october2023 - 53

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other sales I sped right past because
I didn't pay attention to how to sell to
different personalities. How about you?
I suggest you make yourself a list
of the non-customers at each of your
stops. Think about each for a bit and
try to figure out what they don't buy
from you.
Certainly, a few will be ex-customers
who for some reason or another
are aggravated at you or your primary
brand. This is not the topic of this
month's article but for some ideas get
to the Professional Distributor magazine
archives and find the June 2020
Go Sell Something article - Whaddaya
mean the warranty has expired?!
SELLING TO DIFFERENT
PERSONALITIES
Now that we have eliminated the excustomers
think about each of the
remaining non-customers. Give some
logical titles to each like Shy Guy, Big
Mouth, Cheapskate, Know-it-all, etc.
You may not really know each person
enough to figure them out right away
but with observation and some little
conversations, you will start to get an
idea of what makes them tick.
If for instance, your usual selling
style is the hard-charging, always-beclosing
style I guarantee that Mr. Shy
Guy is simply overwhelmed by your
aggressive approach. Just like oil and
water....they don't mix.
I would recommend approaching
this technician with a soft storytelling
approach the next time you have a cool
new tool that fits their job activities.
Speak slowly, softly, and close gently.
I know this isn't your usual style but
you're not selling Shy Guy now so
what's the worst that can happen? Shy
Guy says no again but nothing ventured
nothing gained.
On the other hand, if you're normally
using the counselor selling approach and
the shop loud-mouth is your target you
better step it up a notch and approach
them with an aggressive approach. People
tend (but not always) to like buying from
people similar to themselves.
The point of this month's Go Sell
Something is pretty simple.
Say you've got an active book of 250
active customers. If this simple exercise
gets you just 25 more technicians on your
books it will make a significant improvement
in your revenue and earnings.
Now, go sell something!
ALAN W. SIPE has spent
the last 42 years in the
basic hand tool industry
including positions as
president of KNIPEX Tools
North America, senior vice president
of sales and marketing at Klein Tools,
manager of special markets at Stanley
Tools, and sales manager at toolbox
manufacturer Waterloo Industries.
Currently, Sipe is the owner of Toolbox
Sales and Consulting, a company
specializing in sales strategy, structure,
development, and training.
alansipe@gmail.com
Professional Distributor I October 2023 I VehicleServicePros.com 53

http://www.VehicleServicePros.com

october2023

Table of Contents for the Digital Edition of october2023

Editor's Note – The road to success at trade shows
Sneak Peek
Most Wanted
2023 PTEN People's Choice Award Winners
In Focus
Cover Story – Pinpointing the sale
Diagnostic Tech – Decoding automobile network communication challenges
Show Me Your Truck – Taking a leap of faith
Go Sell Something – Catching the prospect that got away
Driving Sales – Tire & Wheel Service
Tales from the Road – The tool bank
october2023 - 1
october2023 - 2
october2023 - 3
october2023 - Editor's Note – The road to success at trade shows
october2023 - 5
october2023 - Sneak Peek
october2023 - 7
october2023 - 8
october2023 - 9
october2023 - 10
october2023 - 11
october2023 - Most Wanted
october2023 - 13
october2023 - 2023 PTEN People's Choice Award Winners
october2023 - 15
october2023 - 16
october2023 - 17
october2023 - 18
october2023 - 19
october2023 - 20
october2023 - 21
october2023 - 22
october2023 - 23
october2023 - In Focus
october2023 - 25
october2023 - 26
october2023 - 27
october2023 - 28
october2023 - 29
october2023 - 30
october2023 - 31
october2023 - Cover Story – Pinpointing the sale
october2023 - 33
october2023 - 34
october2023 - 35
october2023 - 36
october2023 - 37
october2023 - 38
october2023 - 39
october2023 - Diagnostic Tech – Decoding automobile network communication challenges
october2023 - 41
october2023 - 42
october2023 - 43
october2023 - 44
october2023 - 45
october2023 - 46
october2023 - 47
october2023 - 48
october2023 - 49
october2023 - Show Me Your Truck – Taking a leap of faith
october2023 - 51
october2023 - Go Sell Something – Catching the prospect that got away
october2023 - 53
october2023 - Driving Sales – Tire & Wheel Service
october2023 - 55
october2023 - 56
october2023 - 57
october2023 - Tales from the Road – The tool bank
october2023 - 59
october2023 - 60
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https://www.nxtbook.com/endeavor/professionaldistributor/february2021
https://www.nxtbook.com/endeavor/professionaldistributor/Diagnostic_Process_December_2020
https://www.nxtbook.com/endeavor/professionaldistributor/Professional_Distributor_December_2020
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