An outside sale program can lead to a lucrative and reliable stream of revenue for your company. It’s likely a program you’ll build slowly over time as your sales representatives create long-term relationships with customers. Paint & Decorating Retailer gathered these six tips from experts in outside sales who have years of experience building a successful sales team. 

Talk about price later.

It can be tempting to get new customers by offering the lowest price. However, if you want to be in it for the long haul, sell value before you sell price. That’s Don Duttine’s approach. He is vice president of sales at JC Licht, with 49 locations in the Chicago area. 

“As you are prospecting for new customers, the easiest thing to do is to sell on price,” says Duttine. “But if we sell a customer on price, we will eventually lose them on price. Your relationship with the customer becomes a commodity.”

Following a sales process where you focus on value will allow you to deepen relationships; that is what will separate you from the competition. 

Shop your competition. 

Find a way to differentiate yourself from the other retailers in your market who may also be going after commercial accounts. Study what they are doing as you create your own game plan. 

“Shop your competition, go out and see how they’re serving their customers,” says Duttine. “See what they do well and what they don’t do well. You might even find one of their employees you want to recruit to your team.”

Be a product expert.

Chad Andersen is a vice president of Builders, which includes two home improvement centers in Nebraska, a lumberyard in Denver and countertop and truss manufacturing facilities. Sales representatives who want to be successful need to have a firm grasp of product knowledge, because that is how they will differentiate themselves from their competitors. 

“If you can walk onto a job site and show a potential customer all of the ways you can save them money and eliminate mistakes, then that experience and solid product knowledge can get you loyal customers pretty quickly,” Andersen says. 

Start small.

Don’t walk away from a small sale, because it could eventually turn into a larger customer. Focus on value and long-term potential rather than short-term success. 

“Look for small ‘wins’ to start and grow your B2B sales. Most retailers who focus on big dollar transactions to start have a lower success rate,” Bill Baldwin, an independent consultant who helps retailers strengthen their outside sales program, says. 

Share ideas.

Whether it’s reading an article in a trade publication, attending a roundtable discussion or chatting with a fellow retailer at a wholesaler market, take every advantage to build your knowledge of outside sales. 

Learn from your peers in the industry. Ask questions. Establish a network of people who are willing to share ideas and best practices. Those conversations will make your business stronger. 

Refine your elevator pitch.

Before approaching a new customer, learn as much as you can about them. Then, when you have the opportunity to talk to them for the first time, you can show them you understand their needs.

“You have to spend a lot of time with new accounts and learn what they need because every company is different,” Andersen says. “Then, once you get them dialed in, you’ll spend less time because you understand what they want.”