Avionics News October 2013 - 4

Selling to Your Customers’ Needs

F

ew would debate the importance of staying
wanted to their installation?
up-to-date on the technical and regulatory
Selling above and beyond what a customer
aspects of the industry; developing this expertise
initially asks for is proactive and customer focused.
is essential to the long-term success of your
The salesperson seeks ways to bundle solutions and
repair station. Yet, how often do you consider the
meet the customer’s needs before he or she asks.
advantages of advanced sales training?
Value-added selling is a win-win; it’s a relationship
I am not referring to a seminar of “quick tips,”
with equity.
which yields the same lack of long-term
Begin by identifying your customer’s
gain as a golf tip you put into intentional
buying personality type. Are you dealing
practice once or twice after hearing it.
with:
Nor am I referring to the high-pressure
• A hard driver after results?
closing tactics you may encounter
• An extrovert who enjoys recognition?
when you buy your next furnace or
• An analytical pilot who wants to dig
replacement windows. I am referring
through all the details to be sure he is
to learning a practice of fundamental
making the right decision?
Kim Stephenson
building blocks, a course of action as
Once you’ve determined your customer’s
opposed to a sales course, that will enable you to go
personality type, continue to glean information
beyond listing benefits and sell to your customers’
through conversation and observation. Sometimes,
needs.
what they say is as important as what they don’t
For some, the idea of developing new sales
say; pay attention to anything they complain about.
tactics may be uncomfortable or seem unnecessary,
Try to identify five needs, wants and desires. The
especially if you are gifted with “the knack”
customer may talk a lot about price, but is it really
or have been in the business for many years.
the customer’s most important need? Take a look
Consider, though, how much your success of selling
at the other things the customer owns and see if it
installations, service and upgrades impacts your
rings true.
business. How might your business grow with
Traditional sales training tells us that a feature
additional attention to your sales approach?
plus a need equals a benefit. With value-added
With the ADS-B mandate on the horizon, now
selling, we take the equation a step further. We can
is an optimum time to consider your sales strategy.
measure the identified needs and wants against five
How can you successfully parlay the eventual
tests of value to see what the real value, or benefit,
rush of ADS-B installations into a more profitable
is to your customer by asking:
experience for your business? What would it add
to your revenues if you could get 20 percent of
Continued on page 76
your ADS-B customers to add a product they really

4

avionics news

•

october 2013
october 2013



Avionics News October 2013

Table of Contents for the Digital Edition of Avionics News October 2013

Avionics News October 2013 - Intro
Avionics News October 2013 - Cover1
Avionics News October 2013 - Cover2
Avionics News October 2013 - 1
Avionics News October 2013 - 2
Avionics News October 2013 - 3
Avionics News October 2013 - 4
Avionics News October 2013 - 5
Avionics News October 2013 - 6
Avionics News October 2013 - 7
Avionics News October 2013 - 8
Avionics News October 2013 - 9
Avionics News October 2013 - 10
Avionics News October 2013 - 11
Avionics News October 2013 - 12
Avionics News October 2013 - 13
Avionics News October 2013 - 14
Avionics News October 2013 - 15
Avionics News October 2013 - 16
Avionics News October 2013 - 17
Avionics News October 2013 - 18
Avionics News October 2013 - 19
Avionics News October 2013 - 20
Avionics News October 2013 - 21
Avionics News October 2013 - 22
Avionics News October 2013 - 23
Avionics News October 2013 - 24
Avionics News October 2013 - 25
Avionics News October 2013 - 26
Avionics News October 2013 - 27
Avionics News October 2013 - 28
Avionics News October 2013 - 29
Avionics News October 2013 - 30
Avionics News October 2013 - 31
Avionics News October 2013 - 32
Avionics News October 2013 - 33
Avionics News October 2013 - 34
Avionics News October 2013 - 35
Avionics News October 2013 - 36
Avionics News October 2013 - 37
Avionics News October 2013 - 38
Avionics News October 2013 - 39
Avionics News October 2013 - 40
Avionics News October 2013 - 41
Avionics News October 2013 - 42
Avionics News October 2013 - 43
Avionics News October 2013 - 44
Avionics News October 2013 - 45
Avionics News October 2013 - 46
Avionics News October 2013 - 47
Avionics News October 2013 - 48
Avionics News October 2013 - 49
Avionics News October 2013 - 50
Avionics News October 2013 - 51
Avionics News October 2013 - 52
Avionics News October 2013 - 53
Avionics News October 2013 - 54
Avionics News October 2013 - 55
Avionics News October 2013 - 56
Avionics News October 2013 - 57
Avionics News October 2013 - 58
Avionics News October 2013 - 59
Avionics News October 2013 - 60
Avionics News October 2013 - 61
Avionics News October 2013 - 62
Avionics News October 2013 - 63
Avionics News October 2013 - 64
Avionics News October 2013 - 65
Avionics News October 2013 - 66
Avionics News October 2013 - 67
Avionics News October 2013 - 68
Avionics News October 2013 - 69
Avionics News October 2013 - 70
Avionics News October 2013 - 71
Avionics News October 2013 - 72
Avionics News October 2013 - 73
Avionics News October 2013 - 74
Avionics News October 2013 - 75
Avionics News October 2013 - 76
Avionics News October 2013 - 77
Avionics News October 2013 - 78
Avionics News October 2013 - 79
Avionics News October 2013 - 80
Avionics News October 2013 - 81
Avionics News October 2013 - 82
Avionics News October 2013 - 83
Avionics News October 2013 - 84
Avionics News October 2013 - 85
Avionics News October 2013 - 86
Avionics News October 2013 - 87
Avionics News October 2013 - 88
Avionics News October 2013 - Cover3
Avionics News October 2013 - Cover4
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