Here are some lessons in selling car audio products from a seminar led by Del Ellis of Del Ellis International held during the Mobile Electronics Show in Dallas last month.
Most customers say no four times. The average sales is made on the fifth attempt.
Most salesmen only know two closing and they are afraid to use both of them.
To make customers feel more comfortable, ask permission to ask a question, especially when it’s about money; “It is okay if I ask you about your budget?”
Questions, that help you overcome price: “What if I could prove to you that this is better?” and, “Could you keep an open mind if I showed you something?”
If someone says, I can get it cheaper, you say, “Has cheaper always worked out better for you?”
Never give the price until you’ve built the value.
Typical selling gives you a 20 percent sales closing rate. To double your close rate, don’t just list features but explain the advantage of the feature. So more power handling means you can play it longer and it won’t shut down.
Buyers don’t buy features, they buy advantages, or something that improves their life. “We talk about features that mean nothing to the customer and then wonder why we don’t make more sales,” Ellis said.
“To hit 80 percent closing, add a question after stating the advantage,” he said. Example: “Bluetooth handsfree calling helps save lives. Would you consider something like that for you and your family?”
Feature, Advantage, Ask a Question “This is how I did it,” said Ellis.
Spend 75 percent of your time listening and 25 percent selling.
Chris Cook, President of the Mobile Electronics Group added a pointer on increasing accessory sales:
Have a list of the top 10 vehicles you most often see in the shop. Make a list of the accessories that work in those cars. When that vehicle comes in your store, the staff should be trained and prepared to make the “second sale” in accessories.
Source: CEoutlook
