Q: I’ve got a young sales rep who’s struggling. Corporate leadership hinted he may not be flying with the flock much longer, but I believe in him. He’s proven he can sell but he doesn’t have much time. Any tactical ways to goose sales in the next 30 days and get him off the radar?
A: Geese are obnoxious and arrogant creatures on the golf course, yet I admire them because they’re highly relational. Geese would thrive in modern parenting: they’re protective and deeply involved. (There’s no such thing as a latch-key gosling.) Parents teach their offspring two vital skills: survival and migration.
Sounds like you’re doing the same for your sales rep. The two core skills that pay off in the short and long term are pipeline management and time management. But that’s not what you’re asking.
You want tactics for immediate traction.
Start with these two:
1. Ask for Introductions
I’m sure your rep has builders who’d lie down in traffic for him—or at least fend off a charging goose with a sand wedge while he attempts to sink a birdie putt.
He should ask those fans for introductions, not just referrals.
Here’s the script:
“Hey Sam, I’m trying to grow my book of business and help other builders like you. Can I ask two quick favors? First: Any builder come to mind who you admire and think could benefit from meeting me? Second: I’d love to connect with Chris at LaChapelle Homes. Would you make a personal intro?”
The first request is a general ask. It’ll get them thinking. They may think of other builders you hadn’t considered. The second is a specific ask. If your customer inquires about what kind of introduction, they should ask for what they want: breakfast, lunch, golf, FaceTime call—whatever makes it easy and personal.
Clients of ours who’ve used this tactic found customers eager tohelp. So why isn’t it used more?
Because reps are afraid to ask for what they want.
2. Focus on Wallet Share
Back to those best customers: What products is your rep notselling them that he could?
This is wallet share. It asks, “Of all the dollars this builder spends, what percentage comes to us?”
An Excel spreadsheet works best here. In Column A, list your rep’s Top 10 customers. In Row 1, enter your Product categories you have in stock. Then fill in the cells with revenue per product category per account for the last twelve months.
Now, your rep will say he can’t sell certain items for three reasons:
- You don’t carry the product.
- You’re uncompetitive on price or quality.
- He has asked before and they said no.
For 1 and 2, mark an X and move on.
But for 3?
Dig deeper.
We’ve done hundreds of Wallet Share coaching sessions. What we uncover is that reps often stop pursuing these opportunities after a single no.
Furthermore, the refusal often happened years ago.
Example conversation:
Me: Could you sell this account windows?
Rep: I’ve asked once. They said no.
Me: When was that?
Rep: A while ago.
Me: Before or after COVID?
Rep: Oh. Before, I guess.
Me: So, at least three years ago? How much time do you think must pass before it’s acceptable to revisit a mutually beneficial idea with them?
This analysis always uncovers opportunities. Clients using this tactic often find customers open to new ideas that save or make them money. So why isn’t it used more?
Because reps are afraid to ask for what they want.
Your leadership is right to monitor your sales rep’s trajectory. And yes, geese show up on radar. Turns out they’re the most dangerous kind of bird for an aircraft. They need to be monitored. Because if a goose flies headlong into a jet engine, not only is it a mess to clean up, but it can also down a 747.
The good news is teaching your rep survival skills is teaching him migratory routes—how to confidently fly, and in which direction. These two tactics do exactly that.
And that incessant honking you hear on the golf course?
That’s geese encouraging each other.
Maybe even cheering on your rep’s birdie putt.
So, while he’s out there golfing with his best customer, make sure he remembers to try to sell something.
Thanks for reading.
I’ll be back the Thursday after next—enjoy your 4th of July.
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Bradley Hartmann & Co.
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