Giving Your Customer What He Wants

Ask questions to inform, steer and advise your customer.


Ask questions to inform, steer and advise your customer. Q. Sometimes customers don’t really know what they want. How do I help them figure that out? A. You have a truck full of tools and catalogs with thousands more SKUs. But you’ll find that the most powerful tools you have are questions. Asking good questions can uncover tons of hidden...


Welcome! This content is housed in a special section of our website designed for mobile tool distributors selling tools and equipment into the automotive aftermarket.


Articles written for mobile distributors are now only accessible with a unique login, to ensure this information stays exclusive to the mobile distributor community and isn't available to the public.


By registering to access this special section, you get full access to all of the content in VehicleServicePros.com magazine, along with exclusive online content that gives you an inside scoop on hot new products, exclusive stories, sales tips, technical information and more!


You will also need to be a qualified subscriber of VehicleServicePros.com to gain access. Subscribe to VehicleServicePros.com now or have your subscription ID ready.


It only takes a few minutes to register and verify your credentials. Register only once and simply use your login information when you return.


Login now to access exclusive content and learn more about how to make your mobile tool distribution business more efficient and profitable!



Required
Required
Required
Required
Required
Required
Required
Required
Required

Give him literature or email him websites for the popular brands/models you carry. Let the manufacturers sell their features and benefits. You focus on closing the deal.

Don’t say these are brands that you like or recommend, just brands you carry.

3.) ADVISE. When it comes down to a final decision between two or three products, now your expertise comes into play. This is how you can help your customer without making a personal recommendation. Try one of these magic phrases:

“That’s one of my best sellers.”

“A lot of guys tell me they like that one.”

“This one is an award winner.”

(Go to www.vehicleservicepros.com/directory for PTEN’s 2011 Innovation Award and the PTEN 2011 Top 100 Award winners, to find some different product examples.)

Notice you’re not putting your neck on the line with these phrases. Most people find comfort in numbers. They believe “If others think this is a good, it must be good.” (That’s not always the case. But people like to have a reason to trust a product. Give them a reason.)

If you can’t honestly use one of these phrases, don’t. In this case, maybe the best approach is to use another customer as a reference: “Joe down at Smith’s Autoworks bought that one. He says he loves it.” (Again, assuming that’s true.)

This way, if your customer becomes unhappy with his purchase, he’ll use Joe’s name in vain -- not yours. (Sorry, Joe!) Seriously though, if your customer does need some support, Joe can become a valuable resource. (Thanks, Joe!)

By informing, steering and advising, you can help customers buy with more confidence. And you won’t feel pressure to pretend to be an expert on every one of the thousands of tools you sell.

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tips at philsasso.com/blog.

We Recommend