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Experts Discuss the Foundations of Closing a Sale WORDS BY ROSA SOPHIA
“Five Things to Do in Every Sale and Why” was one of the last workshops presented at KnowledgeFestWest.Live, led by Jayson Cook of Columbus Car Audio & Accessories, Tony Dehnke of 12v.Biz and Elias Ventura of SounDigital USA. They began by stating that while each of them had been taught differently, their individual processes remain similar when it comes to sales techniques. The following five aspects of the sale are most important, according to the three of them: Attitude, impressions and greetings, going out to the vehicle, offering a tour of the shop and asking for the sale. “There’s no right or wrong,” Ventura said. “We make it our own.” The presenters agreed that it’s important to get a good night’s sleep, have a morning routine and come in at least a half an hour before customers begin arriving. Doing a pre-check is essential, they said, adding that this half-hour in the morning will give the salesperson or store owner time to turn on displays, clean up the area, check to see if inventory needs to be ordered, check in with the staff and more.
16 Mobile Electronics May 2021
Even if the shop is extremely busy, Cook said it’s important to acknowledge everyone who walks in—even if that means only offering a wave or a nod. “Try to stay upbeat and positive. When I answer the phone with a smile, it always seems to go better,” he said, adding that keeping the outside of the business looking neat and tidy is just as important as tending to the inside. “Little things go a long way and really help your clients to know what to expect.” Ventura said showing enthusiasm will create a long-lasting first impression. “If you’re slouching or being negative, it’ll show. But if you’re excited, the customer will be, too,” he explained. It’s important to take note of a customer’s attitude, too, according to Dehnke. “Take a look at their demeanor. Do they look upset? This will change how you engage and interact with them,” he said. “You may need to shift gears and prioritize them, then triage the situation after they vent.” It’s okay to ask the client you’re already with if they would permit you to deal with the other customer, as well. “You usually get an affirmative,” Dehnke
added. “Make sure customers are comfortable. Offer them a drink while they’re waiting. Give them something to do or look at, like a display board. If your hands are full, always give them a nod if you can’t wave.” Complimenting the customer’s car allows the salesperson to break the ice, according to Ventura, who added that it’s best to ask as many questions as possible while looking at the car. “You will get better information because they are comfortable with their vehicle,” he explained. If the customer is looking for better sound, Cook recommended listening to the stereo at the volume the customer prefers, with the music they prefer. A customer may think they need new speakers, when what they actually need is a new subwoofer. Experiencing the vehicle with them will help lead the salesperson to what the customer really needs. Get as much information as possible, Dehnke said. “Pop the hood, especially if you’re in a remote start area. If you find out their battery hasn’t been replaced in five years, the terminals are corroded or the engine is dirty, it tells you something about the customer’s level of concern,” he added. “The next step is to sell them on you and your store. This is to get them to understand why they need to choose you as their expert for their audio system, and why they need to choose your shop. Show off your specialty tools. Talk about the cool builds you’ve done. Introduce them to the staff.” Ventura said he sees demos as an opportunity to “show and tell. Get excited for them and they can vibe with that. Involve them in the demo. The
