I want you to think about your non-customers’ individual personalities. Think about the technicians you’re not selling to or maybe just selling a little. More than likely, these individuals' comfort zones just don’t fit well with your go-to selling style.
Not everybody likes a hard-charging closer who thinks fast, talks fast, demos fast, and closes hard. I remember a sales call in West Texas during my time as a regional sales manager at Klein Tools. About halfway through my song and dance the prospect leaned back in his chair and said “Son, you’re talking way faster than I think. Why don’t you start over a lot slower and maybe I’ll buy something?” Lesson learned. This prospect was a successful business owner who was very laid back and talked slowly with a long Texas drawl. My rapid-fire presentation didn’t fit that situation at all and fortunately, he gave me a second chance. I always wonder how many other sales I sped right past because I didn’t pay attention to how to sell to different personalities.
How about you?
I suggest you make yourself a list of the non-customers at each of your stops. Think about each for a bit and try to figure out what they don’t buy from you.
