That’s the mantra that J.T. Rieves, vice president of The Home Depot’s pro business, is seeking to spread among company associates nationwide to help them learn how to increase sales to pros who visit a store. Start by looking in the parking lot for trucks with ladders and logos, he says. Then try to find the guys in the store who look like pros (it’s often easiest with painters) or the person who is buying stuff in bulk, like five toilet seats. “All of those are conversation starters,” he says. “What I’m really trying to do is get you, the customer, to talk about your business. If you have a pain point, we have a solution.” Adds Mark Brown, senior director of The Home Depot’s pro business: “You may be celebrating a $500 sale but are missing a $50,000 opportunity.”
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