Ken Ward, a retailer, former IASCA judge and active member of the car audio community has started a sales training service– educartraining.com– aimed at the “non-salesman” who may even dislike selling.
He is presenting a version of his course at the Pacific NW Consumer Electronics Expo this June.
The training is aimed at installers who sometimes wear the hat of salesman, or at those who sell as part of their job but feel uncomfortable in the role.
In recent years, many car stereo shops have been opened by installers who once worked at a chain store. “So a lot of shops are owned by someone in the back and they don’t have a dedicated sales person. And they have a clear belief about sales that it is all lying and pressure and they don’t want to engage in that,” said Ward.
He developed a 3 hour course for non-salespeople. He also offers a second course on integrating aftermarket amplifiers or other products with a factory radio. He’ll give a one-hour presentation on each topic at Pacific NW show.
Ward’s full sales course offers the “12 Keys of Non-Selling.” It includes 4 rules, 4 steps, and 4 modes that people use when making decisions. The 4 steps cover traditional sales methods. The 4 rules show people “they can be ethical in a sales situation,” said Ward. The 4 modes show how different people make decisions and how to treat different types of customers so they feel comfortable with a purchase.
“Traditional sales talks about doing something to a customer, and that doesn’t feel good to a lot of people, said Ward. who says his course takes a different approach.
“Emotions have a lot to do with decision making. We have to give [customers] a framework that’s comfortable so they have a chance to make a fair decision. What I want to do is, I want to get past people’s normal prejudices to give my product a fair shake,” said Ward.
In his OE integration seminar, Ward gives installers a 3 question checklist, which helps ensure the success of any amplifier installation when retaining the factory radio.
Ward, who has also contributed to the MECP Study Guide and was chairman of the Consumer Electronics Association’s Mobile Electronics Education Committee, also owns Musicar Northwest in Portland, OR.
For more information on the courses visit www.educartraining.com/
Source: CEoutlook
