Attention: All modular home factory owners, sales managers
and new home builders. There is a new problem that is beginning to rear its
ugly head and it’s called the “co-branded sales rep.”
A growing number of sales reps are using LinkedIn and Facebook
to create a public identity that could be in conflict with your business. These
sales reps are using social media to create buzz about themselves first and
your company second.
Here is just one of the downsides to this. Suppose you, as a
sales manager for a modular home company, need to hire an outstanding sales rep
for a new territory, where would you look? You could ask some of your
competitors…highly unlikely; or you could ask a recruiter to find you
someone…better; but more often, you will begin searching on social media sites
looking for a star.
Currently these self promoters are flying under the radar.
They are mostly younger reps that have really embraced all types of social
media. Without even realizing how powerful they are, they could write a book
about it. Their online activities can either complement the company’s image or
clash with it. If they have enough followers, especially younger home buyers,
one bad word from them about your company could be devastating.
They are creating a brand unto themselves without you even
knowing its happening. Potential new buyers or builders will contact them
through social media instead of through normal company channels. As the rep
gets leads outside his/her assigned territory and you don’t acknowledge that
they got the lead, you face the real possibility of having this “star” rep jump
ship and go somewhere that will welcome the new business. This will only
reinforce the rep’s co-branding.
Another situation that arises is management seeing the
increased business and leads coming from the social media guru rep and go to
them for consulting on how to improve their business. The rep will help for a
while but will start wanting compensation for this expertise. Soon the star rep
becomes a star PIA!
Here are some things to be on the lookout for:
- Does the sales rep spend more time Tweeting, texting and
connecting with LinkedIn than other reps. This could be an indication that he
or she is beginning a co-branding campaign. If you can, make sure that your
company’s name is mentioned often in their online work. Also check to make sure
they are using their company supplied email address. Using a Gmail or Yahoo
account allows them to go from company to company without missing a beat. - Does the Star rep take credit for other’s work? I’ve had
several instances where a modular project was completed by a factory and the
‘Star” sent me the info and pictures along with a request to use their email
address in the story even if they didn’t procure or sell the project. If it
isn’t the company’s email, I will no longer use it. - Does the star rep take credit for things that your company
does as routine. When you read the reps’ resume on LinkedIn, does it include
things that every rep in the company does or has available to them? If the star
rep uses it to self-promote, then they are creating a co-branding situation. - Does your star rep’s social media presence mean that they
should get advantages over other reps? A lot of times a star rep will go to the
sales manager and demand more money, more commission, better hours, better customers
and other things that they think you should provide. - Do your other reps feel that they are being overlooked? This
is one of the big areas that will sabotage a company quickly. By either
ignoring the other reps or placing the star rep on a pedestal, you risk losing
business and sales reps. - Does the star rep have a blog or a special forum within
social media channels? This is where they will forget to mention your company
and strive to build loyalty for themselves. If they work on it after hours, do
you have the right to censor it? If you have encouraged them to write it on
company time, who owns it?
This is a new frontier for most modular factory owners and
their sales managers. How you encourage your sales reps to broaden their
personal marketing and at the same time keep a tight rein on them is just one
of those nasty little questions that has popped up since the creation of social
media.
