1. One of the standard problems that you face is that you are often stuck with out-of-date goods that people don't care as much for. Remember
that you have to sell your way out of a business problem. What’s the best way to sell your way out of a problem? Tell the truth to your customers.
Explain the problem in a letter or ad and watch people run to help you.
For example, let’s say that you have excess inventory piling up in your warehouse or your back room. Let’s say you had a 1,000 items gathering
dust and you had $100,000 tied up in them. Write a letter or a display ad or radio commercial that tells your customers the following:
1) You have a huge inventory of these items;
2) the items are good for such-and-such;
3) you are interested in selling them retail;
4) their quality, composition, construction, service functions and performance criteria are such-and-such;
5) Then tell people what other retailers or wholesalers would normally offer these or comparable items for;
6) Then tell them the price that you are willing to sell them for;
7) Then tell them why you’re willing to sell the items so cheaply – the real reason – but with a delightful catch. For example, you could say, “Our
summer rush is over, so we’ll sell them for our actual cost, minus 20%.”
But then add an exclusive qualifier like:
a) We’re only offering this value to our best customers as a reward for your patronage.
Or, b) We’re only making this offer available to people who buy some very specific product.
Or, c) We’re only making this offer to new, first-time customers who buy an equal amount of other products or services.
Do NOT make the letter or ad look flashy. Give it a humble appearance.
Whenever you run into a problem, always tell the truth to your customers. Don’t be afraid and try to cover things up. You’ll end up committing
integrity suicide. There are ways to sell your product without lying or covering up the truth.
2. If you are going after "regular" sales, do the following:
A) Define your "Dream Customer"
- Need for your product
- Potential for multiple purchases
- Financial stability
B) Key Elements in Your Approach
- Be scrupulously transparent and fair on pricing;
- Give service "beyond expectation", if possible;
- Visit all locations with potential for this equipment to better understand their need;
- Answer concerns (safety, payback, quality) of Managers with approved authority;
- Establish rapport with one key "point man" for this company.
3. Learn the consultative sell process. You can see the outline of it here.
4. If you are selling something like audio-visual equipment that lasts a long time, it is hard to get repeat sales. Look to provide an extended
warranty on the item, based on a regular maintenance check that they will pay for. For example, if the item normally comes with a one-year
warranty, you can guarantee it for 5 years or 7 years, as long as they pay x amount per year for the maintenance that you might provide once
every 6 months. When your technician goes to maintain the unit, he/she will, in the very least, build the relationship with the client. At best, using
the consultative sales process, you will make additional sales.
Equipment Sales