Fast Company February/March 1999

"Sales Woman for the 21st Century"

Polly Labarre writes about Marty Rodriguez who has been the top U.S. salesperson for Century 21 the past seven years. Rodriguez herself has single-handedly outperformed larger offices in wealthier neighborhoods around the country because she works fast and stays connected. She also believes her success has come by getting her clients to react faster. I think she has accomplished this by building a relationship with her clientele and developing a level of trust built on her knowledge base and integrity.

This is how I think Extension works in building a support base through relationship building. Our clientele needs to know that we are objective and honest in our information. Our niche is being unbiased and research-based. This type of information is unique only to us and we as Extension Educators have to market our programs and ourselves in this manner. Once we have built a trust level, clientele automatically become active participants in our programming efforts.

Labarre recognizes that Marty Rodriguez made a name for herself. She has built a reputation as a person who will look out for her clients. They believe in her because she is hardworking, knows the market better than anyone else, fights for her clients and most importantly is honest. Bottom line - Rodriguez does the right thing. If it's a good deal for the client and herself she does it. If it isn't, she doesn't. Doing the right thing is the most important factor. Caring more about a relationship, especially over the long-term than about some short-term profits from a quick deal is what pays off in the long run.

I think Extension Educators need to make a name for themselves in order to reach more people through programming. One could call it marketing or self promotion, but I believe an identity can be developed through high quality programming and hard work. This does not mean one tries to work outside the system, but works in a collaborative to tap one's individual expertise. If Extension Educators respond quickly and develop programs that offer specific needs to clientele they will utilize our resources.

Bill Phillips, Federal Crop Insurance Agency Owner says, "We always like to utilize the University of Minnesota and Extension for our customers. However, the individuals need to have an identity that commands respect for their own knowledge and integrity."

I think our specializations help develop these identities. It allows us to become experts in specific areas and gives me the opportunity to know more about that area than anyone else. If that area is a passion, then the expertise and energy in terms of programming only becomes greater.

Rodriguez knows that you can't do business as usual. You have to offer different services and methods of delivery. University of Minnesota Extension Service has recognized new delivery methods for sometime. Web pages, E-Mail, conference calls along with traditional methods will build audiences and help meet their needs.

Finally, Rodriguez points out that she sells values, not just value. She wants people to believe their transaction with her was a truly positive experience and to know in their heart that it was. *That would be my goal in Extension programming; to have people value and trust our expertise because we took the time to teach them how to make better choices on their own.

-- Anonymous, February 01, 1999