may2023 - 36

GO SELL SOMETHING
Not all demonstrations
are created equal
While demonstrating something like a hammer is quick and easy, other
demonstrations require more preparation in order to make the sale.
By Alan Sipe, Contributing Editor
I
've been so very lucky in my selling
career to have been associated with
some of the greatest tool companies.
Klein Tools, Witte Tools, Stanley,
KNIPEX, Ajax Tools, and BETA Tools.
At all these terrific companies I had
many executive duties but none of
these duties were more important
than my sales responsibilities. Selling
and sales team development skills are
why they hired me.
This is no different than being a
mobile jobber. Yes, you have finance,
inventory, truck maintenance, insurance,
and probably a bunch more
responsibilities that I am not aware of,
but none of these are more important
than getting out there every day selling
your stuff.
Since you have all those non-fun
duties to take care of, you had better
make the most of the selling time you
do have by giving great demonstrations
and closing every day, all day.
A " SELLING BENEFITS " ATTITUDE
Giving great demonstrations all
day, every day is a frame of thought.
Whether you're presenting a single
4 " Phillips screwdriver or a $15,000
tool storage system. A benefit-driven
frame of mind will provide you with
demonstrations that sell.
However, there is a world of difference
between the demonstration of
a screwdriver and the demonstration
of a huge tool storage system. There
are demonstrations, and there are
demonstrations. Developing a " selling
benefits " attitude will help you be successful
with both.
A selling benefits frame of mind
comes easily to some people and not
so easily to others, but it is available
to anyone who sets their mind on
sales success.
Simply said, work on getting your
mind set on following every feature/
detail you present to a customer with
why that feature is a benefit to them
personally.
* Feature: This is a 75,000 BTU
furnace.
* Advantage: This furnace is reliable
and works well.
* Benefit: It keeps you and your
family warm and comfy on cold
winter nights.
The feature is simply what it is-it
is a Streamlight Switchblade Worklight.
The advantage is what the feature
does-it provides precise lighting or
illuminates large areas. The benefit is
what the features and advantages mean
to the user you are speaking to-you
will be able to see better to safely work
harder, faster, and longer, or you'll be
able to find those small nuts and bolts
you drop while you're working.
Sure, the advantage is important.
Having a well-lit work area is essential
but all good quality lights will light
your work area. This light, however,
will allow you to work safer, longer,
and harder which is a benefit to that
individual customer.
* Feature: The screwdriver blade
has a forged-in wide end that is
36 Professional Distributor I May 2023 I VehicleServicePros.com
injection molded into the handle.
* Advantage: The blade will never
twist in the handle, pound through,
or pull out.
* Benefit: This screwdriver will be
stronger and last you a lifetime.
If you go into every situation with
a " benefit selling " frame of mind it will
soon become second nature.
WHAT'S IN IT FOR
YOUR CUSTOMER?
As you hand out your company's
monthly brochure don't just say,
" Here is the brochure of all our current
specials. " Say something like,
" Here is our current brochure of
specials which contains some of our
most interesting and new products.
Purchasing these this month will
help you save money, which is always
a good thing, isn't it? "
It is almost never a good idea to tell
a customer that buying this will help
you win some contest or qualify for
some increased benefit. They may like
you, but their primary care is what's in
it for them.
It is unfortunately easy to slip into
" advantage " selling and neglect " benefit "
selling. As in the example below.
* Feature: This is our cool, red dead
blow hammer.
* Advantage: When you hit something
the beads inside will slam
forward to force the impact on your
target and absorb the impact so the
hammer will never bounce off what
you are hitting.
http://www.VehicleServicePros.com
may2023

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