Sales Expert Don Hutson, a former keynote speaker at ATRA’s Expo, says, “There are very few business problems that cannot be solved by more sales.”
True, but there are many business problems that wouldn’t be solved at all by more sales. Still, let’s agree that MORE SALES is a very desirable thing.
Don goes on to say, in his book Selling Value, that our job in selling is to increase the perceived value of what we do so much that the customer will no longer be concerned about the price we have quoted. When value is perceived to be big, price is less of a problem.
Notice that I said, “perceived” value. If the customer doesn’t realize how good your offer will be for him or her, then they tend to think that any price would be too high. Last week I rented an SUV for an event in California. I had reserved a Mazda but what they gave me, at the same price, was a Mercedes Benz! It cost them very little to do the upgrade, but it certainly impressed me and made me more likely to recommend Hertz. They simply asked themselves “What more could we do without decreasing our profit margin?”
But we are talking about “More” sales, so how about the new business? Well, there are three-plus-one ways to increase sales:
- Sales to new customers
- Sell more to existing customers
- Sell to existing customers more often
- One bonus way: Get more people to sell for you
Not many of your clients are multiple-transmission customers. They come in with one vehicle and, once it is fixed, they happily go about their business. But, even there, you have the opportunity to impress the customer so much that they tell stories about the good service you provide. That leads to more referral customers and less cost of acquiring them.
Growth Mindset: When you think in terms of possibilities instead of limits, you see opportunities that others overlook. There are other new customer sources. You could grow a business friendship (relationship) with a leasing company, a corporation with a fleet of vehicles, an auto collectors club, Uber & Lyft drivers, Door Dash drivers, driving instructors and countless others who would be likely to someday need transmission services. But this needs a plan. Don’t just go out trying to connect with the world, target the most likely sources of new business and identify the opinion shapers in those sources. Win over the leader and you get many of the others for free.
For Uber, Lyft, Door Dash and similar folks they often hear of others who have transmission issues. Make referrals attractive to them.
The fleet services would be “selling to the same customers more often.” Selling more to each customer might require some creative thinking as to what you’d like to offer that might generate extra benefits to the customer and profits for the shop. Warranties, vehicle diagnostics, detailing, and lubes come to mind.
Scarcity Mindset: Most people don’t succeed. They don’t. That’s because they think in terms of limits. “We don’t have the money to do that.” “We don’t know how.” “Nobody else is doing this.” So, they seek simply to increase the profit margin on existing sales. That is fine if you do it by controlling costs and increasing efficiency, but it’s not good if you start “nickel and diming” people with petty extra charges.
A better way to deal with Scarcity Mindset is to simply add one word to each statement…Yet. “We don’t have the money…yet.” Yet leaves the door open for a positive outcome.
There is another way to generate more sales: Get more people to sell for you. No, I don’t suggest hiring more sales reps. I am talking about getting everyone on your existing team to start Thinking Sales. Help them understand how to stimulate interest, how to describe your services well, and don’t require them to confirm the sales. Just get them active, bringing people by to see what you can do.
They are already active in the automotive aftermarket. They know what you do. They talk with others in this field. And they have friends, family and associates with cars and trucks. Just teach them how to describe what you do in such a way that they feel comfortable and confident. Make it easy for them to guide people to you. Don’t ask them to “Sell”, just show them how to describe the most appealing aspects of what you can do for customers.
PS: If you have a way to make More Sales that is creative or unique, drop me at line at GEARS@ATRA. com. You may be mentioned in an upcoming presentation or article. Share your best ideas and all of us improve.
Jim Cathcart, CSP, CPAE is a longtime friend of ATRA and contributor to GEARS magazine. He is a Mentor to Expert Based Businesses, a Business Advisor who helps people become a Certified Professional Expert, CPE™. Contact Jim at info@cathcart.com or www.jimcathcart.com.
