International Door & Operator Industry

SEP-OCT 2018

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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Page 26 of 118

Sometimes you will be rejected immediately, but don't fret. You will not win over everyone and may only get one account for every three companies you visit. That means two rejections for every new account. Look at it this way – you have had two rejections, so the next one could be a winner! When you finally sit down with a suspect, make eye to eye contact and talk with the dealer, not at them. It took me years to learn that simple rule. Once you sit down in front of a suspect, thank them for seeing you and giving you their precious time. I always address them by Mr. XX first, but will ask them if I may call them by their first name. Usually the customer will prefer this. There is no better sound to a person than hearing their own name, so use it at every chance. Asking owners to tell you about their business is the best way to break the ice. Most company owners love bragging about their company. Feeling out people is an attained skill that can be difficult, but if you feel you are building a good relationship, don't let up on this suspect until they are a prospect or account. But do not pressure them. There is a fine line between being aggressive and being a pest. You should create a Sales Call template, fill it out at every visit and take notes. A sample of my Sales Call Report can be found with this article. If you can connect with the owner or other authorized buyer, take notes to address all concerns. I usually start by saying I am here to help them sell more, offer them better product and will be a better partner than they currently are buying from. I will ask them what they expect from a vendor and write this down. I will ask for their date of birth and send them a birthday card every year. It only costs $2 and carries a huge value. The personal touch has no downside and works to keep your contact happy. Don't tell them what you think they want to hear. Remember, any promise you make will have to be backed up with real actions. Of course you will have to develop your own pitch, practice it and memorize it. Add to that your product knowledge and the advantages of buying from you. Buyer objections are not always rational. Objections are often totally emotional. If you want to build a long-term relationship, you must respond to customers' emotional needs and to the obstacles preventing them from buying from you. Be diligent and always reply to customer's questions, comments, or concerns in a timely manner. In this case, timely means in less than 24 hours. Let's say you made a good new friend who you know will place an order soon. You have to remember the friend is not alone in the business, so you have to expect some people at your new prospect will resist, obstruct and hope you fail. If you come across this situation, it can be remedied by taking the obstructionists to dinner. SALES&MARKETING Bringing your boss or company owner with you for this occasion could be helpful. When the first order comes in, you can celebrate, but you should be at the factory to supervise the pulling and packing of the materials. The first shipment of product has to be perfect! You have to be engaged to be sure the first shipment is perfect. First impressions are super important! Remember, you only get one chance to make a positive first impression. There will NOT be a second chance to make a good first impression, so be spot-on perfect with the first shipment. Ask the customer if they have a preference for logistics. If your new customer has an account with ABC Shippers, then be sure to use them. I regret not doing this many times. If you use their recommended trucking company, you will not be blamed if the product is delayed, lost or damaged. One thing that burns my butt is being blamed for a problem caused by a shipping company. Unfortunately, shippers mess up things all the time and I would hate to admit I picked the shipper that messed up the first shipment: especially when the product had a sensitive due date and the product arrived damaged, incomplete or too late. You can kiss that account bye-bye with the first order, even though the problem was not your fault. Believe me, this has happened many times before. Track the shipment and follow up with a phone call after the materials have been delivered. If your email address is on your business card, then check your email all day. In today's world, more and more people are using electronic mail and you wouldn't want to lose an order because you forgot to check your email. When you get your first order, be happy and SUPERVISE the process so it's done 100 percent correctly. If you pull it off successfully, you just secured your position with your company and will be recognized as an industry professional from all sides. Continued from page 22 GO GET 'EM! If anyone would like to contact me with any questions, please do not hesitate: 480-799-4551 or r Note: This is a two-part article. In this issue, we talked about making the sale. In the next issue, we will discuss the best ways to keep those accounts. 24 International Door & Operator Industry™

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