Let’s Improve Your Demonstration Skills

Each month, Alan Sipe, a contributing editor for Professional Distributor magazine, writes a sales skill article targeted to the independent business people who own and operate the various branded tool trucks you see parked at automotive repair shops  everywhere. Although this article is written for the automotive repair industry, the sales skills are applicable to everyone. Practice feature, advantage, benefit selling … and create some videos. All the cool stuff you ordered at your recent major jobber show or from your recent promotions is in and your mobile store is filled to the top. Your credit line is stretched to, or even past, its limit. Adding to this situation is the fact that COVID-19 is giving everyone good reason to keep their distance and be conservative with their purchases. Additionally, since most of us are not driving our vehicles very much, our cars are not breaking down and the rate of collisions has decreased. If you are still making your calls, each one must be more productive than ever. And if you are working from home, getting those sales is more difficult than ever. So, what’s a mobile jobber to do? The answer is to demonstrate your products better than ever. Remember: a presentation without demonstration is a wasted conversation. As a wagon jobber, you offer the technicians several benefits that other merchants can’t or won’t. Things like on-the-spot sales/service, repair or replacement of broken products, specialty products that are very hard to find elsewhere, a wide variety of products, excellent credit terms, and the knowledge to present the right tool for the job to be done. What you cannot do is compete on price. Therefore, you must be a better salesperson than any online picture or description, and significantly better than the next mobile jobber coming through the door.…read more >
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