Concurrents: Don’t Be That Sales Rep

Being a sales rep is hard.  I’ve worked in manufacturer sales for the last seven years.  In dog years, that’s young, but in relationship years it’s the “seven year itch” or a mark of age and turning point.  Whether you’re new to the game or a lifetime pro, you might agree that the profession has to navigate many stereotypes which may -or may not- be true, and can make it more difficult to be accepted and respected.   

With the increase in post-pandemic challenges affecting face-to-face interactions and client presentations, we can’t afford to let common pitfalls destroy the few moments we have to connect and inform.  I polled several designer friends about sales rep stereotypes and was surprised by their lightning-quick and similar responses.  It seems like these may be common industry problems, which make it harder for all the phenomenal sales reps out there. In the interest of quality interactions for all, let’s self-reflect and strive not to be that sales rep. 

The Pushy Rep

Are you motivated by commission or sales goals? Good – we all are.  However, our clients should never see or feel that pressure.  Creating unnecessary fear, pressure, or urgency won’t work in the long-game with savvy clients who design spaces and experiences.  The design community is a tight-knit group, so being “salesy”, transactional, or insincere will quickly weed out these offenders from opportunities (or the industry).   

A HubSpot sales strategy report revealed that while only 17% of salespeople think they are pushy, 50% of prospects perceive them as pushy.  Let that statistic sink in.  There’s a fine line between a friendly follow-up and an aggressive product push. 

Instead of pushy tactics, we should present options, ask questions, listen intently, offer authentic solutions, and provide the best service possible to our clients and their projects. This approach creates an atmosphere where clients feel safe to explore and ask questions.  When clients are comfortable, we (and our products) will naturally become part of the mix. 

The Zero-Knowledge Rep  

This stereotype from those I polled really surprised me.  I assumed that knowing your product line(s) inside and out would be a priority for any sales rep.  However, not knowing your stuff is a common practice and can include stretching the truth to make a sale (gasp!).   Listen… it’s impossible to have the answer to every question.  But getting the answer (at lightning speed) involves knowing who to contact behind the scenes to help solve problems and navigate complex questions.  Mastering this art makes a sales rep a valuable resource that designers can count on. 

Manufacturers are designing products to address complex issues like sustainability, returning to the office, and human-centered design. Therefore, having knowledgeable reps who can effectively communicate their products’ strengths is crucial to an organization’s success.  Reading industry publications, learning about clients, and becoming the expert in your product components and price points are good places to start.   

Kristyna Martinez, Project Manager of Design and Construction at Nova Southeastern University echoed this importance and stated, “My best reps are enthusiastic and passionate when it comes to finding the best solution for the project, are transparent about their product knowledge, and go the extra mile to provide accurate feedback.”   

The Inconsiderate Rep 

When I worked as a designer, I appreciated the occasional drop-in (with sweet treats in hand).  However, when every manufacturer of tile, carpet, wood plank, paint, textile, wallcovering, lighting, and furniture does this, it quickly turns into an overwhelming number of interruptions. 

Research from the University of California, Irvine shows it takes an average of 23 minutes to regain full focus after each interruption, reducing overall productivity by up to 40%.  According to productivity expert Cal Newport, engaging in ‘deep work’—extended periods of focused work without distractions—can double productivity and quality of work.   

So, how can sales reps work more considerately?  Show respect for productivity and deep work by scheduling appointments, leaving handwritten notes, leveraging digital tools, reading the room, and being respectful of billable hours and time. 

Fortunately, there is good news!  A ThinkLab report found that 91% of specifiers enjoy building rep relationships.  Many sales reps are exceptional advocates for their products and are true partners to their clients.  By building trusted relationships (and even friendships), you’ll ideally find yourself on speed-dial and happily welcomed to deliver those gourmet cookies to busy and overworked clients.  

In an industry where relationships and reputation matter most, it’s crucial to rise above stereotypes and uphold a higher standard of sales professionalism. By avoiding the common pitfalls and focusing on building authentic, value-filled relationships, we can foster a more positive perception and experience with clients.  After all, “a rising tide lifts all boats.” Let’s strive to be people who make a difference, not just in our sales numbers but in the quality and impact of our interactions and the spaces we help create.   

And for goodness’ sake, let’s not be that sales rep. 

Maria VanDeman, NCIDQ, IIDA, is an accomplished workplace advisor at OFS, interior designer, published children’s book author and advocate for diversity, equity and inclusion (DEI) in the workplace.  With a passion for helping people and designing for human needs, Maria strives to make a positive impact on the world through her work and mentorship.  Connect with Maria on LinkedIn