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If your sales territory is in a large city or populated urban suburb, there are probably four majors and a few independents calling on the same technicians as you. And except for a few instances, their primary products and yours are all very good quality. It's entirely possible that a major vehicle repair facility gets six to 10 or more jobbers selling there every week. If you are in a more rural area, the shops will see fewer mobiles but because of the distances you drive, you must make every stop count.
So, how do you set yourself successfully above and apart from the competition to gain more than your fair share of the tool and equipment business in your territory?
How to beat the competition
1. Be observant for a competitor’s tracks. If you keep your eyes and ears open to indications that the competitor has made a presentation about a product, such as seeing literature on a workstation, you can ask about presenting your competitive product, too.
2. Be thankful. It's a little thing but always thank your customers for their business and remind them how important they are to you and your family.
3. Be respectful of your company. Never criticize your company to a customer or competitor. Doing so only plants a seed of doubt about you and your products. Or worse, it gives your competitor something bad to say about you.
4. Be knowledgeable about the competition and their products. If your competitor is selling the exact same product, which often happens, be sure to justify buying from you by reminding your customers of all your extra services and dependability.
If you don’t have the desired product on your truck, emphasize how quickly you will deliver the product to the customer.
Never openly criticize a competitor but if you know that competitor X is always late or hard to get in touch with, then emphasize that you are always there when they need you. Don’t be a competitive rumor spreader. You’re there to talk about your products.
It's amazing how much you can learn about your competitor’s programs and products by just asking them. Some people just like to talk too much.
Always get your hands on the competitor’s monthly brochures. If they are running a special on widgets, then you should run one too. Email or text your customers about your widgets and their benefits.
When your company has a promotion on something be sure to learn as much as you can about the competitor’s version of that product. This gives you an edge so you can emphasize the strengths of your products against the competition.If you know your competitor is stingy with their payment terms, then be sure to talk up your favorable terms.
Spend lots of time on your competitors’ websites. Learn as much as you can about their products and programs.
When one of your competitors retires or leaves the business contact their customers a fast as you can to let them know you are there to fill their needs.
5. Be interesting. Never just stop by to see if anyone needs anything. Always, always, always take something into each call. You are not there to be a sports reporter or weather forecaster.
6. Be dependable: Do the best you can to follow your schedule and be there when you’re supposed to be. If you say you’re going to do something, do it. If you promise something and can’t do it advise the customer ASAP.
7. Be organized. Don’t waste the technician’s time. Have your samples and literature ready for your presentation. Know how much the tech owes you before you call on them. Have your presentation down pat. It should be concise, informative, and relevant to what this tech does.
8. Be genuine: When you know a customer has had a personal financial crisis, go to them before they get in arrears and work out a plan to get paid and still help them. If you have clients who struggle with the English on your brochures, get a translated version for them. You can get this done by your company or a bilingual customer on your route.
9. Be the best: Give great presentations of your products. Make your presentations benefits oriented telling the prospect why your product is perfect for them and how it helps them do their specific job. Look good every day. Clean, ironed shirt, and pants. Your mobile store must be clean and organized. If you approach your business with the confidence that you, your products, and your company are the best you are on your way to success.
It's impossible to ignore the competition but becoming obsessed about them will do nothing good for you or your sales volume.
Just keep your eyes and ears open to competitive opportunities, capitalize on your competitors’ weaknesses, give great presentations, and ask for the order.
Now go sell something.
