Rise Above Giants - Lessons on Asking the Right Questions and Building Systems
In my early twenties, I was working a sales role for a global printer manufacturer. Our team had just secured shelf space with major retailers like Best Buy, Target, Circuit City, and CompUSA. We held only a single-digit, tiny sliver of the market, competing against giants like HP, Epson, and Canon, who dominated the space. This was a high-stakes environment, and I loved the challenge.
One day, I was in an aisle when I noticed something unsettling: store associates were steering customers toward our competitors’ products. When I asked why, I learned that it wasn’t just a matter of personal preference; the department head had instructed them to sell those specific brands. Curious, I approached him to find out more. He pointed to the overhead shelves stacked with competitors units and explained that he was graded on how fast he could turn inventory within his store. Because the distribution center automatically controlled reorders based on sales rates, he had limited influence over which brands he could stock and had no motivation to change.
I wasn’t satisfied with this answer. I realized that if I could get more of our product in stock and featured more prominently, we’d have a shot at increasing sales. So, I scheduled lunch with the store’s General Manager (more on how to do that at a later date). I asked pointed questions and let him talk. He shared that his store was a high-volume location, which could be challenging since it sometimes led to lower margins on high-demand products. I saw an opportunity! - I had found a problem!
I asked what would happen if we could increase his margin by converting those 50 competitor sales each week into sales for my product. At first, he dismissed the idea. The competitor’s higher price point contributed more revenue per unit and margins were similar on our printer units. But then I pointed out a unique angle. My printers could be ordered without the ink included, allowing customers to buy ink separately at a higher margin. This meant a combined revenue boost from both the printer and ink, benefiting both the store’s revenue and profitability while giving customers a setup that actually saved them money over time. When you did the math for a week, month and quarter the difference was substantial enough he couldn’t ignore the opportunity!
Together, we devised a plan to “trick” the system: I’d place our printers on a dedicated end cap alongside ink packages, creating a high-margin bundle for customers. The department manager agreed to focus his team on promoting these bundles, and the results were immediate. We sold out quickly, prompting automatic restock, sell out and restocks. Soon, the strategy caught the attention of regional managers, and other stores began replicating the model. The distribution center now kept more of my product in stock and the shelves above the aisle at the stores were now filled with my printers.
Within six months, I had the highest market share in our territory, despite being on maternity leave. The success was so pronounced that our executive leadership reached out to recognize my results, asking how I’d managed to drive sales while away. This experience taught me two pivotal lessons that have shaped my career. The power of asking the right questions and the importance of building systems and strategy that can operate without constant oversight.
This strategy not only led to a record-breaking promotion, making me the youngest Territory Sales Director in the company’s history, but it also set the foundation for my approach to sales leadership in creating value by understanding the needs of both the business and its people.
TAKEAWAYS:
Uncover Problems - Look beyond immediate sales to address larger business challenges.
Recognize Gaps - Gaps in the inventory system that missed high-margin upsell opportunities.
Be Curious - Uncovered how asking deeper questions could reveal overlooked revenue streams.
Systems - Developed a system that drove consistent results, even without daily oversight.
Ask the Right Questions - Reinforced the power of strategic thinking, strong processes, and asking the right questions for lasting impact.
