peer to peer Get Those Tickets Up!
Te Problem:
Our average tickets tend to be on the smaller side, though we do get a lot of repeat business. Recently, we’ve tried to increase our sales by offering packages of products and accessories, but it’s not working out too well. Either our customers don’t care or can’t afford quality sound. I know I’m not the only one with this problem. But I also know that there are guys out there who’ve managed to do it. Any advice?
Possible Solutions:
Spend more time on the demo:
“Selling higher end takes
more effort than selling on price. Put more effort into qualifying the customer. No one will say they don’t want great sounding music. Be honest with your customer when explaining why they should purchase higher-end product to get the quality sound they want.” Mike Philips, Audiowave, Gautier, Miss.
Make sure everyone is on the same team: “I’ve found that salespeople tend to sell with their own wallets and offer what they can afford rather than focus on what the customer deserves. Worse, salespeople can sometimes stereotype customers and assume that they either don’t
want or can’t afford the higher- end product and packages. Do a training in your store and instruct everyone to show the higher-end product, and go over how to sell it.” Mike Barcia, Maximum Audio Video, Tampa, Fla.
Just try it: “Train your staff to start at the top with every customer, even if they come in looking for a specific product at a specific price. If you sell on price, that’s all you will sell. Show them something nicer that you know they will like and move them down from there. If you only show them the middle, it is much harder to move up from there.” Jim Hergesheimer, Streamline Audio, Vancouver, Wash.
Make sure you look good: “Take a look around the
12 Mobile Electronics May—June 2013
store. If you want to sell quality, your store needs to look like it’s a place where quality is sold. If your facility is not up to par, the customer will be much more apprehensive to trust in you enough to upgrade to higher-end equipment. They will simply feel like they are being sold.”
Mike Bartells, Extreme Audio, Mechanicsville, Pa.
Perfect your packages: “You’re on the right track with packages, but make sure they are offered correctly. We have learned that customers like hearing one price. They don’t like to hear the price of each item. We created amp install packages and we have seen our amp sales go up as well as our accessory numbers.” Jamie Lewis, Sounds Fast, Bend, Ore.
Sell the value: “Start with the basics. Sell from the top down. When you make someone love the high end, but you think it is out of reach, do not hold back. Customers will surprise you. If you happen to be right and it is out of their reach, then you can come down a level and give them a feeling of value and quality, instead of just value. Also, don’t forget accessories. Make it part of the required items, and let it be known early. Speakers AND sound damping, amplifier AND high quality copper cables and top tier RCAs. When your customer starts associating one with the other, it becomes the complete package, and not just parts.” Jacob Brown, High Desert Mobile Electronics, Albuquerque, N.M.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68