This article is an excerpt from Episode 5 of Alchemy-Spetec's podcast The Injection Connection, featuring JR Crowell and Morgan Helms of Helms Polyfoam. The Injection Connection is hosted by Jim Spiegel: Vice President of Alchemy-Spetec and Board Member at the International Concrete Repair Institute. (If you'd rather listen, an audio version of this exchange is posted at the bottom of the article.)
Jim Spiegel: How do you go about your sales effort? Do you have people that are specific to just selling or are all your salespeople both technicians and sales professionals? How does that work?
J.R. Crowell: No, we have it divided up, we're very aggressive on the sales. We say all the time we're an outbound company not an inbound company because we are new. A lot of what we're doing, there's just not a lot of people searching for. So, a lot of it is an education piece. You certainly understand that as Alchemy-Spetec is a progressive company and you spend a lot of time educating us and our customers on what you do. And so, we do the same thing. So yeah, from a team standpoint, we do have a business development side, a sales side and we have a technician side. But everybody is cross-trained. When I came on board, I started on the rig with Morgan and we worked every day together. Then once we got somebody to replace me, I moved on and started handling more the operations and the sales and financial piece of the company. That's how we work. If you can train somebody to do what you do, you get to move up. Congratulations!
Morgan Helms: If you can't do the work, you can't sell it either.
Jim: If you need a large number of sales, obviously it can be pretty daunting to some of the sales team. They have these big goals and there's a fine line of discouragement so to speak with setting a goal too high and pushing for the optimal results.
JR: I'm really big on measuring what we're doing at the end of the month. So if we know that if we want to close X amount of business, I need to make X amount of sales. But to get those sales I've got to get X amount of appointments. So I have to make X amount of calls to get those appointments. When you reverse engineer back from that, and you’re able to teach your sales team that way of doing it, it doesn't seem as daunting.
Jim: Talking through the process and how you got to that number. Again, it goes back to planning.
JR: That's right. Hope is not a plan.