By Roman Moszkowicz
As I travel throughout the country presenting LED lighting products to customers, something magical happens almost every time, sparked by having actual product samples to present to our customers. Interacting with a product is quite powerful. Once I put the product in a customer’s hands, they can feel the quality and see it perform. Instant credibility is established because the proof is in front of the customer, and I don’t have to resort to saying, “Trust me,” while pointing at the product on a screen.
Many chuckle when they see how many things I pack for my dealer trips, but almost every product packed for my voyages manages to get in front of customers. And it results in rewarding comments, such as, “I didn’t know that” or “That is exactly what we need.” Then comes the best part—when the person you’re meeting with asks colleagues to stop by and take a look at the products. This is the moment when the value and importance of face-to-face meetings really starts to glow.
Sure, we all do the best we can to convey the features and benefits of our products via phone calls, email and virtual meetings, but nothing replaces stepping into your customers’ building and being there. With conference calls or virtual meetings, I don’t get the chance to walk around, say hello to other staff members, see projects and identify applications. Nor, if the opportunity is there, can I get a walking tour of the facility allowing me to gather valuable intel from the department that handles our lighting products the most: production/installation departments. It is there where I can put my guard down, ask questions and listen. We all boast about our products, as we should, but it’s often more important to take opportunities to listen. I think it’s important to try to understand how Trussworks’ lighting products can make their job easier, and if the situation calls for it, bring out those lighting products again.
Presenting my business card and simply letting a customer know the email address and phone number on the card is the only contact information they need is another differentiator. How refreshing it is for customers to know they only have to make one phone call or send one email to get to the right person or find the right answer. Try doing that with Amazon orders. With me, there’s no chat room, no app. Just send a request, ask a question, seek advice and get an answer.
And it’s almost inevitable when rescheduling the second appointment, our customers will ask, “Can you bring all those products again? I want to show more people.” Music to a salesperson’s ears.
Roman Moszkowicz is the lighting sales manager at Trussworks.
