Tales From The Field: Kevin B.

Everyone is looking for ways to increase their sales today. Perhaps one of the most overlooked ways is to increase the amount of your product your customer’s sell. Common sense tells us they are only going to buy (from you) as much as they sell (to their customers).

So, how can you do this? If you’re in retail sales, take a note from my friend Kevin who is the manager of a large paint store in Florida. Kevin recently shared with me that a lot of his customers are independent businessmen—and unfortunately, most are better painters than businessmen.

When they come in complaining about customers beating them up over price or competitors willing to shortcut a job and cheapen the service, Kevin has found a way to use empathy instead of sympathy while doing far more than just selling them paint.  I’ll let him tell you about it:

“The first thing I suggest is that they stop trying to sell themselves on price. I learned long ago that if you try to compete on price, there’s plenty other guys out there that are willing to beat you to the poor house.

Since most of the pot and brush guys are better tradesmen than businessmen, that of course brings up the question of how do you get the better customers. I’m trying to develop a new tip every month, but my first is to offer to return once a year for free touch up. Call it a maintenance plan.

I’m using that as a basis for several other marketing opportunities they can take advantage of. Not only does that get them back in front of the customer, but it also gives them a chance to sell other services, like pressure washing, to (their)customers. Plus they can go door to door to the neighbors, letting them know they are in the area and the services they offer.

Then I suggest that if they have to take a low bid job, make sure they get a referral from that customer that can be used to sell the next job, preferably on video with the homeowner standing directly in front of their house.”

I would venture to guess Kevin sells A LOT more paint than the average paint store that ignores THEIR customer’s concerns.  Kevin is not only showing his customers he cares, but he’s offering them genuine, creative ideas to improve their business. Now THAT is being professional!

Do you notice that none of this has to do with reducing your price? But, it has everything to do with creating value and increasing your value in the eyes of your clients.

Our world is full of “Real Salespeople Doing Real Well!”. Who do you know that should be spotlighted and recognized? Contact me here, I’d love to meet them!

Another way to help your customer’s sell more (and grow their business) is to make sure their sales team knows your product’s benefits like the back of their hand. If they carry competing products—you should make it your goal to insure they know more about your product than any other.

Which do you think they’ll sell? Obviously, the one they are more familiar with and know the most about. In some cases, the competitor’s product may never make it out of their showcase.

Think about ways that you can have your customer’s “pull” product through the system rather than you having to “push” it through. Can you hold classes for the end user that will separate you from other products they could choose? Can you make it easier for your customers to buy, stock and sell your product?

Just because you’ve sold your product to your customer, doesn’t mean the job is done. By helping them sell more, you directly impact your own sales.

Question: How can you take Kevin’s advice and be a difference maker for YOUR customers?