SELLING TABLETOP THE ASSERTIVE WAY

Most in our industry know Michael Hawkins as a top recruiter of tabletop sales and marketing talent. But prior to that Mike was a top international sales manager traveling the globe for Diversey, Inc. putting together worldwide purchasing agreements with hotel chains such as Intercontinental Hotels, Sheraton, Hilton and CIGA. Mike’s love for tabletop developed during his decade-long tenure as Vice President of Sales for Edward Don & Company, where he managed over 300 high-performing tabletop sales people. The combined expereinces as a top sales manager and top recruiter give Mike Hawkins a great perspective on how to be successful in selling hospitlaity tabletop.

So, simply put ….Mike Hawkins knows more than a thing or two about selling. Mike’s latest article forTabletopJournal touches on how to strike the proper sales balance to be effective and efficient in selling hospitality tabletop.

Here’s what Mike has to say about seeling tabletop …the assertive way….

In an effort not to be labeled as pushy, aggressive, or obnoxious many tabletop sales people adopt the opposite end of the spectrum and try to be, or known, as professional.

Unfortunately, a professional tabletop sales call is OK, but rather boring and typically has no outcome and often means lots of fruitless follow up. Obviously the customer has to perceive that you are a professional but it’s more of a look on your part (as per one of my previous articles) and a perception on the part of the customer.  In summary, professionalism alone will not garner tabletop orders.

Between the “used car” sales person and the professional there is a middle ground where tabletop sales are being made and it’s called being assertive. Assertiveness is an art that needs mastering just like any other so that being assertive is acceptable to the customer.

This art form can only be mastered if one believes deeply in one’s heart..not one’s head. This belief is the first step in being assertive. It dictates that you can differentiate yourself from your competitor and that the customer is better off purchasing from you. It is the belief in what you do, your belief in the tabletop portfolio that you sell, your belief in the company that you represent, and indeed your belief in yourself. This belief now begins the assertive process.

The process of assertiveness develops further after belief with total preparation including pre-call planning and creating an objective for the sales call. This is not simply the basics of pre-call planning with samples, literature, product knowledge, etc, but preparation in the areas of customer needs, desires, and their victory. Neglect these and expect to lose out to someone who has built them into their tabletop presentation. 

Lastly, being assertive has to contain undeniable value in favor of the prospective customer that the customer can relate to and believe in. Then the purchase order will be created as a result of combining your belief, preparation, and your value with assertiveness which ultimately results in a very predictable outcome – more tabletop sales.  

You can reach Mike Hawkins at mikehawkins@mjhawkinsinc.com