Here is a story that I have heard far too often over the years:
"John" has been a professional water treatment dealer for eight years. Like many, he built his business from the ground up. By his own admission, he had more determination than money, so things were tight for a few years, but his business continued to grow.
Rental programs help dealers ride out the economic recession
Rather than sharing statistics, tactics, strategies and scripts that manipulate an outcome, let’s discuss what motivates consumers to buy and how that impacts closing sales.
A Nation of Consumers
We are all consumers, and by that, I mean we all buy stuff. We not only consume products and services out of need, we actually enjoy buying. Interestingly, there are several studies stating that we buy to soothe and satisfy emotional needs. Buying things has become a self-prescribed form of therapy.
Motivation to Buy
Reading a customer’s needs and desires to help close a sale
Clearly and effectively demonstrate to customers the differences between untreated and treated water with these sales demonstration kits. Choose either traditional color comparison tests or digital test kits featuring the ColorQ DW photometer. Customize your kit with a choice of four different softener units and optional tests, including TDS.
Heckman was past president of the Pacific Water Quality Assn.
Nelsen Corp. recently appointed Terry Heckman to western regional sales manager. In his new role, Heckman’s responsibilities are to lead and coordinate sales efforts and further current dealer development in the company's Arizona location, as well as to create and execute the strategy to further strengthen sales and market share in the western region.
Whether you are a sales, installation or service professional, water testing is vital to completing your job. Providing consultation, offering recommendations and addressing problems can only be done after a proper water analysis has been completed.
Provide value to customers by evaluating water quality
Anyone who has ever used Google knows the search engine enables companies to advertise products and services next to search results, as well as on websites, Google Maps and many other places on the Web. These ads can be a great way for businesses to build Web traffic and see positive results.
In order to ensure that these ads provide the most benefit, it is important to know how to use Google AdWords, a bidding system used by advertisers to help determine when and where their ads will display. Advertisers competitively bid to display their ads next to the keywords they specify.
Strategies for targeting customers with effective online ads
Over the past several years, the Water Quality Assn. (WQA) and the Water Quality Research Foundation (WQRF) have completed three research studies that provide the industry with insights into their core customers and the quantifiable benefits of using softened water. While this research is valuable in and of itself, when put in the hands of a trained salesperson, it can be the difference between making a sale and going home without that much-sought-after order.
Integrating softened water research into sales presentations
Does your dealership offer financing? I hope not. That may be a shocking statement coming from the sales manager of a finance company, but allow me to explain.
Pick up your local newspaper or listen to a local radio station—everyone from plumbers to roofers “offers financing.” If you or your staff are using those words when speaking to customers or in advertisements, then you are just one of the pack. Your message lacks focus and becomes meaningless, which could cause customers to drift away, thinking they cannot afford to buy a quality water system for their home.
Improving sales with effective use of financing
If the articles in this month’s Dealer Insight special section are any indication, today’s customers are changing. This means dealers need to change their sales approaches too—keeping up not only with customers’ needs, but also the latest technology, research and regulations.
The Pinnacle Award honors those who embody sales excellence
Michael Y. Kim has been named a recipient of The Dow Chemical Co.’s Pinnacle Award in recognition for his achievements in 2011 in Dow Water & Process Solutions sales.
Kim will receive his award at a special ceremony on June 28 in Chicago. Based in Mission Viejo, Calif., he has worked at Dow for more than 28 years and currently holds the position of senior account manager. This is his first Pinnacle Award.