SALES
Several equipment manufacturers sell slightly different , but not visibly different , products to big box stores and to independent dealers . When price-conscious ( aka , cheap ), shoppers find Lowe ’ s sells a similar mower cheaper than the local independent guy , that ’ s a problem . Shay took that problem and turned it into an opportunity to be smarter and provide better information to shoppers .
“ Today , customers study online and they become pretty smart about products and features . All the more reason I need to know my equipment even better ,” said Shay . “ Years ago , in-store flyers educated people . Today , they do that on their phones . Now , everyone in your store needs to know the product better than any customer might .”
Once you have all that product knowledge , you need to use it wisely . Shay warns against simply trying to “ sell the benefits ” of a product ’ s features . “ You can ’ t tell the customer what the advantage or benefit is to them , that ’ s different for everyone . The customer is the one to decide if a particular feature is a benefit to their life .”
“ You have to talk to them ,” he said , “ ask a lot of questions and learn about their needs . My advantage as a salesperson has to be my expertise and my ability to talk to customers about products . I have to earn people ’ s business , by knowing things they don ’ t and by doing things the competitors can ’ t do .”
What can ’ t they do ? Shay advises business owners , managers , and individual salespeople to “ think differently . We have a different style of competition than we had before . We can ’ t just sit around and lament ‘ the good old days .’”
Shay created a customer service school in his equipment dealership , showing customers how to service their own mowers and chain saws . “ My technicians disagreed with me on doing this ,” he said , “ thinking people would not come in for service anymore . But we did it , and people saw that the work we did was difficult , and that they could not duplicate our expertise .” His customers recognized the product-specific expertise , and they appreciated the helpful info . They also kept bringing their mowers and chain saws back for service .
“ How can I paint the picture differently so the customer is going to love us ?” fractional sales team called Sales Homie . Engagement , to Zoellner , is both a metric and a methodical practice that needs to happen frequently and honestly . It ’ s in conversations and questions , sales offers and refinements .
“ The more activity you have ,” said Zoellner , “ the higher the percentage of making that sale . Engaging will be different for different audiences – homeowner , commercial landscaper , municipal land manager . And by engaging with them all as individuals , you can tell the right story at the right place to the right people .”
Zoellner said that salespeople fail when they give up too soon . “ You give a quote for a sale , and the last thing you should do is sit back and wait for a response ,” he said . “ If you just call and say , ‘ Hey , I ’ m following up on that quote , are you ready to buy ?’ You ’ ll look like you ’ re just trying to make your sale and not trying to be helpful . You have to be value driven and resourceful – position yourself as helpful , not just a salesperson .”
Then you have to do it again . And again . “ Just because someone bought from you once doesn ’ t mean they ’ re going to buy from you again . Build a plan to engage with current customers so they know you ’ re in this relationship to help them .” Engaging with humans
Sales success comes through building long-term relationships . And that happens when salespeople engage with customers authentically and consistently . “ Yes , you can find engagement from social media metrics or at trade shows or through an email campaign ,” said Nate Zoellner . “ How are you honestly engaging with people ?”
Zoellner ’ s title is Chief Sales Homie for a consultancy and
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