Personal Touch in a Tech-Driven World
Glen Gevaart, Midwest Fastener’s vice president of sales, shares how the company fosters long-lasting relationships with customers through customization and unique solutions while also utilizing high-tech sales analysis tools.
With more than 42 years in the fastener business including 35 years at Midwest Fastener, Glen Gevaart, vice president of sales, oversees a field sales team of about 200 sales representatives and regional managers. As part of his leadership, Gevaart conveys a deep belief in one-on-one service and connecting with hardware retailers, while still relying on advances in technology. Here, in this exclusive interview with Hardware Connection, Gevaart shares why Midwest Fastener continues to invest in a sales force that delivers personal, in-store service.
HC: For you, what’s the difference between providing good customer service and excellent customer service?
Gevaart: Good customer service is being set up to meet normal customer needs and do that consistently and professionally. Excellent customer service involves connecting with our customers, anticipating and exceeding their needs and expectations. In my position, I don’t get out as often as I’d like, but over the years I have built strong relationships with retailers and they’ll contact me about things outside of fasteners, questions about affiliations and the industry. We have a relationship beyond nuts and bolts.
HC: How do customers drive the company’s decision-making processes?
Gevaart: Serving our customers is rolled into our company DNA. Customer forensics, feedback, and insights drive our decision making. Our decision-making process is as customer-centric as we can make it. Several years ago, we commissioned an industry research firm to survey our customers and potential customers related to our usage of in-store service representatives. The results confirmed our model, and we have continued to invest in and grow this important part of our model. For years, we’ve been hearing that nobody has field reps in stores anymore. This research firm confirmed that retailers love what we’re doing and value the relationships and having someone come into the store to improve the fastener and hardware category. As far as the investment, we’re adding more reps. In territories that are not fully mature, we’re accelerating incentives. By adding more reps, we’re also allowing current reps to work closer to home and do a better job of serving customers.
