How to sell in a competivite market
1. Advertise! Whether you buy classified ads in e-zines, (magazines on the net,) have kids distribute fliers around your neighborhood, or call 10 people each day, your business won’t go without a little publicity. Make sure your ads talk directly to your prospects’ most pressing problems. That’s a surefire way to get their attention and interest. You have to have pictures and you truly have to tell the customer about the product. First off, you have to ask the prospected customer what he or she is looking for. Ask if they want to be going off road, or on the other hand, are they going to use the truck as a commuter vehicle? If the latter is true, you have to refer the prospected customer to another line of truck or car. remember, a person is not a customer until they actually buy something, so be careful not to jump to conclusions. And most of all, do not be pushy.
2. Include your price in the ad. Ever see an ad with no price and
figure, “I can’t afford that. I’m not even going to ask?” You’d be surprised how many people feel just like that. Include your price and you’ll see
show interest. If the prospected customer asks the price, tell him. Dont avoid the question, this turns prospected customers away. Even better, tell them right off that the price is $19,945.00, and be to tell them of any dealer incentives that are going on. Dont throw in too many freebees, but in order to make the sale, or make the sale sweeter, you have to give them something. Make them feel that they are getting something for nothing, this makes them feel really good about purchasing this item. A good thing to throw in is an alarm system. This gives the feeling that you want to protect your customers investment.
3. Make yourself available to interested prospects. I know you can’t be in all places at all time, but let prospects know how you can be reached, then answer their questions as fast as you can. Some people like to buy on Sunday. So if you are not available, you wont get the sale. Remember, he or she who hustles gets the sale. Carry a cell-phone, give the prospect your card, tell them to call you every day and night until all of their questions are answered. Chances are that they wont do this, but it is good to give them the option.
4. Build a reputation for good, honest value. No matter how much
advertising you do in the media, most of your clients will still come from word-of-mouth. On average, when someone feels like they got a good deal from you, they’ll tell 10 friends. And a recommendation from a friend is worth more than 50 high-priced TV commercials. People believe their friends!
5. Don’t give up! Advertising experts say that the first ad never works. You’ve got to advertise, make those calls, follow-up on that interested prospect over and over again. Persistence is the key to sales. Not getting sales? Your best bet might be to try one more time.
You have to be able to tell your prospect where your product is in the market. Show them where the resale values are, and show statistics on how many people are actually buying the product today! To do all of this effectively, you have to do in depth research on the truck. You need to go into Toyotas database and extract the information that you need, and M-E-M-O-R-I-Z-E it. You will not sell to a customer when you are talking off a 3×5 card!!!
DRIVE IT! Yeah, take it home, go to Las Vegas for the weekend, take pictures of it, do everything possible for you to know the truck inside and out. Study feature benefit charts, make your own! Also, you have to, on your own time, test drive all of the other trucks on the market, so you yourself will also be convinced that you are selling the best. We wouldnt want you to lie now would we?
No one is going to sell anything looking like a bum, wear a suit and tie, or something along those lines. Be comfortable, but please, do not take advantage of that offer!
Approaching the Customer for the first time!
,h The approach is the first face-to-face contact with a customer.
,h Most salespeople can make or break a sale during the first few minutes of the sales process.
To begin a conversation, you need to be alert to what interests the customer. You have to be observant and perceptive from the moment the customer walks on the lot.
To establish rapport, treat the customer as an individual. There should be no stereotyping of a person because of age, sex, race, religion, creed or appearance.
To put the customer at ease, and to establish a positive atmosphere for the rest of the sale, do the following:
,h Be courteous and respectful.
,h Establish good eye contact
,h Be enthusiastic
,h Show a sincere interest in the customer.
,h Be friendly and genuine
,h Use the customers name
,h Time the approach appropriately
The approach in industrial sales
In industrial sales, you usually have to call on the customer at his or her place of business.
Your initial approach depends on your prior dealings with the customer and what kind of work you did for them. Some sales reps keep up with the trade news or remember facts about the customer, like what type of sports that they like and such.
When meeting a new customer, choose your words carefully. You can make or break a sale in the first few minutes, remember that!
Specialized approach methods
Service approach method: In this sales method, you need to ask if the customer needs assistance.
Greeting approach method: In this method of selling, the salesperson simply welcomes the customer onto the lot.
Merchandise approach method: in this method, the salesperson asks a question about the product that the customer is looking at. This approach method is usually the most effective in retail selling, use it, it works!
Determining Customer Needs
Customer needs are related directly to buying motives. There two motives can be rational, emotional, of a combination of the two. Your job in this step in the sales process is to uncover the customers reasons to buy.
When to Determine Needs
You should always determine the needs of your customer as soon as possible in the sales process. This is not the only time to determine needs, needs and wants may change, so continue throughout the sales process
How to Determine needs
,h Observing: When you observe a customer, you look for buying motives that are communicated nonverbally. You need to look for body language, facial expressions, hand and eye movement, and other forms of nonverbal communication give you clues about a customers mood and interest in a product.
,h Listening: remember these five important listening skills when talking to your customers:
,h Maintain good eye contact
,h Provide verbal and nonverbal feedback
,h Give customers your undivided attention
,h Listen with empathy and an open mind
,h Do not interrupt
In order to listen to your customers, you must get them talking. One way to do this is to ask questions. Not all of the customers can clearly express their needs and motives, but well chosen questions can help uncover what the customer is trying to say. First ask general questions like intended use and any previous experience with it. Build your questions around words like who, what, where, when, how, and why. Once you have an idea about the customers general needs, than you can ask more specific questions relating to the product. Questioning is an important skill that must be done carefully. Here are some dos and donts of questioning:
,h Do ask open ended questions
,h Do ask clarifying questions
,h Dont ask too many questions in a row
,h Dont ask questions that might embarrass customers or put them on the defensive.
During the product presentation stage of the sale, you show the product and tell about it.
Selecting and explaining products
You have to determine the price range and list of options to latitude.
Which products to show
After you have learned the intended use of the product, you should be able to select a few items that match those needs.
What price range to offer
Begin by showing a medium priced product, that way you can work up of down from there.
How many products to show
To avoid overwhelming your customer, show no more than three items.
What to say
In this step in the sales process, you talk about the products features and benefits. When selling to retail buyers, always use laymans terms so you dont confuse the customer. NEVER use jargon with a customer!
What to do during the presentation
Display and handle the merchandise effetely. Also involve the customer in your presentation. Demonstration of a product builds customer confidence. (take it for a test drive!!!)
Objections are Concerns, hesitations, doubts, or other honest reasons for not making a purchase.
Objections should open up opportunities for you, and should be viewed as positive because they give you an opportunity to present more information to the customer.
There are many ways to handle objections. Successful salespeople have learned to use a very basic strategy called Old Faithful. Old Faithful consists of four basic steps: Listen, acknowledge, restate and answer.
Four-Step Process for Handling Objections
Listen Carefully to demonstrate concern for your customers concerns, you need to follow these rules for effective listening.
,h Be attentive.
,h Maintain eye contact.
,h Let the customer talk.
Acknowledge the Customers Objections By acknowledging your customers objections, you show that you understand and care about the customers concerns. Use phrases like, I see your point, or, I have had other customers ask the same questions. Using these acknowledgements make a customer feel that his or her objections are valid.
Restate the Objections Dont repeat the customers objections, instead, paraphrase the objections or restate them in a different way. When you paraphrase, dont change the meaning of what the customer says. When you paraphrase correctly you show the customer that you understand their objections.
Answer the Objections Answer each objection tactfully. Keeping in mind your customers feelings. Never make the customer feel like their concern is unimportant.
Specialized Methods of Handling Objections.
There are six specialized methods for handling objections: boomerang, question, superior point, direct denial, demonstration, and third party.
Boomerang Using the boomerang method the objection comes back to the customer. Here is one example:
Customer: This truck is so small.
Salesperson: The manufacturer makes
a similar, much bigger truck, for not
too much of a price difference.
You have to be careful so you do not sound as if you are trying to out wit the customer! Use a friendly, helpful tone when handling the objection while explaining that it is actually a selling point.
Question Your questions may reveal hidden objections or doubts and may ultimately reveal the customers true needs and wants. Sometimes when you use the question method, you may put the customer on the defensive. To avoid this, never ask questions in an abrupt manner. That will appear as rudeness and may terminate the sale. For example, a customer may tell you that they dont like the color. Never ask, WHY? instead, tell them that the truck comes in many colors, and you would be happy to show them other colors, and if there is something that they want, and you do not have it, then you will special order it for them.
Superior Point This method lets you acknowledge the customers objections as valid, while offsetting them with other features and benefits. This technique allows you to admit the disadvantages that your product has, while presenting superior advantages to compensate for them. Here is a common example:
Customer: your prices are a lot higher
than your competitors.
Salesperson: Thats true, but there is a
reason. We use better materials into the trucks and our warranty is unbeatable. Plus you get the reputation that Toyota has established over the last few years.
Be careful when using this method, be careful not to belittle the customer, but make them feel good about what they are not getting as well as what the are getting.
Direct Denial This method provides proof and accurate information in anwser to objections. This method is best used when a customer has misinformation, of the objection is In the form of a question. An example of this would Be:
Customer: I think this truck is unsafe.
Salesperson: Actually, consumer
reports puts this truck in its top ten
listing for the safest trucks on the road.
When using this method, you must back the negative reply with proof and accurate facts.
Demonstration This method is a technique that answers objections by showing one or more features of your truck. Keep in mind that the customer is probably thinking, seeing is believing.
The demonstration method can be very convincing when uses at the right time. But, only conduct demonstrations that you have tested, or you may come out looking like a fool.
Third Party Method This tried and true method involves using another person that can back your product. Some salespeople keep letters from satisfied customers. Here is a example:
Customer: I dont see how a four wheel drive vehicle can get such good gas mileage.
Salesperson: Mr. John Doe asked the same question last year, and he recently sent me this letter: Kwith the gas prices being so high today, I am glad I decided to go with this truck. It has saved me hundreds of dollars in gas money, thanksK
In any sales situation, you probably will not use all of these six methods while handling objections. But, over time, you will probably come up with some creative combinations.