Simple Solutions That Work! Issue 18

55 HOW TO ISSUE 4.Sell the sizzle! Find ways to enhance the product you are offering without increasing the cost. An idea I have used very successfully is by offering free training. The most successful repeat sales are when the people using the product or equipment fully understand how it works and operates – which is exactly where training comes in. 5. Stick to your sales process Whatever your process is, use it to the fullest. I personally like the features, advantages, and benefits approach to selling. It leaves little doubt in your customers mind as to who knows the product, why it will help him and how it will make the company more efficient or more profitable for investing in it. But, if you have a different approach that works for you, master it! 6.Don’t ever devalue your product. I suggesting offering a good, better, best pricing and service packages on quotes. This gives the client a chance to see the difference in the lower price and the higher price and typically leads them to the higher price because it offers much more value. Every time you lower your price you devalue your product; it means you do not honestly believe in its worth. Somewhere in the world somebody can always make whatever you make, cheaper. Prove your product’s value outweighs their lower price. If your client’s main objective is the price, then he just does not understand the difference in the value of your product vs the competitor’s. Have you ever had a window or gutter salesperson tell you “This is the price today!” and when you say no, immediately say, “If you sign today, I can drop the price to this amount.” He has just shown you the true value of their product and will settle for the gross margins at that price. Just imagine if you had purchased at the original price! Start with a fair price and do not lower it without taking something of value away from that product or service. 7. Network, network, network, at every opportunity I recently attended the North American Die Cast Congress in Lexington, KY, and while the attendance was not as good as shows I have attended in the past— there were still good networking opportunities. The people attending were all interested in looking for ways to solve problems they are having. Even when attendance is not high, there are always people looking for ways to do things better. You never know when someone may have an issue that you can solve. I also think highly of functions put on by your local die cast or foundry associations. As the people that do attend—are very interested in increasing their productivity with higher quality parts. 8. You all know the 80/20 rule… 80% percent of your business comes from 20% of your customers. These clients are your base—do not ignore them. In fact, call on them more often than normal. Chances are they are your best customers because they know how business works and what it takes to succeed. If successful, then they have the money to spend on solutions. You should also ask to use them to show your potential customers how they benefited from your product or service. Nothing sells your company like success stories. 9.Prepare for the objections Your company may have to raise prices in this economy so be prepared to manage that objection respectfully. You will get people who will chastise you for raising prices during this economy. Just remind them how much more they are paying for everything, and they should understand. Never apologize for raising your prices. Instead tell them that to stay in business to serve their needs, the company needs this increase to continue to provide the highest value for their dollar. 10. The customer is always right …until he or she compromises your integrity. There are a ton of great purchasing agents out there that will milk you for every penny they can get! After all, it is their job! Never be afraid to walk away from a deal that is not in your company’s best interest. I have gotten up from quite a few tables saying we can’t do that, or we cannot make that timeline and started to leave, only to be called back in and asked, “What can you do?” Never promise more than you can deliver and never lie to the customer. Nothing will end a relationship faster than a lie. 11. The last rule and probably the most important… do not stop marketing! Marketing is the fuel that runs the sales train. Without it the train Continued on next page