Electrical Business

EBMag contributor Rick Johnson leads “Counter Sales Skills – Becoming an A-Player Counter Professional”

September 30, 2011  By Anthony Capkun

September 30, 2011 – Counter sales reps build, create and manage customer relationship equity. These relationships are different than those developed by field sales and are critical to distributor success in a competitive marketplace. It’s not enough to achieve some or even most of your customers’ expectations—the objective is to meet them all. And Dr. Rick Johnson, a regular writer in EBMag’s Distribution & Supply magazine, is going to help you so that with “Counter Sales Skills – Becoming an A-Player Counter Professional” in-class workshop.

Defining an A-Player is not difficult if the focus is meeting customer expectations and striving for service excellence. Nowadays, counter sales must be problem-solvers; able to generate solutions for customers in their time of need. So they must possess a great deal of knowledge about your customers’ business. They must actually define what those needs are, because the customer may not know.

Topics covered in this workshop include:

• The Counter Conundrum
• Defining Your Role
• Customer Expectations
• Price versus Cost
• Relationship Equity
• Profile of the A-Player Counter Professional
• The Value Proposition (Upselling, Suggestive Selling)
• Merchandising
• Dealing with angry or demanding customers
• Communication Skills


The workshop will teach participants how to create relationships with customers, and set the stage for the development of A-Player habits. Participants will learn how to demonstrate comprehension of customers’ problems and provide solutions. The workshop will deliver the tools that counter service people need to understand their customers pain so they can take it away.

When & Where?

December 6, 8:30 am to 4:30 pm

Stage West All Suites Hotel
Mississauga, Ont.

Who Should Attend?
Counter sales persons, service technicians, inside sales persons, delivery people, receptionists, and any other front line service staff.

This important workshop is brought to you by Partners in Distribution Excellence (PIDE) (Electro-Federation Canada [EFC] and Canadian Institute of Plumbing & Heating [CIPH]) in association with AEA (Association Education Alliance).

EFC, CIPH, AEA Members: $299 per person + applicable tax. Non-Members: $349 per person + applicable tax.

About the Speaker
Rick spent the first 10 years of his career employed by the largest steel distributor in the world. Then he built a $25 million-wholesale distribution business in less than 10    years (before earning a college education!). Deciding to succeed on the industrial front lines and in the classroom, Rick went after his Bachelor’s degree at 40, his MBA at 50, and his Ph.D. in Business Strategy at 58. Rick has become the “go to” guy for maximizing profits because he’s been there—from the mailroom to the boardroom. Visit him online at www.ceostrategist.com.

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