Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/93063
COVER STORY By Curt Larson I 14 f you ever took a salesmanship course, you may have heard the instructor say, "Nothing happens until something is sold." I've heard that phrase many times, and believe those words are very true. A sale initiates a customer relationship. It allows another unit to be produced and brought into inventory. A sale also provides an opportunity to serve, an obligation of sorts, and hopefully an annuity for further business. Also, the first number found on a profit-and-loss statement is — yes — sales. This is where the business process begins and what will keep your business on a growth path. To maximize sales, you need to create a "sales strategy" that brings customers to you, so you can effectively present, demonstrate, and close. Having the right products, right prices, right value and superior customer support are the building blocks to your sales strategy. Finding a need and filling it What needs exist in your local community? Who is your competition, and what do they sell? Are your products and your competitor's products stale? What new products are on the market that you can offer? What market needs can you fill that may be entirely missing or underserved? Promoting new products, or new product features and benefits, will help you build customer traffic. Are there business niches in your community that you or your competitors may have overlooked? How about parts and service support, demonstration and delivery models, leasing of commercial product, extended warranties? Promoting hard-to-find parts? A website selling strategy? Are there municipal, government or institutional clients that you can serve? How about new landscapers, commercial cutters, arborists, tree service operators? People buy solutions, not products Customers want "tall grass short, " and they want the mowing chore to take the least amount of time. They want equipment that will save them money and effort over time. They don't want poor-performing products or poor customer support. Commercial clients want higher productivity and will not be satisfied with any downtime. They want long- lasting, dependable products that will be productive for many years or seasons. They want products with great warranties and fast service. These are the buying motives that you must address in your promotional messages. Emphasize these motives and solutions to get prospects to your door. Use these messages in your presentations and demonstrations. Prospecting for new customers Building traffic, getting on the "short list," being top of mind, and staying relevant are critical steps. Your advertising; your website; e-mail contacts and reply; Constant Contact; inbound and outbound phone prospecting; special events; open houses; direct mail; and direct sales calls to commercial, industrial or municipal accounts are the required OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com Illustration ©istockphoto.com/pagadesign. Image of man ©istockphoto.com/tiero.