Sales tip: Be persistent when helping customers

Oct. 9, 2013
Tried but true advice that a rookie had to learn: get your name out there, and take the extra time to find what your customer's looking for.

Clint Maxwell, an Independent out of Texas, knew very little about tools, but fortunately, he wasn't shy about asking his customers what the tools do.

He found most of them were willing to help him, thanks largely to their loyalty to uncle, who he purchased the route from. One customer, for instance, told him to tape his business card on all toolboxes he sold as a way to promote the business. Some customers have taught him how to fix tools.

The customers told him they liked Maxwell's uncle and would keep buying from his if he served them well. Maxwell's uncle had a reputation for being fair and helpful; he would make an emergency delivery when asked. He realized he needed to do the same thing to keep his customers satisfied.

Fulfilling his uncle's reputation for attentive service wasn't easy. From day one, Maxwell made it a point to respond immediately to all customer requests for tools. Meeting these requests, he learned, takes perseverance. Finding a specific product in a catalog, on a website or over the phone can take 45 minutes, with no guarantee of a sale. But Maxwell realized that responding to requests is a key to establishing credibility. "Guys (customers) have learned I can find things," he says. This is something that not all of his competitors are willing to do.

Have a sales strategy or helpful hint you'd like to share? Send your "30-second sales seminar" to [email protected], and see your suggestion featured here

Sponsored Recommendations

Learn how electronic parking brake actuators have replaced manual systems and now play a key role in advanced safety features like automatic emergency braking. This WIYB Training...
Not all fuel injectors are created equal. In this WIYB Training Series, we compare Standard® Fuel Injectors against OE, low-cost imports. See why precision engineering and rigorous...
Carrying active OEM subscriptions for all manufacturers is not possible for many shops. However, access to this software is required for certain modern vehicles and repairs, and...
Learn how to properly lubricate your AIRCAT air tools to keep them running at peak performance. Discover essential daily maintenance and storage techniques, along with the right...

Voice Your Opinion!

To join the conversation, and become an exclusive member of Vehicle Service Pros, create an account today!