Sales Tip: What if I’m still not comfortable putting my money out there?

Nov. 25, 2015

If you’re unsure, try running a new customer through your flag’s credit system.

First and foremost, trust your gut. The longer you’ve been a dealer, the stronger instinct you’ll have.

“I can tell right off the bat if the guy’s flaky or if he’s going to be a pretty stand-up guy,” says northeastern Illinois-based Cornwell dealer Ken Jaros.

If you’re still unsure, try running the new customer through your flag’s credit system as a double check.

Often new technicians will be denied credit. When running a credit application through his flag’s system, Benitez says he listens carefully to the response. If the customer has no credit history, he may extend a trial account for a small amount and grow it as the trust builds. But if the customer isn’t paying other dealers or his other bills, he treats the situation differently.

Some new technicians will get approved by your flag’s credit for thousands. That can help the customer get a full set of basic tools and help you avoid carrying a big balance for a long haul.

About the Author

Phil Sasso

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency providing advertising, public relations and promotional services to tool and equipment marketers. Subscribe to his free marketing tip at philsasso.com/blog.