at sells upscale millwork

By Laddie F. Hutar President Hutar Growth Management Institute

Upscale products must be presented as affordable since their tangible and intangible features and benefits will bring the prospect the uniqueness, pride, admiration, quality and satisfaction of having the best. The salesperson's mental attitude must respond and adjust to the ebb and flow ofthe selling process, always being sensitive to the prospect's concerns and apprehensions. Because cheaper products are readily available and heavily advertised, the prospect needs to be reinforced in thisjustification for buying an upscale product.

Upscale selling requires a unique mindset. More professional selling techniques and more enthusiasm are required. For creative, effective selling, it is necessary to determine the type of prospect you are dealing with and then appeal to and satisfy his prime interests, needs and wants.

The sales person who has control over his use of language will have control of the sale without intimidating the prospect or appeat'ing to come on too strong. The skill of selecting proper words and phrases to connote positive, helpful and beneficial aspects of the product or setvice must be developed with diligent practice. The person who learns the language of upscale selling has a definite advantage over his untrained competitor who can only mumble vague benefits of upscale products.

Price objections, although a stumbling block for a sale, are not insurmountable. They are often raised for factors not related to cost, such as fear of making a decision, a feeling of insecurity or a need for reassurance that the purchase fills a justified need. Comforting, pleasing, positive language can reduce any apprehension a prospect may be experiencing, helping him to draw his own conclusions and make a positive buying decision.

Words That Sell

Lasting Value

Premium line

Rich tradition

Subtle compliment

Architectural importance

Handcrafted quality

Long lasting beauty

Quality conscious

Elegant option

Affordable quality

Custom made

Commitment to quality

Unique design

Exclusive design

Lifetime warranty

You'll profit

Functional elegance

Classic beauty

Incredible ruggedness

Life long practicality

Graceful curves

Aesthetically pleasing

Desirable luxury

Warmth, charm, prestige

Distinctive appeal

Dependable, stylish

Our society is not conducive to proper use of language. Schools focus on subjects other than language. Street language dominates the tv. Popular songs stress noise and repetition. Newspapers appealing to the general population, such as USz{ Todny, capitalize on brevity. General conversation is wrought with filler phrases such as "ya know." A salesperson will gain a specialized vocabulary only by study and application. It's not easy, but a precise, upscale vocabulary will pay off in the sale of upscale products such as fine moulding and millwork.