Sales Account Management - Job Shadow Report

Job Shadow Report

Presented to: Keith Barnwell

Course: Sales Account Management

Date: November 5, 2015

By: Joshua Favaro

Job Shadow Report Sales Account Management Page 1 of 20

TABLE OF CONTENTS

1 Salesperson Contact Information ................................................................................................................................... 2

2 Invitation to Connect ...................................................................................................................................................... 3

3 Company Background Research ..................................................................................................................................... 5

4 Observations & Reflection .............................................................................................................................................. 8

Interview Questions ........................................................................................................................................................ 8

Job Shadow Experience ................................................................................................................................................ 13

Customer Information .................................................................................................................................................. 17

Reflection ...................................................................................................................................................................... 18

5 Thank you letter ............................................................................................................................................................ 19

6 ReferencES .................................................................................................................................................................... 20


1 SALESPERSON CONTACT INFORMATION

Salesperson Name Ken Pollock

Contact Email [email protected] (sales person); [email protected] (Vice-President)

Contact Number 905-629-2666 ext. 223 (Ken); ext. 222 (Janine)

Location 1200 Aerowood Drive Unit 8 Mississauga, ON L4W 2S7

Date & Time of Interview Thursday, October 15, 2015

Any other pertinent information Interview will be done prior to sales meeting with client

Customer Name Richard

mailto:[email protected]

mailto:[email protected]


2 INVITATION TO CONNECT

Initially, I called the office and discussed the job shadow assignment with the secretary, Brenda O’Hara. I then sent her an email with further details about the project, which was forwarded to the Vice-President, Janine Taylor. A phone interview was arranged where I clarified some details and she confirmed that she would set me up with one of the sales representatives at TNT Designs.

Once Janine notified me that I would shadow Ken Pollock for the job shadow, I emailed him some details using the contact information Janine provided. The following email is shown in Figure 1 below.

Figure 1


After some emails back and forth, Ken replied with a confirmation on the date and time. This email is shown in Figure 2 below.

Figure 2

I agreed to that time and asked him about the proper attire and other details. After a few more emails, all the plans for the sales meeting were confirmed.


3 COMPANY BACKGROUND RESEARCH

The Next Trend (TNT) Designs is a professional brand management company, which began in 1992. TNT Designs’ core business involves manufacturing various promotional products customized with the client’s brand logo. (The Next Trend Designs, 2014) However, this involves more than simply placing an order and manufacturing the brand designs on the items. The sales representatives at TNT Designs have to provide structural solutions for clients looking to build brand awareness.

The company’s Mississauga location is comprised of offices for the sales representatives along with a production room where the orders are finalized. There is also a storage room for inventory, a work area for production of small orders, and two showrooms (a main and smaller secondary room) with the variety of promotional products on display.

TNT Designs’ Mission Statement: “Since 1992 we have been focused on helping all our clients grow their brands and business with creative, unique and cost effective promotional products. We are dedicated to grow our presence internationally and with our solid infrastructure, committed and knowledgeable team we are dedicated to reaching this goal!” (The Next Trend Designs, 2014)

Some duties required of the sales force at TNT Designs include:

Helping the customer select a promotional product for the logo and the number of items needed to be produced

Helping the customer decide which areas the logo will appear on the promotional product

Contact manufacturing companies to acquire quotes for possible purchase orders

Process and finalize orders with customers and then send the information to the production department

Financials:

2014 Estimated Revenue: $9,900,000 (Profit Guide, 2015)

Estimated 3 Year Revenue Growth: 52% (Profit Guide, 2015)

Estimated Revenue from Exports: 30% (Profit Guide, 2015)

Employees: 19 (Profit Guide, 2015)

Promotional Products Offered:

Apparel

Automotive (key rings, key holders, ice scrapers)

Bags

Sporting goods (most popular items in this category are golfing equipment)

Food (lunch bags, dog bowls, coolers)

Technology

Headwear

Pens

Business gifts

Service Offered:

Custom clothing and other custom products

Corporate gifts

Online ecommerce programs

Awards


Key Competitors:

JB Promotions & Print Marketing Group – Like TNT Designs, this Mississauga-based business helps clients build brand awareness by designing custom promotional products with the company logo. The company focuses on the cost-leadership strategy where they attempt to offer their services at the lowest price. (JB Media Corporation, 2015) However, their product categories, which include bags, t-shirts, trade-show displays, golf shirts and pens, are not as diverse as TNT Designs’. (JB Media Corporation, 2015)

Cotton Candy Incorporated – Similar to TNT Designs and JB Marketing Group, Cotton Candy specializes in providing tangible marketing solutions as clients look to grow their brand through customized promotional products. (Cotton Candy Incorporated, 2014) Cotton Candy is recognized in the industry for their emphasis on social accountability and environmental responsibility as an organization. (Cotton Candy Incorporated, 2014) While their company is more geographically diverse than TNT Designs, their product categories are not as extensive.

Universal Recognition Incorporated – Universal Recognition, also a Mississauga-based company, is primarily an online company designing customized promotional products and rewards for international clients. (Universal Recognition Incorporated, 2014) Universal Recognition is recognized for their efficient inventory system which allows for an expedient turnaround time. (Universal Recognition Incorporated, 2014)

Other Competitors Include:

A2Z Branding Incorporated

Promo Marketing Incorporated

BrandAlliance

SWOT Analysis:

The following is a SWOT analysis of The Next Trend Designs along with important external trends that affect the professional brand management industry.

Strengths:

TNT Designs maintains an evident competitive advantage over the competition as a result of their industry leading, diverse product line. (The Next Trend Designs, 2014)

TNT Designs offers their own products which can be used by clients for customization. Most brand management corporations order materials from existing brands. This small competitive advantage creates loyal customer relationships with clients who like the material designed by TNT because other companies do not offer that same option. (Pollock, 2015)

TNT Designs’ employees cover a wide variety of companies across different industries because this company is structured so that each sales representative creates their own niche, where they focus on companies in one industry. This market structure approach works well in this case because each representative is an expert in their industry. (Pollock, 2015)

The modern feel and strategies implemented by TNT Designs draws a younger client base. This target market fits TNT Designs’ strengths because young, start-up companies are looking to promote their brand, which moves them to entrust an expert brand management company to handle this area of the client’s company. (Pollock, 2015)

TNT Designs treats its employees very well with generous benefits and flexible work schedules, according to a current member of the company. (Pollock, 2015)

TNT Designs offers competitive incentives for employees, motivating each rep to reach sales goals in order to achieve greater commission percentages. (Pollock, 2015)

TNT has two showrooms with a variety of product samples which give customers ideas for their brands and helps showcase all the promotional items TNT offers to clients. (Pollock, 2015)

Unlike several brand management companies in the GTA, TNT offers a production facility at their location where they can produce small quantities of orders, which is very convenient and cost effective


Weaknesses:

Compared to some brand management companies, TNT Designs does not have the financial resources to take on tall purchase orders from large, multi-national corporations. (Pollock, 2015)

TNT Designs’ minimal number of employees limits the amount of profitable clients that the company can service. (Pollock, 2015)

Opportunities:

A large number of marketing/advertising departments do not have the expertise or the resources to manufacture promotional products with customized logos, which moves companies to look to brand management businesses like TNT Designs to handle their requests. (Media Miser, 2015)

Emergence of email, telecommunication advancements and smartphone capabilities have made the process of ordering customer requests faster, resulting in increased productivity. (Media Miser, 2015)

Global trade has become very prevalent in business dealings which makes manufacturing and shipping processes more efficient since there are been a greater focus on making these areas more productive. (Collins, 2015)

The promotional market is growing steadily and there is a constant need for brand management companies, which allows TNT Designs to continue expanding their business. (Media Miser, 2015)

With the upgraded capabilities of smartphones and laptops as well as the increased use of video conferencing for businesses, TNT Designs is able to service customers in different geographical areas through various telecommunication methods. (Collins, 2015)

Threats:

Recent developments in China and other foreign countries where ships are being held at the docks until they reach full capacity has resulted in inconsistent delivery times. This has caused many purchase order issues as well as frustrated clients who blame the brand management companies for this inconvenience. (Pollock, 2015)

The decreasing value of the Canadian dollar negatively impacts the cost of doing business overseas, which plays a vital role for a brand management company because they would normally look to manufacturing organizations overseas which produce large quantities of items for lower prices. (The Canadian Press, 2015)

An increase in legal regulations of health and safety for factories overseas has resulted in rise in

production costs. (Pollock, 2015)

Large corporations with financial resources are able to handle manufacturing and designing customized promotional material on their own, without the need for a professional brand management company to handle their business. (Media Miser, 2015)

There are numerous brand management companies in Mississauga alone which makes it difficult to differentiate from the other competitors. (Pollock, 2015)


4 OBSERVATIONS & REFLECTION

INTERVIEW QUESTIONS

Interview Questions Salesperson’s Answers

How did you get into sales? He has been in sales all his life; started in retail

Handled sales for a number of salons

Started working for TNT Designs for 4 years, then left to

work for a company which sold uniforms to catholic

schools; helped the company improve from $8 million

generated in sales to $32 million

He then left that company and returned to TNT Designs

When you are on a salary, the company works you hard;

but when your income is commission-based only, and you

have a good clientele, you have more flexibility

What are essential skills in sales? People skills are essential

You have to really listen and then customize

There were 2 people from Western hired recently, but they

did not last long because they did not have the people skills

for the job

Interpersonal skills are necessary; more than just a degree

is needed

How do you prepare for sales calls with new customers?

Find out everything about the company and the person; go

on the website, as well as check the client’s Facebook and

LinkedIn profiles

When he talks to them, he wants to understand what

worked in the past (so he knows what they are looking for

from a sales representative) and understand what did not

work before (what they want to avoid)

Sell what is easier for you – he will make a product more

appealing to the customer if it’s easier and more cost-

effective to do so than other slightly different options

For the initial visit, Ken likes to go to the client’s office to

see what the buyer is all about to determine their current

business situation

For the next visit, he prefers that the client comes to TNT

Designs so that Ken can show them what TNT is about

This process instills confidence in the buyer and builds a

partnership based on trust

For existing customers who have purchased something

previously, he will contact them by email, letting them know

that they purchased an order from TNT Designs last year

and Ken will ask if they would be interested in doing so

again

How many hours do you work per week and what kind of flexibility do you have with your work schedule?

He starts at either 9 or 9:30 until 5:30

Sometimes, he will stay as late as 6:30

He views his daily schedule as fairly flexible



How often do you work with other employees?

He will daily work with all employees

There are 7 sales representatives, 2 assistants and the vice

president at that location

Regular communication is crucial with this job

Transparency is very important so that all the sales

representatives are on the same page

Do you take work home? He does not take any physical work home with him

because most of the information is on his phone or laptop

He is available to clients in the evening when the matter is

urgent

He tries to keep his work duties at work, in the office

Do employees receive raises? Are there certain quotas that determine bonuses?

There are always sales goals

He mentioned that the more sales you make, the more say

you receive in negotiating distribution of the profits

House accounts provide the sales rep with 30%

commission

Call-in accounts provide the sales rep with 40%

commission

The sales rep’s own accounts result in 50% commission

He emphasized the importance of setting your own

personal goals as a sales representative, which gives a

person more motivation to achieve those objectives

Is there opportunity for advancement at TNT Designs?

He said advancement at TNT Designs is always possible

“You will always be rewarded for your effort at this firm”

With the proper effort, it is very possible for a sales

assistant to become a sales representative and eventually

an executive sales representative

What are the changes in technology (telecommunications, social media) that have impacted the sales industry over the years?

With emails, smartphone and advancement in IT, artwork

decisions are quicker and easier

It is also easier to build up a clientele

Emergence of email and smartphone/laptop devices has

made a sales job much more convenient for the sales rep

because they can complete the order process and

establish a quote from home

Consumers are smarter due to the accessibility of

information on the internet

He mentioned that due to the design of social networks,

there is a need to be brief and not provide lengthy

explanations

The world is smaller as a result of advancements in the

telecommunications industry and arranging business with

companies overseas is becoming more common than ever

There is more attention put on CRM strategies and

servicing a customer, even after the sale



What do you like best about working at TNT Designs?

He is a people person so this job fits his skills

He values the importance of being the right fit for the

company and vice versa

He enjoys the younger feel of TNT Designs and its modern

approach to sales strategies

He said he is always dealing with younger buyers (all under

35), which is an aspect of the job which he likes

What do you dislike about working at TNT Designs?

His answers were more along the lines of what he dislikes

about a sales job in general

As a result of the world being smaller due to

telecommunication advancements, deadlines are shorter

Due to tighter deadlines, there is more pressure on the

sales rep, resulting in higher costs to ship products faster

and rush production

Clients think that everything can be done faster and easier

with the emergence of smartphone capabilities, which leads

clients to procrastinating on orders

What are the weekly sales meetings like?

There is a sales meeting every Tuesday

All employees will go over sales and profit goals as well as

assess progress over time

They will discuss any problems with suppliers or any

internal issues

They may at times discuss the production schedule

They may also coordinate efforts to handle larger client

accounts

Does your job require a lot of driving?

Not very much

Travelling has become less prevalent over the years

He will only travel to meet with clients, although most of the

time, they will come to TNT Designs’ office

Email as well as skype has taken away the need for many

meetings

Face-to-face meetings will happen, on average, twice to

three times in a month

He plans to scale down his work in the next five years so

that he can handle some clients all from his house in

Florida

Brief background of the client for the sales meeting.

12 Monkeys ordered a large quantity of t-shirts customized

with their logo to give away as promotional items

The original salesperson (who no longer works at TNT

Designs) involved ordered the shirts from Mexico to be

produced at nearly $12 per shirt, which appealed to the

buying representative of 12 Monkeys who desired the

lowest cost available.

A sample was not ordered by the salesperson and when

the client tried washing the material, the logo fabric on the

front of the shirt peeled off



What kind of time management skills do you require for your job?

Prioritizing is huge

It comes with experience as you learn how long it will

approximately take to complete a certain task

Being able to determine the profitable customers from the

unprofitable customers is essential to using time wisely and

focusing efforts on the profitable clients

Checking emails can waste time if you do not use this tool

effectively

He discussed how he reads the subject line and if it is not

urgent, he will not read it until he allots some time later on

in the day to go over the rest of the messages

What are the problems with ordering products overseas?

Years ago, China manufactured everything and the quality

was decent

Factories now have to meet certain legal regulations of

health and safety, which has changed production costs as

well as quantity and efficiency

Better quality means higher costs, so overseas products

are not as cost-effective as many believe they are

With the change of the Canadian dollar, overseas

production is not always the best option

A recent development in overseas shipping is that ships in

other parts of the world (like China) are being held at the

docks until they have reached full capacity

In times past, ships would leave the docks even if they

were 75% full so that products will be delivered expediently

This results in inconsistent deliveries and could delay an

order for several weeks

What is the process you go through when you receive an order?

Ken went through the order process that takes place with a

customer

Apex Graphics made a request through email for t-shirts

with a customized logo

They ordered some products last year and would like a

similar order this year

He checks the TNT Designs system to find the order they

had made

He changes the quantity based on the request they have

made and provides a quote on the new price

According to the database, Ken will check which

manufacturer was used last time

He will then look on the supplier’s website or contact them

to find the exact shirt the customer is looking for and

receive a quote on the new order



The following comments are conversation that resulted from certain questions:

The ideal relationship with a customer is a “partnership”,

and if you do not feel that a certain client can give you that,

then it is necessary to walk away

Clients need dependability from a sales person so you

need to show that through actions

Every customer is very different in preferences and ways of

conducting business so it is crucial to understand those

differences and adapt quickly

There is a saying at TNT Designs: “it takes as much time to

pick up a $5 bill as it does to pick up a $100 bill”. This

means that while it is fine to manage a client who wants

their brand logo on a large quantity of small items (cups,

shirts), servicing a customer who wants their logo on more

expensive items (such as speakers) with less quantity is

great (more expensive per item)

The more you work (changes made, extra costs), the more

you charge; you cannot be afraid to charge the customer

for the time and effort you put in; if you are there for them

and develop a partnership based on trust, they will not

complain about extra charges

Sales reps at TNT Design have their own niche market

(Ken’s clients are mostly marketing companies, another

salesman only handles beer companies, etc.); it is

important to find your niche as a sales rep and be good at it

Advice from Ken during the interview

Do not be afraid to walk away from unprofitable customers

because at times it will be necessary in order to manage

your time effectively

Absorb as much as you can

Listen to customers, listen to employer

Every company has extensive company regulations and

procedures, so you have to listen and ask questions in

order to understand the company and the requirements for

each task

If you are on a commission-based salary alone, then your

sales job is controlled by how much you want to put into it;

you manage your clientele, you determine how many

customers you want to have and how much time and effort

you are able to put forth

Don’t be afraid to ask for the order and do not forget about

that important step

Open communication with the client is essential, along with

transparency

Do not call the customer about a problem if you don’t have

a solution


JOB SHADOW EXPERIENCE

At the sales meeting, Ken met with a promotion manager at 12 Monkeys, Richard as well as his associate who did not really contribute to the meeting. As a result, for simplicity, in the following description of the sales meeting, only Richard will be discussed in the answers.

Call Observations Salesperson Observations

Pre-call Preparation

Prior to the meeting, Ken ensured he had all the necessary information for the client, such as all the quotes for the different promotional items. Before meeting with me, Ken had ordered a sample of one of the purchase orders that was already approved by 12 Monkeys.

General approach used

Ken was very straightforward about any ideas Richard had. Richard did not always know what he wanted and would go in many different directions throughout the meeting. Ken always brought him back to the topic at hand, but allowed Richard to continue his creative thinking process because he understood that this buyer has a different way of analyzing situations.

Whenever Richard had an idea, Ken never shot it down, but if he knew he was not going to work, he politely discouraged this direction and explained why. As the meeting went on, it seemed like Richard trusted Ken to the point that whatever Ken proposed was the better idea.

Objective of the call

The objective of this sales call was to provide the buyer with quotes for some promotional items that 12 Monkeys showed interest in when Ken first met with them.

Ken also wanted to provide the buyer with a variety of alternative promotional products that Richard (the buyer) would consider purchasing.

Ken had to address the issue with the logo peeling off the original t-shirts and come up with a solution for the next shipment.

Personal characteristics

Ken has excellent interpersonal skills because he is very conversational and down-to-earth.

Ken shows personal interest to help the customer understand that this salesperson is here for them.

Ken is very laid back and displays a quiet confidence that there is no problem that cannot be solved. When an issue arises, Ken always seemed to have an answer. There was no time throughout the interview or sales meeting where someone could sense panic from Ken. This is crucial because customers want to feel like their salesperson has everything under control.

Type of opening used

The first statement Ken made after introductions was asking about Richard’s trip to France for a 12 Monkeys event. I thought that was brilliant as it showed Richard that Ken was listening the last time they discussed this topic and he genuinely wanted to know how it went.

Afterwards, he brought everyone into the showroom where he had all the information laid out on the conference table. The next statement Ken made was an inquiry about 12 Monkeys’ new product line that was being released and how that was going.

In this case, Ken did an excellent job of showing personal interest.

Handling of objections

At times, Richard wanted his products to be manufactured in Mexico or overseas. However, Ken explained why manufacturing using his supplier in California would be the best option. Ken did so in a way that reassured Richard that this salesperson understands the best direction for this purchase order.

Richard’s age (late 20’s) is a contributing factor to the lack of strong objections. Richard understood that coming into this meeting, he knows that Ken has much more knowledge about this field. So Richard was willing to yield to Ken’s ideas because Richard never had any strong feelings about a certain topic. Throughout the discussion, he was looking for advice, rather than trying to shoot down Ken’s proposition.



Demonstration of Needs

Ken did an excellent job in this regard.

First, probably the biggest concern on Richard’s mind was how the t-shirt logo issue would be solved. Ken addressed that within the first 5 minutes of the presentation. He explained that the manufacturer he would use is not in Mexico (like the previous one), but in California. Ken provided Richard with some background information on the quality of the manufacturer. Ken explained why this time, that error will not happen. Also, Ken told Richard that he ordered a sample t-shirt which would arrive soon, so that Richard could test out the material before the entire order was produced.

This was brilliant because the way it was delivered was logical, helping Richard to see that Ken considered all possibilities and chose the most effective one that would cost the least and solve all the previous issues.

Another area where a need was addressed was when Richard discussed an issue the company was facing. While 12 Monkeys is building awareness by offering promotional giveaways at international events, customers are interested in purchasing some of those items. 12 Monkeys wants to sell them to these customers, but they do not have the stock or shipping resources to service individual customers.

Ken’s answer was “You should do what you do best. We handle stock and shipping all the time, that’s what we do. We can do that, while you focus on what you do best.”

While in Ken’s office, he showed Richard a real-life example of how TNT Designs helped a company similar to 12 Monkeys solve this problem. TNT Designs handled that company’s webpage for them as well as inventory and shipping. That company offers 4 products on their sit and they have sold a lot of those clothing materials. Ken explained how this process will solve the issue and that it will take 2 months to set up.

This was such an impressive solution as Ken explained the process very clearly, while showing a success story (he opened the webpage and showed Richard in his office). Richard loved the idea and they discussed the details for quite a while.

Customer focus

Ken was always focused on the customer. Right from the start when he showed personal interest by asking about Richard’s business trip to France, Ken made it clear that he was there for the customer.

Ken would always link his propositions back to how it would benefit Richard. Ken never discussed any inconveniences on his end of the deal.

There was definitely manipulation involved because there were times where Richard thought about going in a direction that would not be beneficial for Ken and TNT Designs. Ken would find reasons to discourage that idea, but throughout the entire time, he never gave Richard the indication that 12 Monkeys was not the number 1 priority.

Ken never made Richard feel inferior, even though Ken understood this area of business better.



Features and Benefits

Ken consistently highlighted that the biggest benefit from TNT Designs is their product variety. Ken was always emphasizing the different products offered and how this was unique to the industry. This feature truly resonated with Richard as he took time touring the showroom and analyzing different possibilities.

Social Styles

Ken was very relaxed, laid back, but still professional throughout the meeting. He did not dominate the conversation but allowed Richard to explain his thoughts. When Ken spoke, it was with authority and confidence.

Supporting material

Ken had printed out quotes of previous requests to show Richard. Other than papers with purchase order information, Ken did not have any other supporting material. The focus was on the demonstrations in the showroom.

Speaking skills

Ken spoke at a pace and tone that was easy to understand. His tone was very relaxed which kept Richard from feeling tense through the meeting. Ken’s confidence was evident in his manner of speaking which is another way to assure the customer that everything will be handled effectively.

Demonstrations

For the first half hour of the sales meeting, everyone was in the main showroom, surrounded by examples of promotional products. Ken had some promotional items laid out on the conference table that Richard had mentioned he was interested in ordering from their last meeting, such as some tuques, shirts and gloves.

After they discussed the options Ken had on the conference table, he started showing Richard different types of clothing such as hoodies and winter jackets. Then, Richard got a chance to look around the showroom for other items that would work well for events. He considered lanyards, gym bags, posters, socks and other various objects.

The demonstrations provided in the showroom played a major role in motivating Richard to place several requests for products that he never considered prior to this meeting, such as the gym bags.

While these requests were not final because Ken was going to provide Richard with quotes on the orders, none of those options would have been considered if Richard did not tour the showroom.

Listening ability

Ken had emphasized in the interview that listening is essential to understanding the customer.

While Ken took very few notes (this point is expanded on under the Organization Skills section of this table), it was evident that he was listening to Richard at all times. One strategy that Ken used effectively is that he would rephrase a statement made by Richard to make sure that they were both on the same page.

Ken picked up on small details throughout the meeting, like Richard’s specific preferences on certain clothing. Ken would then mention that observation later on in the meeting. For example, Richard said he likes having the logo on the sleeve of a jacket. Later on in the meeting, Ken was discussing some options with jackets and he brought up the fact that Richard likes the logo on the sleeve so he will ensure that it would be included in the quote. It was a small detail, but Ken picked up on it and by bringing that point across later on in the presentation, it made Richard feel comfortable knowing that Ken understands him well.

Type of close used

After a long meeting covering a variety of topics, as Richard was leaving the location, Ken reviewed some of the actions he would take based on Richard’s request during the meeting. Ken established a schedule of when he would notify Richard of all the quotes and when the sample of the t-shirt would be ready to be picked up. He asked if Richard had any questions.

Enthusiasm

Ken is not a very animated person, but at the same time, his tone of voice and disposition displays a sense of enthusiasm for his job. Ken provides a healthy balance of enthusiasm because he is not overly animated to the point that it seems fake. Yet, he is not quiet, or reserved either.



This approach proved to Richard that Ken knew all the important details of the meeting, his responsibilities afterwards and that he wanted to make sure Richard was comfortable with how they were leaving off.

As Ken was walking Richard out, he gave the client a drink from the machine in the lobby and just talked a bit about the pop they were having. This was effective because after all the discussion they had about brand strategies and purchase orders, Ken does not continue pushing business but relaxes the customer through some small talk. This was a very friendly approach which seemed to make Richard feel comfortable after the meeting.

Type of sales presentation

The sales presentation was a semi-formal conversation. It was formal in that professional business language and conduct was used. With that being said, there was not a real structure to the presentation. Ken allowed the meeting to shape into whatever necessary until the client was happy with the outcome.

Professionalism and Personal Appearance

Ken was professional in his appearance (business casual attire) and used appropriate language throughout. However, he was still very down-to-earth and comfortable to talk to from a customer’s perspective.

Type of follow-up

Ken established a schedule of how they would proceed after the meeting. Ken said he would notify Richard when the sample was ready for pickup. Ken also gave Richard a date for all the quotes to be sent via email.

While a date for their next meeting was not confirmed, Ken mentioned that he would email Richard some opportunities to meet and Richard would get back to him on his availability for those dates.

Ken ensured that all future arrangements were taken care of, which put both parties at ease when the meeting concluded.

Organization Skills

Ken looked organized throughout the meeting because he was prepared. He always seemed to know all possible information about the customer and what direction Richard wanted to take. He had all the demonstrative items prepared on the conference table along with the necessary papers. At no time did Ken panic because he could not find a piece of paper or an item he wanted to show Richard.

It was puzzling that Ken did not take any notes throughout the presentation. Near the end of the meeting, Ken did jot down the orders that he would have to make and which quotes were necessary. Still, from a customer’s perspective, writing down brief notes throughout a meeting is an indicator of listening and understanding what has to be done.

Ken seemed to have understood all the information discussed and everything that was required of him, but without notes, there is the possibility that some important parts of the meeting were missed.


CUSTOMER INFORMATION

Customer: 12 Monkeys Vapor

12 Monkeys Vapor is an e-liquid manufacturer and distributor in the electronic cigarette and personal vaporizer industry. (12 Monkeys Vapor, 2015) 12 Monkeys’ value proposition is that they offer “a premium e-liquid line at a reasonable price”. (12 Monkeys Vapor, 2015) 12 Monkeys Vapor is known for their variety of innovative flavoured ingredients, which appeal to different users.

When e-cigarettes started to gain momentum in the early 2010’s, many thought that stricter marketing regulations and advertising laws would limit the potential of this new industry. (Goodman, 2015) However, the electronic cigarette industry is continuing to grow steadily because traditional cigarette companies are struggling to appeal to the target audience trying to quit smoking. That relatively large target segment is finding e-cigarettes more effective than nicotine replacement options like patches or gum since e-cigarette industry sales continue to rise while nicotine replacement revenues are gradually declining. (Davidson, 2015)

12 Monkeys is an existing customer of TNT Designs. 12 Monkeys ordered a large quantity of t-shirts customized with the 12 Monkeys logo to give away as promotional items at global events. The original salesperson (who no longer works at TNT Designs) involved ordered the shirts from Mexico to be produced at nearly $12 per shirt, which appealed to the buying representative of 12 Monkeys who desired the lowest cost available. A sample was not ordered by the salesperson and when the client tried washing the material, the logo fabric on the front of the shirt peeled off. When Ken was given this account, his goal was to fulfill the order for this event and fix the issue with the shirt material.

The buyer representative who met with TNT Designs is Richard, a promotions manager at 12 Monkeys. (Pollock, 2015) Richard is a university graduate and in his late 20’s. (Pollock, 2015) The promotions team at 12 Monkeys has a limited budget for these global events so they are relatively price sensitive when it comes to purchasing promotional materials for free distribution. With that being said, 12 Monkeys desires a partnership with a professional brand management company to help them in building awareness of their brand among the general public. Essentially, while they prefer cheaper materials, they are not requiring TNT Designs’ business simply for cost-effective products, but rather the necessary expertise to build a successful brand image.


REFLECTION

Interviewing and shadowing a TNT Designs executive sales representative on a client meeting was definitely a positive experience. The interview provided me with a realistic and practical outlook on the sales industry. It was very interesting to see how Ken effectively serviced a customer much younger than he was, and yet made Richard feel in control the entire time.

There were some areas of the meeting that took me by surprise. For example, there was no definitive structure of the meeting. Ken was very flexible in the way he allowed the meeting to flow naturally. Originally, we were in the showroom and for a time, Richard was just looking at each promotional item offered by TNT Designs. Ken handled it very well because when Richard discussed a problem he had with customer orders, Ken adapted his presentation and focused on an internet service TNT Designs offers, which would solve that problem. Throughout the meeting, it was evident that flexibility was essential to the success of the presentation because Ken was able to offer additional services that interested Richard.

Another area of the meeting that surprised me was how much Ken had to educate Richard, the customer, throughout the presentation. My expectation was that the customer knew what he or she wanted and that they would stick to their vision. However, there were many instances where Richard did not even know which direction he wanted to pursue. When it came to the choice of promotional items or colours, Richard took time to think about what would be best. Ken was always there to give input without sounding like he knew everything. Interestingly, a majority of the time, Richard listened to Ken’s advice about topics where I thought Richard would be the expert. This showed me how much a salesperson has to understand to be completely prepared for a meeting.

One lesson in class that I was reminded of when experiencing this meeting was week 1 of Sales Account Management. In order to have a total sales solution, you have to have competitive intelligence, which is knowing everything in anything about everything, anything and anyone to help you be more competitive. Ken evidently demonstrated that he acquired competitive intelligence because he was able to assist Richard in any area of business that arose during the meeting. Even if the conversation was about 12 Monkeys’ product line and which colours would best represent the brand for that event, Ken had valuable input based on his knowledge of the buying company.

I sincerely believe that Ken was so confident and at ease throughout the meeting because he knew that he had all the competitive intelligence required to handle any issue that arose. I found that competitive intelligence requires a mix of preparation and experience. While Ken prepared for the meeting by learning all about the 12 Monkeys brand and his client, his decades of expertise in the industry helped provide sound business advice when Richard did not know which direction to take.

After the meeting, I felt a little overwhelmed. I did not know that so many characteristics are required of a sales representative in order to effectively service a customer. However, I understand that most entry-level positions in companies today are sales jobs. This was a great opportunity because this sales meeting will serve as a reference for me as I continue my third year studies at Sheridan. I can always look back to the sales meeting I shadowed and determine how I would apply what I’m learning in the situation with Richard and 12 Monkeys.

While this experience has not changed my view of my career path, I appreciate this opportunity and sincerely believe that this practical experience will benefit me as I approach graduation and the workforce.


5 THANK YOU LETTER

Joshua Favaro

1162 Barleymow Street

Mississauga, ON L5V 1P2

[email protected]

October 21, 2015

Ken Pollock

Executive Sales Representative

The Next Trend Designs

1200 Aerowood Drive

Mississauga, ON L4W 2S7

Dear Ken,

I sincerely appreciate the time you took aside from your busy schedule to allow me to interview you and shadow a sales meeting with your client. I did not expect to gain that much practical sales knowledge from one afternoon.

Your answers during our interview were insightful, helping me to understand the skills required to build meaningful partnerships with customers. I enjoyed the examples you provided, explaining how you handled different customers, as well as the process you go through when you receive an order.

Since I have never been in a real business-to-business sales meeting, this experience was new to me. I was surprised about how much you had to educate the customer regarding different aspects of the sale. It is evident that as the sales representative, you really have to know everything about the customers’ situation to be able to have a solution for any problem that arises.

I want to also thank Janine for giving me this opportunity as well as all the sales representatives I met on that day who were very respectful and kind to me. The tour was great and the overall job shadow was awesome. Thank you once again.

Sincerely,

Joshua Favaro


6 REFERENCES

12 Monkeys Vapor. (2015). Our Story. Retrieved from 12 Monkeys Vapor Co.: http://www.12monkeysvapor.com/#!story/c2414

Collins, M. (2015, May 6). The Pros and Cons of Globalization. Retrieved from Forbes: http://www.forbes.com/sites/mikecollins/2015/05/06/the-pros-and-cons-of-globalization/

Cotton Candy Incorporated. (2014). Cotton Candy. Retrieved from Cotton Candy Tangible Marketing Solutions: http://cottoncandy.com/about-us/

Davidson, L. (2015, June 23). Vaping takes off as e-cigarette sales break through $6bn. Retrieved from The Telegraph: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11692435/Vaping-takes-off-as-e-cigarette-sales-break-through-6bn.html

Goodman, A. (2015, December 5). E-Cigarettes Are Smoking Hot - Four Ways To Invest In Them. Retrieved from Forbes: http://www.forbes.com/sites/agoodman/2013/12/05/e-cigarettes-are-smoking-hot-4-ways-to-approach-them/

JB Media Corporation. (2015). Why Choose Us? Retrieved from JB Promotions & Print Marketing Group: http://www.jbpromogroup.com/

Media Miser. (2015). Brand Management - Beyond Marketing. Retrieved from Media Miser: https://www.mediamiser.com/blog/whitepaper/brand-management-beyond-marketing/

Pollock, K. (2015, October 15). Job Shadow Sales Meeting and Interview. (J. Favaro, Interviewer)

Profit Guide. (2015). Smart Business Solutions. Retrieved from Profitguide.com: http://www.profitguide.com/microsite/profitw100/2015/ranking/56-the-next-trend-designs

The Canadian Press. (2015, July 22). Canadian dollar sinks to its lowest level in more than a decade. Retrieved from Business News Network: http://www.bnn.ca/News/2015/7/22/Loonie-kiwi-lead-falling-currencies-as-commodities-remain-under-pressure.aspx

The Next Trend Designs. (2014). About Us. Retrieved from The Next Trend Designs: http://www.tntworld.com/en_CA/aboutus

Universal Recognition Incorporated. (2014). About Us. Retrieved from Universal Recognition Inc.: http://unirec.ca/AboutUs/

Documents

Sales Account Management - Job Shadow Report