In a 2019 survey of North American Wholesale Lumber Association (NAWLA) members, the top-cited topic they felt the organization should consider for its educational programming was sales, with nearly two-thirds indicating a need for themselves or others at their company.
In response, NAWLA launched the Sales Advantage pre-conference seminar last year immediately prior to Traders Market to give its participants an advantage on the tradeshow floor.
“Traders Market is a great place to make connections and deals,” said NAWLA Education Committee Co-chair Gavy Gosal of Western Forest Products Inc. “Our hope is that participants gain resources at Sales Advantage they can use immediately at Traders Market, and that they will be able to start the convention with an entire day of networking and connections already under their belts.”
The inaugural course was well received by 2019 participants. “Sales Advantage allows the opportunity to be educated in a small classroom environment so you can really delve into the topics of sales improvement and psychology with your peers and the presenter,” said Kalayna Crook of Patrick Lumber Co. “I came away with some specific tips that made me think outside the box and that I will carry on into my own trading in the future, which I feel is very invaluable.”
Mike LaFontaine of Doubletree Forest Products said, “Learning how to come up with and properly addressing probing questions will help me understand customers’ needs and determine where I need to be to earn their business.”
Entering into its second year, Sales Advantage will again be hosted as a limited enrollment, one-day course immediately prior to the Traders Market, in the same venue. November 4, 2020 in Columbus, Ohio, participants will learn how to change minds in the lumber industry through the art of creating trust and urgency without manipulation.
Instructor Rob Jolles brings more than 30 years or relevant experience in sales, sales training and coaching to the development and delivery of this course for NAWLA. He believes that customers fundamentally fear change and this reluctance is an obstacle to improved sales performance. In his Sales Advantage seminar, Jolles will outline a simple, repeatable, predictable and ethical process that will enable participants to lead others to discover for themselves what and why they need to change.
In a recent blog on the topic of helping someone move past his or her fear of change, Jolles says, “One of the most difficult decisions a person can go through is the decision for change. That decision can be both elusive and precarious…It certainly comes as a relief to hear someone say he or she is ready to make a change, but what most people don’t appreciate is just how precarious this particular decision point is for a person.”
Jolles adds, “We all struggle in making that decision, but few people realize how shaky and emotional the decision to make a change really is. Without feeling a sense of urgency, most people can vacillate and take back the choices they’ve made.”
Consistent with these observations, participants in the workshop Jolles leads will explore how lumber buyers make decisions, learn a four-step approach to establishing trust, demonstrate a process for creating urgency within the minds of your buyers, and gain tools to skillfully handle objections and close intelligently.
Through the seminar, Jolles employs role-playing, interactive case studies, small group activities to improve probing techniques and Mental Agility® exercises to speed up thought processes when speaking with customers. He will also provide insights on virtual sales skills in light of the recent impacts of COVID-19.
“With selling, the tenants stay the same, the mindset stays the same, but you perform your mental agility in different ways. It is important to be cognizant of today’s state of affairs, but we live in a time that is full of opportunity to adjust how we sell and apply a new set of skills to master,” said Jolles. “For example, selling and communicating virtually still gives us a chance to connect with our prospects and allows us to land our story in an influential way. Even after a pandemic like this, virtual communication and selling is not going out of style.”
At the end of the workshop, participants will leave equipped with stronger sales skills, a larger industry network, and proven methods for differentiating themselves from the competition. And because the Sales Advantage workshop will conclude prior to the Networking Reception that kicks off the Traders Market Wednesday, November 4, new skills can be put to practice the same day. To learn more or register, visit nawla.org.
