a candidate sets themselves apart from the competition is a good place to start” in any interview. Swirbul, now selling medical products, believes a great salesperson needs to present “a compelling message addressing the needs of the referral source.” She also addresses the need for a salesperson to be creative, a characteristic that can be overlooked.

Like Brandy, Faisal Poonwala, Spring Branch Medical Supply, Houston, also points to the importance of product knowledge. “Above all else it is important to know what your inventory is and who needs and uses our products. We cannot count on just knowing what the manufacturer tells us the product is for, but we need to know what it can do and what it can’t. We must know what it is we’re offering and providing both inside and out.”

Poonwala gives some interesting insight into the lives of our customers. “We need to remember that each of our customers is a loved one to someone else. We have a moral obligation to see to it that every person gets the same respect and quality service that we would expect for ourselves and out loved ones.”

Terri Webb, Suncrest Healthcare, Madison, Tenn., sees the sales representative handling a comprehensive role. “Your referral source needs someone that can be a resource for everything. They may need questions to be answered and information about what is going on in the world of health care. A great salesperson must be passionate about their company and the services they provide.”

As a fourth generation family member in the home care industry, Bryan Collins, Collins Medical, Bridgeport, Conn., believes it takes “a persistent effort in networking with local doctors and health care professionals.” Referral sources need to know about new products, and Collins finds success in “printing out monthly specials and handing them out to our key skilled nursing facilities and rehabilitation centers.”

Kunu Kaushal, Elk Valley Health Services, Nashville, Tenn., has some comments about discipline, another topic that doesn’t get enough attention. “In my experience, a salesperson needs to have two qualities that will get them through the rigors of home care: [One is] the discipline to make a plan and work that plan in its entirety. This includes discipline in working a sales territory, documenting your work, following up and effectively communicating.

“The second quality is desire. With the ever-changing dynamics in our industry, one must have the desire to learn, grow, compete, excel and be their own cheerleader. This is often the ‘hunger’ many other great salespeople talk about. If you find someone hungry for growth and disciplined enough to achieve it, you’ve found your next salesperson and likely your next start player.”

Donald Jones, Southern Medical Equipment, Cullman, Ala., believes “it is imperative that salespeople understand the true service concept of our business. Quality service separates one company from another. The willingness of a salesperson to go that extra mile in tracking down a special piece of equipment can make all the difference. And, I want someone who is candid and truthful, saving time and effort for everyone involved in the overall process. We have even referred business to a competitor to save time for our referral source.

“It is all about persistency, consistency. But the biggest failure for any salesperson is simply not asking, “Is there any way I could help you with your patient today with my services?”

Barbara Morris, Smokey Mountain Home Care, Knoxville, Tenn., looks for a salesperson to make that first impression during the employment interview because he or she will probably make that same impression during the sales call. Salespeople must understand the value of the “elevator speech” that elevates you and your company above all the rest, she says.

Debbie Roach, Romar MedEquip, Danville, Va., wants a salesperson who understands “the value of being responsive to a referral source in a timely manner while being positive and consistently building your relationships with your customers.”

Linda Esposito, Call Your Other Daughter (that should get some attention), Morristown, N.J., believes it is all about long-term relationships and a positive attitude. “Our salespeople are considerate, trustworthy and do what we say and clearly say what we do.”

Paula Vineyard, Elana Health care, Dunbar, Va., describes a salesperson in her company as someone who “brings value to her customers with product knowledge and assistance in discharge planning.” A successful salesperson, she says, “must be someone who helps us solve company problems or complaints and has the ability to gain the respect from her coworkers. I want to know that each day I have someone in the community representing my company who is honest, hardworking and dependable.”

Rebecca Olson, OxygenOne, Waukesha, Wis., sees that great salesperson as one who is “warm and inviting” and can stay focused on the purpose of a sales call. Sales reps need to be “passionate about what they sell and be able to convey that passion without appearing smug or condescending. They need to be able to think quickly when challenged by a customer and not appear frustrated or frazzled, and know how to respond respectfully and appropriately.”

John Durkee, medSage Technologies, Melbourne, Fla., answered my question about what makes a great salesperson mentioning several requirements. In addition to “an in-depth understanding of their product,” he focuses on the following attributes:

“They listen to their prospects and only when their product solves their customer’s problems do they present it, explaining why/how it help solves the problem. They have very good communication skills, including offering a prompt response to phone calls, voice mail, email, etc. They are a quick learner, about their product, their industry and their customer’s issues. They are self-directed, [see] opportunities and have a passion for their work and a willingness to share and to learn.”

Durkee gives us much to think about. He notes that great salespeople have the ability to encourage others to change their habits and are great teachers. They love their students and have a passion for what they do. They have the ability to sell a concept or idea and let people know they care about them.

Durkee reminds us all that “we must assume that not every hire will work the way you want. Sometimes it is something you missed in the interview, sometimes (often) it’s a failure of leadership/management and sometimes it’s just not the role for the person.”

So many suggestions to think about. So many thoughts to consider during that employment interview. So do you have a great salesperson working for you? If not, I hope this information will help in your challenge to find the No. 1 salesperson for your company.

Read more from Louis Feuer in his Sales Notebook columns.

Louis Feuer is president of Dynamic Seminars & Consulting Inc., Pembroke Pines, Fla., and the founder and director of the DSC Teleconference Series, a teleconference training program. You can reach him at www.DynamicSeminars.com or by phone at 954/435-8182.

Louis’ Suggestions

Never hurry to fill a sales position.

Take the time to make sure you have the right person for the right job.

Look for a person who understands the challenges of working alone in the field yet working together with a teamin the office.

Track and monitor for enthusiasm. When a salesperson likes his or her work, the profits usually follow right behind!