You Need to Sell the Best Salespeople!
Dear Stephen,
I own a mid-size contract furniture manufacturer. Roughly $50 million in sales annually. I don't want to reveal what company; I just want to tell you about my circumstances and ask your opinion about my current hiring situation.
We use our own direct sales reps in most markets in the country, and we're constantly looking for great talent. My hiring profile is that I generally look to hire salespeople who have good relationships with the A&D community. You know, the ones who know Gensler, SOM, HOK… We can teach anyone about our product, which is only sold through dealers, but what's valuable to us is the existing relationships that the salesperson has that they can transfer to our brand. I'm willing to pay a premium for that individual.
I have a well-designed niche product, and my problem is I feel like I shouldn't have to sell a job with my company as hard as I am.
At some point in the interview process, I feel myself resenting the candidate if I have to work too hard to attract them.
When I attend BIFMA meetings, or talk to our dealers, I hear the same sentiment from other owners about having to beg salespeople to work for them. These could be friends of mine who make a one-of-a-kind desk chair… Some manufacture iconic brands… Others own dealers… Everyone hates begging salespeople to work for them!
Should I just be focusing on people who want to work here? Trouble is, when I find those people, they're typically at the end of the runway on their career, or I'm always suspicious as to why they're even looking to begin with.
How do I avoid hiring someone that I'm eventually going to resent because I had to beg them to take the job? Should I just pass?
Signed,
Don't Make Me Beg
————————————————————————
Dear Beg,
My answer may sound counterintuitive, but typically, in recruiting, the more difficult it is to get a sales candidate to "yes," the better the candidate tends to be. Think of it less like begging, and more like persuading—or rather, sellingthem on your company. You're misconstruing what really is just good recruiting for begging.
Let's face it—good salespeople are always in demand, and they know it. Chances are, the type of candidate you're describing has a great job already and they need you to sell them. You should focus on attributes that your company offers beyond the almighty dollar; the money definitely needs to be better than what they're making, but the career opportunity needs to be greater as well. Here are some examples of how you can be enticing them—
If they come to work for your company, can you see them in a management or other elevated role in the next 3 years? If so, tell them what the future career path is.
Can you offer this salesperson better accounts in addition to the ones they currently have? One of the main reasons why salespeople tell us they will leave one job for another is to be able to call on new accounts, especially when they're calling on architects and designers. As we all know, there is always that one person that's already calling on Gensler in each company. If you could offer that or a similar level of account to a new salesperson, that's another way to close them. Maybe even split an existing account another salesperson already has.
Do you have better health care, 401(k), and holiday benefits than your competitors? Maybe you offer a luxury gym membership or a better working environment? These are some of the reasons why people tell us they change jobs in the end.
In addition to in-office interviews, take the candidate out to lunch at a nice restaurant so you can get to know each other better than in that more formal environment. Let the candidate see that you're a person who cares about their employees.
Ultimately, this is what I'm getting—you have a bad attitude about hiring a top heavy-hitter because they deserve to be put on a pedestal, and if you're not willing to do that, someone else will.
You get what you pay for, and in this case, I'm not talking about money but rather your personal effort and attitude. Every time I meet with the owner of a hybrid seating company or a specialized desk or fine casegoods product, the owner always feels that they have the best product on the market. And maybe they do! They feel any salesperson would be lucky to work there. Unfortunately, the salespeople don't always agree. That just means you still need to sell these reps; otherwise it's just another sales job for them.
I'm getting a big red flag from you, which is, if you're already building resentment before you even hire someone, then hiring them is a huge mistake. You're already off on the wrong foot, and the second sales slump for any reason (which isn't always in a salesperson's control), you're going to blame them and it will sour the relationship. If you can't heed that advice, go back to that end-of-the-runway candidate that's dying to work for you and take your chances with them.
My advice is be more realistic about how hiring works. Great products need great salespeople, and assuming you have a great product, you need to sell that person on your brand, your culture, and the future they can have with your company. Make it about them.
I never understand when a client tells me they only want to hire someone who wants to work there. (This is especially true when I'm recruiting for a dealer!)
Remember—there's nothing wrong with hiring someone that you have to sell on coming to work for you! The best salespeople, in fact, have to be sold in order to make a change. Now go close the deal!
Signed,
Stephen
Don't Wear THIS to Your Job Interview
Dear Stephen,
I'm a sales representative for a furniture company. I like my job, but I get calls from recruiters like you (and sometimes from companies directly) about other opportunities, and if the brand interests me, I always feel like I should interview.
Mostly, they are lateral moves but with better brands; however, lately I've even gotten a chance to interview for one or two leadership opportunities. I'm in my mid-30s, I call on architects and designers. I like to think I dress hip, but I consider myself an old soul. I wear sports jackets way more often than my colleagues. I also have some tattoos but nothing too visible.
I'm trying to get a handle on how to dress for an interview these days. I've noticed when I've interviewed with luxury Italian brands, most of the gentlemen wear ties and the women are very well-dressed as well. Yet, when I interview with companies like MillerKnoll or Steelcase, it seems no one even owns a tie. The common thread is everyone dresses nicely, and no one is too big on brands showing. But I'm always conflicted, and I never feel like I'm dressed right.
Since I'm in my thirties but tend to think a little old school, I still believe when dressing for an interview, I need to get more dressed up than my everyday business attire. But it seems there's a downside to that — a recruiter shared with me that the company interviewing me recently thought I looked "too corporate." What's the protocol on how to dress for an interview today? Either on Teams or in person? What's your advice?
Signed,
Fashion Dilemma
----------------------------
Dear FD,
The most important thing to remember when dressing for an interview is to do your homework on how the people in the role you're interviewing for dress on a day-to-day basis. Here's how I tell people to do it: go on LinkedIn, find some people in that exact role you're interviewing for and find the manager that you would be reporting to. Doing this, you can get a sense of who they are and what that person "looks like." Don't judge by their profile picture (which generally always looks the same, and by that I mean "professional"); first connect with them and then scroll through their thread. Usually you will see photos of them at trade shows, sales meetings, presentations, events — that is how you can get an idea of how they dress at that company. Also, if you look on their Instagram or Facebook, you may also get a sample of how they dress for work. Check X too; all it takes is a little bit of internet sleuthing.
Alternatively, in some cases, if you're dealing with an HR person first (or a recruiter), you can just ask them directly, "How should I dress?" Keep in mind, whether the interview is in person or on Teams, you should look the same. No matter how you dress in terms of clothing, here are some additional tips on how to accessorize:
Men and women should both avoid excessive jewelry. It is distracting, especially rings. Even if you're on a Teams call, it can be noisy if you're tapping against the desk, for instance, with your jewelry, and you might not notice it as it is a habit.
Meanwhile, if you're interviewing in person, the most common feedback I get from clients style-wise has to do with footwear. For men, in particular, wear socks — the bare ankle, loafer look is not as charming as you think it is — I once had someone pull an offer on someone who didn't wear socks to an interview. I get a lot of negative feedback, also, when candidates wear shoes that are too casual. Skechers do not belong at a job interview! That one is not up for debate.
Tattoos are a non-issue for almost everyone, as are piercings. That being said, gratuitous face piercings are maybe not the right idea (unless you're interviewing at Trader Joe's). Also, too much cologne or perfume can be a turn-off. The people interviewing you need to be able to breathe in order to ask questions!
Which reminds me, check your breath. Hygiene is important, always. When you get to an interview, go straight to the restroom. Why? Because step one when you walk in the building needs to be to look in the mirror! If you're all sweaty from getting there, wipe your face. How's your hair looking? Did you have cilantro or kale at lunch? You know — the basics. Same thing before you go online for a Teams interview. Look in the mirror; don't rely on the camera because then it's too late. Meanwhile, when you are in the restroom before your interview, go ahead and use it, so you're not fidgeting during the conversation. It may seem obvious, but you have no idea how often people forget the very verybasics when it comes to interviewing.
One other thing — while you're in the restroom, turn your phone off, get your last texts out before the interview; this way you won't be tempted to look at it even while you're in the waiting room. You'll be busy locking in.
Since there is no set dress code anymore, getting dressed for an interview is now more of a challenge than you would expect. There are so many types and versions of "professional dress" in today's workplace; getting dressed for an interview now requires research into the culture of the company you're interviewing with. Really, it could be just as simple as asking the HR person or the recruiter. Everyone gets it because every company has a different vibe, not to mention it shows respect and also that you're serious about wanting the job. I always say traditional fashion rules exist for a reason, so err on the side of tradition because everyone can appreciate a classic dresser.
One last tip — if the interviewer tells you it's casual Friday and they're dressing down, that doesn't apply to you. You don't work there, yet. It's still an interview for you!
Signed,
Stephen
I'm Still Losing Business to RH
Dear Stephen,
I'm a third-generation owner of a to-the-trade residential furniture manufacturer. We make luxury furniture, upholstery and accessories here in the US, manufactured the old-fashioned way. Think Holly Hunt, but still a family business. We sell mostly through our own showrooms across the country and where we don't, we have high-end multi-line decorator showrooms that sell our product.
The leading decorators and interior designers who have clients in markets like Palm Beach, Manhattan, the Hamptons, Palm Springs and Beverly Hills have been specifying our product for years for their clients. Our furniture has been featured in Architectural Digest and NBC's Open House. We're a very high-end and established brand.
Increasingly, however, I am told by decorator clients (as well as friendly competitors) that we're all losing sales to RH. Restoration Hardware. I keep thinking to myself only a sucker pays top dollar for RH quality! Yet somehow, we continue to lose business to them.
The decorators tell us they are equally frustrated, as well. One interior designer told me a new client of hers walked into the RH West Palm showroom and just pointed to whatever she wanted. Apparently, to make matters worse, she'd already gone through the catalogue before they even went to the showroom. This designer is a brand in and of herself with many custom furniture designs; she said this scenario is getting all too common—especially with the younger richer clients…
This very famous decorator said she had no choice but to make her customer happy—it's crazy to think customers are paying the designer's markup in addition to the already steep RH retail prices! These clients don't realize how insulting it is to the designers. To add insult to injury, the client took this designer to lunch at the RH restaurant up on the roof (completely furnished in RH, of course).
Our company is a member of DLN (Design Luxury Network)—a group of luxury brands. The other owners in the group tell me they're competing with RH constantly. The products, from what I can tell, are mostly made outside of the US. It is a different quality, a different design, with no legacy or heritage and yet the customers keep coming back for more! To me, RH is crap!
Are you hearing about this, too? What's the RH phenomenon all about? It's hurting my business.
Signed,
Real Luxury
-----------------------------------
Dear RL,
Most of our recruiting clients are the luxury brands affected by RH. They share your sentiment.
Here's the thing—the reason so many luxury brands are upset about RH, and designers too, is because they don't feel like RH is a true luxury brand. At best, most luxury brand owners consider RH a premium brand. I recommend everyone read Jean-Noël Kapferer & Vincent Bastien's The Luxury Strategy (Kogan Page). My luxury clients tell me that RH products are inspired by the designs of many of the luxury brands they are competing with. Interpret that as you wish. I'm agnostic.
Finance bros love RH because they've traded it and own the stock themselves. Being investors, it's natural for them to buy the product.
To many, most true luxury brands are manufactured at the company's headquarters, in a company's own factory and are not outsourced to mass production facilities. Once again, that is up for debate. I'm just repeating what I've heard from my clients.
To go back to your point on DLN, RH owns Waterworks and markets it in their stores. They have started adding Waterworks at RH, a shop-in-a-shop concept—so far just in the Newport Beach and Palm Desert locations, as far as I know. I think the former owner of Waterworks was one of the founders of DLN, so that is kind of ironic.
As we all know by now, RH is a global powerhouse and a marketing phenom. Like you said, it's not what my clients consider luxury, but it markets itself as such and the customer pays a luxury price for it. Between the catalogue, the hotels, the restaurants, the yachts, the buzz—it all just works! Additionally, with an RH membership program, they discount the retail price to end-users, quoting a similar price as they give to registered interior designers. Burning luxury brands and designers, too. All while bringing in more revenue. Say what you will about RH, but founder Gary Friedman is a retail visionary and the consumer seems to agree.
Here's my remedy for you:
Luxury brands must up their game and keep designing something fresh all the time. It's great when product or designs can't be easily copied but it has more to do with new product being innovative, fresh, forward-thinking, exclusive… you get the idea.
The second thing is, these luxury brands have smaller factories and can easily customize products, which is something designers and customers love. A big company like RH has more difficulty doing that. Here's a tip—companies like RH hate the word "custom" so luxury brands should embrace that. You don't need to have a restaurant in your showroom to compete with RH. You are not IKEA.
Finally, here's what RH has going for it: they have everything the customer wants under one roof. Customers want access, not obstacles, when it comes to furnishing their homes. Seemingly, however, these very wealthy clients don't care where the product is being manufactured. They care about what it looks like and how it works. The best example I can leave you with is your iPhone—where do you think your iPhone is manufactured? Most likely the same country some of the RH furniture is coming from!
Signed,
Stephen