Thursday, February 26, 2009

Sales Tips of the Month

Selling after Selling at Boat Shows

You’ve done it! You made it through the boat show, so now what does one do? In the December and January e-newsletters, we covered steps to prepare you for a boat show, in this article we look at the sales steps following the boat show(s). When I first got into sale, my follow-up to a boat show lead (or any follow-up, for that matter) sounded something like this conversation:

Typical Sales Call:

Salesperson: “Hi Mr. Customer, this is Glenn over at Boats-R-Fun. We spoke at the boat show recently and I’m calling to see if you’ve been thinking about going boating.”

Customer (on phone): “Well, not really. The economy is off and I’ve been pretty busy lately. But, I appreciate you calling me.”

Salesperson: “We’ve got some good prices. If you come down, I can really make the price right for you.”

Customer: “Well thanks, but we were just browsing around at the boat show. If and when we’re in the market, we’ll look you up.”

There are two elements missing from this conversation. First, the four most important criteria to a customer considering a purchase decision are:

  1. The Salesperson
  2. The Dealership
  3. The Product/Boat/Yacht
  4. The Price

This call is all about the price, the least important of these criteria.

The second, and certainly most important element, in this call is the use of logic to try to persuade the customer. The customer will use logic to defend going ahead until their emotional desire to own exceeds their fear. So, how do you help emotions grow and fear to subside?

Recall (in the November issue) we spoke of Emotional Motive (EM). EM involves understanding the root motive behind the desire to own a new boat. Let’s say a customer’s EM is to take the kids out for water sports. This is EM, just at a very soft level. When explored deeper, EM could actually be the parents miss seeing their kids growing up and weekends on the water are a great way to keep the kids captive in a fun activity while everyone grows closer together.

EM in the Sales Call:

Salesperson: “Hi Mr. Customer, this is Glenn over at Boats-R-Fun. We spoke at the boat show recently. You mentioned how important it was becoming for you to spend more time on the water with your family to bring everyone closer together while doing fun activities."

Customer (on the phone): “Yeah, I hadn’t given it much thought until you called. How much did you say that model we were looking at cost?” (This is logic being used as a defensive tool.)

Salesperson: “We have several different ways to equip the boat depending on what your family would like to do. The pricing will depend on some of the options as well. Would it be okay to meet here at the store, bring the family in, and see just what specifics everyone would enjoy?  This way we could doublecheck that everyone feels comfortable with the idea of going boating.”

Customer: “Well, I suppose that makes sense. We didn’t have the kids with us at the show and I’d like to see how receptive they might be to this idea.”

In this call, EM was brought up to rekindle their emotional desire for ownership. Until this happens, logical reasons for not going ahead are more often used as a defensive mechanism. Do you purchase products that are logically attractive or emotionally appealing? Are you discovering your customers' EM in the process of discovering what is attracting them to boating? To learn more about outbound phone calls or follow-up see pages 182 – 187 of the book, The Seven Evolutionary Levels to Profound Selling

Written by Glenn Roller, founder of The Glenn Roller Institute, with more than 35 years of retail boat sales experience and teaching, Glenn Roller has authored several books defining, for the first time, the seven levels of understanding in the sales process. For live support, call 877-884-4862.

More Sales Tips from Glenn Roller:
Using Emotional Motive to Sell
Selling at a Boat Show (Part I)
Selling at a Boat Show (Part II)