If my calculations are right this is about my 50th Go Sell Something column and my last. It’s been great, and I’ve enjoyed cooking up these articles. I hope maybe I’ve helped a few of you close a deal or three.
I have to take a moment and thank my editor Emily Markham (she makes it look like I can spell and know where the commas go), the big cheese Kylie Hirko (Endeavor Executive VP) and my great friend, and Endeavor Media sales manager extraordinaire, Cortni Jones, for hanging in there through one odd topic after another.
Starting with the next issue Go Sell Something will be replaced with Tool Dealer 101 which I am sure will be packed with a load of great ideas.
So……..one last time!
Plan
I know it is a bunch of work and takes a lot of time but plan every day, every stop, and every customer interaction. You’re not just riding around in your cool truck for the fun of it so make the most of it. Their time is valuable and so is yours. Make each visit worthwhile.
Prepare
Now that you have planned where and who you will be calling on, prepare for each interaction as if it’s really important — because it is. That tech you don’t do a great job presenting to today could be buying a gigantic box from your competitor tomorrow. What product will you be talking about and why does it fit that technician's job?
Demonstrate
Demo. Demo. Demo. The old saying that a presentation without a demonstration is just conversation was true, is true, and will be true forever. Remember you’re selling many products that are available from other dealers and retailers. You must do a great job selling this prospect that not only is your product great but that you are the best place to buy it: availability, knowledge, warranty, convenience, credit … (your good looks).
Try using the feature, advantage, benefit method to make the deal.
Feature: What it is.
Advantage: What it does.
Benefit: What it does for them.
Trial close
After every two or three benefits in some way ask your prospect how they like the product so far. How will it fit their job? Do they see how it will help them? If you just go through all the features, advantages, and benefits and don’t trial close along the way, how will you know which feature/benefit is not to their liking if they say no?
Ask for the order
Closing a deal should be easy for you and feel easy for the prospect. Nobody enjoys the car salesperson pushing hard for the deal right now or the time-share person warning that the price could go up at any time.
Most times a simple yes-yes question does the trick.
- Would you like both the screwdriver and nutdriver set today?
- I have a new one on the truck, should I get it for you?
- Which color will your new storage system be, red or green?
Also….not to be rude, but when you ask for the order shut up! Give your prospect time to think, time to process your offer, and time to say yes. And for goodness sake don’t get nervous, break the silence, and offer some discount for them to go with it now. In most cases, they were going to say yes, and you just gave up 5-10 percent of your revenue for nothing. The first one to speak loses.
Don’t discount
Except on promotions do not get in the habit of discounting. This is a slippery slope, and if you get accustomed to lowering your prices to get the orders, your customers will expect it too. Then you’re in real trouble. Give them some dead dog or inexpensive tool to close the deal or some merch you have handy. I’ve always said that there are no better marketing aids in the tool business like hats and t-shirts. Remember that a 10 percent discount on a $10,000 toolbox could easily equal a 25 percent reduction in your gross profit at a 40 percent margin…it ain’t pretty.
Get new customers
Good customers come and go and that’s just the way it is in business. Always be cultivating new business. Maybe it’s an old customer who got PO’d or the good customer of your competitor. Keep talking and showing them what’s new. Sooner or later your competitor will make a mistake or break a promise, or they may forget what they were mad at you about, and you want to be their first-choice replacement.
Say thank you
Every call, every day, every time thank your customers for their business and tell them how much you appreciate them. Everyone likes to feel important and appreciated.
And finally, thank you all for reading my sales thoughts and ideas, I hope they helped.
Take care and go sell something!
