At last year's PSP Expo in Orlando, APSP met to gauge interest in developing a group that would...
Last week we kicked off our monthlong celebration of the Awards of Excellence with a look at the...
Organizers of the International Pool |Spa | Patio Expo recently announced five finalists for the...
Win, win, win. That’s what it seems to be all about: winning at sales. All you have to do is check out the titles for sales in your local bookstore and you’ll find all about winning. Not too long ago most of the sales books topics were centered on winning at the "sales game," as it was called. Winning seems to be the mantra for the salesperson. There are even books that declare how to be victorious at sales. Victorious!
For salespeople who eventually grew tired of the various winning titles and topics, next came the win-win headlines. This is where the concept of winning in sales also allowed for some sort of win by the prospect. Finally, those who had grown fatigued and even embarrassed over seeking a one-sided "victory" could now learn how to win and feel better about it, because they could also now feel that the prospect may also win something.
Losing? Yes, that’s right, losing.
Why would anyone consider losing at sales? Who would ever write a book or article about losing in sales? Well, consider this your first. I am not only suggesting that you consider losing at sales, I’m suggesting that you learn to love losing at sales, over and over again.
For most of us, it’s a buyer’s market. Our prospects know it, we know it and they know we know it. They have the power of choice as never before. After many years of a seller’s market, buyers finally sense control and they like it. They want to win. It’s their turn. So, let them win. How?
This is a law. That means that when applied correctly and aggressively, it will always work. Always. (Aort of like the law of gravity; what goes up must come down.) So here it is: “If you want to become successful, you must first help others to become successful.” The more people you help, the more you help yourself. It always works. Always! So, stop concerning yourself with winning at any level and help your prospects win. In order to accomplish this, you must first determine their wants and needs and then provide more than is expected.
Maybe winning the price game is initially their interest because they really don’t know any better. However, almost all prospects are actually most interested in receiving more than they pay for. That’s really winning. In other words, it’s value that they want rather than price. This will almost always be true for salespeople who understand and are able to provide, demonstrate and deliver value. Salespeople who refuse to understand and therefore cannot create value will continue to be at the mercy of low-balling competition. Since it is impossible to overcome competition by dropping prices (there’s always someone cheaper), the unskilled will continue to suffer the consequences.
Everyone who makes a major purchase wants the great deal that makes them feel like a winner. Buyers win when they perceive receipt of more than could be considered reasonable for the amount invested.
The secret is to let prospects win what’s most important to them. Allowing someone to win something that has little perceived value is no win at all. In order to determine what is important, you’ll have to ask the right questions at the right time. When you discover what is wanted or needed, give more than they reasonably expect. Provide more value than your competition knows how to provide.
Isn’t that the same? No, it is not the same. Adding value will enhance their quality of life. Lowering the price will not. Adding value will separate you from competition. Lowering the price will not. Increasing value increases the worth of your products or services. Decreasing price does not. Adding value increases the win. Lowering price only increases the cheap. Let them win. Learn to lose — over and over!
In closing, be bold enough to lose at the "sales game." Be knowledgeable enough to allow your prospects to win instead. Remember, it’s all about them and the value that they perceive. And the creation of value is your responsibility.
Hiring and training new employees isn’t a black-and-white process — in fact, there’s quite a bit of gray area. That’s because there’s a lot of emotion and opinion involved, and everyone approaches it differently.
For example: What do you consider satisfactory job performance? How much time do you think is required to properly train an employee? How long should it take before a new hire “gets it”?
And what would you consider to be poor performance and/or unsatisfactory...
In an effort to provide a networking forum for women working in the pool and spa industry, SWIMN (Supporting Women Industry-Wide, Mentors and Networking) will hold its third annual reception at the PSP Expo on Tuesday, Oct. 30.
An independent networking group, SWIMN was established by Pam Vinje, CEO of digital marketing firm Small Screen Producer and former director of social media, marketing and events for APSP. Vinje established SWIMN with several close female associates she met...
At last year's PSP Expo in Orlando, APSP met to gauge interest in developing a group that would focus on the commercial side of the pool and spa industry.
The response was overwhelming. The event played out to a standing-room-only crowd, with a vigorous exchange of ideas among all assembled.
“As we continued on in that meeting and asked questions of what people were interested in, we found a great alignment within the entire industry,” says Donna Williams, chief marketing...
It's no secret that variable-speed pumps have become the primary means for increasing energy efficiency in pools. Since their introduction in the early 2000s, the technology has become widely accepted at all...