Audio Al’s Sales Process
sat•is•fy n. to gratify or fulfill a need or desire.
88. 85% Closing Rate. This is the original sales strategy of the Stereo Advantage. It is timeless. It is the foundation of our success.
- Purpose - "What are you doing here?" This is not something you usually ask a customer, you know why they are here! They are here because they are shopping for something we sell. How often does a customer come up to you and ask, "why are you here?" Not very often; they know why you’re here – to help them get what they want.
- Confidence - First impressions are the most important. Take a walk in the customer’s shoes. How do they want to be treated? What are they looking for? Let them know right off the bat that they came to the right place. Have the shop neat and clean. Be attentive and make sure the displays work perfectly. Be informed about the product you're are selling. Make them confident.
- Respect - You can’t fake it. Respect is defined as deferential or high regard. Remember that a customer can smell bullshit because they’re sniffing for it. Respect starts with humility. Your arrogance is your biggest hurdle. You are not here to dazzle the customer with your knowledge. Dazzle them with your concern. Arrogance and ignorance are the two greatest sins.
- Information - To 'extrapolate' means to infer unknown information from known information. Here’s where you earn your keep. Ask what they have and what they need. You need to get information first, not give it.
- Recommendation - If you know your product and know your customer, and if you’ve established confidence while demonstrating respect, you should have no problem establishing your credibility. The customer knows he has choices. He needs a recommendation. You are the professional, act like one. Do the right thing. Never recommend anything unless you think it is right for their needs.
- Re-enforcement - Remember, people don’t buy our products, they buy how they imagine using them makes them feel.. So, make them feel good. Let the customer know they made the right choice. Re-enforce it after they pay. The time you spend with the customer after the sale shows that you care about more than just making a sale. Stick with them to their car if necessary.
- The Seminal Sale - Respect, confidence, concern, and knowledge all help you plant the seed for a future sale, but it's up to you to give the customer a vision of the possibilities. Be fun and make sure the customer is going to tell everyone they know that there is only one place to shop – the Stereo Advantage!
