Ask anyone what they look for in a sales rep and the word “relationship” inevitably comes to mind. In order for reps and dealers to work well together, the relationship has to be about more than leaving a business card and a few samples on a desk and hoping for the phone to ring.
But really great reps know that for the relationship to last a decade or more, especially as competition grows and homeowners and designers become more and more educated about the products available to them, they have to become a trusted partner and ally. Some might even say they need to become a friend.
This month, we’re talking to John Cianfaglione, Metrie’s ambassador of the quarter, and Ryan Buck, owner of Buck’s Home Building Centre in Bridgewater, Nova Scotia, Canada, about friendships that can lead to a successful business relationship — both for the rep and the dealer.
Start With the Simple Things
Buck’s Home Building Centre had already been a Metrie customer for years when John first came onto the account. Ryan’s father was in charge back then, and he had one simple policy when it came to working with supplier reps: call and make an appointment.
It sounds simple, if maybe a little formal, but the Buck family saw it in terms of efficiency. If they knew a rep was coming by, they could make sure the staff who dealt with the product the most would be available to talk, they could ask questions and bring up any issues they might be having.
When we asked Ryan what made John stand out from other reps he and his staff deal with, he laughed and said, “He calls and makes an appointment.” It may not be the way everyone wants to do business, but as simple as it is, it shows respect and an understanding for the way the customer wants to do business — and that’s always the best way to start a long-standing relationship.
Help the Customer Show Off
One of the ways that John helps Ryan and the Buck team sell better to their customers is making sure they have the collateral they need to help the customer visualize the end product. Homeowners today have more design resources than ever, but sometimes they need help getting to the final decision.
John says, “I think a lot of customers know what kind of look they want to achieve in their house, but they don't necessarily know how it all comes together.” They might be looking for a rustic barn feel or elevated minimalism, but in terms of the profiles that will make their vision a reality, they need help to see how all the pieces fit.
Fortunately for Ryan, that’s where John and the Metrie marketing and sales collateral can help: “John checks to see what we have in terms of up-to-date product brochures on hand; something too few sales reps do.”
It’s easy to look at individual products online or in a showroom or to look at pretty inspirational pictures without knowing what features and materials are being used. Making sure that customer-facing staff has the literature they need to help make the sale is part of the job that John does well.
Show You Care
The reason that Ryan and John’s friendship and professional relationship has lasted as long as it has? Ryan knows he can count on John to jump in if there’s a problem.
“To me, the main purpose for my sales reps is I need them there when I need them the most. And anytime we have any issues, John's there and he's rectifying them quickly. So whether it's trying to source product that I need down on a job site to rectify a situation or dealing with a rare product issue, he gets there within one to two days.”
Ultimately, reps need to share the same level of passion for the business as their dealers do. Ryan says, “the important thing is John cares about my moulding and millwork business as much as I do.”
For John, that caring comes from a confidence in Metrie’s product, because it’s what they specialize in. While many of their competitors in Atlantic Canada offer doors and moulding along with a variety of other products, Metrie’s specialization is a key part of how they help their customers succeed.
John says, “I think we put a lot of focus into ‘how do we add value to our customers and execute in those two particular areas?’ And I would say that's the piece that you can't really put a price on. We do take a lot of pride and specialize in two product lines that really marry well together.”
By offering products that are designed to go well together, Metrie’s reps bring specialized knowledge to the table. In turn, that knowledge helps dealers like Ryan stand out from the competition.
Growing Together
For Ryan, the key to his friendship with John is that he understands the larger vision for Buck’s Home Building Centre and how Metrie’s products can support its future growth.
“Because the good reps value your business as much as you do,” Ryan says. “They want your business to be successful as much as you want your own business to be successful.”
Helping dealer customers thrive and grow — whether it’s by keeping them up to date on new products or helping them navigate the supply chain — can only be good for the rep’s business, too. The more intertwined that Metrie and Buck’s become, the more likely it is that more Metrie products will wind up in more homes across Nova Scotia.
Ryan and John’s friendship is an example of the strong relationship we’re always striving to build with our dealers. Whether it’s problem solving, educating or simply showing the dealer we understand how they want to do business, the power of relationships is what keeps business moving.
To get started with your rep, visit the Metrie website.
