Automatic Merchandiser - 35

PRACTICING SALES TECHNIQUES

vending machine they are letting your
vending company use. You are losing
sales if you only offer one of the two
major brands of cold drinks. Think
of it this way: How many supermarkets, convenience stores or big box
discount stores only offer one of the
major brands?
Far too many times, salespeople fall
in love with the sound of their voice.
We all have two ears and one mouth,
but numerous salespeople forget that
fact. When asking a question, never
give the sales prospect the choice
between doing it and not doing it.
WHAT TO ASK AND HOW TO ASK IT

The following questions are examples of
what you can ask your new prospect to
assist you in getting that new location.
You can ask the location into more sales
than you can talk the location into.
* Is your primary interest in an
employee refreshment program
improving your employees' morale
and productivity?

* Isn't it true that a great employee
refreshment program would benefit
your company?
* Wouldn't you agree that some of the
best things your company has said
"yes" to are the most rewarding?
* You are looking for a quality
employee refreshment program,
aren't you?
* I know that you want as many
selections of cold drinks and snacks,
don't you?
* Am I right in assuming that if we
can guarantee that your company
will have more cold drink selections, additional healthy food
choices, better tasting coffee and a
bigger variety of name brand snacks
for your team to choose from, that
it would be benefit everyone at your
company?
* Who besides yourself is involved in
the final decision-making process
when it comes to selecting who
your employee refreshment provider will be?

Begin each question or statement with
phrases like "Doesn't it ..." "Isn't it true
..." and "Wouldn't you agree that ... ."
These are just some of the beginnings
of questions you should get into the
practice of using whenever you are talking to a new location.
We have all heard the old saying
"Practice makes perfect." But it's wrong.
Golf pro and legend Ben Hogan,
who many PGA professional golfers
still say had the perfect golf swing, said,
"Perfect practice makes perfect." If you
keep practicing the sales techniques
you are currently using, why do you
believe you will get better?
You need to develop at least five
questions that fit your vending company profile and perfectly practice
using the exact words of some of the
examples I have given to you, and you
will see your sales closing ratios will
improve dramatically.
Whoever asks the last question
in the sales process controls the final
outcome. A well laid-out system of asking the right questions that becomes an
automatic part of your vocabulary will
get you the answers you are looking for
when adding new high-profit vending
locations for your vending business.
When you speak, your mind is on
parade. Words have economic value.
For example, are you telling your
new location that you will install a soda
machine, or are you telling them you
will be installing a state-of-the-art electronic cold beverage drink merchandiser with credit/debit cards option
and the ability for your employees to
pay with Google Pay or Apple Pay?
Which sounds the most professional to
the location contact? ■
About the author
Gary Joyner started in the
vending business in Orlando
in 1994. Since then he has
owned, operated and sold
three vending companies in
Florida. He can be reached
at gwj45@aol.com.

September 2019 * VendingMarketWatch.com

http://www.VendingMarketWatch.com

Automatic Merchandiser

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