We have been to sales schools for almost five decades. All selling, per all the schools, involves about the same basics. One should always know the product that is being sold, know its strengths and weaknesses, and know the products being sold by competition. Then one must interact with a prospective customer and marry the product to them successfully. The customer must be analyzed as to the type of personality possessed and match the presentation with this customer's way of rationalizing his purchase. This involves asking the correct questions and then applying listening skills, as a salesperson must be educated about, to interpret the customers' answers. When a prospect refuses to say yes to the attempted closing of the sale, the salesperson then should attempt to ascertain the reason for the rejection. Price, financing, not understanding all the benefits, timing (wait) or the wrong product to meet his needs are the areas that need to be re-addressed.

When a prospect says no, it does not really mean no. The more the salesperson adheres to that last sentence, the higher-pressure salesperson one becomes. To the best of memory that is the course outline of some expensive and extensive sales schools. Jurassic as it seems, the basics of selling are still apropos. However, enter the internet. At all the schools or mini refresher meetings or online events we have heard the story many times of the customer who went into an upscale clothing store to look around, interacted with a great sales staff and walked out with over a thousand-dollar wardrobe.

The point is: do not sell off price. Sell off quality and service. Well, one can dream can't they? Today when a customer walks into the store and asks the price on a product, the majority have been online and researched the product, know its strengths and weaknesses, and are armed with customer reviews of not only the store, but salesmen, products, price and service that sometime exceed the salesperson's knowledge of the same. There is a site for everything, there is even an international Kumquat site for you Kumquat salespeople. So, is there anything new under the sun for the art of selling — one had better believe it.

The sales force of today had better be aware of what customers absorb from the web, then incorporate that in the sales presentation and be prepared for a vocal repeat of any negative comments the customers will have. We must therefore be proactive as well. An example would be on one of our product websites where there are a lot of customers who, due to various issues, need a step to make climbing on a tractor necessary. When a customer inquires about this unit, and does not look like an Olympic high jumper, during the walk-around we mention the option of a low-cost step we provide should it be desired. Presto, one objection is overcome before it becomes an issue. Overcoming objections can lead to rare $1000 up-sells as in the wardrobe illustration but, again, not all customers are Neiman Marcus (needless markups) shoppers. Most are high-end Wally-World/Target types looking for us to cement their decisions as to the best bang for the buck on the products for which they chose to shop. This means more work for us as salespersons, so what else is new? How would you like to be a College Coach who went from selling his program to bidding?

Until next time, wishing you miles of smiles and profits ...

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Told from the perspective of an in-the-trenches owner/operator — Tim Brannon of B&G Equipment, Paris, Tenn. — Equipment Dealer Tips, Tales & Takeaways shares knowledge, experiences and tips/lessons with fellow rural equipment dealerships throughout North America. Covering all aspects required of an equipment dealership general manager, Brannon will inform, entertain and provide a teachable moment for current — and future — leaders within equipment dealerships.