~ How to create a zero resistance sales environment ~

In Part 3, we discussed, when it comes to charging higher prices, why it’s important to think in terms of the overall selling environment.

Environment:  the aggregate of surrounding things, conditions, or influences.

Today we’ll discuss some specific strategies to create an environment of low price resistance.

Testimonials

(If I had to pick a single strategy to reduce price sensitivity, this would be it.)

  • Testimonial brag wall
  • Testimonial portfolio
  • Audio, video and written testimonials on your website.
  • Include testimonials in all your marketing.
  • Include testimonials in all sales presentations.  (Testimonial portfolio or flyer.)

A well-defined, step-by-step sales process

  • Allows the salesperson to take charge of the sales process.
  • If you don’t have a system for selling, you are at the mercy of your prospect’s system for buying.
  • Step-by-step system
  • Give the process a name and promote it (If you’re in  our Platinum program use the Trademark protected “Design Audit”)

Guarantees/Warranties (risk reversal)

Market to past clients monthly

  • They already know, like and trust you.

Have a system for generating referrals.

  • With referrals, you are going in on “Borrowed Trust.”
  • At a minimum, each sales person should be required to ask for referrals at the end of EVERY job.

On top of this, make sure your store is clean and presentable.  Even if you are a small operation doing only $250,000 in annual sales and renting an older building, you can still keep your showroom clean and organized.  A fresh coat of paint hides a multitude of sins.

There are more things you can do to add to this environment, but see how quickly you can get all five of these strategies operating in your business.  If you do, you’ll be ahead of the pack because the vast majority of floor dealers are too lazy or unmotivated to do even one of these things.  Therefore, no matter how big or small your business is, this represents an excellent opportunity to gain a significant advantage over your competitors; and keep your prices up.

 

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!