| Sell with Your Ears |
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According to Del Ellis of AutoSound Lab in Fresno, California, who has over 25 years of sales experience, you should be using your ears instead of your mouth to sell and there are two rules you must never break.
At Ellis'recent sales training workshop in Vancouver, Canada, the crew at AVIDWORX learned the hard but essential lesson of listening to and qualifying a customer before even attempting a sale. What does it all mean? "To do your job (which is to match the correct product to the customer), you must ask key questions," says Ellis. "How can you know what he needs unless you ASK? This is the lost art of qualifying in our industry."
Ellis can't imagine trying to sell someone a product without first carefully listening to his needs. He says there are two critical rules which every sales person should follow without fail; rule number one, Ellis says is to "qualify the customer by asking him questions in order to understand his true needs." Rule number two is "listen to his responses carefully because he is already telling you what product he is trying to buy." And the rest, like rattling off a list of features is, as they say, is history.
For the AVIDWORX crew, although the lesson seemed simple enough, they were shocked to discover just how often these two critical rules get missed. "It happens all the time," says Marcel Newell, AVIDWORX Quarterback and President, "as a consumer myself, I recognize it and it's extremely frustrating. Standing in a store with some sales guy telling me a list of features which I don't even care about is the fastest way to get me to walk straight out of that store and never come back. If that salesman had followed the two rules, I would have bought that exciting pair of 6.5" component speakers I was drooling over, despite their price. It's such a simple but profound way of selling."
Newell says that after Ellis' training, he knows how to make sure his own clients never feel that same frustration when they deal with AVIDWORX. It's just so simple - use your ears and follow the rules; qualify by asking questions, then listen up! ### About Autosound Lab Celebrating 28 years in business in 2008 and one of Mobile Electronics magazine's Top 50 Retailers, Autosound Lab serves the Fresno, California area. Run by Lee Ann and Del Ellis, they specialize in automotive audio/video, custom fabrication, security systems, system upgrades, iPod installation, and XM satellite radio. Del Ellis is available for sales training workshops upon request. The AutoSound Lab showroom and shop is located at 5153 Blackstone Ave., Fresno. Telephone (559) 227-8357 and more information is online at http://www.autosoundlab.net/
For more information contact: Marcel Newell, Quarterback and President AVIDWORX Productions Inc. Tel: (604) 696-2843 ext. 1 |
