How Much Do You Deserve?

Credit: Tiffany Fox

I’ve written more on sales rep self-esteem than any other subject. My assertion is that how you see yourself sets up how you conduct business. It impacts the goals you set, your expectations, your price and how you manage objections.

When I’m coaching reps it’s one of the first things I address. I remind them that what they do is noble. I remind them of the value of their services. I explain that their time is valuable. They have a right and a responsibility to spend time where it pays them best.

I also suggest that their self-image plays a role in how they see themselves compared to clients. My experience has been that reps with a good self-image sell more stuff and earn a bigger slice of their customer’s business. You want to be the #1 source for printing.

Years ago, I was working with an Atlanta advertising agency. Like any client, it started small and grew over time. Eventually, I found myself doing 95% or more of their work. It was a bunch.

The production manager and I were partners. He didn’t hesitate to call me anytime he needed anything. It was before cell phones so he would beep me and expect a quick call back. I never kept him waiting.

The owner of the agency was suspicious. He worried that his agency and his clients were not enjoying the best arrangement. He constantly asked his production manager how I managed to earn virtually all of their printing. He was never sold on the response.

Eventually he called the owner of my company. He asked for a meeting away from the offices. They met for lunch and the agency owner shared his suspicion. I wasn’t there so the quotes that follow are how it was told to me.

“I’m afraid we’ve got something shady going on. You guys get almost all of our business. The work is good but it’s not feasible that you guys could win on every project. I have to believe your rep (that’s me) is slipping money or something back to my production manager.”

My boss responded, “when you sign up a client do you expect all of their work or just part of it?” The agency owner replied, “all of it. We explain that up front. We’re an advertising agency.”

My boss said, “so what? What have you got invested in your company? A few art tables? Some flat files, desks, rent and payroll? I’ve got more invested in my printing company. I’ve got presses, cutters, folders, trucks and I own my building. How is it you’re entitled to expect all of a company’s work but I’m not? What makes your company better than mine?”

He continued, “you should see how hard Bill works for you. He rarely has a night off. He’s always on call. You’re lucky to have him and us. You owe him better than this.”

Fast Forward: I kept the account. I kept the bulk of their work too. I never apologized for earning it. My employer didn’t either.

I’m repeating myself but you want to be the #1 source. If you aren’t, you’re vulnerable. If you aren’t, you still have work to do on your sales journey. It isn’t selfish to reach for #1. It’s good selling.

Your accounts deserve your respect. They deserve your gratitude. You’re in business because they hire you. I’m not confused about that.

But you aren’t a second-class citizen. You’re a partner with valuable stuff to offer. Your time deserves to be expensive. Don’t apologize for your cost, explain why you’re worth it.

I did millions with the agency in question. Their owner became one of my biggest fans. We came through when the chips were down for him with his top client. He saw our value and never objected to my invoices again.

How Much Do You Deserve?

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.