Sales reps are like actors. We drop into a scene and have no idea what’s going to happen. We just have to roll with it.

Eric Malmberg

What does impactful salesmanship look like? 

To answer that question, I asked someone who loves what he does. Eric Malmberg is an Account Executive in the Graphics Division at 3M, providing solutions and technical advice for graphics manufacturers in Northern and Southern Carolina – aka, he sells wraps for cars. This role is relatively new for Eric, having been at it for under a year. His love of variety has led him throughout his thirty-two years of working with 3M to sell all sorts of products, including hardware, cleaning, and medical supplies. 

After graduating from Montana State University with a degree in engineering, he took his first job in Research and Development at 3M, which was the closest thing he could find to an engineering job. But, as he soon discovered, he hated the role. “Research and development was the worst fit for an extrovert,” he told me with a laugh. Since Eric’s father was in sales, he changed gears and headed toward sales. Starting out at entry-level, he worked his way up the ladder to where he is today, holding a position of high standing within the company. 

Eric has remained in sales because, well, he loves it. When I asked him what his favorite thing about the job was, he said, “Getting to know people.” That is a large part of sales, and fits well with his role in outside sales, where he gets to meet and work with customers daily to solve their problems.

Concerning his approach, Eric explained how relationship building was key. “Start off by asking questions. Where is your business currently at? What are your challenges?” He is a proponent of selling solutions over products. “With big customers, good customers, you don’t have to sell them the first time around. If you’re planning on building a relationship, understand the customer then come back. If you’re trying to sell them on the first day, then you’re selling on a price over a relationship. Relationships are key.”

Along those same lines, part of building relationships with customers is gaining loyalty, though quality is also essential. In Eric’s experience, quality and customer loyalty go hand in hand. “The only way to get loyalty is through showing the customer the value of the product.” 

Another part of sales Eric loves is problem solving. A way to bring his engineering skills to the forefront, sales is all about creating solutions for clients – and more specifically, how to solve problems differently. “The ultimate job is that your customers make more money,” he revealed. 

This skill also plays into getting your foot in the door with potential customers. When I asked him about the formidable cold calling, he had this important insight to share, “Don’t give the power of the call to the gatekeeper.” The way to do that? Show them you have a solution. He gave an example of leading off a call by telling the potential customer how he felt he could save them twenty percent on a wrap. “Give them something to create suspense. That’s how you get a call back.”

To gain more practical advice, I asked Eric what his tips were for anyone starting out in sales. Hearing answers from a man who has been-there done-that was inspiring. Here are Eric’s top insights for any salesmen: 

A Prompt Follow-Up

According to Eric, this is essential in standing out. “Most representatives get back to a customer within one to two days. A great representative gets back to you within a few hours. That will set you apart from your competitors.”

Be a Good Listener

It’s true, most people picture a salesman as someone who babbles on and on, unable to shut up. But in the case of sales done right, it’s the opposite. It is critical to understand your customer and their situation and issues so you can assist in formulating an answer. “Listen before you talk. Find out about the customer and what’s going on so you can sell them on a solution versus a product.” 

Be Positive

Eric believes in making it fun, and to also be relatable. As a massive LA Chargers fan, eighties rock junkie, and mountain biker, he brings those elements to the table. People want to work with people they like. By bringing positivity to the table, you can create a memorable experience for your customers. . 

For this point, he shared a story with me. Eric was seeing a big customer in North Carolina, who asked Eric why he made the life-altering decision to relocate from Arizona to North Carolina last year. He listed off a few reasons, and to describe the feeling of not being able to see customers because of the pandemic, he used Van Halen’s words, “Oh man, I think the clock is slow.” The customer stopped, looked at him, and asked, “Did you just drop a Van Halen quote?” 

“It was fun!” Eric told me, “And it’s something he will never forget.”

Think Big, Be Smart

“Don’t just call on customers. Call on big customers or potential customers. Be smart.”

For young people just entering the workplace, he gave this advice, “At the beginning, you need to work harder to get your shot. Your whole generation is blasted with the expectation of making a hundred G’s right off the bat and no one wants to work. Working smart and working hard at the beginning, on day five and beyond, that is your shot. New opportunities in the future, new paths, can be based on what you’re doing today. Stand out, because your generation has been labeled as not going to.” 

One of my final questions had to do with regrets. I wanted to know if he ever wished he had done something else, gone somewhere else, or switched companies, but this is what he had to say, “If I were to do it over again, I wouldn’t do it any different. I now realize later in life how valuable being an engineer with sales skills is. It’s been thirty-five years of hustling and growth, and I’ve had a lot of different opportunities. I love what I do.”

Sales is based around relationships, communication, and problem-solving. It’s about creating value for others and solving their problems. Diving into your creativity, positivity, and strong work ethic will bring to the table what you need to succeed.