To begin, it is pertinent to establish the premise that as a sales representative, relationships have been established and that visiting various industrial plants and facilities is common practice. Whether the sales representative sells instrumentation, pumps, hoses, or fittings, they are surrounded by a world of valves, and if unfamiliar with these essential assets, this can seem quite daunting. Furthering this scenario, one can imagine that the company has just picked up a line of valves and the sales representative has been tasked with finding opportunities to sell these products. This article is to share some ideas on how one can start selling valves to an existing customer base.
By Chance Russo, Director of Valve Products – Sesto Valves
The Sales Process
Before starting the sales process, the salesperson’s first step is to break the ice. Talk to contacts and let them know that the company is now offering a new product line of valves. It may be good practice to set up a meeting or presentation to show the valve’s capabilities or disseminate literature. Once the customers know that these valves are being offered, the sales- person should proceed to follow the sales process; it is the same every time.
Valve Sales Process
- Observe,
- Ask Questions,
- Research and Review,
- Get Back to the Customer
Observe
While visiting a plant or facility, it is always best practice for the visitor to keep their eyes open for valves that look like the ones their company is offering. Being aware of the assets that a plant has in place can help to identify if there is a need for the new product, and what types of issues using them could alleviate. Although, most valve-related issues will not be easy to detect by the naked eye, it is important to understand the facility’s needs and begin learning how to assess how well those needs are being met. Determining what type of valves are present, and/or are needed, will become easier with time and practice.
Ask Questions
Asking questions most important part of the process. The salesperson needs to learn everything they can about the valves they are using and their performance. This is a never-ending part of the puzzle, as they will want to keep their thumb on the pulse of the plant when it comes to valves. Failing valves can cause serious issues for a facility, and result in costly repairs and lost revenue. It is therefore important to have the understanding and know-how necessary to be able to assist in case of an issue. Here are some typical questions one can ask:
- Do you currently have any valves that are giving you performance issues or leaking?
- How are these valves working for you?
- Do you have any upcoming projects, expansions, or turnarounds that may require these valves?
- Do you have any issues with your current supplier?
- Do you have an area in your facility where you could test one of our valves?
These are just some basic questions, to begin with. Remember, as a salesperson, the role is to help the customer, and customers are often quick and willing to divulge information about poorly performing valves. If they have an issue in the plant with a valve or valve application, then it is important to do as much as possible about it. The size of the valve, pressure rating, type, and if possible, a picture of the tag are all relevant pieces of information.
It is vital to have as complete a picture as possible to diagnose an issue. Ask about the media or flow, the maximum and minimum operating pressures, and temperatures. Ask for further details on any issues the valves are experiencing, how long the valve has been installed, and when the issue first occur? Once all this information is available then proceed to the next step.
Research and Review
For this scenario, it is good to assume that the client has given the salesperson an opportunity to replace a poorly performing valve. The first step, as the sales representative, is to reach out to the manufacturer and begin discussing this application.
One does not need to be an expert on the valve, as one can lean on the manufacturer to provide technical support. There may also be an internal resource that has been tasked with giving guidance to the outside sales team. Whatever the case may be, the salesperson will partake in a conversation that may require them to return to the customer for more details and/or clarifications. In this stage of the process, the salesperson will gain valuable product knowledge and learn where these products fi t and where they do not.
Get Back to the Customer
The salesperson must respond to the customer as soon as they have a solution or an answer. If unable to provide a solution with the valve products that they have available, then it is the responsibility of the salesperson to let the customer know that this application is beyond the capabilities of their product. It is essential that the salesperson remains up-front and honest with the customers. These honest actions are what lead to trust.
It is also important to note that a upon inspection, a valve that has been scheduled for replacement, may be deemed fi t for continued service. Letting the operator know that the valve was misinstalled and has the potential to continue its life-cycle, will be very appreciated.
Bring Value
In some scenarios, after visiting a plant, observing, and asking questions, it becomes apparent that there are no issues, and the customer is ‘happy’ with their current valves and suppliers. In these situations, the salesperson needs to relay that they are there to ‘bring value’ and if there are any future problems or opportunities, that they should reach out. Do not force a sales opportunity or offer to replace the ‘X’ valve where there is no need. The intention is to provide customer service and solutions. To truly bring value, one must be clear about what can and cannot be done.
