There are only three things you can really sell on. Quality, Service and price. You can get two of those three pillars but you’ll never get all three.
Why is that? You can offer a better product, a better service but their will always be somebody that is cheaper. On the opposite end of the spectrum you may be able to offer a better price on a better product but your service will suffer for it. The same issue exists for companies that offer a better price and service while there will always be a better product. Choose the two that you want to represent your company and stick to them as it’s impossible to be everything to everybody. There will be customers that you should walk away from.
This brings me to taking back control of the sale. For too many sales people controlling the conversation is difficult. I get it, consumers can be scary or difficult to work with at times. They give one word answers to your questions or tell you “no, just looking” or “so and so down the street is cheaper”. The conversation can be uncomfortable and if you’re not comfortable being uncomfortable then you’re going for a ride on the struggle bus. Letting the consumer control the sale also leads to giving away a quality product at a price point that is below the market value of said product. It also leads to not following up with the customer after an installation for fear the quality of service was subpar and the customer won’t be happy which ultimately robs you of an opportunity to ask for a referral or an online review.
Consumers are more informed than ever before so you better be well versed in the product you’re selling.
To be a professional saleswoman means controlling the conversation from start to finish because you are the professional at what you’re selling, not the consumer. If you don’t believe that then you shouldn’t be selling whatever it is your selling. Consumers are more informed than ever before so you better be well versed in the product you’re selling – and why or why not the consumer should buy the product they came into the showroom for. I said why not. Your job isn’t to just take orders, your job is to find the best product that fits the needs of your customer. While then customer is more informed today there are inevitably going to be scenario’s the customer just isn’t thinking about. For instance, the consumer shouldn’t put carpet in their laundry room as a more durable and waterproof material would be far better. Knowing little things like that scenario are why you’re the professional.
There’s only way to take control of the sale and that’s through your primary and secondary questions. Primary questions such as “What brings you in today?”, “What can I get you a price on?”, “What room are you remodeling?” etc. will allow you to then get granular with your secondary questions. The secondary questions are really where you can shine as a sales professional. Asking secondary questions like “do you have kids?”, “do you have pets?”, “how much traffic do you have in your house?”, “ how long do you plan on staying?” and “do you plan on remodeling any additional rooms in your house?” will not set you a part for your detail from the three other dealers they’re visiting but also inform you for upsell opportunities either today or in the future.
Quality, service and price. Pick two you want to deliver on and get comfortable being uncomfortable. Ask many questions and don’t be afraid to walk away from a customer that doesn’t fit you. Even going the extra mile in recommending somebody else that would is a memorable experience that will be etched in that consumers memory for years to come. The best part about that experience is, you created it by controlling the sale.