Tips to reduce rejections in selling.

Christopher J. Chlon is an industrial purchasing agent and freelance writer.

A purchasing agent can have many bosses. In an industrial plant, the purchasing agent at various times has to keep the following satisfied: the plant manager, the production superintendent, quality control

The confident, well-prepared sales representative can be turned away because of some unknown, last minute crisis. Knowing how to cope with this situation and others like it can be the difference between success and failure.

In addition to having many bosses, purchasing agents have mountains of paperwork to process. Requisitions, quotes, purchase orders and various types of analyses cross the desk of busy buyers. Besides the paperwork, shortages, lost shipments, delayed shipments, incorrect shipments and invoicing errors must all be handled. Dealing with sales representatives is part of the schedule, but it is only one facet of the daily workload of a purchasing agent.

Time spent preparing for the sales call is time well spent. For the first call, learning as much as possible about the purchasing agent's company is very important. Industrial directories can provide essential data, while a check of internal records can inform the sales representative if there is any business history between the two companies. Records of past business transactions can provide product information along with the names of contacts in the buyer's company.

A fundamental knowledge of the customer's product is important. It will allow the sales representative to determine the possibility of doing business with the company in question.

Industrial directories can provide information about the prospect's competition, other firms that are in the same business. This information can assist the sales representative in learning whether any business is being conducted in that industry.

After the files are checked and the research completed, an appointment should be made. The days of just dropping in on the buyer are fast disappearing. Staff reductions, just in time management and a heavy workload prevent the casual atmosphere of days past from occurring. Making an appointment is essential, and the chances are good that the sales representative's competition has made an appointment.

Confirmation

Once the appointment has been made, calling a day or so ahead to confirm the appointment can prevent disappointment and time wasted if the buyer's schedule has changed.

More and more top managements are recognizing the important role their purchasing departments have in the success of their companies. Purchasing agents and buyers are encouraged to seek out better quality materials at the best price possible. This means working closely with suppliers and finding new sources for their requirements.

For the sales representative, this means a cordial, but businesslike reception on the part of the buyer. In the pressurized business environment of today, this means skipping talk of the weather and sports and getting to the point. Some small talk, though, is necessary to break down barriers, but once that is accomplished, buying and selling is the order of the day.

In tune with the increased professionalism of purchasing people, dressing the part is ever important. The old cliche, that first impressions last, holds true.

So what happens if the sales representative has researched the customer, the customer's product and the competition, made an appointment and then has a last minute schedule change from the buyer? Patience is the key. Interruptions, disruptions and unplanned meetings are commonplace in the daily routine of purchasing agents. A message left with the receptionist or secretary to call for rescheduling is necessary. This, too, has become commonplace in today's business environment . In a sense, the sales representative's biggest obstacle is the buyer's own organization. Once this is recognized, meetings and presentations can be planned with a minimum of wasted time and frustration.

Finally

Finally, preparation, research, making appointments and a professional approach are the requirements that salespeople must meet. Acknowledging and being flexible to disruptions and unexpected schedule changes will allow for more productive sales calls, fewer rejections and less disappointment. It will also impress the buyer. Preparation, flexibility and professionalism are the requirements that buyers must meet. More than that, it is their job, and the sales representative's, too. TAS