The Setup
The third step of the sale is "The Setup."
When you enter a dealers store, the staff's minds are like a sandbox and filled with concerns over quotas, customers, inventory, and incoming calls. The main purpose of the setup is to smooth out this sandbox, neutralize the dealer’s mind, and create the right environment for presenting your product. You want to create a "Buying Atmosphere." A buying atmosphere is important because, "Everyone loves to buy, but nobody likes to be sold."
Establishing A Buying Environment
- Create a friendly, positive atmosphere. Memorize and say, "Everyone has been excited about what I'm showing."
- Establish a rapport. Compliment them on their store, their location, their tie (be sincere).
- Put the staff at ease. The staff's first thoughts are, "Oh, no. Not another long-winded rep." Let them know you won't take much of their time--and then don’t.
- Let them know they can refuse your offer--this puts the dealer at ease and in a more receptive frame of mind.
"I'll show you what I have, if you like it fine, if not... then at least I tried--and I still have some goodies to drop off."
Points To Cover in The Setup
Set the stage. Get as many reps as possible to sit in on the demo.
- Be time conscious. It is said that the average attention span of the average adult is 17 minutes--get moving. Do not spend a lot of time in the set up.
- Ask yourself in the setup, "Are there any needs, or problems that this product can solve." The basic principle to remember in selling is, "Find a need, and fill it."
Review Questions
- List the four points to cover in the setup:
- What basic principle in selling do you need to remember?
- What is the purpose of the setup?
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