Sales Support

Sales Support

There are two programs that I believed made our sales efforts effective.  They were our sales support philosophy and our incentive programs. 

We made sure that our sales organization had technical support through the development of a very skilled field organization that worked hand in hand with our sales people, customers, and installers.  They provided technical support to the sales person, and assisted the customer in the development or their customized ATM software and processing systems.  After the sale they worked with the customer and our installation team to assure a smooth efficient installation of the hardware, test and install software and systems, and finally assist in the training of the customers personnel. 

An outstanding and dedicated software development group at our home office supported the field teams. 

Finally we offered our sales teams an outstanding home office customer visitation program.  They were encouraged to invite customers to Canton at our expense.  The customer was accommodated in the best hotel in the area and transported by limousine.  All meals were hosted by a home office executive (Often the President or Chairman).  This gave the prospect or customer the opportunity to get to know the management team and gave us the opportunity to demonstrate our corporate commitment to our products, philosophies, and customer satisfaction.  Then the customer visited our display area, where all the company’s products were on display and demonstrated by experts on each product.  If the customer requested specific information about a product or system they were visited by and expert or escorted to that specific department for a more in depth presentation.

In addition to this program, as a part of our community support initiative, we took advantage of the annual NFL Hall of Fame enshrinement festivities to host 50 to 75 of our best customers for a great weekend of parties, golf and of course the enshrinement and the game.

We also insisted that the offices that had professional sports teams have season tickets to those games and regularly invite customers and prospects.

At major conventions, we always hosted luncheons, a provided a suite for our sales people to entertain their customers and prospects.  Early in the history of the ATM the Bank Administration Institute initiated an annual convention devoted to this market.  We thought it was such a good idea that we committed to hosting a cocktail party for the entire convention.  In return for our commitment to do this we were given the premier center front location for our booth.  These parties became quite famous because we always brought in famous entertainment and held them in very memorable locations.  The only speech that was made was a welcome to the party and thanks for the business.  We never tried to sell anything.

Finally we hosted an annual Christmas luncheon for the New York bankers at the 21 Club.  Again the only speech was from Ray, who just said Merry Christmas and thanks for the business.

Lessons learned:

1.  Sales of complex hardware and systems require professional support programs.

2.  Always make sure that the sales, support, and service organizations operate as a team.

3.  Getting to know your customer in a comfortable environment is very beneficial.

4.  The involvement of top management in the sales process is an important part of the sales process.

5.  Demonstration of support to your community and your industry is good for your employees, customers, and the community.

6.  A great message is delivered when you don’t try make a sales pitch when you are entertaining.