Sales Organizations (CONT’D FROM PAGE 68)
Board Converting NEWS INTERNET DIRECTORY
That’s the expensive mistake. Here’s what it looks like in each layer. The Waters: Your Buyers Changed. Your Sales Approach Didn’t A CEO came to me recently with a one-star review about one of his salespeople. The rep had used a tech- nique called Negative Reverse Selling — you tell the pros- pect you don’t see a fit, and try to get them to convince you. It’s a technique built on the assumption that the cus- tomer expects a little game-playing from salespeople. The customer didn’t see it as a technique. He saw it as a lie. The review said, “Most dishonest salesman I’ve ever dealt with.” And that customer would have been one of their top five accounts.
ARC INTERNATIONAL www.ARCInternational.com
ARC International is a world leader in the manufacturing of roller products for flexography. The latest nano-technology laser engraving in our NC and NV manufacturing facilities ensures superior quality and consistency in anilox rollers.
AES (ADVANCED EQUIPMENT SALES) www.aesales.net
AES is a leading full-service provider of integrated convey- ance systems specializing in scrap, trim, and dust. AES en- gineers custom scrap systems and works as a partner in process improvement to help businesses achieve greater profitability, productivity, and sustainability. Products include balers, shredders/hoggers, core shredders, filters, fans, and specialized dust control and collection systems. AES is the ex- clusive distributor for the AirShark Rotary Material Separator. For a wide variety of new and used equipment on to- day’s market, visit our website at www.acm-corp.com. BAUMER HHS CORPORATION www.baumerhhs.com hhs is a global leader in advanced gluing, camera verifica- tion and quality assurance systems for the packaging indus- try. Zero-defect quality and elevated production speeds are key parameters in the manufacturing of corrugated boxes. With hhs Xcam Box Monitoring and non-contact flap gluing of corrugated board, hhs offers every option for quality as- surance in the production of boxes with flexo folder gluers. AMERICAN CORRUGATED MACHINE www.acm-corp.com BLOWER APPLICATION COMPANY (BLOAPCO) www.BloApCo.com BloApCo has served the corrugated industry since 1933 with a variety of scrap handling solutions, including Hori- zontal Floor Shredders, Trim Cutters, and Material Handling Fans and Conveying Systems. BloApCo Shredders allow for continuous shredding and pneumatic removal of sheet waste stacks of all sizes, roll slab, cores, and carton scrap.
The rep wasn’t executing the technique wrong. He was executing it in the wrong century. Today’s B2B buyer has done 70 to 80 percent of their research before they ever agree to a conversation with you. They don’t need you to educate them. They need you to earn the right to be in the room. Techniques built for buyers who expected salespeo- ple to fudge a little don’t work on buyers who expect you to be straight with them — and have zero patience when you’re not. The Vessel: You Can’t Hold People Accountable to Stan- dards You Never Set When a salesperson underperforms and there are no defined metrics, the only thing a manager can point to is the result — the missed number. And when the only evi- dence you have is the outcome, the conversation inevita- bly becomes about the person rather than the behavior. You’re not discussing what she did or didn’t do. You’re telling her she’s not good enough. That’s when defensive- ness sets in, morale erodes, and good people start looking for the door. Metrics change that entirely. When you know a rep needs twelve first appointments per week to build a healthy pipeline and she’s running at seven, you have a specific, coachable problem — not a character indictment. Without those baselines, you have no way of knowing whether you have a people problem or a process problem. No call targets. No appointment benchmarks. No pipeline
CORRUGATED MACHINERY SPECIALISTS www.cmsretrofits.com
Leading manufacturer and installer of quality retrofits, up- grades and replacement parts for S&S and Prime Flexo Folder Gluers. Specialists in reconditioning of S&S Flexo Folder Gluers, including ink, air and electrical systems.
CORRUGATOR BELT SERVICE LLC www.corrugator.com
Serving the corrugated box industry since 1991, Chicago- based Corrugator Belt Service LLC maintains corru- gator belts for peak board quality and performance.
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70 April 13, 2026
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