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.

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:

• 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!

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!

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!

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):

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!

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!