As a mobile tool distributor, you know that one of the best ways to make a sale is by demonstrating the product. No one wants to buy something if they don't know what it does or how it's better than the one they currently own. You have to show them what makes it worth their while. Below are our top seven tips on demoing products to help you make that sale.
1. Create a Feature/Benefit list
First, let’s be sure you know that a feature is “what it is” and the benefit is “what that benefit means to the user.” For instance: in a Mueller-Kueps Hose Clamp Compressor shown in the December issue of Professional Distributor, they state there are three different types of jaws available. That is the feature. Then in the same sentence, they give the benefit to the user: Eliminating the need to purchase multiple hose clamp pliers.
Your first step in assembling a great demonstration is to develop a list of all the features you can find about the product you will be presenting. Secondly develop a corresponding list of the benefits of each feature. We call this the F/B list.
Learn more about F/B lists here.
2. Make it meaningful to your prospect
Bring your presentation logic home to the prospect. That means make it meaningful to the person you are speaking to. Explain what the benefit to them is. Tell the BMW technician how your tool will help them do their specific job better and faster. “You know how hard it is to get way down into a BMW steering column to turn the fasteners? This 24-inch screwdriver will make that task a breeze.”
Learn more about making your demo meaningful here.
3. No distractions
As you begin your demonstration never ever, never ever, never ever hand your prospect a piece of literature or the product to play with. You want your customers to pay attention to you, not be playing with the product. It is another unproven fact that as soon as you hand the prospect anything to read or play with their hearing shuts off and they do not hear a word you are saying. They are also able to bring up objections that you were going to cover in your demonstration.
4. Stay on track with a trial close
As you proceed through your demonstration be sure to “trial close” after every second or third feature and certainly after any significant feature. Additionally, if you get the feeling your prospect is losing interest you can use trial closing to get them back involved in the conversation.
Learn more about trial closing here.
5. Keep products demo-ready
“Get the product in their hand,” says Texas-based Mac Tools distributor Chris Carlson. “Tell (customers) about the features and that’s about it. They’ll sell themselves.”
Be sure to show customers a power tool by allowing them to use it. For cordless tools, have the fully charged tools on the truck for customers to grab and use while browsing, and bring the tools into customer shops. For pneumatic tools, consider having a dedicated compressor to hook up tools right on the truck. Or, bring the tools into the shop and allow customers to try them out.
Learn more about how Carlson makes his sales here.
6. Weave impulse sales into your product demos
If you’re presenting a hand grinder and the prospect hasn’t said yes after your perfect presentation, try moving on to grinding wheels or maybe cut-off wheels. Do a short demonstration on that secondary product, and then ask the customer if they’d like to purchase both the hand grinder and the wheels. Initially do not offer a discount on the accessory product. Just say “Do you want both the grinder and the wheels?” You’re giving the customer the choice between yes and yes.
Learn more about getting the impulse sale here.
7. Make video demos
Sometimes there may not be time to do a product demo, but you don't want to leave your customers hanging. A simple personalized video can really help. Don’t get carried away thinking you’re the next Steven Spielberg making Star Wars. Just get someone to hold your phone and record your presentation with a limit of two minutes. Make the video demonstration personal to the customer. Use their name, remind them of some personal issue you helped with. Text or email them the video and follow up ASAP to answer questions and close the sale.
Learn more about why you should make your own video instead of use the manufacturer's here.
