best interest? After they’ve decided on the up-sell, what do you offer as an add-on? And how about those objections? Don’t they come down to just a few categories, such as lack of time, lack of money, lack of belief? In other words, not believing enough that your product or service will be the solution they’re looking for or they don’t like your selling price. Those are the objections for the most part, but you may be
able to sub-categorize them further for your particular brands, fabrication skills and other services. The point is, you know what’s coming before it gets there. You just don’t know which prospect is going to bring which questions, concerns or objec- tions at what time.
STICK TO THE SCRIPT SO IT STICKS WITH YOUR STAFF Once you prepare and create a script and system, be con- sistent and courageous with this effort. When you suggest to your people you want them to use scripts, two things will happen. First, you’ll get all kinds of blowback. They won’t want to do it. That’s where you demonstrate your courage. Push forward anyway. The tail can’t be wagging the dog. Second, they’ll humor you for a couple of days, expecting you
to “work it out of your system,” before they get it worked into their systems. Hence the need for consistency. You’re going to have to train them and keep training them, over and over, week
ADVERTISTERS’ INDEX
For advertising information, please contact Brett Potter Phone: 310-802-7808 | Fax: 310-792-2231 | Email:
brettp@me-mag.com
®
Accele Electronics................................ 2, 3 American Bass....................................... 65 Audiovox ................................................ 25 Automotive Data Solutions .................... 67 Cimble Inc ............................................. 38 Compustar ............................................. 39 Crux Interfacing Solutions .............26 & 27 Custom Autosound Mfg. Inc. .................. 48 CWR Electronics .................................... 17 Directed ................................................. 68 Diamond Audio ...................................... 33
Dual Audio ............................................... 9 Fortin Electronic Systems ...................... 42 Grom Audio ........................................... 37 Easy Go System ............................... 29, 57 Howard Keys .......................................... 51 HRT ....................................................... 49 InstallerNet, Inc. .................................... 41 Kenwood U.S.A. Corporation .................... 7 Kicker .................................................... 36 Kinetik ................................................... 59 Lanzar Audio Inc. ................................... 47
Mito Corp. ............................................. 49 Mobileye Inc. ......................................... 43 PacParts, Inc. ........................................ 36 Panavise Products, Inc. .......................... 51 Parrot, Inc. ....................................22 & 56 Philips Automotive Lighting...........43 & 55 Pioneer Electronics ................................ 19 Rosen Entertainment Systems ............... 23 Scosche Industries, Inc. ........................... 5 Sony Electronics .................................... 15 Team TSI ................................................ 48
www.me-mag.com 61
in and week out. That’s how you convince them what you want them to do is really important to you. If you’re a salesperson, you have a job to do, depending on your situation. First, if the boss comes recommending scripts, embrace in-
stead of recoil. This is an opportunity to dramatically improve your sales skills in a hurry. Use the scripts. Be involved in the process of refining them, along with other team members, so the performance of the collective goes up, right along with your commission checks or your paycheck. Second, if the boss doesn’t embrace the concepts in this column, why shouldn’t you? Develop your own scripts. Pay at- tention to the things you say that consistently work, and build them into your scripts. Then refine from there. The outcome will be the same — either a raise in salary, because you’re so good, or increased commission checks. So, if you really want to predict your sales success, prepare for it with scripts and systems set in place. ■
Jim Ackerman is a marketing speaker and coach, and was a key- note presenter at KnowledgeFest 2011. He also is the author of “How To Market Your Crap When The Economy Is In The Toilet… 12 Vital Strategies for Unclogging the American Economy, One Business at a Time.” Subscribe to his vlog (video blog) at www.
YouTube.com/MarketingSpeakerJimA.
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