PCA Magazine Fall 2019

PREMIUMCIGARS.ORG SEPTEMBER-OCTOBER 2019 | PCA The Magazine 63 It all starts with impressions, and the perceptions we form from them. Let’s say a new rep fromBlah Blah Cigar Co. comes to introduce herself for the first time. Chalk up a point for her if she calls in advance to gauge your availability. That shows consideration for you (she’s not just “dropping in” to say hi) and demonstrates a level of professional behavior. The next test is how she approaches you. Does she stride right up to you, hand out, and introduce herself, despite your being with a customer? Or does she keep a respectful distance until the opportunity tomake an introduction presents itself? I’d bemore receptive to optionNo. 2, even while awarding points for self confidence. Once pleasantries have been exchanged, what counts is how the rep presents the product. If a line of cigars is being introduced, and a sample is being offered, I, as a retailer, always appreciated seeing the product in its original box. This affordedme the opportunity to judge the packaging, both on the basis of its attractiveness, and howwell it would display on the shelf. I also preferred to select my own cigar, rather than having a random sample handed tome. If several cigars were being presented, I did find it acceptable to have themplaced in cigar bag for future sampling. What I would not tolerate was watching the rep pull a cigar fromhis pocket. God knows what else was in there! Another technique that never works for me was telling me how great my competitors were doing with that line of merchandise. I was interested in how it would sell inmy store, not theirs. And I didn’t appreciate the fact that you were coming to me after you already sold it to someone else! Those are some pitfalls for sales reps to avoid. Here are the caveats for retailers. First, give the rep a chance. You don’t want him to tell you how to run your business, so afford him the opportunity to show you what he has to offer. Yes, he should be deferential enough to know that you’re operating a successful business, but maybe he has a product that can benefit your store which you’ve never considered, or haven’t even heard of. Respect should go both ways. Remember, you don’t have to take him home to dinner, but being courteous to others can go a long way to forming a working partnership. And it can pay big dividends when that rep has a hard-to-acquire product that you desperately want for your store. Not to mention taking back a slow seller for credit against future purchases. This is where a sales rep can help you to generate revenue. Remember, the rep is the link between you and themanufacturer or distributor. An on-allocation-only product maymysteriously find its way to you when you have an amicable relationship with the person who has the discretion to allocate it! Similarly, youmay be the one to get the call when new lines are released or out-of-stock items become available. Remember when Grandma said, “You catchmore flies with honey than with vinegar”? You don’t? OK, you’re younger than I am, but the point still applies: Be nice to others and they’ll be nice to you. Even sales reps! Reps can also apprise you of what is new, what is in or out of stock, what terms can be offered, and what materials are available to promote their products and your business. Naturally they want to sell youmerchandise, but they also want you to succeed with their products. No rep looks forward to taking back inventory, or being berated for selling you a “dog.” It’s in a rep’s interest to supply you with items that turn over—and are well-received by your customers. This benefits your business and enhances your reputation as a knowledgeable tobacconist. One more thing your sales rep can be helpful with is hosting a product event. Product can mean more than just cigars; it can apply to pipes, humidors, and accessories such as lighters and cigar cutters. Having a manufacturer’s representative at an event can make a big difference. Your customers like talking to reps; it makes them feel they have an “in” to the business. Plus, to your customers, the rep is the manufacturer or distributor. So they feel more of a connection to the product. In addition, a good rep can not only “schmooze” them, she can provide themwith information about the merchandise. An informed customer is more likely to buy something new to them. Finally, a hosted event generally will make available gratis merchandise and/or swag (T-shirts, caps, logo cutters, etc.) which always boosts the facilitation of increased sales. Who doesn’t like free stuff? Toss in a little food and drink and voila!—you have a successful event, one that entertains your customers, offers themgood deals and, most importantly, engenders customer loyalty. There’s nothing better than that for your bottom line! ” T H E I N D U S T R Y It’s in a rep’s interest to supply you with items that turn over—and are well-received by your customers. This benefits your business and enhances your reputation as a knowledgeable tobacconist.