! Greater Horizons' Sales Tips - New one posted Monthly

Creating New Business From Past Customers

My Father was one of my mentors during my younger years in sales and one day he said to me, "John, selling is really easy. It is not selling that is hard." I had to think about that one for a minute. He was absolutely correct. When we are selling, it really is FUN! However, we all know that we have days, for some reason or other, that are slow and, in fact, we may not sell anything. Especially if we sell a seasonal product or service. So, what do we do? Switch companies? No, lets generate business from the company archives?

I have a son who is in sales in the automobile industry. The "Not Selling Is Hard" has come to reality for him. Anyone in the automobile industry knows December is notoriously a slow month.

Brian called me recently to dicuss what was happening. He said, "Dad, car sales are really slow! What can I do to get some traffic?

The following is what I sent him via our modern mode of communications, E-Mail. The message went like this:

Get out all the archive files you can find. (People who have previously invested in a vehicle from your dealership and their salesperson is no longer there.) Call all the prospects and use try this script.

Start Phone Call

Good (Morning - Afternoon - Evening)

This is Brian Maddy from DesMoines Chrysler.

May I speak to ______________? (The name of the person who purchased the previous vehicle)

When you have your prospect on the phone, repeat the first two lines.

____________,(Use their name) our records indicate that you invested in a ____________(the actual vehicle they previously invested in) in __________(the actual month of their investment)

How are you getting along with your ______________(the actual vehicle they previously invested in)?

____________, (Use their name) what do you like most about your _____________
(the actual vehicle they previously invested in)?

(Listen to what they say. Your new vehicle must have the features your prospect is telling you about.)

How many miles do you have on it now?

____________(Use their name) If you could revise or improve anything about your ____________ (specific vehicle), what would you revise or improve?

(Listen to what your prospect is telling you. Your new vehicle must have everything your prospect wants PLUS, it must not have anything he/she doesn't like. This will tell you what new vehicle you will need to talk to your prospect about.)

If you could find a new _____________ (the specific vehicle they are looking for) with these features, when do you feel you would be investing in a new one?

DesMoines Chrysler happened to be running a special in December.

_______________(Use their name) Have you seen our ads in the newspaper or on television lately?

Did you know we are giving away a 46" giant screen television with every new or preowned vehicle?

Have you been in our dealership lately ___________? (Use their name), Wait for their answer. May I invite you out to take a look at our huge inventory of new and preowned vehicles?

If your prospect responds with anything positive, continue with:

(If not, go to POOR RESPONSE)

When would be the best time for you to stop out? (Give your prospect a choice of first part of the week or would the last part be better?)

What time would work best for you? Morning, Afternoon or Evening?

Great! I'll look forward to seeing you on _________ around ________ o'clock.

Please ask for me. Again, my name is Brian Maddy.

Thank you for your time.

(POOR RESPONSE continue with:)

Let the prospect tell you why they are not happy. You have the opportunity to turn lemons into lemonade.

______________(Use their name) Will you do me a favor? When you are in the market for a new or preowned vehicle, will you be sure and stop out and see what we have to offer? Thank you for your time, and again, my name is Brian Maddy.

End Phone Call

Needless to say, since Brian received this tip, things have turned around for him. He called me recently and said, "Dad, this phone thing really works. Thanks!"

I realize that you will have to modify the above script to some degree to fit your business. But, when sales are slow, DO SOMETHING TO GENERATE TRAFFIC!

Eight Basic Excuses For Stagnation and Subsequent Failure

1. I've never done it that way.
Try new things. You may be surprised at the results.

2. I'm not ready for that yet.
What are you waiting for? Time is passing you by.

3. I'm doing alright without it.
This statement is made by many who are on welfare. Is that where you want to be?

4. I tried it once and it didn't work.
What if Thomas Edison would have said this? Where would we be today?

5. It costs too much.
How much too much does it cost? Many times we let small investments get in the way of our success.

6. That's not my responsibility.
If there is a job to be done and you are able, DO IT!

7. It won't work.
How do you know, you haven't tried it?

8. I don't believe in setting goals.
This is the biggest downfall of our society.

Avoid thinking or saying any of these statements. REMEMBER: As a man thinketh, so shall he become!

The Funnel Method of Selling Vs. The Inverted Funnel

Take a moment and study the two different funnels. The Inverted Funnel is the one used by the non-professional salesperson. This is where the phrase HIGH PRESSURE SELLING comes from.

The FUNNEL METHOD OF SELLING is used by the PROFESSIONAL Salesperson for the following reasons:

The FUNNEL method lends itself to making a good FIRST IMPRESSION with your prospect.
The INVERTED method creates a BAD FIRST IMPRESSION. Remember, you only have one chance at this!
With the FUNNEL method, you ZERO IN on your prospect's wants, and solutions to their problems as pertaining to the product or service you are selling.
With the INVERTED method, you try and sell the prospect what you want to sell, not what they WANT to invest their money in.
The FUNNEL method lends itself to an eloquent presentation - demonstration which INVOLVES your prospect.
The INVERTED method creates a HIGH PRESSURED sales pitch.
With the FUNNEL method, OBJECTIONS are reduced to a minimum because you are selling to the WANTS of your prospect.
The INVERTED method draws out every objection in the book.
With FUNNEL method, your prospect becomes HAPPILY INVOLVED in your company, product or service.
With the INVERTED method, your prospect goes elsewhere and never returns.
When you master the FUNNEL METHOD OF SELLING, your CUSTOMERS recommend you to their friends and neighbors. Thus, your business grows.
The INVERTED method causes your prospects to bad mouth you and rightfully so.
The FUNNEL METHOD OF SELLING is the PROFESSIONAL way to a successful sales career.

ASK YOURSELF - in general terms, what is the purpose of a funnel? Continue to come back to this site and you'll learn more about "The Funnel Method of Selling."

SELLING YOUR FEATURES - ADVANTAGES - BENEFITS

The purpose of F.A.B. Selling is to INCREASE VALUE and REDUCE COST in the mind of the prospect. The more F.A.B.'s you can use during a presentation/demonstration of your product or service, the more sales you will close.

Over the years, I have discovered that most salespeople do a great job of telling prospects about the FEATURES of their product or service but leave out the most important part, THE BENEFITS.

If you are not going to give the BENEFIT, don't bother giving the FEATURE.

Your prospect does not invest in the FEATURES of your product or service. They invest in what the product or service will do for them, better known as the BENEFITS of the product or service. Demonstrate FEATURES - ADVANTAGE - BENEFITS to the customer and then tie it down.

EXPLANATION:

FEATURE: The FEATURE is something that stands out or is important about the item.

ADVANTAGE: The ADVANTAGE is the bridge between the FEATURE and BENEFIT.

BENEFIT: The BENEFIT gives the reason to invest by telling what the feature will do for the customer.

TIE DOWN: The TIE DOWN prompts the customer to agree that the BENEFIT is valuable to them. Simply restate the benefit as a question to gain agreement.

EXAMPLE: This (Item) computer is equipped with a (Feature) 56k modem. (Advantage) You will have fast access when searching the Internet and downloading information, (Benefit) without waiting a long period of time for responses. (Tie down) The speed of this modem will really be nice when you're working on the Internet, won’t it?

Remember this about FEATURES, ADVANATAGES, and BENEFITS - When your price is TOO HIGH, you have not given your prospect enough BENEFITS to justify his/her INVESTMENT in your product or service!

The Profession Of Selling Four Dimensional Thinking Positive Affirmations Expand You Knowledge Live and Work With Purpose Avoid Negative Words Creating New Business Eight Basic Excuses For Stagnation and Subsequent Failure
The Funnel Method of Selling Selling Your Features, Advantages & Benefits
Body Language - Part I

About Greater Horizons, Inc. Sales Management Leadership What Others are Saying
Home Page Sales Tips Privacy Statement

For more information on how GREATER HORIZONS' SEMINARS can help your Company, contact
John Maddy, President
GREATER HORIZONS, INC.
545 Country View Lane
Ghent, KY, 41045
859-567-4010 or Toll Free 800-944-0766