editorial Close the Sale or Just Go Home The store has been open for several hours and customer traffic is at a bare minimum. Your installers
are keeping busy while you let your sales guy go home early to try and save a few bucks, and then it happens. A live one — neck-tie and all — and you want to make a sale at all costs. While desperation can be a great motivator, don’t let that take you off your game. Make sure you lead with hospitality and confidence that whatever the person is looking for, you have the solution and then some. What’s next? Your best dog and pony show? Leading the customer to your low-margin top seller? Maybe, but let’s look at this for what it is, someone who took the time to drive to your store and find a solution to a problem.
Chris Cook President
GATHERING INTELLIGENCE So, you look out the window when the car pulls up. What do you know so far? The year, make and model of the car and a visual of its condition. That should at least start you thinking of possibilities and your next step. Yes, there are a lot of factors and, yes, it may not even be his car, but let’s put that aside for now.
THE POSITIONING
The next step will set the tone for the entire experience — your greeting. Have you positioned yourself to lead them to what you want them to buy? Get out from behind the counter and go meet them when they come in. It’s time to put out that hand and go make a friend/customer for life. It is amazing how far a warm smile and firm handshake can go to setting the tone for the next step.
THE QUESTION
The next step usually is asking the customer why he is there or him telling you what they are looking for. Skip that at first. Make some qualifying inquiries and see if you can direct the first question to gain interest in what you think is best for him. Also skip the same old tired, “What can I do for you?” and move in for the getting-to-know-each-other step. Talk about what you know. Remember the car. Start with some easy questions, like “What kind of music do you listen to?” Take her down the road you know ends at ringing up a great sale, knowing that it will most likely produce a satisfied customer in the end. You need to have a goal in mind as well as several fall-back positions or this train could easily derail.
THE PRESENTATION Let’s make sure the next step helps you find gold in this pile of rocks. You know the car, the music genre
and, hopefully by now, the reason they went to your shop. With your goal in mind and a passion for what you can do, show them something that really leaves them awestruck. Using their favorite tunes, make them fall in love with their music by letting them just listen to your best demo. There it is, the smile that says, “Wow that sounds great!” So they liked it, now what? Ringing up the sale would be nice, but to really make this stick, take some time in their car. You can walk to the car with the confidence that you established yourself as the expert, and now you’re going to make your best recommendation for what will make their car sound that great.
JUST LISTENING Before you start making a list of what to ring up, first take the time to ask them for a demo and start building the system. Note that we haven’t discussed price or how much the customer can afford. You haven’t talked about your experienced staff and your membership to the BBB. For good reason, too. It’s not as important at this stage unless your customer asks about it.
NOW THE CLOSE Make your best recommendation for what will turn their car into a rolling soundstage and don’t hold back. Even if they can’t afford what you present, there is still a good chance they will want something to make their less-than-perfect car sound more like the dream system you presented. The fine art of closing the sale is what separates you from the last shop that blew the guy off because he just wanted someone to check a fuse, the retailer did it and sent him on his way. Not every customer will buy the best you have to offer. The important thing is to make sure they know
what you offer, hear your passion for the music and leave your store broke and happy that you turned their daily driver into a high-end sound studio. Happy selling! ■
58 Mobile Electronics June | July 2012
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