education Building a System ... and Recurring Customer
Planning out a system architecture keeps your customer coming back and your register ringing. By Dave Ritter
How many times have you worked with a customer who told you that he/she wanted a big system (depending on their defi- nition), but told you that they can’t afford what they really want? My guess is that this doesn’t happen very often. Please hear me out on this: I’m not saying they don’t ask for big systems often; they do. What I’m saying that it is probably rare that they admit that they can’t afford what they want. Now, how many times have you had a customer who simply
asked you for certain products and/or services? For example, “How much would you install two 12’s and a box for?” I’m guessing that this sort of question is asked in your store quite often.
Here is a question to which I want you to pay close attention: How often to you ask the customer what they want those 12’s and box to do? At first, it seems as though the answer would be self-evident. However, it really isn’t. Here’s why: Your customer doesn’t know how to ask for what they want! While many think they know what they are talking about, the
54 Mobile Electronics June| July 2011
truth is that most of them don’t know what they think they know. Chances are that they are wanting bass when they are asking for 12’s and a box. What are the chances they want more than that from a sound system? Chances are really good that they want a lot more. The chances are very good that they don’t even know that they want more. You must always remind yourself of the following: • Customers do not know the type of products and services
available to them, much less what said products and services can do for them in terms of enjoyment, convenience, and value. • Customers do not know what things should cost. They do not know what they can afford because they have never been shown how they can afford what they want. It is your job to help them own what they want, not what they
tell you that they think they can afford! What I am going to share with all of you is a set of strategies and techniques that are proven to work for sales champions in our industry. Collectively, these are known as System Architecture.
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