october2023 - 52

GO SELL SOMETHING
Catching the prospect
that got away
Your selling style might be a turn-off for some of your customers;
learn how to switch up your style to convert your non-customers
to loyal customers.
By Alan Sipe, Contributing Editor
H
ere's something new for you
to think about that may just
make a significant positive
difference to your sales results - your
selling style.
WHAT IS YOUR SELLING STYLE?
* The hard-charging closer: You live
by the ABC motto - always be closing.
You never miss an opportunity
to go for the sale. " Let's get this deal
done right now, OK? "
* The counselor: You guide the prospect
into your product by slowly
getting them thinking and talking
themselves into the product. " I like
how you're thinking about the storage
system and the options which are
best for you. I think this is a good fit
for you, don't you? "
* The storyteller: This style of selling
includes actually telling some kind
of a story that emphasizes the features,
advantages, and benefits of the
product that have helped a previous
user. Better yet, the story includes an
application problem that the product
solved making a previous user happy
with the product. " I'm sure that you
and every technician you know has
cut or scratched their hand on the
sharp edges of a zip-tie stub while
working under a dashboard. With
these full flush cutting miniature
pliers, you will be able to get in and
cut those zip-ties leaving a smooth
cut so you and future technicians will
be protected from injury. I think this
tool is a good one for you, don't you? "
* The technician: You always go with
the technical aspects or details of a
product first and try to use logic to
close the sale. " This 18V 4.5A hammer
drill will produce 1,200 peak
in-lbs of torque which is 60 percent
more than most competitive products.
It has a max speed of 2,000
rpm and only weighs 4.5 lbs. Don't
those specs fit exactly what you are
looking for? "
* The mailman: The mailman is the
mobile jobber who is convinced that
if they distribute this month's promotional
brochure to each tradesperson
on each call the prospects
will read the brochure, get excited
about one of the products promoted,
and ask to buy it. " Here's our latest
brochure that has some of our best
products and great prices. Take a
look at it and let me know which
products you want, OK. "
I'm happy to say that any of the first
four selling styles will produce excellent
results, and I'm sorry to say that if
your go-to tactic is " the mailman " you
have two directions from here - work
hard to develop one of the first four
52 Professional Distributor I October 2023 I VehicleServicePros.com
selling styles or choose to go work for
the USPS since there is a real shortage
and demand for employees there.
WHO AREN'T YOU SELLING TO?
So, your style is one of the first four
styles listed and your sales results are
good or even great, but you want to do
even better, don't you?
I want you to think about your
non-customers' individual personalities.
Think about the technicians you're
not selling to or maybe just selling a
little. More than likely these individuals'
comfort zones just don't fit well
with your go-to selling style.
Not everybody likes a hard-charging
closer who thinks fast, talks fast,
demos fast, and closes hard. I remember
a sales call in West Texas during
my time as a regional sales manager at
Klein Tools. About halfway through
my song and dance the prospect leaned
back in his chair and said " Son, you're
talking way faster than I think. Why
don't you start over a lot slower and
maybe I'll buy something. " Lesson
learned. This prospect was a successful
business owner who was very laid
back and talked slowly with a long
Texas drawl. My rapid-fire presentation
didn't fit that situation at all
and fortunately, he gave me a second
chance. I always wonder how many
http://www.VehicleServicePros.com
october2023

Table of Contents for the Digital Edition of october2023
