I truly enjoyed watching the now classic television series, WKRP in Cincinnati.  It was really funny.  Every once in a while I catch an episode on the internet just to laugh.

In all humor there is also usually a grain of truth or it’s just not going to be funny.  Herb Tarlek was the perfect stereotype of what people generally perceive sales people are.  He dressed in loud clothes that sometimes looked like clown suits.  He had absolutely no moral base.  Would tell anybody anything they needed to hear to make the sale.  The biggest sale he tried to make, though unsuccessful, was chasing Jennifer, the receptionist.

Many people when they think of sales people they think of someone like Herb or they’ll refer to sales people as “used car salesmen”.  But most sales people aren’t really like this.

It’s sales people who make the economy work. If nothing is sold there are no jobs.  Sales people are educators.  They educate customers and potential customers about the company, its philosophy, its products and services.

Sales people educate themselves as much as possible on the customer in order to fully understand a customer’s needs and to provide the best customer service. They are the liaison between the company and the customer.

Sales people are business.  Without them we wouldn’t have the economy we have.  But it is the responsibility of you, the CEO, president or business owner to hire professional sales people to represent your company.  Once they’re hired make sure they get the proper training – initially to hit the ground running and on going to main the company’s high standards.  Set in place guidelines for the proper management of all sales people to keep them on track and your company on track with goals and objectives.

Hire carefully.  Train well.  Set goals.

If a sales person is not representing your company well or achieving individual goals, give them the opportunity to work elsewhere where they may be better suited.  This then frees you up to find and hire that next great sales person so you can maintain and exceed your company’s sales plan and increase your profits.

Most sales people, regardless of industry, have really been challenged during the recession and will continue to be challenged as the economy recovers.  Take time today to especially thank your sales people for all the hard work they’ve done over the past months and will continue to do in the coming months to keep your company successful.