Kai Ruokonen: The era of the COVID-19 pandemic has underlined the importance of trust in sales
The challenging era of the COVID-19 pandemic has led to significant changes in the sales of granite. Work comprising mainly of traveling and meeting clients face to face under normal circumstances has transformed into teleworking by means of digital tools, as much as possible. According to Kai Ruokonen's experience as Palin Granit's sales director since 2013, the importance of long-term trust-based customer relationships has been emphasized during the era of COVID-19.
Expertise and clear, direct communication in the supply chain guarantee quality
Finnish granite is a durable and unique construction material by nature. No two stones are identical, which makes them so interesting. However, with the introduction of industrial stone products with uniform quality and even coloration to the market, the requirements for natural stone have also increased.
- Palin Granit has taken the quality determination and control process to the highest level possible when dealing with natural stone. Our stonemasons are rock solid professionals who know their materials inside and out and it is easy to trust their expertise, Ruokonen says.
Ruokonen, who worked in a large multinational company before joining Palin Granit, sees the strength of a small family business in direct and clear interaction between various operators.
- This is reflected throughout the supply chain. Immediate and easy communication between sales and production is vital in order to provide our customers with the best possible material for their needs. It is easy to sell well-made stone, Ruokonen gives praise.
“Immediate and easy communication between sales and production is vital in order to provide our customers with the best possible material for their needs.” From left: quarry master Jukka Valsi, managing director Heikki Palin and sales director Kai Ruokonen.
Trust-based customer relationships and technology carry through challenging times
When selling a natural material on an international market, traveling has been an essential part of both the salesman’s and the customers’ everyday life. Under normal circumstances, some companies that buy natural stone send their representatives to the site in person to inspect their selection of blocks. Customer visits are pleasant social events for both parties and a chance for catching up on personal as well as industry-related news. The stone industry is, on a global scale, a small but very tight community. These personal visits are among the things that have been made impossible by COVID-19. Ruokonen feels that this has underlined the value of carefully cherished professional relationships:
- During the era of COVID-19, the trust we have managed to create in our customers with honesty, experience and transparency has been emphasized. Although our customers are unable to come and inspect blocks on site, they nevertheless place orders – even large ones. They trust in us and the quality of our granite. It is simply the best, when the customer places also a follow-up order after such a commission, says Ruokonen happily.
Ruokonen is happy that although customers are unable to come and inspect blocks on site, they nevertheless place orders – even large ones. They trust in Palin Granit and the quality of the granite.
Ruokonen considers the ability to listen as probably one of the most important characteristics of a salesman. The key to sales is to understand the customer’s needs and to respond to them in a professional manner. During the era of COVID-19, efforts have been made to restore the immediacy of direct personal contact by means of digital communication:
- Whatsapp, Wechat, and Viper have been used extensively in the past, but now their importance has grown. Instant messaging services make communication more personal and versatile than sending email. Video and images can be sent live, which facilitates direct and immediate communication, says Ruokonen.
The rise of natural stone and happy reunions on the horizon
Ruokonen believes that the significance of natural stone continues to increase in the future:
- Sustainability is a growing trend in construction. As a result, low-carbon, organic and sustainable products are on the rise. Colors, individuality and naturalness are also trending now, which is a very positive thing for Finnish granite.
“The significance of natural stone continues to rise”, Ruokonen believes.
Little by little, light can be seen also at the end of the COVID-19 tunnel. The first trips to visit customers have been made, and at the end of September, the largest traditional trade fair of Europe, Marmomac in Verona, will be held again. Access to the fairgrounds is only possible with a COVID-19 vaccination certificate, and otherwise safety is taken care of in its proper way.
- Digital tools are here to stay and will certainly replace some face-to-face meetings in the future as well. However, it is indescribably great to be able to see everyone again after such a long time. The natural stone industry is a large but small industry. There are people from all over the world, but almost everyone knows each other, and the atmosphere at events and gatherings is always immediate and warm, Ruokonen rejoices.