Professional Distributor - 39

with all the features, advantages, and
benefits, you are on the way to pricing comfort. If you have put together
a professional and well-rehearsed presentation, you are ready for almost any
question or objection. And finally, if
you truly believe that you are providing your customer significant valueadded services, you should be ready for
almost anything. The fact that you are
honest, show up on a regular
schedule, carry the product
to the customer, set up the
product if need be, train them
how to use it, take care of any
problems, and "tote the note," is very
valuable to the technician and comes
at a cost. The sooner you realize you
are selling in a high-overhead (trucks,
fuel, insurance, loan payments, loanskipping) industry and you are selling superior products from superior
manufacturers, the sooner you will
become much more comfortable with
your pricing when asking for the order
and getting the sale.

Photo courtesy of iStock

SOME SIDE THOUGHTS
ON SELLING

end, the price doesn't matter as much
as the benefits it will give you. Don't
you agree?"
What you have done here is agree
with the customer that this is an
expensive tool, disarming their price
objection. Then you walked them back
through their own words where they
liked the various benefits of the product. Finally, you asked the easy trial
closing question, "Don't you agree?"
At this time, the old yes or yes close
usually seems to flow quite smoothly.
"Do you want me to deliver yours on
Monday or Wednesday next week?" Or
"Do you want yours in red or green?"
Anything is fine, as long as the prospect's answer is yes or yes.
Think of it this way: if you're

looking for a used car at Honest Al's
Used Cars and you say "Wow, that's
too expensive," Al will most likely
just move you toward another lessexpensive model, or drop his price right
away to maybe get the sale. However,
if you are looking at a new truck for
your mobile store and say "Wow, that's
expensive," the salesperson is going to
agree with you and say "Sure it's expensive, it's a Freightliner, and here's why it
is expensive."
With that being said, the first person you need to convince that the P10
Hotsey-Totsey diagnostic tool's price
is within reason is yourself. If you
have done your homework about the
competitive products, and the product
management team has provided you

Gratitude sells. Say "thank you" more
often than you think you should; tell
your customers that you really appreciate their business at least once on
every sales call and you will reap the
rewards many times over. Your customers are counting on you having
good products and treating them right.
Make sure that they know you count
on them to buy from you and that you
appreciate their business.
Enthusiasm sells. No matter how
down in the dumps you are, whether
your kids are sick, or your spouse is
mad at you, or your motorcycle won't
start, or if the weather is crappy - do
not bring your feelings into a sales call.
In the customer's mind, they will be
thinking, "I've got my own troubles;
keep yours to yourself." Sure, it's hard,
but enthusiasm sells.
Now ... go sell something!

Professional Distributor I June 2019 I VehicleServicePros.com 39

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Professional Distributor

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