Here’s something new for you to think about that may just make a significant positive difference to your sales results — your selling style. These are five of the most common styles of selling for distributors; think about which style your next customer would get along with the best.
- Hard-charging closer: You live by the ABC motto — always be closing. You never miss an opportunity to go for the sale. “Let’s get this deal done right now, OK?”
- The counselor: You guide the prospect into your product by slowly getting them thinking and talking themselves into the product. “I like how you’re thinking about the storage system and the options which are best for you. I think this is a good fit for you, don’t you?”
- The storyteller: This style of selling includes actually telling some kind of a story that emphasizes the features, advantages, and benefits of the product that have helped a previous user. Better yet the story includes an application problem that the product solved making a previous user happy with the product. “I’m sure that you and every technician you know has cut or scratched their hand on the sharp edges of a zip-tie stub while working under a dashboard. With these full flush cutting miniature pliers, you will be able to get in and cut those zip-ties leaving a smooth cut so you and future technicians will be protected from injury. I think this tool is a good one for you, don’t you?”
- The technician: You always go with the technical aspects or details of a product first and try to use logic to close the sale. “This 18V 4.5A hammer drill will produce 1,200 peak in-lbs of torque which is 60 percent more than most competitive products. It has a max speed of 2000 rpm and only weighs 4.5 lbs. Don’t those specs fit exactly what you are looking for?"
- The mailman: The mailman is the mobile jobber who is convinced that if they distribute this month’s promotional brochure to each tradesperson on each call the prospects will read the brochure, get excited about one of the products promoted, and ask to buy it. “Here’s our latest brochure that has some of our best products and great prices. Take a look at it and let me know which products you want, OK.”
I’m happy to say that any of the first four selling styles will produce excellent results depending on the customer, and I’m sorry to say that if your go-to tactic is "the mailman," you have two directions from here — work hard to develop one or several of the first four selling styles or choose to go work for the USPS since there is a real shortage and demand for employees there.
