April '19

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B U S I N E S S 70 • RV PRO • April 2019 rv-pro.com Getting sloppy will waste an oppor- tunity and frustrate the prospective cus- tomer, not to mention your sales man- ager and your own efforts. If you skip the step of doing a proper interview, how do you know what they really want or need? Don't skip steps in the sales process. When you do, you decrease your effec- tiveness and frustrate the customer with your unprofessional behavior. Know What You Are Selling Between now and the time the season hits its full speed, you should be training. And specifically, you should be training in the tried-and-true basics. If you want tricks and silver bullets or mag- ical ways to make sales, you are embarked on a rocky path. The basics work. Know your product inside-out – for- ward and backward. Do walk-through demonstrations when you don't have a customer. Practice which features and benefits you are most likely to highlight. Training when you have moments of spare time makes you stronger and more efficient when you have a live prospect in front of you. When you have the product's features and benefits down pat, take time to study the competition. Pay special attention to any shortcomings or weaknesses the competition has. Work on your presentation. Get smooth with the words you are going to use and what you are working to show. The object is to get the prospect to become a buyer. To do so, you'll ask questions that lead the prospect to take mental ownership. They should see them- selves with the product going down the road with bugs smacking the windshield. Close, Close & Then Close Again Now let's talk about qualifying pros- pects. There's always the two-minute drill at the front just after the meet and greet. It's a way to quickly assess where the cus- tomer is in the buying cycle. Notably, it can save you and them a lot of time. That's particularly true in a show selling situation. And it's crucial you slow down to do all the steps. One of the more common mistakes is to neglect to ask for the business. Remember your ABCs. That is, Always Be Closing! You should have done no less than a dozen trial closes if you've spent a half hour with a future owner. Easy vs. Artful Lots of the items I mention here are well within your control. That means you are responsible for seeing they are done – and done well. Until you have done the things you have as responsi- bilities and have done the basic tasks of the job, you haven't earned the right to whine or complain about someone else that you think is holding you back. Selling is a lot like learning to play the guitar. By that, I mean that just about anyone can learn quickly to do a passable job. If you learn just three chords, (C, F and G7) you can play a multitude of songs. Tons of country songs don't stray far from those three chords. So, just about anyone can learn to do that. Likewise, in selling, just about anyone can be trained to point out the best fea- tures and ask closing questions. To do it well is a wholly different case. It takes practice. But if you commit to and exe- cute the practice, it truly becomes a work of art! A Routine Serves You Best The better salespeople I've known over the years were successful because they followed a routine. They could make it look so very easy, but not because it truly was easy. Rather, they'd done the right things the right way for so long that it simply flowed naturally. They all seemed to have a loyal following, too. You see, customers like to be sold. They like to be handled professionally by someone skilled at the job. Isn't that true of all the transactions you participate in as a buyer? It's no different for our customers. Remember this: There is a large per- centage of people you talk to in a sales role who just want you to convince them. It's the reason they got out of their car. They want to be sold. They want someone to justify the decision they already want to make. They need someone to help them make sense of that desire to own an RV. It's the salesperson's job to help them come to that resolution. To be sure, they may put up roadblocks and make excuses why they can't right now. Still, they wouldn't be in your store looking at RVs if they didn't have some desire to own one. Your role is to blow up those con- straints. That is, to help them rationalize the desire they have and to find a way for them to get want they want. Your dealership has a process for selling. (If it doesn't, we need to talk in a com- pletely different and very urgent way!) As the salesperson, you should know and follow the designed plan. It could be that you enjoy some autonomy to make deals up to a certain point. The case may be that you must check in with a desk manager step by step. In every case, the processes adopted by your dealership will follow certain proven steps. They may be called by dif- ferent names, but the same steps will be in every process. Leaning into your pro- cess will give you consistent results and a roadmap to grow, train and make further improvements. The way is it done is as old as time. Good luck and good selling this season! In selling, just about anyone can be trained to point out the best features and ask closing questions. To do it well is a wholly different case. It takes practice. But if you commit to and execute the practice, it truly becomes a work of art! " "

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