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Members Get a Shot of Sales Expertise: Tip of the Iceberg

Most of us in the wood industry who run our own businesses also perform a sales role for the company. Most of us have to deal with the distractions of multi-tasking other aspects of the business, whether it be in production, procurement, managing people, and other tasks.

The minute you sit back to actually look at what is involved in the sales and relationship development and management function, and how we as human beings are so diverse, it is no wonder that increased sales remains an ongoing challenge and need for our businesses.

Thirty BWA member companies participated in the BWA/Sandler sales training event Jan 30 in Milton in an effort to break the paradigm of not fully engaging the opportunity and potential of making the most of your time devoted to the sales function.
As human beings we all have our personal styles for communicating and relating to others. The same goes for learning new information when you consider the potential customer that you are speaking to. Understanding where we fall under the DISC communication and decision-making model (Compliant/Dominant, Steady Relator/Influencer) dictates our comfort zones when we engage others, and manage the sales function. There are also shortcomings of each and we need to understand how to “Adjust and Adapt” to the diverse people we meet. This also impacts the modes of communication we choose to use to engage potential customers.

In face-to-face communication, for example, we as humans first perceive body language and tone before actually deciphering the works being spoken. With telephone contact, we first perceive tone before the words spoken. And email and texting is unfortunately the worst option as it commoditizes you, poses with the highest risk, and is unfortunately used most often.

The learning styles of both yourself and the potential customer also come into play: Visual, Auditory, or Kinesthetic. Which one are you? What are your pitfalls and how to you adjust and adapt on the fly?

This is the “tip of the iceberg” for BWA members as we begin our journey to dig deeper into understanding ourselves and others better, and using this information to manage sales prospects. The BWA/Sandler sales training program is a DISCIPLINE that when applied actually gets results.

BWA members also have the opportunity to engage in more intense and focused BWA/Sandler program to help engrain the discipline with your company. Funding is available through the Canada/Ontario Jobs Grant.

Due to the overwhelming feedback of this event, we have scheduled another session Friday, April 6th.

If you would like more information about this event and the BWA, please contact: