Please Don't Make Me Sell: The Pitch
Time to continue the “Please Don’t Make Me Sell,” series. Last month, I tried to give your employees who aren’t naturally born salespeople the skills and reassurance to succeed in sales. I introduced the idea of consultative selling, understanding what the customer needs and wants and why you only need to concentrate on benefits.
In part two, we’ll move on to the pitch. You probably have a subtler name for it like service review. The first step in the pitch is the preparation prior to it. It starts by learning the benefits of every product and service you offer. Next is choosing the location where the review takes place. You may or may not have been given that decision, but it is your responsibility to make sure it’s looking good and any tools you might need to communicate are convenient and working.
What about you? Are you looking professional? Do you smell good? How’s that breath? Do you have your warm smile and eye contact ready? If you do, you’re OK and it’s show time!
Remember it’s all about the guest. What do they need, want and why? Your team helps you here by doing a thorough and consistent inspection of the vehicle. Your computer system should tell what services are needed by vehicle mileage, prior service and the calendar. Your guest is ready, but you need to tell them what your team just did for them.
The way you do this review is a trust building part of your customers’ experience. My favorite acronym I like here came from hall of fame industry legend Kevin Furrows, the 3D path:
1. Tell them what your team just did: Keep a calm, measured pace; speed is important everywhere else but not here. You do this all day; your customer maybe a couple times a year. If you go too fast, you may confuse them and lose their attention. Check in with them appropriately with head nods and such to make sure they are still with you. Make sure you tell them of any fluid level issues and where you topped off any complimentary fluids.
2. Tell them what they don’t need: Reassure them of your integrity by reminding them you have their back. You stand on guard all the time, every time they visit.
3. Look at what they do need: If you aren’t locked into a computer presentation flow, make sure you prioritize by most critical needs for them and most profitable for you. Maintain your calm, relaxed and measured pace.
The next part of the pitch needs a column of its own. Look for that next month. We’ll introduce why customers can’t say yes.
My partners and I are available to conduct this intensive daylong seminar in your market, for your people and customers. Contact me for details.
DAVID PRANGE is currently assistant to the chairman at Next Generation Mfg. He can be reached at 630.699.6813 or: firstname.lastname@example.org