There is a really good article in the latest Tire Review magazine about custom wheel fitments. Its written by performance editor Scott Blair. What I like about it is the questioning he goes through to learn about what the customer wants before he even thinks about making a recommendation.
So much different then the typical wheel sale where the sale person (order taker) just hands the customer a wheel catalog to look through. Don't get me wrong--that was my sales technique at one time too! I had to learn how to actually be a salesman.
Take a few minutes to learn where the customer is coming from to help them make a good choice!
Saturday, May 30, 2009
Sunday, May 17, 2009
Sales Process Part 3
At the end of our last session, you had qualified your customer by questioning to establish his needs, then you made a sales presentation which showed the benefits of your product. You went directly into a close without pausing. If you have done everything right, your customer is ready to buy and you proceed to make a work order and get the customer to sign.
If he is satisfied, you show him the work order--including the tires, mounting, balancing, alignment, warranties, etc--and ask him to sign. As soon as he does, you've made the sale. Congratulations!
It doesn't always go that smoothly, however. At some point, you may get an objection. This is not a bad thing, it just shows that your customer really is interested in your product.
How do you deal with the objection? Very simply: Listen, Pause, and Answer.
Listen to what they say. For cost objections, for example, is it, "It's more then we can afford." Or is it, "I can get it cheaper down the street."
In many cases a cost objection is a ploy to see if they can get you to lower your price. So don't immediately drop the price. Explore a little bit first. By Pausing, the customer will often add additional information such as, "Yeah, they've got tires down the street starting at $25 each."
Of course, its not their size and its not the brand you are recommending. The best thing for you as a salesman to do is to be familiar with your competitors--clip their ads out of the paper each week, know what they are offering--phone shop them occasionally.
To answer the objection point out differences and then go back to the previously agreed upon needs and reemphasize those. Don't be afraid of the fact that your product costs more money--they are getting a better tire plus they are getting your service! That's worth something, isn't it? Remember, they weren't expecting to get the tires for free, if you are a hundred dollars higher, you just have to sell that hundred dollars to the customer.
You need to have prepared answers to the most common objections you get. For example, "Yes, Mr Customer, we are higher. For the extra money you are going to spend with me, you get free rotations, free balancing, and free flat repairs for the the life of the tires. Plus we have 27 locations, so if you travel, we can provide service at other locations"
Remember too, that in any sale, you are selling yourself as much as you are selling a product. Be sincere and let your personality come through.
Finally, its all in the preparation. Knowing your products, your competitors and having answers to com mom objections will carry you a long way. Good Selling!
If he is satisfied, you show him the work order--including the tires, mounting, balancing, alignment, warranties, etc--and ask him to sign. As soon as he does, you've made the sale. Congratulations!
It doesn't always go that smoothly, however. At some point, you may get an objection. This is not a bad thing, it just shows that your customer really is interested in your product.
How do you deal with the objection? Very simply: Listen, Pause, and Answer.
Listen to what they say. For cost objections, for example, is it, "It's more then we can afford." Or is it, "I can get it cheaper down the street."
In many cases a cost objection is a ploy to see if they can get you to lower your price. So don't immediately drop the price. Explore a little bit first. By Pausing, the customer will often add additional information such as, "Yeah, they've got tires down the street starting at $25 each."
Of course, its not their size and its not the brand you are recommending. The best thing for you as a salesman to do is to be familiar with your competitors--clip their ads out of the paper each week, know what they are offering--phone shop them occasionally.
To answer the objection point out differences and then go back to the previously agreed upon needs and reemphasize those. Don't be afraid of the fact that your product costs more money--they are getting a better tire plus they are getting your service! That's worth something, isn't it? Remember, they weren't expecting to get the tires for free, if you are a hundred dollars higher, you just have to sell that hundred dollars to the customer.
You need to have prepared answers to the most common objections you get. For example, "Yes, Mr Customer, we are higher. For the extra money you are going to spend with me, you get free rotations, free balancing, and free flat repairs for the the life of the tires. Plus we have 27 locations, so if you travel, we can provide service at other locations"
Remember too, that in any sale, you are selling yourself as much as you are selling a product. Be sincere and let your personality come through.
Finally, its all in the preparation. Knowing your products, your competitors and having answers to com mom objections will carry you a long way. Good Selling!
Sunday, May 3, 2009
Sales Process, Part 2
Last time we talked about asking relevant questions to uncover needs. You repeated this process until you got an agreement from the customer regarding his or her needs.
At this point it is important that you have a thorough knowledge of your products so that you can recommend (without hesitation) two or three choices that would work for the customer. Don't lose your momentum at this point! Immediately after they agree on their needs, transition into your presentation by saying something like, " I have a tire that has worked well for other customers, let me show you."
Point out features and benefits that relate directly to your customer's needs that they agreed upon earlier. Words like "guaranteed" and "tested" combined with specific numbers--"60,000 miles", "stops 9 feet shorter," are good phrases to use. After you have addressed their needs, use a trial close. Say something like, "how does that sound?" Or "does that sound like what you're looking for?"
A negative response means you either haven't addressed something, they have a hidden need, or there is some concern (possibly they think it will cost too much). Go through their previously-agreed upon needs one by one, showing how the product solves their problems and then ask if there was anything else they wanted in a tire. If they "hem and haw" and refuse to tell you, very quietly lean in close and say in a low volume, "are you worried about the price?" This will bring out a price objection most of the time.
A positive response means you're ready to close the sale. Something like, "great, lets get you written up and into the shop." Note that you haven't even brought up price yet! we'll deal with that in part 3.
At this point it is important that you have a thorough knowledge of your products so that you can recommend (without hesitation) two or three choices that would work for the customer. Don't lose your momentum at this point! Immediately after they agree on their needs, transition into your presentation by saying something like, " I have a tire that has worked well for other customers, let me show you."
Point out features and benefits that relate directly to your customer's needs that they agreed upon earlier. Words like "guaranteed" and "tested" combined with specific numbers--"60,000 miles", "stops 9 feet shorter," are good phrases to use. After you have addressed their needs, use a trial close. Say something like, "how does that sound?" Or "does that sound like what you're looking for?"
A negative response means you either haven't addressed something, they have a hidden need, or there is some concern (possibly they think it will cost too much). Go through their previously-agreed upon needs one by one, showing how the product solves their problems and then ask if there was anything else they wanted in a tire. If they "hem and haw" and refuse to tell you, very quietly lean in close and say in a low volume, "are you worried about the price?" This will bring out a price objection most of the time.
A positive response means you're ready to close the sale. Something like, "great, lets get you written up and into the shop." Note that you haven't even brought up price yet! we'll deal with that in part 3.
Sales Process, Part 1
Maybe you've heard the old saying that God gave you two ears and one mouth, so you should listen twice as much as you talk. That's good advice for a salesperson. Many people think of a salesman as a "fast-talker." Nothing could be further from the truth.
You need to follow a very simple formula to be a success at sales. Ask relevant questions, listen to the response, pause, then replay the answer to assure you've really listened to the customer.
Relevant questions attempt to uncover needs and should usually be open-ended. For example: "How are your current tires performing?" Or, "What does your ideal wheel look like?" Open-ended questions require an answer other then "yes" or "no."
Listening to an answer is more then just not talking. Don't think about what you're going to have for lunch and don't think about your answer, either. Focus only on what the customer is saying. When she stops talking, pause. Many times she will add to what she is saying and give you more information. The pause also allows you time to gather your thoughts.
Replaying demonstrates you were listening. For example, "So it sounds like to me that you felt your tires should have lasted a lot longer, is that correct?" Note that this is a good use of the close-ended question. It only requires a "yes" or "no" response. If the customer says "no," then I would question till I did have agreement. With a "yes" response, I repeat the cycle, asking more questions until I feel that I have uncovered all of his needs.
For example, I might say, "other then wearing out quickly, how did they perform?" Maybe they will say something like, "I seemed to lose traction in the rain." I pause, then replay: "you didn't feel like you got good wet traction?" I would go through this cycle until I have uncovered all of the customer's needs or wants.
I then say, "it sounds like you want a tire that will last longer and give you better performance in the rain then these did, is that true?" If they agree, then you are ready to move into a sales presentation. If they don't, just go back and continue the questioning cycle until you get an agreement on what they do want.
You need to follow a very simple formula to be a success at sales. Ask relevant questions, listen to the response, pause, then replay the answer to assure you've really listened to the customer.
Relevant questions attempt to uncover needs and should usually be open-ended. For example: "How are your current tires performing?" Or, "What does your ideal wheel look like?" Open-ended questions require an answer other then "yes" or "no."
Listening to an answer is more then just not talking. Don't think about what you're going to have for lunch and don't think about your answer, either. Focus only on what the customer is saying. When she stops talking, pause. Many times she will add to what she is saying and give you more information. The pause also allows you time to gather your thoughts.
Replaying demonstrates you were listening. For example, "So it sounds like to me that you felt your tires should have lasted a lot longer, is that correct?" Note that this is a good use of the close-ended question. It only requires a "yes" or "no" response. If the customer says "no," then I would question till I did have agreement. With a "yes" response, I repeat the cycle, asking more questions until I feel that I have uncovered all of his needs.
For example, I might say, "other then wearing out quickly, how did they perform?" Maybe they will say something like, "I seemed to lose traction in the rain." I pause, then replay: "you didn't feel like you got good wet traction?" I would go through this cycle until I have uncovered all of the customer's needs or wants.
I then say, "it sounds like you want a tire that will last longer and give you better performance in the rain then these did, is that true?" If they agree, then you are ready to move into a sales presentation. If they don't, just go back and continue the questioning cycle until you get an agreement on what they do want.
Sunday, April 26, 2009
Ultimate Wheel & Tire Guide
I want to recommend the 2009 Ultimate Tire & Wheel Guide. This is an annual magazine published by Source Interlink Media and is available now on newsstands.
I have purchased this guide since 2007. The current issue features a plus-sizing chart, several articles, some (good) basic technical info on wheels and tires, and two excellent photo comparisons (one on tire sizes and one on rim lip widths).
The heart of the magazine consists of photos of wheel offerings broken down by manufacturer. This is a great overview of the wheel industry, showing trends in wheel design at a glance. There is also a shorter section on tires.
Even though you may already know some (or all) of the info presented here, at a cost of $6.99, the 2009 Ultimate Wheel & Tire Guide is a great value to anyone selling tires and wheels (and they don't even pay me to say that!). Pick up your copy today!
I have purchased this guide since 2007. The current issue features a plus-sizing chart, several articles, some (good) basic technical info on wheels and tires, and two excellent photo comparisons (one on tire sizes and one on rim lip widths).
The heart of the magazine consists of photos of wheel offerings broken down by manufacturer. This is a great overview of the wheel industry, showing trends in wheel design at a glance. There is also a shorter section on tires.
Even though you may already know some (or all) of the info presented here, at a cost of $6.99, the 2009 Ultimate Wheel & Tire Guide is a great value to anyone selling tires and wheels (and they don't even pay me to say that!). Pick up your copy today!
Sunday, April 19, 2009
Improving Your Sales
At its most basic level, a sale is a very simple activity. The buyer has a need or want that can be satisfied by the seller's product or service. To get your sales to the highest level you simply need to find as many needs that your products can fill.
What stands in the way of accomplishing this? Only two things--the customer's reluctance to part with their money and the salesperson's ability to demonstrate how the buyer's need can be met.
The best way to improve your ability to sell is to practice selling. Just like baseball players practice playing baseball, you should be practicing your sales skills everyday. How? The best way to improve is through role playing exercises. Get a manager, a friend, another salesman and play through a few selling situations. One of you is the customer and one is the salesman. Raise a few objections, Practice closing then switch roles and do it again. It's easy!
See my article on ezinearticles.com about sales training: http://ezinearticles.com/?Sales-Success-Through-Role-Playing&id=2222420
What stands in the way of accomplishing this? Only two things--the customer's reluctance to part with their money and the salesperson's ability to demonstrate how the buyer's need can be met.
The best way to improve your ability to sell is to practice selling. Just like baseball players practice playing baseball, you should be practicing your sales skills everyday. How? The best way to improve is through role playing exercises. Get a manager, a friend, another salesman and play through a few selling situations. One of you is the customer and one is the salesman. Raise a few objections, Practice closing then switch roles and do it again. It's easy!
See my article on ezinearticles.com about sales training: http://ezinearticles.com/?Sales-Success-Through-Role-Playing&id=2222420
Sunday, April 12, 2009
Overcoming Objections
Having objections arise during the sales process is a very good thing--it means the customer is still interested in your product or service. As long as they are still talking to you, you have a chance to make the sale.
One type of objection or inquiry you will get regards the customer's preference for a specific brand--a brand that your company doesn't sell. (Obviously if you have the brand and they want it, then you just sell it to them!) If this is raised at the start of the sale, its probably not a real objection.
If the customer starts out with "Do you sell 'Brand-X'?", then I simply reply with "why do you want 'Brand-X'?" Usually its going to come down to either it was recommended by someone, they've used it in the past, or some feature they've seen advertised appeals to them.
For example, the customer has asked for a specific brand and I then ask why she wants that brand. She answers, "my dad was a mechanic and he always used 'Brand-X' tires on his cars."
My reply would be, "Your dad gave you good advice because 'Brand-X' developed some of the early technology that gave them a head start on other manufacturers. One company that has advanced technology in recent years is 'Brand-Y' (your brand). I bet if your father was making a recommendation today, he might recommend 'Brand-Y'."
Instead of attacking the source, I just recast the first brand as good, but outdated and my brand as new and improved. Whatever it is that attracts them to 'Brand-X', you simply turn around and apply to your brand in a greater degree, without attacking the source of their recommendation.
If the customer suddenly expresses a brand preference later in the sales process, perhaps when you are closing, then it is a true objection. Again, simply question to find out what attracts the customer to that brand and apply the same advantage to your brand. I bet you could sit down today and write out several possible responses to this type of objection.
To be good at this technique, you need to know some facts about the brand you carry and competitive brands--but every good salesperson knows that, don't they?
One type of objection or inquiry you will get regards the customer's preference for a specific brand--a brand that your company doesn't sell. (Obviously if you have the brand and they want it, then you just sell it to them!) If this is raised at the start of the sale, its probably not a real objection.
If the customer starts out with "Do you sell 'Brand-X'?", then I simply reply with "why do you want 'Brand-X'?" Usually its going to come down to either it was recommended by someone, they've used it in the past, or some feature they've seen advertised appeals to them.
For example, the customer has asked for a specific brand and I then ask why she wants that brand. She answers, "my dad was a mechanic and he always used 'Brand-X' tires on his cars."
My reply would be, "Your dad gave you good advice because 'Brand-X' developed some of the early technology that gave them a head start on other manufacturers. One company that has advanced technology in recent years is 'Brand-Y' (your brand). I bet if your father was making a recommendation today, he might recommend 'Brand-Y'."
Instead of attacking the source, I just recast the first brand as good, but outdated and my brand as new and improved. Whatever it is that attracts them to 'Brand-X', you simply turn around and apply to your brand in a greater degree, without attacking the source of their recommendation.
If the customer suddenly expresses a brand preference later in the sales process, perhaps when you are closing, then it is a true objection. Again, simply question to find out what attracts the customer to that brand and apply the same advantage to your brand. I bet you could sit down today and write out several possible responses to this type of objection.
To be good at this technique, you need to know some facts about the brand you carry and competitive brands--but every good salesperson knows that, don't they?
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