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.
A few weeks ago, my friend Rick sent me the following email which shocked the heck out of me.
Hi Alan,
I started using the new Microsoft Edge browser which has the ChatGPT AI built into it. It has a “compose” section where you put in what you are interested in and have it write a paragraph or two on the topic. So, I entered “teach people how to sell tools” and here is the output after about 10 seconds:
Do you want to learn how to sell tools like a pro? Do you want to boost your sales and earn more money? Do you want to impress your customers and make them loyal to your brand? If you answered yes to any of these questions, then this is the guide for you!
Selling tools is not just about showing the features and benefits of your products. It’s also about understanding the needs and wants of your customers, building rapport and trust with them, and creating a memorable experience that makes them come back for more.
In this guide, you will learn how to:
Identify your target market and their pain points
Research and select the best tools for your niche
Craft a compelling sales pitch that highlights the value of your tools
Demonstrate your tools in action and overcome objections
Close the deal and follow up with your customers
By following these steps, you will be able to sell tools like a pro in no time. You will also enjoy your work more and have fun along the way. So, what are you waiting for? Grab your tools and start selling!
For those of you who read this column, this ChatGPT output sounds exactly like the point of all the columns I have written over the last 4-5 years. Let’s break down this guide step-by-step and really dive into how to make that sale because, at the end of the day, you can ask AI for as much help as you want, but if you’re not putting in the hard work with your customers, it won’t matter.
For example: “I am told that reaching the fasteners way down deep in a BMW steering column is difficult. I think our 24” Torx screwdriver will help you get down in there quickly and easily.”
Research and select the best tools for your niche
This sounds like simple logic, but just because a tool is on promotion this month is no reason to show a bodywork dolly to an alignment specialist.
Craft a compelling sales pitch that highlights the value of your tools
A sales presentation that includes only the features and the advantages is only half a professional presentation and in reality, not the important half. The personal benefit to this individual is why they buy and the key to closing the deal.
An example of only feature and advantage presenting: “The protective steel in these work shoes not only protects your toes but unlike many other protective shoes on the market the steel in these shoes comes way up and protects most of your arch.”
An example of feature, advantage, and benefit presenting: “This means that when something very heavy falls on your foot these shoes protect your arch as well as your toes, so your chance of a serious foot injury disability is reduced significantly.”
The last bit is the benefit. This is what gets the prospect turned on about your shoes.
Demonstrate your tools in action and overcome objections
Give a complete demonstration showing the features, advantages, and benefits in logical order. A logical order helps you remember where you are in your demonstration when interruptions in your presentation occur. Also, if you present the most important features first you will run out of things to say pretty quickly.
Be prepared for all the likely objections which will probably come up. Build them into your presentation so you are in control.
For example: “There are grinders available with both slower and faster speeds than mine. Our world-famous engineering people researched these grinders and developed a product that will do your job and also give you excellent disk life which I’m sure is what you’re looking for, isn’t it?”
Close the deal and follow up with your customers
I recently was asked to give a “sales skills” seminar in Dallas for an automotive aftermarket distributor with a team of seasoned professional salespeople. Although this team doesn’t drive around in a mobile store like you, they are out there every day calling on customers. Here’s what I told them about my experience as a salesperson and closing the deal:
I was fortunate that my first real sales job was selling office copiers back when most companies didn’t own a copier. (Yea, yea, I’m old!) Every morning, five days a week, before we hit the road to make our 20 cold calls, we would give a training product demonstration to the entire local sales team. These guys were brutal. The slightest product mistake or, god forbid, a missed closing opportunity brought howls and boos from the others. Believe me, you learn to ask for the order in that environment.
Closing the deal should be the easiest part of your selling day. If you give a great demonstration — feature, advantage, benefit — with lots of trial closing, asking for the actual order should be soft, smooth, and effective.
Now, circling back to the title of this article. It comes from the 1964 Bob Dylan hit, “The Times They Are A-Changing.”
You better believe that your selling world is changing. If my accountant friend can produce this good sales presentation in a few seconds just think of what one of your online or local competitors can whip up with a little technical Chat GPT training.
You need to make your calls, demo greatly, sell hard, close hard, thank your customers for their business every day, and then do it again tomorrow!
In a world where fashion and lifestyle influencers are in abundance, trade influencers are not to be discounted. One of the most popular trade influencers on TikTok, a pool cleaner with the handle @thep00lguy, makes over $14,000 per post and almost $1.3 million a year with sponsorship deals. TikTok influencers are gaining traction and making money, with the possibility of making up to one million dollars a year, and here is why:
Influencers are a very enticing marketing prospect for big brands and companies. Sponsorship opportunities are endless between influencer and brands, shown by @thep00lguy who has capitalized on his niche content to get deals with multiple brands. These sponsorship deals are a chance to get brands noticed and content creators some extra money. Companies can partner with influencers on TikTok to promote their brand by giving them free products to use and advertise for their followers.
TikTok sees many tradesmen influencers. The most popular are automotive and plumbing. One of the most popular trade influencers, with 1.5 million followers, is Sydney Sweeney from the hit TV show Euphoria. Sweeney collects and restores rare vintage cars and documents her progress on TikTok, amassing hundreds of thousands of likes.
The reason influencers on TikTok see more success on this app as opposed to ones like Instagram or Twitter is because of TikTok’s algorithm. It is organic and based on user-generated content, not follower based, meaning that it collects information on what you enjoy and commonly watch and promotes more videos like that on your feed. Instagram and Twitter are more focused on follower content, so if you are not following people who routinely post about the trades, you are not likely to see that content.
Viewers liked being entertained and taught, something that is easy to do when you have a passion, be it your job or a hobby, which is uncommon as some of the trades are. People with no connection to the trades will see videos from trade influencers and, since it is not something they see in their daily life, they will want to learn more.
The Internet is also a place for DIY hacks and learning how to fix things yourself. Trade influencers is how you learn. As long as people have cars that get old and houses that need repairs, trade influencers will be in demand. A big part of social media strategies for influencers are tutorials and how-tos for this exact reason. When things go wrong, people go to the Internet for answers and solutions.
Another factor for the traction that tradesmen influencers have found could originate in part due to the COVID pandemic. During the nation-wide quarantine in 2020, the emergence of niche interests became important just as a way to stay sane. People picked up hobbies, some of them in the trade sector, to keep busy in a time when they could not go about their daily life as usual.
The rise of trade influencers has been a steady, yet undeniable incline. Whether their purpose is entertainment, education or to inform, tradesmen have found a way for their message to be shared by social media and an audience to listen to it. For as long as there are buildings and roads and electricity and more, there will be trade influencers to teach us about them.
To learn more about user-generated content, check out this blog post and see why you should take advantage of it.
I’ve been so very lucky in my selling career to have been associated with some of the greatest tool companies. Klein Tools, Witte Tools, Stanley, KNIPEX, Ajax Tools, and BETA Tools. At all these terrific companies I had many executive duties but none of these duties were more important than my sales responsibilities. Selling and sales team development skills are why they hired me.
This is no different than being a mobile jobber. Yes, you have finance, inventory, truck maintenance, insurance, and probably a bunch more responsibilities that I am not aware of, but none of these are more important than getting out there every day selling your stuff.
Since you have all those non-fun duties to take care of, you had better make the most of the selling time you do have by giving great demonstrations and closing every day, all day.
A “selling benefits” attitude
Giving great demonstrations all day, every day is a frame of thought. Whether you’re presenting a single 4” Phillips screwdriver or a $15,000 tool storage system. A benefit-driven frame of mind will provide you with demonstrations that sell.
However, there is a world of difference between the demonstration of a screwdriver and the demonstration of a huge tool storage system. There are demonstrations, and there are demonstrations. Developing a “selling benefits” attitude will help you be successful with both.
A selling benefits frame of mind comes easily to some people and not so easily to others, but it is available to anyone who sets their mind on sales success.
Simply said, work on getting your mind set on following every feature/detail you present to a customer with why that feature is a benefit to them personally.
Feature: This is a 75,000 BTU furnace.
Advantage: This furnace is reliable and works well.
Benefit: It keeps you and your family warm and comfy on cold winter nights.
The feature is simply what it is—it is a Streamlight Switchblade Worklight. The advantage is what the feature does—it provides precise lighting or illuminates large areas. The benefit is what the features and advantages mean to the user you are speaking to—you will be able to see better to safely work harder, faster, and longer, or you’ll be able to find those small nuts and bolts you drop while you’re working.
Sure, the advantage is important. Having a well-lit work area is essential but all good quality lights will light your work area. This light, however, will allow you to work safer, longer, and harder which is a benefit to that individual customer.
Feature: The screwdriver blade has a forged-in wide end that is injection molded into the handle.
Advantage: The blade will never twist in the handle, pound through, or pull out.
Benefit: This screwdriver will be stronger and last you a lifetime.
If you go into every situation with a “benefit selling” frame of mind it will soon become second nature.
What’s in it for your customer?
As you hand out your company’s monthly brochure don’t just say, “Here is the brochure of all our current specials.” Say something like, “Here is our current brochure of specials which contains some of our most interesting and new products. Purchasing these this month will help you save money, which is always a good thing, isn’t it?”
It is almost never a good idea to tell a customer that buying this will help you win some contest or qualify for some increased benefit. They may like you, but their primary care is what’s in it for them.
It is unfortunately easy to slip into “advantage” selling and neglect “benefit” selling. As in the example below.
Feature: This is our cool, red dead blow hammer.
Advantage: When you hit something the beads inside will slam forward to force the impact on your target and absorb the impact so the hammer will never bounce off what you are hitting.
So, in this example, you might make the sale with just the feature and the advantage, but the benefit will assuredly close the deal as the benefit shows your customers what’s in it for them.
Benefit: In addition to not damaging anything around what you are hitting, this dead blow hammer will not bounce off your target and injure you.
Demonstrations vs. demonstrations
Now, back to the difference between demonstrations and demonstrations.
With the quick demo of a simple product, like our dead blow hammer, there are probably three or four features/benefits to hit on that will close the deal. If your customer needs to replace their hammer, then your dead blow hammer will almost sell itself. Just be sure to follow those three to four features with the benefit those features have for that individual.
However, the demonstration of the massive tool storage system needs to be thought through in advance—planned, staged, and professionally executed.
Set the stage by inviting the prospect onto your truck where you can close the door to create a quiet environment allowing both you and the prospect to focus 100 percent on this potential sale. If you have a cup of coffee or a soda available be sure to offer it to your prospect. The objective is to get the individual relaxed and focused on you.
Present your tool storage system in logical order. Maybe start at the bottom (wheels) and work up. Wheels, slides, drawer sizes, the material, etc. Do not begin with your best and most important features. You want the prospect to get comfortable with your feature, advantage, benefit, and trial close pattern. You want them to get in the habit of agreeing with your trial closes that these benefits are good for them. Your objective is to get the prospect in the habit of saying yes. If you hit them with the best and most important benefits first, you will run out of things to talk about pretty quickly.
Never ever hand the prospect a piece of literature or a catalog until the end of your presentation or at least only when you have something you must show them in the literature. And once you’ve shown that feature, take the literature back from them until the end of your presentation.
It is a sales skills fact that as soon as you hand the prospect some literature, they go deaf, start looking at the literature, and quit listening to you.
Be prepared for the normal questions and objections. Build them into your presentation so you answer them before the customer has a chance to ask them. This way you control the question and can shape the answer to your product’s benefit.
Feature: Our storage unit side is made of XX-gauge steel.
Advantage: We’ve been manufacturing high-end storage systems for 50 years and our engineers design our products to have the perfect strength and weight steel to fit a professional’s needs.
Benefit: I imagine you agree that is the best way to manufacture a great system, don’t you?
The above is a lot better than having the prospect say, “The other system I’m looking at uses XXX-gauge steel, why don’t you?
In the end, the more you can impress your prospect that this product is going to benefit them personally the easier it will be to close the sale.
Now, go sell something!
Author Bio
ALAN W. SIPE has spent the last 42 years in the basic hand tool industry including positions as president of KNIPEX Tools North America, senior vice president of sales and marketing at Klein Tools, manager of special markets at Stanley Tools, and sales manager at toolbox manufacturer Waterloo Industries. Currently, Sipe is the owner of Toolbox Sales and Consulting, a company specializing in sales strategy, structure, development, and training.
One of the questions in B2B go-to-market strategies is: What is the right price point for our offer? This post provides a high-level overview of standard pricing research techniques that can identify the market’s willingness to pay for your solution.
For most vendors, internal and secondary data set the foundation for pricing strategy. This includes building cost models and looking at competitor pricing. In some cases, these data are sufficient to inform price point decisions. In many cases, product marketers want feedback from the marketplace to avoid common pricing mistakes, such as: their pricing does not leave money on the table; priced too high for important buyer segment; or lead to significant competitive disadvantage.
Conducting pricing research provides insights to help product marketers further refine pricing strategies and find the right price point. Isurus recommends looking at pricing through three lenses: What the market pays today; a pricing exercise called the Gabor Granger method which explores willingness to pay, and a pricing analysis called the Van Westendorp pricing sensitivity meter which helps identify the optimal price point.
What the market pays today
What companies pay today for their existing solution provides an important reference point for understanding how much the market is willing to invest in solutions like yours. It reflects the relative importance of the job-to-be done in the solution category and indicates the market’s relative perception of the ROI of the solutions they use.
When B2B buyers evaluate new vendors/product, they use their current cost to anchor judgments about how affordable or expensive are the alternative solutions. The “right” price point is subjective. Knowing this starting point helps put your solution in context – will it be perceived a premium product, a good deal, in line with everyone else. It also helps inform other components of the go-to-market plan. For example, a product priced higher than the average current solution will need marketing and sales messages that show value for the extra investment.
In addition, in some B2B sectors competitor pricing is opaque. Price lists aren’t published, or list prices are negotiated in the sales process. Asking B2B buyers what they currently pay may be the only meaningful source of competitive pricing data available.
One important guideline to keep in mind: When asking B2B buyers what they pay, don’t apply an artificial level of precision to the data. B2B buyers are human and people often understate what they pay. They think about the main license costs but omit fees for enhancements and add-ons. Their data are accurate when treated as a scope-of-magnitude estimate, and you should then use judgement and inference to refine it from there.
The next step to identify the right price point is to collect direct feedback on your pricing. There are some advanced trade-off modeling techniques such as conjoint that can help refine costs. However, for most B2B offerings, two standard and straightforward pricing research methodologies provide the insights needed.
Willingness to Pay: Gabor Granger Method
The Gabor Granger method is a common approach to identifying the market’s price tolerance. In the simplest design the first step is to identify three price points for your solution/service: The lowest you can realistically price your offer at and still make a profit, the price-point you think is a realistic price, and a stretch price point, the most you feel you could charge for your offer.
Once these three price points are selected, ask the market to rate its willingness to pay for an offer like yours at each price point, starting with your stretch price point. Those unlikely to purchase at your highest price point are presented your realistic price and again asked their willingness to pay. Those still unwilling to invest at that price point are asked about their willingness to pay at the lowest price point. Adding additional price points along the continuum (e.g., asking about four or five price points instead of three) helps identify nuances along the continuum.
The results are used to plot demand curves and calculate price elasticity.
Demand curves and price elasticity calculations are needed to identify the right price point.
The analysis provides two insights into the marketplace’s willingness to pay. The first is an estimate of the percent of the market that would be willing to invest at any given price point. The second is where pricing elasticity is flat – an increase or decrease in price has minimal influence on willingness to pay. In the example above, moving from $1,000 to $1,250 has minimal impact on the percent of the market willing to pay for the solution. The vendor would be leaving money on the table if they priced the solution at $1,000.
Optimal Price Point: Van Westendorp Price Sensitivity Meter
The second standard pricing methodology Isurus uses is the Van Westendorp Price Sensitivity Meter (PSM) which focuses on price expectations and acceptability rather than willingness to pay. In the context of a specific offer, the PSM explores the price point in four scenarios: When it is a bargain, getting expensive, so cheap it raises quality concerns, and prohibitively expensive.
The resulting data are plotted to calculate the optimal price range in terms of acceptance to the broadest percentage of the market. Prices above this price range will be acceptable to an increasingly narrow slice of prospects.
PSM explores price point in four scenarios to identify the right price point.
Isurus typically combines the Gabor Granger method and Van Westendorp in a study to mitigate the challenges associated with accurately measuring price elasticity. It is also important to note that both approaches assume that the audience is familiar enough with the products or product category to make reasonably informed judgements on the value of the solution and their company’s willingness to pay.
Insights and Use Cases
The data provided by types of questions will inform your pricing and go-to-market strategies by identifying:
How your pricing compares to competitors and the market’s expectations
Which market segments to avoid and which segments are most likely to find your pricing acceptable
Potential ways to optimize your price point to gain market share or skim the market
The sales and market challenge you face: Will you need to educate your buyers to help them justify the cost?
The framework outlined above can be explored qualitatively or quantitatively and managed internally or with the help of an external research firm. The Product Marketing Alliance also has some good recommendations for how to create an effective pricing strategy.
In marketing, there’s a lot of different forms of marketing as it keeps evolving. However, traditional marketing is not going away.
The following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
The reputation you have with your customers is critical.
That should not come as new news to anyone running a business. How your customers perceive your products and services has a direct impact on future sales and it directly affects prospects consideration. The online community can be both a huge boost as well as a land-mine. Anyone with access to the internet, so basically everyone, can impact how you are perceived. So, what to do?
If you have read any of our articles, there is often one common theme in there, have a plan. It’s better to proactively manage your reputation than to let the social media world run it for you and be in a reactionary mode, especially if there are negative comments.
Assess where you are now
Start with an assessment of where you are today by taking a fresh look at your social media accounts. Understand where your customers are and that’s where you want to be. Depending on the size of your company and the resources you have, you may not need to be everywhere. For example, in our company, and given our target audience, we don’t need to be on TikTok. Then take the time to read the comments and the level of engagement your audience has with your posts. Get a good sense of what people are generally saying and how much is positive, negative, or just neutral.
Engage and boost
This is where the heavier lifting comes into play. It’s increasingly important to engage with your target audience online and this applies to B2B as much as it does in B2C companies. Are you posting regularly? How often you need to varies by the type of company and the channel. For some it might be a few times per week and for others at least once every two weeks. Your marketing team or agency can help determine the proper cadence.
Stay on top of the questions or comments
Try to respond to customer questions within 24 hours if possible. If someone states something incorrectly, it is appropriate to provide the correct answer. If someone says something negative, don’t react until you can assess the validity of the statement and provide a professional response. And given that anyone can say anything, not all comments necessitate a response. Ensure you have a trusted person responsible to answer questions with clear guidelines to help them understand when to escalate or bring in specific expertise.
Content matters
Finally, review what you are posting. Don’t always make it a sales push, but look to educate, inform, and at times, entertain – just be sure to keep it in your brand voice. Be sensitive to the medium you are using. With LinkedIn for example, keep it primarily business oriented. It’s fine to let your personal or company brand personality come through, but it’s probably best to avoid touchy societal topics
Take the time to assess where you are, continuously engage with your target audience and never stop generating content that matters to your target audience. Your brand reputation is critical to maintain, and as Warren Buffet once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
