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?
Saturday, April 4, 2009
Telephone Sales
For the sales person in a retail tire store, the telephone may very well be the most important sales tool. Can you even imagine a day without the telephone?
When a customer or prospective customer calls your store on the telephone, do you have a method or plan for handling the call? Are you solidly in control of the call? Most importantly, what is your objective when you're on the telephone with a customer?
The old saying "if you don't know where you're going, you'll never get there," applies here. When a customer comes into your store, then you want to sell him or her tires, right? Sure you do! So when a customer calls on the phone, you want to sell them tires also, right? Wrong!
What? Stop and analyze for a moment. Selling tires is a good and profitable thing to do, right? Yes, it is. But what is better then selling tires? Selling labor. Wheel balancing, alignments and other labor services make your shop really profitable. You want the customer to come in to your store!
So when you're on the phone, your primary objective is to get the customer into your shop--not to wrap up a tire sale. What are you telling your customers on the phone? Just as important, what are your competitors telling callers on the phone? (Hint: phone shop your competitors today!) You need to make a plan for getting customers to visit. For a free article on this subject, visit http://ezinearticles.com/?Phone-Sales-Tips-For-Retailers&id=2145202
When a customer or prospective customer calls your store on the telephone, do you have a method or plan for handling the call? Are you solidly in control of the call? Most importantly, what is your objective when you're on the telephone with a customer?
The old saying "if you don't know where you're going, you'll never get there," applies here. When a customer comes into your store, then you want to sell him or her tires, right? Sure you do! So when a customer calls on the phone, you want to sell them tires also, right? Wrong!
What? Stop and analyze for a moment. Selling tires is a good and profitable thing to do, right? Yes, it is. But what is better then selling tires? Selling labor. Wheel balancing, alignments and other labor services make your shop really profitable. You want the customer to come in to your store!
So when you're on the phone, your primary objective is to get the customer into your shop--not to wrap up a tire sale. What are you telling your customers on the phone? Just as important, what are your competitors telling callers on the phone? (Hint: phone shop your competitors today!) You need to make a plan for getting customers to visit. For a free article on this subject, visit http://ezinearticles.com/?Phone-Sales-Tips-For-Retailers&id=2145202
Sunday, March 29, 2009
Wheel Marketing
If you are currently running an auto repair shop or tire store and are looking for a way to expand your profits, then you should think about adding custom wheels to your product line.
Maybe you have dabbled a bit with wheels, perhaps sourcing them from your current tire supplier, but it never seems to have taken off for you. Maybe there was a problem with one of your installations and it seemed that it's just more trouble then it's worth for you.
I suggest you take another look at wheels. Even though the economy is in a bit of a downturn, wheel sales are still being made. You need to invest a little time into creating a marketing plan and learning about wheels. In this regard a good supplier can really help.
I have created a series of articles about selling wheels. Check them out at: http://ezinearticles.com/?expert=Steven_M_Sharpe
Even if you know a lot about wheels, you might pick up some good marketing ideas.
Maybe you have dabbled a bit with wheels, perhaps sourcing them from your current tire supplier, but it never seems to have taken off for you. Maybe there was a problem with one of your installations and it seemed that it's just more trouble then it's worth for you.
I suggest you take another look at wheels. Even though the economy is in a bit of a downturn, wheel sales are still being made. You need to invest a little time into creating a marketing plan and learning about wheels. In this regard a good supplier can really help.
I have created a series of articles about selling wheels. Check them out at: http://ezinearticles.com/?expert=Steven_M_Sharpe
Even if you know a lot about wheels, you might pick up some good marketing ideas.
Wednesday, March 25, 2009
SEMA Z-5 Certification
I have heard that SEMA has extended the registration deadline for the Custom Wheel and Tire Specialist (Z5) exam through April 3, 2009. If you are involved in the tire and wheel industry in either sales or installation areas, I highly recommend you take this exam.
The test is tough. I took it in 2005 and I was sweating bullets as I waited for my results to come in the mail. But I passed.
I wanted to take the test because I wanted to get ahead in my career and I knew the test was recognized industry wide. Secondarily, it forced me to buckle down and study. I knew the correct way to select and install custom wheel fitments afterwards.
There are many shops out there doing it right--and there are some cutting corners just so they can offer the customer a lower price. The bad shops make it a lot tougher for all the good ones. So I support mandatory certification--its required for most other technical fields, why not this one?
Check out the website at www.sema.org
The test is tough. I took it in 2005 and I was sweating bullets as I waited for my results to come in the mail. But I passed.
I wanted to take the test because I wanted to get ahead in my career and I knew the test was recognized industry wide. Secondarily, it forced me to buckle down and study. I knew the correct way to select and install custom wheel fitments afterwards.
There are many shops out there doing it right--and there are some cutting corners just so they can offer the customer a lower price. The bad shops make it a lot tougher for all the good ones. So I support mandatory certification--its required for most other technical fields, why not this one?
Check out the website at www.sema.org
Tuesday, March 10, 2009
Niche Markets for Tires
Are you missing out on one of the greatest and most profitable markets for tires? You've probably heard of the term "niche marketing." Its one of the best opportunities for both tire shops and individual sales persons to stand out. What does it mean and how can you apply it to your situation?
Simply put, a niche market is a specialty market and those in the "niche" are specialists in their area. Why are they good (and profitable) markets? Because they are less crowded. I'll give you an example. How many tire manufacturers make a 225/60R16 size tire? Everybody does, of course. Its one of the most common sizes and many manufacturers make it in more then one line. Now answer this question: how many 275/40R17 drag radials are made? How many 42x14.50R20 tires are made? The answer to both is "a lot less."
A second reason these are good markets to be in is that the consumers in them don't see buying tires as a chore, but are usually excited about the performance edge these tires will add to their vehicles. Niche products are usually rich in the latest technology and enthusiasts want that!
What niche markets are there, how do you find them and how do you become a specialist? There are many. I just mentioned two: racing tires (drag radials and competition--road course--tires) and off road tires. But there are others such as ATV tires and tires for classic cars or hot rods. Anything that uses tires could be a niche market.
The best ways to find them are to keep your eyes open and to pay attention to any special requests your customers may have. Try scanning the automotive magazines on a large newsstand. Once you find an area you are interested in, ask around to see if any of your competitors are marketing to that niche.
The easiest way to get involved is to participate. Having a Jeep or other 4WD vehicle adds credibility if you want to market to off roaders. This way you have first hand experience with the products.
Learn all that you can about the features and benefits of the products related to your chosen niche. This includes competitor's products too. Internet message boards can be a good source of information. Look for local clubs involved in these activities and join them. If you are interested in racing tires, volunteer to help at events--they will love you.
This can be a great way for an individual sales person to make a mark for themselves or for a shop to expand it's customer base.
Simply put, a niche market is a specialty market and those in the "niche" are specialists in their area. Why are they good (and profitable) markets? Because they are less crowded. I'll give you an example. How many tire manufacturers make a 225/60R16 size tire? Everybody does, of course. Its one of the most common sizes and many manufacturers make it in more then one line. Now answer this question: how many 275/40R17 drag radials are made? How many 42x14.50R20 tires are made? The answer to both is "a lot less."
A second reason these are good markets to be in is that the consumers in them don't see buying tires as a chore, but are usually excited about the performance edge these tires will add to their vehicles. Niche products are usually rich in the latest technology and enthusiasts want that!
What niche markets are there, how do you find them and how do you become a specialist? There are many. I just mentioned two: racing tires (drag radials and competition--road course--tires) and off road tires. But there are others such as ATV tires and tires for classic cars or hot rods. Anything that uses tires could be a niche market.
The best ways to find them are to keep your eyes open and to pay attention to any special requests your customers may have. Try scanning the automotive magazines on a large newsstand. Once you find an area you are interested in, ask around to see if any of your competitors are marketing to that niche.
The easiest way to get involved is to participate. Having a Jeep or other 4WD vehicle adds credibility if you want to market to off roaders. This way you have first hand experience with the products.
Learn all that you can about the features and benefits of the products related to your chosen niche. This includes competitor's products too. Internet message boards can be a good source of information. Look for local clubs involved in these activities and join them. If you are interested in racing tires, volunteer to help at events--they will love you.
This can be a great way for an individual sales person to make a mark for themselves or for a shop to expand it's customer base.
Friday, March 6, 2009
TPMS Systems
Since Septemeber of 2008, all passenger cars and light trucks sold in teh United States have been required to be fitted with a Tire Pressure Monitoring System (TPMS). It is essential that anyone involved in teh tire and wheel industry be familiar with these systems.
You must know how to service them and how to explain their use and importance to your customers. Some shops were mart enough to get involved in TPMS right away, while others ignored it or, worse, don't even know about TPMS.
Lack of knowledge can be costly. Damaging a sensor can cost over a hundred dollars to replace. This doesn't include the loss to your reputation!
Begin by visiting the websites of TPMS manufacturers such as Dill Air Controls, Schrader-Bridgeport, and Bartec USA. They all have information you can access on the subject. The next step would be to get a copy of Mitcell's TPMS Service Manual. This book contains information on how to service TPMS units.
You must know how to service them and how to explain their use and importance to your customers. Some shops were mart enough to get involved in TPMS right away, while others ignored it or, worse, don't even know about TPMS.
Lack of knowledge can be costly. Damaging a sensor can cost over a hundred dollars to replace. This doesn't include the loss to your reputation!
Begin by visiting the websites of TPMS manufacturers such as Dill Air Controls, Schrader-Bridgeport, and Bartec USA. They all have information you can access on the subject. The next step would be to get a copy of Mitcell's TPMS Service Manual. This book contains information on how to service TPMS units.
Friday, February 27, 2009
Closing the Sale
When I first started selling, I knew next to nothing about how to sell.
My first bit of sales training was "don't let the customer walk." No discussion of how to prevent that from happening--just don't let it happen. Although I sincerely wanted to make every sale, I wasn't always successful. My next bit of sales training was "drop the price, throw in the mounting and balancing for free, just don't let them walk."
This helped, but I knew that there had to be more to it then this. So I began a quest that still continues to this day. I read as much as possible about sales: from Brian Tracy to Zig Ziglar. I attended seminars--most company paid, but a few that I shelled out for--on sales, customer service and "success".
Now I am a lot better salesman today then I was in 1978. That ability has come in spite of most of what I read and studied. I am going to tell you what is wrong with most sales training material.
The typical sales training book (where ever I say "book" feel free to inset "tape", "CD" or "seminar", for that matter) focuses on "closing the sale." ABC--"always be closing" is a popular phrase. Some books will have you memorize different closes: "would you like whitewalls or black walls?" "Will that be cash or charge?" I guess they think this is so slick that the customer will pick one, then not realize that they purchased new tires until they are home, hours after you have installed them.
I agree that you should ask for the sale by using some type of closing phrase once you have made your presentation and you sense the customer is ready. The sale, however, is made long before this point. Let me repeat that in case you weren't paying attention: the sale is made long before the close!
Notice I said the sale is "made." To me, over reliance on canned "closes" stinks of cheesy hucksters and con men.
You begin making your sale long before you are in front of the customer.
It begins with the development of your character when you are young. Everything that is good, worthwhile and - in the long-run- profitable, has its roots in honesty and integrity.
It begins with hours of study of technical knowledge and product knowledge so you can recommend an appropriate solution to your customer's need.
It begins with a desire in your mind to give 110% to your customer, your employer and your chosen profession of selling. (Even on those off days when you don't fee like it).
It happens everyday with a cheery attitude, a commitment to keeping up with technology, and a desire to make it to the top.
Its a life-long commitment.
Now don't get me wrong. I still listen to Brian Tracy, Zig Ziglar, Dale Carnegie, and many others. I try to get in on any training seminars I can. I take every web-based course I can. If I get one good idea from a book, a CD, a class then its been well worth the time I invested.
What's wrong with most training (especially live classes or seminars)? There's no follow up, no practical exercises. No putting into practice. You sit in class for 4 hours and that's it. Life goes on just as it did before. If I was designing a training program, I would make 60% of it practical, hands-on, role-playing or coaching.
Take personal responsibility for your own training. Read a book or listen to a CD and then take one or two good ideas and try to implement just those ideas. Note then on your calendar to see if you tried them and if they help.
Oh, and the "secret" to closing the sale? Listen to what the customer says. Pause (and think) before answering. Ask a question based on what they said. Pause again and think. Don't be afraid to be curious and ask more questions.
And you'll never close them all, some will walk. Buts that just the way it is.
My first bit of sales training was "don't let the customer walk." No discussion of how to prevent that from happening--just don't let it happen. Although I sincerely wanted to make every sale, I wasn't always successful. My next bit of sales training was "drop the price, throw in the mounting and balancing for free, just don't let them walk."
This helped, but I knew that there had to be more to it then this. So I began a quest that still continues to this day. I read as much as possible about sales: from Brian Tracy to Zig Ziglar. I attended seminars--most company paid, but a few that I shelled out for--on sales, customer service and "success".
Now I am a lot better salesman today then I was in 1978. That ability has come in spite of most of what I read and studied. I am going to tell you what is wrong with most sales training material.
The typical sales training book (where ever I say "book" feel free to inset "tape", "CD" or "seminar", for that matter) focuses on "closing the sale." ABC--"always be closing" is a popular phrase. Some books will have you memorize different closes: "would you like whitewalls or black walls?" "Will that be cash or charge?" I guess they think this is so slick that the customer will pick one, then not realize that they purchased new tires until they are home, hours after you have installed them.
I agree that you should ask for the sale by using some type of closing phrase once you have made your presentation and you sense the customer is ready. The sale, however, is made long before this point. Let me repeat that in case you weren't paying attention: the sale is made long before the close!
Notice I said the sale is "made." To me, over reliance on canned "closes" stinks of cheesy hucksters and con men.
You begin making your sale long before you are in front of the customer.
It begins with the development of your character when you are young. Everything that is good, worthwhile and - in the long-run- profitable, has its roots in honesty and integrity.
It begins with hours of study of technical knowledge and product knowledge so you can recommend an appropriate solution to your customer's need.
It begins with a desire in your mind to give 110% to your customer, your employer and your chosen profession of selling. (Even on those off days when you don't fee like it).
It happens everyday with a cheery attitude, a commitment to keeping up with technology, and a desire to make it to the top.
Its a life-long commitment.
Now don't get me wrong. I still listen to Brian Tracy, Zig Ziglar, Dale Carnegie, and many others. I try to get in on any training seminars I can. I take every web-based course I can. If I get one good idea from a book, a CD, a class then its been well worth the time I invested.
What's wrong with most training (especially live classes or seminars)? There's no follow up, no practical exercises. No putting into practice. You sit in class for 4 hours and that's it. Life goes on just as it did before. If I was designing a training program, I would make 60% of it practical, hands-on, role-playing or coaching.
Take personal responsibility for your own training. Read a book or listen to a CD and then take one or two good ideas and try to implement just those ideas. Note then on your calendar to see if you tried them and if they help.
Oh, and the "secret" to closing the sale? Listen to what the customer says. Pause (and think) before answering. Ask a question based on what they said. Pause again and think. Don't be afraid to be curious and ask more questions.
And you'll never close them all, some will walk. Buts that just the way it is.
Monday, February 23, 2009
Fill Your Toolbox
If you work in a tire or auto repair shop, you are undoubtedly familiar with the giant toolboxes that many technicians own. Some cost as much as a small car! The real value of these toolboxes is what's inside of them--the tools. That's what the techs use to do their jobs.
No technician would attempt to work without his tool and as a salesperson, you shouldn't either. You need to have a toolbox too. Not a red metal one that you roll around behind you, but a place where you keep those things that help you do your job.
My first sales toolbox was a three ring binder. It still sits on my desk and is just about filled to capacity with anything I thought might help me do my job. It gets opened up about once a week when I need to refer to something. Here's a few examples of what's in it:
No technician would attempt to work without his tool and as a salesperson, you shouldn't either. You need to have a toolbox too. Not a red metal one that you roll around behind you, but a place where you keep those things that help you do your job.
My first sales toolbox was a three ring binder. It still sits on my desk and is just about filled to capacity with anything I thought might help me do my job. It gets opened up about once a week when I need to refer to something. Here's a few examples of what's in it:
- Euro-metric load/inflation tables
- An article from a 4WD magazine showing what amount of lift is required for larger sizes of tires.
- Warranty brochures from several tire manufacturers.
There's more, but you get the idea. As I have moved into the digital age, I acquired another tool box: my computer desktop and the "favorites" list on my web browser. I have a number of files downloaded to my desktop which I can access in several mouse clicks.
Some of the most-often used ones are phone number lists, manufacturer's catalogs, and several forms I use regularly.
If you haven't already, then begin today to assemble the things that will help you to do your job more efficiently and more effectively. You more then anyone know what it is that you have to repeatedly look up or ask others about. Why not download or photocopy the reference material and put it where you can easily access it?
Fill your toolbox!
Thursday, February 19, 2009
Fantastic Technology
The technology found in the tires we have available to sell today is absolutely fantastic! Although they may appear to be just a hunk of black rubber, the engineering innovations and the materials would have been science fiction a decade ago.
First, the performance is amazing. "Y" speed rated tires--capable of sustained speeds up to 186 mph--are common. Imagine how many times the sidewalls of your tire must flex as you drive and then consider how much heat must build up at such high speeds. Unbelievable!
We have winter tires. Multi-siped specialty tires that offer solid grip on icy roads and under snowy conditions--a far cry from snow tires of yesterday.
Run-flat tires offer the ability to support a vehicle at speeds of 50 mph for 50 miles of driving--with no air in the tire!
Mileage warranties of 60,000 miles on W-rated high performance tires are not uncommon. All-season tires in V, W and Y ratings allow drivers to get great handling and performance year around. High tech materials such as Kevlar and Carbon Fiber are appearing in tires now.
All said, today's tires ride quieter, last longer, and give better performance at higher speeds then ever before. capabilities that weren't even thought of several decades ago are common. And we have more manufacturers from which to choose.
We have great products to sell. They are better then what any tire salesman has ever had to sell. You need to get excited about them, learn about them and communicate their features and benefits to the customer!
First, the performance is amazing. "Y" speed rated tires--capable of sustained speeds up to 186 mph--are common. Imagine how many times the sidewalls of your tire must flex as you drive and then consider how much heat must build up at such high speeds. Unbelievable!
We have winter tires. Multi-siped specialty tires that offer solid grip on icy roads and under snowy conditions--a far cry from snow tires of yesterday.
Run-flat tires offer the ability to support a vehicle at speeds of 50 mph for 50 miles of driving--with no air in the tire!
Mileage warranties of 60,000 miles on W-rated high performance tires are not uncommon. All-season tires in V, W and Y ratings allow drivers to get great handling and performance year around. High tech materials such as Kevlar and Carbon Fiber are appearing in tires now.
All said, today's tires ride quieter, last longer, and give better performance at higher speeds then ever before. capabilities that weren't even thought of several decades ago are common. And we have more manufacturers from which to choose.
We have great products to sell. They are better then what any tire salesman has ever had to sell. You need to get excited about them, learn about them and communicate their features and benefits to the customer!
Wednesday, February 18, 2009
Salesmanship
What is salesmanship? In many cases it is a lost skill! For all of us who are in sales, it is a skill we need to cultivate and improve over the life of our careers.
My definition of salesmanship is this: "salesmanship is the ability to recognize a customer's needs and recommend a product or products which meet those needs and then motivate the customer to purchase through the demonstration of features and benefits."
I insist that salesmanship is a skill that can be taught and learned--although some will practice it so well that it looks like art. Anyone can learn the basic principles and be reasonably successful at it given the desire to do so, although--like anything--some will be better at it then others.
Salesmanship is not talking someone into buying something they don't want or need. That ranges anywhere from manipulation to fraud and those who do that inevitably fail. The Bible says "as a man soweth, so shall he reap" or as my hairstylist said, "karma is a bitch."
Salesmanship results in happy, repeat customers who refer others. It builds the reputation of the individual and the business.
So how is it learned? My opinion, after 20 years of learning, is the best way of training in salesmanship involves the study of product and technical knowledge and people skills. These should all be polished with realistic, one-on-one role play with a more experienced salesperson. Role play will help you get better, trust me. Pro sports teams spend lots of time practicing for the real game, you should too!
Two very good books that will help you grow are Selling Retail by John F. Lawhorn and How to Win Friends and Influence People by Dale Carnegie. (Please note I only recommend products I have used and I don't make any money from the sale of those products!)
What is the real key to salesmanship? Listening. I know you've heard that before. But if you slow down and really listen and take a minute to digest what the customer is saying and if you really want to help them solve their problem, then you can make a sale and you will gain a customer as you do it. Good selling!
My definition of salesmanship is this: "salesmanship is the ability to recognize a customer's needs and recommend a product or products which meet those needs and then motivate the customer to purchase through the demonstration of features and benefits."
I insist that salesmanship is a skill that can be taught and learned--although some will practice it so well that it looks like art. Anyone can learn the basic principles and be reasonably successful at it given the desire to do so, although--like anything--some will be better at it then others.
Salesmanship is not talking someone into buying something they don't want or need. That ranges anywhere from manipulation to fraud and those who do that inevitably fail. The Bible says "as a man soweth, so shall he reap" or as my hairstylist said, "karma is a bitch."
Salesmanship results in happy, repeat customers who refer others. It builds the reputation of the individual and the business.
So how is it learned? My opinion, after 20 years of learning, is the best way of training in salesmanship involves the study of product and technical knowledge and people skills. These should all be polished with realistic, one-on-one role play with a more experienced salesperson. Role play will help you get better, trust me. Pro sports teams spend lots of time practicing for the real game, you should too!
Two very good books that will help you grow are Selling Retail by John F. Lawhorn and How to Win Friends and Influence People by Dale Carnegie. (Please note I only recommend products I have used and I don't make any money from the sale of those products!)
What is the real key to salesmanship? Listening. I know you've heard that before. But if you slow down and really listen and take a minute to digest what the customer is saying and if you really want to help them solve their problem, then you can make a sale and you will gain a customer as you do it. Good selling!
Tuesday, February 17, 2009
Plus Sizing Guides
One of the most common questions for anyone in the tire or wheel business is "what size tire fits on..." or "if I put 18's on my car what size tire will fit?" Experienced salespeople certainly know many fitments right off the top of their heads and its easy to learn to calculate ones you don't know.
But if you're selling lots of tires and wheels, you really need a plus-sizing guide. These handy books have all of the calculations done for you already--it just takes you a couple of seconds to look up a vehicle and see the proper plus 1, 2, 3 or 4 fitment information.
I use two guides on a daily basis. They are (in alphabetical order):
Also included are 15 pages of reference material. You will find a handy list of tire dimensions sorted by both tire idea and section width. So its easy to see a 245/45R17 tire is 25.7" tall. And if you need to find a 22" tire that is 28" tall, its easy to find that it is a 255/30R22.
Which book is better? Its tough to say. I have both on my desk and use both daily. The Ultimate guide is in my catalog rack and I often go to it first just because of its smaller size--its easy to handle. I use the tire OD charts quite a bit too. I like that it shows the OD of the plus size fitments it recommends too.
The larger Plus Sizing Guide has helped me to solve some fitment issues. I like that it shows me the factory offset instead of just a range. The load and inflation tables get frequent use also.
I recommend having both if you possibly can. But please remember these are only guides. You are responsible for checking clearances on all installs you do.
Finally, one area that is easily overlooked is that neither guide tells you if a particular fitment needs an air pressure adjustment. You can run into this when plus sizing, especially if you are going from a P-metric size to a Euro-metric size tire. Many times you will need to run the new tire at a higher air pressure to maintain the needed load carrying capacity.
I currently use the 2008 editions of both books, but the 2009 editions are available now. If you seriously want to sell wheels, buy them!
But if you're selling lots of tires and wheels, you really need a plus-sizing guide. These handy books have all of the calculations done for you already--it just takes you a couple of seconds to look up a vehicle and see the proper plus 1, 2, 3 or 4 fitment information.
I use two guides on a daily basis. They are (in alphabetical order):
Plus Sizing Guide ($36.95 http://www.tireguides.com/)
The Ultimate Wheel & Tire Plus Sizing Guide ($39.00 http://www.plussizingguide.com/)
I know that similar information can be found online, but I prefer hard copies--I don't have to worry about power failures, slow Internet connections, etc.
Both books offer the same type of data, but there are some differences.
The Plus Sizing Guide is large--507 pages--and covers ten years worth of cars and light trucks. As with other publications by this company, cars are listed first then light trucks in a separate section. For each car model and option, the guide lists the OEM rim diameter and width, tire size, load index, offset and hub diameter. This is followed by plus 0, 1, 2 and 3 sizing options. The format is "landscape" style, you have to turn the book sideways with the long side parallel to you.
This guide includes 37 introductory pages which include acceptable rim width charts for P-metric, Euro-metric and LT tires; RMA replacement guidelines for passenger and light truck tires; and load and inflation tables for LT, Euro-metric and P-metric tires.
The Ultimate Tire & Wheel Plus Sizing Guide is 174 pages. Years of coverage varies by model. The Ford Mustang entry, for example, goes back to 1964. The Honda Civic entry starts in 1980. This guide lists bolt pattern, hub size, offset ranges (low, med, HPO, etc), and thread pitch. Plus sizes are listed with tire OD, section width and sidewall heights.Also included are 15 pages of reference material. You will find a handy list of tire dimensions sorted by both tire idea and section width. So its easy to see a 245/45R17 tire is 25.7" tall. And if you need to find a 22" tire that is 28" tall, its easy to find that it is a 255/30R22.
Which book is better? Its tough to say. I have both on my desk and use both daily. The Ultimate guide is in my catalog rack and I often go to it first just because of its smaller size--its easy to handle. I use the tire OD charts quite a bit too. I like that it shows the OD of the plus size fitments it recommends too.
The larger Plus Sizing Guide has helped me to solve some fitment issues. I like that it shows me the factory offset instead of just a range. The load and inflation tables get frequent use also.
I recommend having both if you possibly can. But please remember these are only guides. You are responsible for checking clearances on all installs you do.
Finally, one area that is easily overlooked is that neither guide tells you if a particular fitment needs an air pressure adjustment. You can run into this when plus sizing, especially if you are going from a P-metric size to a Euro-metric size tire. Many times you will need to run the new tire at a higher air pressure to maintain the needed load carrying capacity.
I currently use the 2008 editions of both books, but the 2009 editions are available now. If you seriously want to sell wheels, buy them!
Monday, February 16, 2009
Do you have the time?
When I was younger, a common question was "Do you have the time?'--asking what time it was. Nowadays, we have clocks in our cars, on our cell phones and on our computer desktops. I think this reflects the increasing importance we now place on time.
How many times has a customer asked you how long a job will take? This is just about as common as "how much will it cost?". Sometimes its a deal breaker.
I have often observed salespeople in tire stores who seem to place little value on time--neither theirs nor their customer's time. As valuable as time is, this is a poor attitude to have.
The best thing I ever heard said about time is that it is like a block of ice: you set it out on your sales floor in the morning and it slowly melts. When its gone, it can't be brought back.
A typical situation is this: A customer comes in to the store and wants to purchase a tire to match the OE tire on their vehicle. The store doesn't stock this particular brand, so he has to call his supplier. Unfortunately the sales person fails to go out to the car and get the tire brand, model, load index and speed rating before making the call. Now what should have been a 30 second call turns into a race out to the parking lot to get the needed information. Everyone (the customer, the supplier, other customers) is waiting on the tire salesman to do his job.
Instead of looking like a professional, the sales person looks like an idiot. (Excuse the harsh language). The moral of the story is that you need to have a method. Approach every customer and go out to the car and get all of the needed information: year, make, model, options (4WD, 2WD, etc), tire size, speed ratings. Do this all before you start trying to make a sale!
I know its a cliche, but time is money. Your money. Don't waste it!
How many times has a customer asked you how long a job will take? This is just about as common as "how much will it cost?". Sometimes its a deal breaker.
I have often observed salespeople in tire stores who seem to place little value on time--neither theirs nor their customer's time. As valuable as time is, this is a poor attitude to have.
The best thing I ever heard said about time is that it is like a block of ice: you set it out on your sales floor in the morning and it slowly melts. When its gone, it can't be brought back.
A typical situation is this: A customer comes in to the store and wants to purchase a tire to match the OE tire on their vehicle. The store doesn't stock this particular brand, so he has to call his supplier. Unfortunately the sales person fails to go out to the car and get the tire brand, model, load index and speed rating before making the call. Now what should have been a 30 second call turns into a race out to the parking lot to get the needed information. Everyone (the customer, the supplier, other customers) is waiting on the tire salesman to do his job.
Instead of looking like a professional, the sales person looks like an idiot. (Excuse the harsh language). The moral of the story is that you need to have a method. Approach every customer and go out to the car and get all of the needed information: year, make, model, options (4WD, 2WD, etc), tire size, speed ratings. Do this all before you start trying to make a sale!
I know its a cliche, but time is money. Your money. Don't waste it!
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