Love Languages for Sales Reps

I have a theory that everyone feels underappreciated (even sales trainers). Rarely do I come across someone who challenges that statement. The theory certainly holds true in the printing workplace: Production people, management, CSRs, etc.—all want to “feel the love.” Salespeople, too. All too often I hear reps complain that their own contributions go unnoticed. Sure, some are self-sufficient, the type who boast, “This place would shut down without me!” But I am talking more about John Q. Salesrep who looks to his or her manager for a different form of recognition.

A cynic would argue that appreciation begins and ends with the paycheck; that managers have no requirement to recognize achievement beyond that. This cold worldview negates a basic human need that comes from one of four areas.

So, with a nod towards Gary Chapman's book, The Five Love Languages, I offer you the Four Love Languages for Salespeople. Ignore them at your own risk:

Words of Affirmation—Mark Twain said, “I could live for two months on a good compliment.” Beyond the paycheck, how tough is it to give kudos to your rep? All reps could use a handwritten note of support and acknowledgement every now and then.

Are you witnessing sales activity that leads to sales volume? Say something! Did your rep handle a difficult situation deftly? Acknowledge it!Salespeople are puppies. Scratch them behind the ear every now and then with a kind word. Watch for the thump-thump-thump.

Quality Time—How much scheduled time do you actually spend with your sales reps? I know you mean to do more, but something else always gets in the way, doesn't it? If I took away the obvious (sales meetings and four-legged sales calls) and the irritating (“Did you sell anything today?” flybys), what are you doing with your time to enhance the reps' jobs?

You can show appreciation with physical presence, both scheduled and unscheduled.Salespeople are like children. You love them all, but by spending one-on-one time with each, they see that they are a priority. The resulting emotion? They feel appreciated—and so will you.

Receiving Gifts—To this day, I remember each and every sales contest I won and the gifts I earned as a result. However, I also remember a gift certificate for $25 that my sales manager sent me to acknowledge my first sale. I can tell you where I spent it. I can tell you what I had. I can tell you what it tasted like even though it happened 25 years ago (crud, am I that old?).

I can also recall the smile it put on my face to think that I'd done something right. You don't need to shower reps with presents, but a well-timed, well-placed gift will encourage and acknowledge.

Acts of Service—What can you do to keep the reps in selling mode? Another classic complaint I hear is “I simply don't have enough time in the day to sell!” This Love Language is spectacularly self-serving for managers in that whatever they can do to clear the decks allows the rep to sell more.

I know a quick printer who has a Monday morning meeting (quality time!) with the rep and the CSR where everyone is focused on one question: What can we do for you this week? Sometimes, it really is that simple.

Why bother? You are providing income and that should be enough. If the reps want appreciation, they can earn more money. Hold that view and be prepared to replace your salespeople frequently. It should be noted that these ideas for appreciation cost little to nothing. The rep, the manager and the company all benefit.

Sure, it might be a challenge to smile while following my advice for not every rep is loveable, but remember: Acting is a part of sales, too.