SALES

The internet changed shopping and e-commerce changed buying and mobile phones continue to change the way we communicate . Knowing all that , how can salespeople do their jobs ? We spoke with three sales professionals to discuss this paradox . The sales advice they present can apply to equipment retailers , product distributors , and to professional service providers like landscapers and arborists .

Help and advise

“ I was shopping for an e-bike this summer ,” said Chad Guillory . “ I went to one of the big bike shops near me , but I got there too early ; they weren ’ t open yet . As I was leaving , I got a text message from the store . They must have been using some geolocation service and noticed my search history . They provided some helpful info , and I thought that was great . Until it wasn ’ t . The helpful messages turned to digital harassment after a few days .”

Chad Guillory has years of experience as a sales leader for large and small corporations , advising people on products like consumer goods and professional services like accounting and marketing . “ To succeed in sales , be a helpful advisor ,” he said .

Guillory points to the four-step process people follow and says advisory opportunities pop up all along the way . “ The four steps are Awareness , Trial , Purchase , Repeat . There are some slightly different versions of this , but salespeople need to consider the entire model .”

Shoppers today handle the Awareness phase on their own , whether online or through word-of-mouth research . Don ’ t get stuck on that fact , just accept it and make sure people can find your business . In a basic online search , will your business show up locally ? Can curious people find your name , business type , and contact info ?

“ The Trial phase may be the biggest opportunity for salespeople today ,” said Guillory . This is especially true for power equipment dealers competing against mass retailers like Lowe ’ s or Ace Hardware . As an advisor , an equipment salesperson can allow a much more personal product-intro experience , all the way to product demos . Landscape care salespeople should visit properties and walk the site with the owner , introducing the tools they use and the crew who would do the work .

“ Answer the shopper ’ s questions and show the solutions you provide . Then let the people decide ,” said Guillory . By always being the helpful advisor , you ’ ll prove to shoppers that your goal is to build a relationship , not just make a sale .

When it comes to the Purchase step of the process , retailers today need to make it personal and make it quick , said Guillory . “ People today need things today ,” he said . Whether the sale is for goods or service , salespeople must be prepared for immediate , or at least fast , delivery . If Amazon can provide same-day delivery for many products , you need to act quickly fast too . If you sell tree services , don ’ t tell the customer you ’ ll be there next month . That ’ s not helpful .

In the end , your goal is to be part of the customer ’ s fourth step in the process , the Repeat part . They are going to buy again , and if you ’ re helpful , their Repeat business will go back to you . “ You ’ re trying to build a community , not just make a sale ,” said Guillory .

Differentiate with expertise

“ When brands like Toro and others started selling at Menard ’ s and Home Depot and Lowe ’ s , it all changed . They left me , an independent equipment dealer , to explain to shoppers why my Toro was more expensive . The products were different , but not evidently so , and I had to explain to every customer about the price difference ,” said Tom Shay .

Shay learned that he had to be an expert on all the products he sold , and he had to use that expertise to earn people ’ s business . A fourth-generation business owner and salesperson , Shay now owns Profits Plus , and he trains and advises business owners on best business practices . He ’ s a speaker and consultant for several businesses in the power equipment industry .

28 OPE + October 2024 www . OPE-Plus . com