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.