By Chuck Lauer
“Some people never change.”
It’s a hackneyed phrase, of course. Over time, everyone changes. We get older – perhaps wiser, perhaps not.
We have big successes and notable failures. We have heartaches from loss. And yet, for those rare people of integrity and character, there are traits that seem impervious to change. One such person is a friend of mine named Bill Kelley.
As many readers will know, Bill is the former president and CEO of Hill-Rom Co., and for many years headed up its sales and marketing operations. Later he was chairman of the company. We get together frequently, and our conversations often are about selling and the healthcare industry, the focus of both of our careers. We share the view that personal relationships are essential to selling any product or service.
Bill Kelley is a sales legend. For many years Hill-Rom had more than 90% of the hospital bed market. You couldn’t talk about the market for five minutes without Bill’s name coming up. Even before I first met him I heard all sorts of stories about Hill-Rom and Bill Kelley. It was said that Bill traveled constantly, never missing any gathering of hospital executives. I used to see Hill-Rom people at various conventions. They always looked sharp and alert in dark suits, crisp white shirts and appropriate ties. They looked like winners always do: confident, friendly and well mannered. Hill-Rom was the king of the hospital bed business, and watching its people made you understand why.
When I first met Bill I was impressed by his manner. He was a true gentleman, and when you shook hands with him you knew that he was special because he always looked you in the eye. Like all great salespeople he was always on call and willing to go anywhere to help a customer, making himself available to anyone who wanted to talk with him. He also has that invaluable tool in sales: a sense of humor, especially about himself! Wherever he is, laugher abounds, and so people love to be around him.
I also enjoy being with him because he is so honest and direct, another characteristic of truly successful people. They tell the truth because being honest with your own people and customers demonstrates integrity. It isn't about promising things and then not delivering. It's about trust, honesty and follow-through.
As I mentioned, it is also about personal relationships. I caught up with Bill recently, and we discussed the timeless truth that calling on customers in person is the cornerstone of all sales. We talked about all the new fancy new modes of communication, from e-mail to Twitter and Facebook to texting. Many people are enamored with how easy modern technology has made it to keep in touch with prospects and customers. Just get on a keypad at the home office and type away for a minute and off goes your message. It’s so easy and stress-free that making a trip to see a client seems like a waste of time.
Bill zeroed in on this when he told me that the greatest privilege any salesperson has is a relationship with the customer. The second greatest privilege is being able to nourish that relationship by taking the time and effort to be able to look that client in the eye and say how important he or she is to your business. That tells the customer that you respect and cherish him. No technology, no matter how groundbreaking, will ever replace that personal visit. It's what the profession of selling is all about.
I remember my son calling me years ago to tell me he was bored that day and felt like he was wasting time. I told him to get out of the office and go call on some customers. I predicted that it would renew his energy and enthusiasm, just as it had done for me for many years when I was selling. Not long afterward he called back to thank me for the advice, saying it had refreshed him and given him a whole new outlook on his work. If you are a true salesperson, making a personal sales call gets your juices flowing and gives you new energy.
Today Bill Kelley is gone from Hill-Rom. He still keeps busy, serving on corporate boards and advising healthcare suppliers on strategy. But for many hospital executives, it’s as if Bill never left Hill-Rom. That is how identified he was with the company. Many of his former customers are now old friends. He is still thought of as a truly great sales professional, totally loyal to his former employer and to those who worked under him. His fundamental decency shines through, whether it is as a valued colleague, dear friend or loving husband, father and grandfather.
As I think about it, Bill Kelley hasn’t really changed at all and that's why what he has to say is so important.