ways to redefi,*"g.",sales

A S a salesperson. you're trained to lLask customers what theY wanl in terms of your product offerings. That's wise advice. Horvever, if You only ask customers what theY lvant and then give it to them, you're missing the biggest opportunity that has ever come in front of you.

Clients always under-ask because they don't knorv rvhat is possible. Think about it...No customer ever asked for a fax machine. They didn't know it was possible to send printed communication via a Phone line. No customer ever asked for an iPod. They didn't knorv it .'vas possible to listen to music without some sort of CD or spinning device. PeoPle don't ask for things that they don't know exist. www.lif

Technology allows us to do things that were once thought impossible. So for salespeople, while it is important to ask customers what they want and then to give it to them, realize that by doing so you're merelY comPeting rvith your competitors. Chances are your competitors are asking customers the same questions, theY're getting the same answers! and they're providing the same solutions. When that happens. you end uP comPeting on price and not differentiating yourself.

Therefore. the Golden Rule of sales is to give people the ability to do what they currentlY can't do but would really want to do if theY onlY knew they could have done it. That's so much more profitable than simply giving clients what they ask for.

The key is that you have to look a little bit further into your customers' oredictable needs bascd on where ih.y'.. going. Only then you can see unmet needs and new opportunities.

Bosed in Annopolis, MD, Fletcher Wood Solutions is the lorgest 66n1 '{ar+r rrar n{ detect-rree, oppeoronce pine products in New Zeolond. Dis- tlloutDINcs tributing our cleor boords, mouldings, LIFESPAN treoted wood, ond lumber to the North Americon morket through our proven ond completely integroted H' ' suppty choin, Fletcher wood sorutions Fi- |= ' mointoins direct occess to one of the lorgest FSC certified pine plontotion {orests in the world.

At this point, many salesPeoPle might say, "But I don't create the products; I just sell them. How can I deliver',vhat customers don't know is possible'?" The ansr'ver lies in how you can redel'ine various aspects ()f' your off'ering. Consider the following:

Redefine the Product

Today, it's not about high-tech: it's about higher-tech. In other words, it's not about your product; it's about how your clients use it. For example, currently several hospitals are using the Wii video game system to do rehabilitation for people injured in war. Why? Because with a Wii, you hold the controller and make lif'e-like movements to control the game. Hospitals have taken a kid's game and redefined how it's used. That's an example of using an existing product in a new waY' Analyze horv people have alwaYs

(Plettse turn to Pag,e 56)

Sanctuary High Performance Decking is available in 5 popular colors and, in addition t0 the traditional square edge is also available pre-grooved for use wrth the PhantomrM Fastener. No Decking Installs Faster, No Decking Looks Better. Sanctuary High Performance Decking, a fiberon(e product

For more information c0ntact your local fiberono distributor or Cou rtnie Barringer at courtnieb@fibercom posrtes,com 0r call

04-463