In the next instalment of our series of interviews with agents and reps across the furnishings industry, we spoke with Nicola Carles who shares an insight into her life as a rep, why its important to continue to educate the consumer on sleep and some tips for future reps in the trade.
Meet Nicola
I’m a Sales Representative at Sleepeezee and I’ve been here for the last six years. After leaving Willis & Gambier, a cabinet supplier in Peterborough, where every collection was of outstanding in design and quality, I found it difficult to find the confidence and passion to stay in the cabinet category so when the opportunity to join a Royal Warrant holding bed and mattress company, I jumped at the chance to broaden my knowledge and joined the team.
What drew you into the life of a Rep and what’s the day-to-day like?
The draw for me was my passion to help other achieve their goals. I genuinely love to resolve problems, find ways to overcome concerns and objections to find innovative ways to achieve not only my own targets but to exceed the retailer’s expectations. This can only be done by effective communication and building trust. Treating each and every person as you would wish to be treated and always being available.
As any sales rep out on the road, each day is a new adventure and although most of us work as effectively as possible by following a journey plan this does not always run smoothly as daily challenges unfold and a simple two-minute phone call or email could change your day completely.
What is the best part of your role?
I love the freedom of being out on the road and being able to explore this beautiful country we call home as part of my daily commute but having to think on my feet is the best part of my role. Whether it’s a new or existing partner, being able to make quick decisions resulting in mutually beneficial business strategies and seeing the agreement in the customers eyes is the most rewarding part of my job. It’s not always a ‘walk in the park’ but with confidence, patience and flexibility anything is possible.
What is the most difficult?
When you fail your customers with situations that are out of your control. I always strive to keep my promises going the extra mile to ensure this, but at times obstacles that you cannot influence positively can happen that I take very personally.
Do you have any highlights so far?
I have recently won the ‘Sales Representative for the North East’ through Big Furniture Group Awards, which has been a true highlight for me. To have that recognition from my retailers is very humbling.
What challenges do you think currently face agents/Reps in the furnishing industry?
Within the Bed and Mattress industry we have been challenged with many changes to the way people shop since lockdown. Keeping up with these changes and requirements of end consumers has been problematic and has forced many UK suppliers and retailers to think very carefully on navigating this new expectation and as sales representatives we are often challenged with creating solutions to this demand with minimal risk to all involved.
What would you like to see change?
Education and more support/transparency direct to the end consumer on the importance of sleep, making the right financial decisions on higher ticked items.
What would you say to someone considering becoming a rep?
This role requires a quite unique set of skills and although from the outside may look quite easy, it can be very challenging. Not only do you have to be very resilient as rejection is inevitable, you have to have passion in what you are representing.
I have always said that I must believe in the product to be able to persuasively communicate with my audience. If you believe, then others will, where there is doubt, buyers will sense it.
Also, always approach new leads with respect and acknowledge that the person you are communicating with may have been in the industry a lot longer than yourself. There is nothing worse than coming across in a patronising manor, you will be on a losing foot from the offset.
On top of this there are many hours sat in your car alone, so you must enjoy your own company and no matter how challenging the journey has been, as soon as you close that car door, the smile automatically comes to your face and you enter with confidence that the visit will be a positive one.
What is the most important attribute to have as an agent and why?
Know your market, always try and keep on top of what your competition is doing and ask questions. Knowledge is power.
Can you share an insight into your plans for the year ahead?
My role as a Sales Rep for Sleepeezee is more than a job, it is my passion. It challenges me daily but inspires me to achieve and excel targets set both by my employer and personally.
After some difficult retail months earlier this year, I look forward to the year ahead with positivity of growth with my current partners and with the upcoming offer we are showcasing at this year’s Telford show, I am sure I will gain many new opportunities to explore new relationships.
n.carles@sleepeezee.co.uk / 07384 514400 / www.linkedin.com/in/nicola-carles-42655794/
