SALES HQ INTERVIEW: RICH H.
SHQ: Where has your sales career taken you? Where did you start and where are you now?
Rich: I had a very unique introduction to the sales process. My father was president of a plumbing wholesale business. At just 14 years old I began working at his company. I had the pleasure of watching a true salesperson named Larry Beck at that job.
Larry had the ability to sell gasoline to a firefighter. I noticed firsthand his mastery in relationship building. Price did not enter the equation when he was with a client. Our pricing was actually higher then the local wholesalers in competition with us. Larry still sold our materials to the local companies in our area.
What became clear to me at an early age was that the secret to doing business was friendship, along with the ability to communicate effectively.
At age 24, I had a successful business in the new construction and service industry. I enjoyed it for many years before we sold the company and moved to Florida.
SHQ: What is it like to sell your industry? Any insights into the way the game is played in your sector?
Rich: This is an exciting time in the new construction service industry. Finally, our industry is booming and there are a couple of reasons why.
Our profession has started to believe they are more then just a plumber. There is much more to offer our clients then we could have ever imagined. With the increase in our professionalism, the consumer now has a better idea of whom and what we are. The opinion of our profession has taken steady strides in moving forward.
Over time, the perception of plumbers and others in the construction services has changed. During the time of the Roman Empire, the plumber, they held in high esteem. They were more important then senators, they were the health of a nation and still are. We allowed this thinking to change, the attitude of client became they are someone they use. We entered the clients home, place of business did what was expected, collected for the job and left. When the client asked a question the typical answer, I am just the plumber. When questioned on price the answer, that is the price take it or leave it. The client needed the tasks completed that forced the client into the product or repair. The industry sat by watching new young talent who chose other avenues of employment.
Today the perception is changing. We have to wear many hats. We are intelligent, psychologists, give a shoulder to cry on, problem solvers, relationship builders, crisis managers, conflict resolution specialists, help manage the clients money by showing them how they can afford the product and services, observe, listen, speak. We must make sure the client receives what they need, want, afford, and can use. We must understand the true meaning of what the client has said.
The industry has started to accept flat rate pricing or straight forward pricing. The industry realized what was happening and that it had to change. The change is slow, progress takes time, and change is hard to accept. In order to give the professional what they need to make a great living the way the industry operates had to change.
I believe the single greatest change, realizing the client needs said task completed however, they do not need it done by me. I must learn ways to make the client want the task done by me. I need to earn the right to do the task for the client.
Who are my clients? They are you, realtors, bankers, rental companies, condos, big business, rock musicians, writers, actors, athletes. They are husbands wives, single moms and dads. They are rich and poor, healthy and sick all become friends. The dollars can be as low as three hundred or as high as thirty –two thousand dollars. Last year one of our sales technicians did a one hundred and five thousand dollar job. Who outside the industry would think this kind of money was involved with the plumber? Think how you perceive your plumber and your thoughts concerning who and what the plumber is.
How do I play the game in our industry? I do not consider this a game. The insight is to look at this as a profession. This means I learn as much as I can about the product, sales, the psychology of sales, closings, and common client objections.
The next step, I try to learn about the attitudes of my client base, setting appropriate goals, and managing my sales team. It is also essential to know what the market is like in the area and/or region I am selling in.
What separates me from all others? I have learned how to listen to my clients. I have learned how to ask good questions to look for underlying concerns. I then can give the client what they need at the price I need to have a successful business.
The number one rule for me: never do it to the client, do it for the client. Once you change your intent to doing it for the client you now have the road to success paved.
SHQ: Do you have an interesting (amazing, funny, or bizarre) sales story you’d like to share?
Rich: I really do not lead a funny life. This does not mean I do not have fun. My wife and I have a blast in life. We have great friends, we enjoy where we are at this time of our lives.
My interesting story begins with the owner of a company that I worked for sending me to my first sales seminar. I was always great at what I did, and didn’t realize at the time that I could do better. I thought I was wasting my time attending the seminar and that others in the company needed it more than I did.
I arrived with this attitude; but did not leave with it. Somehow the lights came on during that seminar. What I found was that sales has everything to do with the client and nothing to do with me. I learned that I must earn the right to do business with people.
The client does not care about my knowledge; they just want their problem fixed. My knowledge becomes important after I have listened, heard, and then proposed a solution. My knowledge won’t impress anyone if I can’t make the problem go away.
In the seminar it was suggested that I could ask clients anything about their core need. When I receive an answer, it is my opportunity to help them understand the value that I can provide them.
I learned valuable lessons about the sales process in this seminar. I suggest you attend one.
SHQ: Do you have any career or sales advice to give to new sellers? Are there fundamentals or tricks-of-the-trade that you rely on for successful selling?
Rich: My advice, take as many creative writing classes as you possibly can. Learn to write, and that will help you greatly when communicating with clients. When you are able to paint a picture to your client, sales will follow.
I would also encourage new sellers to read as much as you can about your profession. Know all aspects of your industry. Stay informed. Be ready to invest your time preparing to reach your potential and then surpass it!
SHQ: What are your goals for the future?
Rich: My goals in life are numerous. I am in the process of getting my first book published. I want to write more books in the future. I eventually wish to write nonfiction along with fiction in the years to come.
I also want to start a sales seminar when I decide to retire. I have a presentation and program that I am preparing on the side.
I want to share the information I have gathered to help others bypass some of the missteps that I took. If I can help one person, I have made a difference. At the end of the day making a difference can never be topped.
SHQ: How do you spend your time when you aren’t selling?
Rich: This is an interesting question and an easy one to answer. I never stop selling. I use what I have learned on a daily basis. I am always asking questions of my wife, family, and friends. I weigh my options and help guide others if I can.
My wild and stupid days have come and gone. Though if you spoke with Suzy you may find out the stupid days still happen once in awhile.
At the moment my days are full but flexible. I am always reading, writing, and tossing ideas back and forth with my wife, Suzy. When we are relaxing, we have parties at our home by the tiki bar and pool. We enjoy our friends who we have known for years. We believe in a strong family and enjoy our family.
My wife and I have been married for twenty-six years and running. We enjoy our time together, we laugh and are currently having the best time of our lives.
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