"People want to buy from people in their neighborhood”: Ian Markowitz (The Grommet)
Building a two-sided marketplace is one of the toughest jobs out there. Ian Markowitz and the rest of the sales team at The Grommet has managed to pull it off by building deep relationships with both the buyer and seller sides of the aisle. On this episode, we talk about compensating sales people based on long-term customer success, and how the discovery team at The Grommet reliably finds cool and unique products to bring to the market.
On the latest Design The Sale show, Ian Markowitz from The Grommet joined me to talk about how their sales team builds customer relationships for the long haul.
…It’s not just the one-off sales process that most B2B sales traditionally is. It’s a much longer and continuous and evolutionary sales process, where even if you lose the opportunity on one product, we’ve got a catalog of hundreds of different product lines that we can continue to be selling into.
And oftentimes part of it is just surfacing the right product to the right retailer at the right time… it’s a little bit art and it’s a little bit science, and it’s also a little bit of knowing the accounts that you have, and working with them closely to drive that sales process even further.
The cliché is that it’s easier to sell to the customers you already have than it is to sell to a new one. After talking with Ian, I wonder if that’s less about the customer knowing you, and more about you knowing the customer. Knowing when to show up, what to bring to the table, and how to drive the conversation is not something that you can do easily in a brand new relationship. It takes time, and maybe even a few calls and meetings that don’t go anywhere.
Design the Sale is a show about selling smarter using lessons from the worlds of design and technology.
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