Effective sales preparation helps ensure success on the call. Here are 10 steps that will help you have the confidence and information to get to “yes.”
- Attitude. Don’t prejudge anybody or anything. Don’t feel you’re wasting your time. No customer is too small or too big!
- Introduction. Be sure to introduce yourself to everyone when calling on your customer. Many times input into a decision comes from unlikely employees in the office, including the receptionist and administrative assistant, even from their sales team.
- Listen. Learn to listen to your customer! Many times the customer will tell you what their wants are – and if you’re not listening, you’ll miss it.
- Company. Let the customer know who you are representing. Talk about the history and strengths of your company. Describe the support tools that you offer. Leverage your service support and delivery. In other words, take the time to explain in detail the benefits of working with you and your company.
- Product. Be sure to show the customer your complete product line. Explain the key product benefits and the value of your product line. Explain how the construction and quality ensures better performance. Use this as a chance to educate them on how your product can help differentiate them from others.
- Accessories. Teach your dealer to try to separate themselves from the competition by upgrading the sale. Many times by showing specialty items, this can help the dealer be different from the guy who follows you in the house. This can also give them a tool if a lower price is needed later.
- Samples. Make sure you always carry all the sales tools available to you, especially samples. Be sure you show your customer all appropriate literature pieces that can help close the sales. Go over the warranty with your customer so they understand it and can properly present it to their customers.
- Delivery. Tell the customer about your delivery and lead time. Let him know what happens in case of an emergency. Tell him how claims and complaints are handled. Be honest!
- Teacher. Most dealers are simply tradesmen, not professional salespeople. Help your dealer! Don’t be afraid to give your dealer ideas on how to sell…
- The dealer should remember why he was called. The homeowner has a problem: paint is peeling, roof’s leaking, etc. Be sure he explains to the homeowner why the problem exists, and how he can fix it.
- Be sure the dealer tells the homeowner who he is, describes his company, his people, and the company he’s buying from. Show the homeowner that he is licensed and insured.
- He should learn to show the customer the product differences between good-better-best. Show the homeowner the way the product works and how using a particular product or accessory can make their home unique.
- What’s the price? Dealer needs to let the homeowner know that they are not just spending money, but are making an investment. Be sure to leave a warranty.
- Have fun. Always leave a business card and follow-up immediately with an email thanking them for the meeting. Keep the door open with regular contact. Most importantly, enjoy your job! Your enthusiasm and positive attitude will be the first thing anyone notices and remembers.
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