POINT OF COMMUNICATION Continued from page 4 1. Does it eliminate cost? 2. Does it defer cost? 3. Does it increase revenue? 4. Does it increase dependability? 5. Does it reduce risk? If you can turn the five needs and wants you identify into three benefits specific to your customer, experience says you have an 80 percent chance of making the additional sale. Identifying your customers’ needs and turning them into benefits that provide value is a great practice, but ultimately it is the tip of the iceberg when it comes to honing your sales expertise. Worthwhile sales training requires an investment of time and money. Short of that, books, articles and Internet resources can be an economical way Honeywell BENDIX/KING to enhance your learning. Networking at industry events also can provide opportunities to add to your sales skill set. Finally, you may find an original equipment manufacturer sales representative who is willing to be a resource person for you and who is genuinely invested in building a successful partnership. Invest in this essential part of your skill set, create a goal with a few select customers and you will find yourself growing your business at better margins and enjoying even greater satisfaction doing it. q KIM STEPHENSON Secretary, AEA board of directors L-3 Aviation Products ROCKWELL COLLINS .... and many more OEMÕs TPU 67A DU 870 RM 850/855 ÒChange your headingÓ Call 866.524.3777 or 816.524. 7777 Fax 816.554.0042 76 avionics news • october 2013 www.avionics411.comhttp://www.avionics411.com http://www.avionics411.com