Professional Distributor - 24

Words that sell and those that don't
Don't let your sales pitch get bogged down in risky conversation.
It's important to sound professional at all times.

T
BY ALAN SIPE
CONTRIBUTING EDITOR
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. Sipe can be
reached at alansipe@gmail.com or
847-910-1063.

he other day I went over to my local Harley
issues at home or work, and since many of those
dealer to get some prices on a new bike.
issues tend to involve money, they have no money
Mine is a 2012 Road Glide and I'm thinking
to spend with you.
about upgrading to a 2020. Now, $34,000 seems
Rather than play the commiseration game
like a lot, but this bike is really cool and meets my
with your customers, try a short phrase like this
one instead:
criteria - loud and fast.
So I'm at the dealer chatting with a young sales* "I'm sorry you have that issue at home to deal
person who proceeds to tell me about a rider fatality
with. Let's look at this month's specials and
that occurred the day before in a nearby Chicago
see what we have to at least make your work
suburb. I'm sitting there thinking, "This knucklelife easier."
head is telling me a story about a motorcycle fatality
Perhaps worst of all is walking into a shop and
while he's trying to sell me a new bike!"
bringing up politics. Especially now with an election
For me, the story wasn't going to make any diflooming, one contradictory statement and you've now
ference - I was still interested in buying that bike.
aggravated your customer so much that not only do
they not buy from you today,
But if I were a new rider,
the anecdote could really
but they may never buy from
When
it
comes
time
to
buy,
have given me pause about
you again.
whether I wanted to get many people like to feel they
Here's an example of
into riding at all.
a no-win situation. You're
are part of a group, and
There's an important
speaking with a technician
lesson to be taken from
in bay 1 and agreeing that
find comfort in knowing
this salesperson's folly.
those so-and-so democrats
others have made the
are ruining the country and
The words we use when
speaking to potential clithey should all move away to
same
decision.
ents can make or break
another country. However in
bay 2 is the staunchest demoalmost any sale. In this
case, the prospect of danger while riding a new bike
crat in the building. In bantering and agreeing with
could have made me - the buyer - second guess
bay 1, you have alienated bay 2.
my investment.
Keep your opinions on touchy subjects like poliHow about you? Do you ever walk into a shop
tics and religion in your head, not your mouth. If
on a rainy, hot, snowy, or all-around crappy day and
the customer brings up a subject you find touchy,
start your sales call with a customer by commentsay something like.
ing on how horrible the weather is? Believe me, the
* "I really don't follow politics much," and then
technician knows how bad the day is since they're
change the subject.
likely working under a vehicle dripping water or
* If you are a habitual complainer, whiner,
snow onto them.
doomsday advocate, political hack, etc. keep
your opinions and thoughts to yourself, as they
What good is this opening doing for your sales
presentation? All you're doing is reminding the cushave no place in a selling environment.
tomer that it's an awful day, and they have to work in
You may not know it, but your customers will
it. You certainly haven't improved this technician's
remember and talk about your complaining. They
purchasing mood or your chance of success.
might even begin to avoid you! I love this saying:
"He complains so much that he would complain if
Even worse is complaining about your spouse,
he were hung with a new rope."
kids, girlfriend, parent, coworker, or boss. All this
does is remind the customer that they, too, have
If you believe that by approaching negative or

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