Will a Strong Brand Carry a Weak Sales Rep?

Replies to This Discussion

Permalink Reply by Michael Ventriello on March 19, 2009 at 3:01pm

Perhaps, but only so far. A customer may buy a preferred brand despite the rep's lack of experience or ability, but how much, how often and how deep into that particular brand's product offering - that's the question.

Another question to ask is will a weak sales person be able to switch a customer from one branded product to another or convince a customer to try something new based on a recommendation.

Finally, how long can a strong brand carry a weak sales person before that sales person damages the brand? I wouldn't wait around for that answer.

Permalink Reply by Anita Sirianni on March 19, 2009 at 3:42pm

Thank you, Micheal, yours is an interesting perspective. It is also interesting to observe what happens when a rep switches companies from a well known BIG Brand organization to a smaller less known entity. My bent is that I believe a strong brand is an excellent 'door opener' or credibility starter...success ultimately lies on the strengths of sales and communication skills.

QUICK NOTE: We specialize in assessing the selling skills of individuals within dental and medical companies. A look at our summary data comparing the talents of the top performers would make anyone's eyebrows rise!

Permalink Reply by Stefan A. Gefter on May 6, 2009 at 11:58am

Hi Anita:

The reverse can also be true, where a strong sales rep can enhance sales of weaker brands due to their reputation and customer network they've built up during their careers.

Regards,
Stefan

Permalink Reply by Anita Sirianni on May 6, 2009 at 12:34pm

Tis true. We see this so much with the independent reps....long standing great relationships with their accounts, they often understand clinical application (not just a bunch of memorized features and benefits) and how to ask questions then LISTEN.......

Permalink Reply by Ryan Schnieder on July 27, 2009 at 8:08pm

Interesting question. I think it can work both ways, depending on the product and the demand. Technology in dental is a hot in demand category. Take Conebeam radiography. Right now so many thought leaders are lecturing about the benefits of this technology that the thought leaders are selling these for them. If we are talking impression material, a strong brand is not going to carry a weak sales rep.

In my area we have gone through a transition of the seasoned reps turning over due to retirement or whatever. A lot of these very reputable companies have replaced a 30 year veteran with a new college grad. The maturity level and skils are just not present. Hence very strong companies are suffering due to bad reps.

Permalink Reply by Anita Sirianni on July 30, 2009 at 11:10am

Ryan, Thank you for offering your thoughts and introducing a new topic....can I assume you represent a distributor? Perhaps, other readers would benefit, as well might the industry, if you commented on what you mean by 'bad reps'. Certainly, there are inexperienced but effective sales representatives.....as the seasons of our industry change, so too shall its ambassadors!

We look forward to hearing more from you! Cheers, Anita

Permalink Reply by Cinde Waller on November 25, 2011 at 9:31pm

Hello Anita,

From my point of view, I want our product's integrity to carry itself and to be strong enough to 'survive' a weak salesperson. I believe a sales rep and brand should work to support each other, so I would be trying to strengthen the skills of a salesperson I thought to be "weak" through training.