I was recently attending a fountain pen consumer tradeshow. I’ve discovered the world of fountain pens. I’m obsessed with writing and collecting journals and have tried all sorts of writing pens and pencils, but the world of fountain pens is new and exciting. So I was on the floor moving from booth to booth on a newfound quest for the perfect fountain pen.

What I didn’t know before I got into this world is the challenge it can be as someone who is a lefty. I thought I would overcome it because I have lived in a right-handed world my whole life.  

My quest was: to find a beautiful nib for a left-handed person. I will spare you the explanation of a nib. And yes, there are nibs for the left hand, but they are basic, ugly, and an afterthought.  

I was in a leading brand’s booth (the brand name starts with a “P”), and a very well-dressed rep was kind enough to show me their left-hand nib (again BASIC). In my desperate attempt to find what I was looking for, I engaged in a conversation. I asked why it was so impossible to find a beautiful left-handed nib on a pen. 

He Shuffled.

He Looked Down. 

He Looked Up. 

Giving me every signal that he was uncomfortable. And then he said, “If I can be honest, there is not enough of your kind.”

SCREECH.

“Your kind?” I was shocked. He was serious. That sentence killed the conversation. I walked away vowing never to buy from this brand. 

Now I am not writing this article to place the blame on sales reps. We are human, and we are all doing the best we can. And until we know how to do it differently, we will continue down this path. 

The definition of Representative: A person chosen to act or speak (or this case, both) on behalf of a wider group.

My question to brands reading this: Do you know how your sales reps represent you? AND are you creating a culture of accountability? 

Do you have an approach?  Have you defined your approach/process?

What if the above brand’s process was to never say no to a customer? Our conversation would have been a lot different. This sales rep would have the skill set to walk me through a series of questions, make me feel important, and collect consumer insight to take back to the brand. Instead, this sales rep froze because there was no process. Therefore there was no plan. When we are unprepared, we say and do things that we would normally not do because we don’t have access to logic and reason. We feel threatened.  

Do you have a FULL agreement on the approach/process?  That is, do you have an agreement individually with each member that is a sales rep for you (Inside sales team, Outside reps, and Agencies)

This is the element we overlook. “Because I said so” is what we believe to be true. And how often do we have an incredible sales meeting, get hyped about the products we are producing, and then hear the rep is doing what they do–not what you trained them to do? It happens time and time again. Getting agreement on an approach involves difficult work: letting go of the unspoken assumption. Even flight attendants must ensure you are willing and able to help in case of an emergency by getting a verbal answer. What are you doing to guarantee you have an agreement?

Is your team relentlessly pursuing improvement?  Professional Development and Skills Improvement

When you shop at Publix and you are checking out what can you ensure you will hear? “It will be my pleasure to help you to your car.” This behavior is what Publix is committed to because it is critical to its culture.  

At Chick-fil-a, they say, “It is my pleasure” instead of the typical, “No problem" after someone says thank you. This behavior has come to represent the culture of that brand.

If you leave professional development up to chance, it is time to reconsider your approach. Most sales organizations have hours allotted to professional development as a part of their job requirements. It is one thing to learn about the product. It is another to learn how to present professionally or understand how to read a room. Even listening skills are something a sales representative needs to be proficient in.

If you are uncertain of the answers to these questions, chances are you are being misrepresented.  

If you are saying this statement right now: “We can’t control what the agencies do.” perhaps it is time to set your expectations.  

Building a brand culture is as critical as the incredible products you are producing. You wouldn’t skip a step in product development. Why would you throw your hands up at the humans who are the face of your company?