~ The Zero Resistance Sales Environment ~
We’ve been discussing the folly of trying to be the “low price leader.” So how do you keep your prices up?
To begin with, you must recognize that there is no single thing you can do to charge higher prices. No clever sales phrase, no single product, no newspaper ad, no _________ (fill in the blank).
Too many dealers are looking for a Silver Bullet; that one magical solution that will enable them to keep their prices up. Well, when it comes to being the high-price leader (and closing sales at those prices), there is no silver bullet solution.
The key is creating a zero resistance sales environment.
Environment: the aggregate of surrounding things, conditions, or influences.
When it comes to selling, very few sales people think in terms of the environment. But if you want to keep your prices up, you must take a more holistic approach than, say, merely learning the Ben Franklin close and hoping for the best.
By thinking of selling in terms of the environment, you will begin to purposefully set up conditions and influences that will have an aggregate effect of reducing price sensitivity.
In the next installment, we’ll discuss specific ways to create a zero-resistance selling environment.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!