IT’S YOUR UP
Brain Snacks
DOES SALES TRAINING MATTER? IS IT VALUE OR BUDGET?
When it is done right, a sales person who goes through training The customer says your price is too high, what does it mean?
and participates in a skills practice will think, “This sounds like
something that happened to me last week. I wish we had the
training earlier.” This exercise was right on track. Hopefully next
week they will say, “That role play last week helped me handle
the situation much better?”
“Either the customer can’t afford your product, or it’s not
worth the price you’re asking.”
If the customer doesn’t see the value, she won’t pay the
price and value is determined by the customer.
Budget means I can’t pay your price no matter how high the
SALES STATISTICS
value, I just can’t afford it.
• It costs 4 to 10 times more to bring in a new customer than
to bring an existing customer back through direct marketing
Each objection must be handled differently.
(MAILWORX).
• Existing customers are more likely to make a purchase
(60–70% chance) than a new customer (20-30% chance).
• Existing customers will spend 33% more on average than
new customers.
• Your existing customers will help you bring in new custom-
ers through word-of-mouth advertising and endorsements.
And word-of-mouth is the most trusted form of advertising
for over 85% of consumers.
12 Premier Flooring Retailer | Q3 2017
DID YOU KNOW…
Inexperienced sales people don’t know the difference between
‘features and benefits.
“Features are what the customer pays for, benefits are what
she expects.” Inexperienced sales people present them all at
once and only confuse the customer. ❚