The term ‘selling’ pertaining to packaging machinery is a misnomer. A production company does not need to be ‘sold’ packaging machinery. What they need is a solution to a production line requirement. If you are manufacturing packaging machinery, your sales personnel need to be consultants, not salespersons. You need to give them comprehensive training on the needs and requirements for production lines.
In today’s busy work environment, production line managers don’t have the time to meet with someone who wants to ‘sell’ them a product. All they truly have time for is someone who can help them improve their production processes with recommendations and solutions. Train your sales personnel to know the ins and outs of a production line, to be able to recognize areas of potential improvements. Even if those improvements do not include an item your company manufactures. Your customers will be grateful for the recommendations and your sales personnel will be the first one they call when they need additional help. Your salesperson/consultant will also be welcomed to come in just for a ‘visit’ even if the customer is not in immediate need of assistance.
So when looking to increase your sales dept., look to hire ‘consultants’ not ‘salespersons’.
The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading packaging machinery manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.
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