How to prevent a "down year" in 2007

[Steve]

Steve,

Is "Asking for the Sale" as litteral as it sounds? (ie "Do we have a deal?" )   How does a salesperson "ask for the sale" ?

This topic has always created an interesting debate between salespeople I've found. In short, yes, it's as literal as it sounds!!! Ask any successful salesperson in any industry and the answer will always be yes, ask for the sale.

Asking for the sale can happen in so many ways and some are more forward than others. It takes a certain amount of skill and understanding your prospect and where they are in their search for a spa to do it respectfully and tactfully.

Some get turned off by being asked but here's my take on it. You are researching and considering buying a spa. My income revolves around the amount of sales I make. You have taken the time to come in, listen to me and exchange information and been a part of building a brief relationship in trust for an item I have and that you want. I'm a total fool and in the wrong profession if I don't at least ask you for your business. You want to buy and I want to sell...it's a natural progression.

I've never taught "canned" lines for closing a sale or suggested a grouped set of words. It can be as simple as, "So, what do you think"? That line for me has been very successful but I also had a very good presentation that allowed me to not work as hard in the "close".

Steve

[hotubinn]

If you don't "close", you don't eat!

[Steve]

Steve already explained one example.


"Well Anne, that'a everything I can think of..."

I would consider that the "journey to the close" and not so much a close in itself.
It's really all a part of getting your customer to sit down with you, understand the spa's features, the features they liked, the value, the ease of making the purchase and how you can help them make a good investment in themselves while gaining their trust.

[Steve]

If you don't "close", you don't eat!

Welcome to sales 101!!   You are correct my friend!

[hottubdan]

Of course you have to ask for the sale.  That doesn't mean some sleazy closing technique.  I don't know what the stats are, but it is well known that a large percentage of sales presentations end without the salesperson asking for the sale.

To Anne's points...yes, there are different stages of shopping.  I, too, gather information.  I, too, want to be left alone part of the time.  However, the customer needs to be treated with respect and, even if the customer is information gathering, the salesperson needs to do what he can to move the sale along.  Sometimes people come in saying they are just looking, just gathering information, just thinking...and they leave with a new spa.

You never know. 8-)

[Steve]

Of course you have to ask for the sale.  That doesn't mean some sleazy closing technique.  I don't know what the stats are, but it is well known that a large percentage of sales presentations end without the salesperson asking for the sale.

To Anne's points...yes, there are different stages of shopping.  I, too, gather information.  I, too, want to be left alone part of the time.  However, the customer needs to be treated with respect and, even if the customer is information gathering, the salesperson needs to do what he can to move the sale along.  Sometimes people come in saying they are just looking, just gathering information, just thinking...and they leave with a new spa.

You never know. 8-)

Excellent points there! That has happened to ALL of us in sales and can happen often.

I know many good salespeople but they don't ask for the sale in most cases. These same people could be GREAT salespeople if they did.

How many of you approached someone and they told you they were "just looking"?. An hour later they have purchased a spa and are thrilled and can't wait to get it in their back yard! You have to be able to read people and that's why we continue to learn as salespeople and NEVER stop learning. It's a skill that takes a great many years to perfect.

[golferm]

I think one major point that needs to be added is: mirroring.  I've been in professional sales for almost 15 years, (retail and business to business) and you have to learn that the hard way, that if you don't mirror the consumer, you may not make the sale.

A person like Anne needs her "space", whereas I love being "sold" and given tons of information.  If you treat each client  the same, you will not get the results you're looking for.

IMHO....

Mark

[Steve]

OK, so part 2.

If we look back, we understand that it can take multiple visits for a consumer to purchase a large ticket item like a spa. Understanding that, why wouldn't we want to gain and manage our leads properly? What are you doing to keep your company top of mind to the consumer?

What are you offering if the prospect doesn't purchase while in the store? You can gain the lead ( which very few companies are doing) and stay on top of it but what else? I suggest to try and book an "in-home" consultation. This has many benefits. It's allows them the opportunity to have a professional go there, inspect the possible areas the prospect is considering putting the spa while addressing things like what side the cover will come off, directions of the steps, direction of the most popular seats in the spa they are considering relating to where they want to look out to in their yard.

You are also now in THEIR comfort zone. I had about an 85% closing ratio with "in-homes" due to the fact that people are more at ease at their dining room table than in the store. Take advantage of this!

We all know the importance of wet testing and it's critical to offer the ability to due so. After hours shows the consumer that are willing to really look after them and make sure their comfort is primary. If you have a wet test room that is private, all the better!

Here's something very few do. What if you offered your customer a free 30 day guarantee? If for any reason, they are unhappy with the purchase within those first 30 days, they can either exchange the spa for a different model or get their money back. Watch their faces when you tell them this! People love it and the reality is that by offering this, you will sell more spas! So what if you take back 2 or 3 a year? You will sell more spas and have far more credibility offering it than if you didn't. At worse, you can resell this still as a new spa or with a slight discount. We charged for delivery each way still so you're not loosing money by offering this.

In 10 years in retail, I had 2 customers take advantage of this. 1 didn't like the color and she felt horrible but we reordered her a spa and exchanged them when the new one came in. She turned out to be our best "non payrole" staff member and sent many people in as a referral that bought from me due to this! Once you get over the "fear" that every second customer is going to return the spa, you will find just how awesome this is! Consider the cost of delivery each way and the cost of the electrical. No one is going to use this a free weekend spa rental.

After the purchase, book a running test at their home. Show them how to use it and get them comfortable with their watercare. The easier they find this, the more they will enjoy it and the greater the chance of referrals. Get them to bring a water sample back to your store within the first week of using it. This is done for 2 reasons. You want them to get use to coming to your store for watercare and secondly, you want them to have GREAT water. Offer them a free gift for doing so as well as a "preffered customer" discount to keep them as your customer. There's nothing worse than building that relationship and then have them purchase their watercare at the local box store. Show the value of dealing with the professionals and don't lose that huge revenue!

Ask them for 3 referrals. After over 20 years in business, we did almost 50% of our business on referrals. It's a market very few capitalize on and it's usually an easy sale.

Gotta go to my real job now...   Oh, and it's my Birthday today so be nice to me! The BIG 42!!!   One foot in the grave and the other on a banana peel....  

Steve

[Steve]

I think one major point that needs to be added is: mirroring.  I've been in professional sales for almost 15 years, (retail and business to business) and you have to learn that the hard way, that if you don't mirror the consumer, you may not make the sale.

A person like Anne needs her "space", whereas I love being "sold" and given tons of information.  If you treat each client  the same, you will not get the results you're looking for.

IMHO....

Mark

Good point Mark. That's part of the skill I was referring to in an earlier post. It's all about understanding your prospect and how they buy. No 2 people will purchase the same way and we need to react to each in a respectful manner that suits their personality. Good point!

Steve

[knowsabit]

Salespeople need to take these comments by the customers very seriously.  Not everyone is the same person, i.e. not everyone wants a salesperson to regurgitate info on them.  Most of these "presentations" that we're taught are exactly the same sales tactics that are taught everywhere else just applied to that spa company's information that their marketing department thought up.

I have found great sucess in NOT using the presentations that my manufacturers devised.  I still have all of the info but it's only offered if the topic arises.  Customers seem to appreciate not having Chachi Cheeseball "wiz bang" them to death.

The sales game has changed; its about building trust and friendships.  Consumers are better informed and well aware of the overused sales tactics of yesterday.

http://www.magneticpersuasion.com/ Check this out.

[drewstar]

Thanks Steve. I'm enjoying this.  Sales has always fasincated me, as I've met some folks who have seen some outrageous success, and others who have done everyhting "right" and had the best product, but still not make a go ot it.    Also, to a certain extent, we are all salesmen.

Anyhow to play devil's advocate...I wonder,  you say you get 85% closure when you do an "at house" consulttion. I wonder if this is so much a function that they are in thier comfort zone, or the simple fact that bringing a saleman into thier home signals that they are further along the sales path than "just looking"?


I think it's a great tool, as if I am serious about buying, but not 100% sure on the purchase, if i give up my free time for you to come out,  I will have put some serious thought into the purchase and before you come over, talk with my spouse about "are we really going to buy from this person and review pricing and deals.  Or just use this expereince to pick his brain?" (I'm doing this with my decks. I've got one very exspensive architect who I made contact with at a home show INSIST he come to the house.  I know I can't afford him, but if he wants to spend the time desinging me a deck, while I pick his brian for details and what he suggests. then' that's fine.  

[Steve]

I don't believe anyone has suggested to use the same presentation in a cookie cutter format to all prospects. Your concern has been discussed previously and I thought we all got that.

There's a million different courses on sales and some are better than others.

My personal beliefs are that I like staying industry specific when it comes to sales training for MANY reasons. I don't have time to list all of them but like consumers, even us salespeople like different things!  

Steve

[Steve]

Thanks Steve. I'm enjoying this.  Sales has always fasincated me, as I've met some folks who have seen some outrageous success, and others who have done everyhting "right" and had the best product, but still not make a go ot it.    Also, to a certain extent, we are all salesmen.

Anyhow to play devil's advocate...I wonder,  you say you get 85% closure when you do an "at house" consulttion. I wonder if this is so much a function that they are in thier comfort zone, or the simple fact that bringing a saleman into thier home signals that they are further along the sales path than "just looking"?


I think it's a great tool, as if I am serious about buying, but not 100% sure on the purchase, if i give up my free time for you to come out, I'm somewhat serious, and I will have put some serious thought into the purchase and before you come over, talk with my spouse about "are we really going to buy from this person? Or just use this expereince to pick his brian?" (I'm doing this with my decks. I've got one very exspensive architect who I made contact with at a home show INSIST he come to the house.  I know I can't afford him, but if he wants to spend the time desinging me a deck, while I pick his brian for details and what he suggests. then' that's fine.  

 

It's certainly a bit of both. I'm sure that 15% just wanted my knowledge while the rest were at the next level of the purchase and ready to buy to some degree! It's why this is such an important step. If you can book an in-home, you know where your prospect is in the buying chain. Without it, you have no clue but your competition might!

[drewstar]

Exactly.

For a second, I thought you were simply saying that due to folks being in their comfort zone,you can close 85% of the sales.  

What you are saying is:
If they are ready to have a salesperson come to thier home, they are further along the sales cycle than they may admit (or be aware of) and if you don't get yourself included in home consulation, chances are, you'll lose to another dealer who is.

The moral is not that at home consutlations are good because the customer is vunerable and you can take advantage of that,   but rather it's a signal they want a second date on their home turf and sales folks who don't look for this, or belive it's not worth thier time to trudge out thier are missing/oblivious to a GOLDEN invitation.

Not everyone needs/want  a home consultation,  but those that do, 85% of them will buy from the dealer that provides it. And you're not going to be invited unless you offer to go.    Plus offering it, and they say yea maybe, gives you a wonderful topic for a call back in a week or so.    

[Wisoki]

Every single customer that walks into my store "shopping" for a hot tub is EXPECTED to leave with a contract. They are here to buy, I am there to sell. Steve is quite generous with his "sales training" info. I on the other hand am not so generous. 15+ succesfull years in this industry and my knowledge and info is reserved for people that will affect my bottom line...The difference between a peck on the cheek and boot knockin' fun! If a dealer doesn't have enough foresitght to get out of his own head and show room, what makes you think they have enough ambition to on the internet and happen to read suggestions that my help their business grow. Thankfully most don't and the sooner this tough competitive market weeds out the bull $h!T the better. I'm relentless yet tired of talking about this brand and that brand as compared to my brand, knowing they don't even come close to being in the same quality catagory.