True Value Rolls Out Big Plans

True Value, Chicago, Il., wants to increase its share of the d-i-y market through financial incentives to members who add new stores, a new multi-media advertising campaign, and a redesigned store format that will be larger and more user-friendly-especially to women.

"Our vision is to help every True Value be the best hardware store in town," said president and c.e.o. Lyle Heidemann."Being the best is more than just growing in size. It's our responsibility to equip our members with the tools and resources needed to operate a profitable retail store and continue providing their customers with the topnotch service and expert advice that they've come to expect from their local True Value."

Heidemann said that the 4,200-member co-op wants to add 1.5 million sq. ft. of retail space in the next three years, to generate $225 million of new retail sales. To reach this goal, the company will hand out incentives in the form of inventory discounts, merchandising and marketing assistance, and an interest-free loan to be repaid in 10 years. As an example, a member who opens a 10,000-sq. ft. store would receive about $350,000 in incentives.

The new ad campaign kicks off mid-April and focuses on the co-op's knowledgeable staff and extensive product range. TV ads will show True Value employees encountering the same challenges their customers face. Magazine ads will communicate that True Value has the tools, products and advice consumers need to solve these problems.

Online banners on HGTV.com and DlYNetwork.com, as well as text in the print ads, will steer consumers to StartRightStartHere.com, a microsite featuring three new articles per month during April, May and June, offering project advice on painting, lawn and garden, and home repair and maintenance. "This is an opportunity to establish new relationships with younger customers and firsttime homeowners, as well as deepen the relationship with our current customers," said marketing v.p. Carol Wentworth.

The new store format is taking shape inside a warehouse outside Chicago and will be unveiled in October at the company's dealer meeting in Atlanta, Ga.

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Sales Meeting Screw Ups

(Continued from page 68) maker. Big mistake. Give equal attention to each person.

7. Claiming cnedibility rathen than demonstrating it

Saying you know X or have Y credentials isn't relevant to the client, unless you are able to show how those things help the client. If the client hires you to fix his Lexus, your degree from Auto Shop Academy is only of minimal importance. The real test is if you actually have the ability to be effective on high performance import cars. The best thing you can do is provide proof.

How can you gain credibility before you get to demonstrate it?

Simple. Use the Law of Other Messengers. People believe what others say about you more than what you say about yourself. For example, pro- vide a book of endorsements, display photos of you with happy Lexus owners, and/or show certifications from Toyota.

8. ruot speaking the "language"

We honor our clients by presenting information in a way that matches their mental preferences and personality. If I am a visual person, it is your responsibility to recognize that and explain your product or service in visual language. If I prefer structure and a process, then it is your responsibility to provide the structure or stepby-step process. To be successful at this, it is vital for you to become proficient at reading your clients.

9. fVlallng it difficult to work with you

Companies and individuals lose sales because the process of doing business is too difficult. If you ask me to fill out forms, provide scads of data, or answer lots of questions, the value of the end result will be reduced proportionately by the hassle of my involvement. And, if you collect lots of information, you darn well better use it. Recognize that my time and energy are valuable to me.

Anything you can do to make the process easy and painless increases you chances that I will initiate and complete the process. For example, life insurance firms often deliver applications that are already filled out. Simply sign here, please.

1O. ruot recognizing "hot buttons"

Clients give you clues as to what excites them or angers them. Good salespeople recognize both the negative and the positive "hot buttons" and respond accordingly.

For example, if you're paying attention to me, you will quickly see that one of my hot buttons is someone telling me they know what's best for me. If you do this before asking appropriate questions or getting to know me, I'll walk away and you'll have an adversary. The key to recognizing this is simply to pay attention and read the client.

11. ruot showing respect

Once again, we go back to the hard and fast rule: It's never about youit's always about the client! You may assume I don't know beans about cars or sound cards or financial planning, and that may well be true. But, if you act as though I'm an idiot, you'll lose me as a client and gain me as an adversary.

12. eeing needy

We've all been needy at some point in our lives. We know what it feels like, and we've seen how other people retreat from us. We've done some fascinating research on the ability to read another person's emotional state. Neediness is a powerful emotional state that is easily and quickly perceived by other people. When they feel it, they get suspicious of your intentions.

Needy people do not focus on the best interests of the client. They focus on themselves and satisfvins their needs.

In conclusion, you can't get to where you want to go until you know where you are. And, you can't fix a problem until you know what the problem is.

What you've just read are the descriptions of the most common problems made in selling situations. The good news is the solutions are simple and when you implement them, you become a higher quality professional, attracting higher quality clients.

- Pam Holloway is a business psychologist, kenote speaker, and co-founder of AboutPeople, a training and consulting firm that helps companies maximize the people side of business. Contact her at pam@ aboutpeople .com.

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