Professional Distributor - 39

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will clean between the seats, you'd better
go back to the beginning and start over.
If it is possible and practical, hook
your new high-tech product up to a
vehicle and walk the prospect through
the operation. Hands-on demonstrations will help you achieve understanding and buy-in. An added benefit is
that the customer will be able to use the
new product as soon as theirs arrives in
the shop.
Another thought to consider when
presenting high-tech products is that
this should be a one-on-one event.
If you have two participants with two

different levels of technical understanding, one will be bored, the other won't
know what you are talking about, and
neither will likely buy the product. The
one who understands nothing will be too
embarrassed to ask questions, and the one
who knows it all already will probably
ask questions that will just confuse the
other prospect even more.
If you use the old KISS system of
selling technical products, your results
will be better, and your paycheck will
be bigger.
KISS, an acronym for "keep it simple, stupid," is an old Navy directive that

states that most systems work best if they
are kept simple rather than being made
needlessly complicated. Therefore, simplicity should be a key goal and unnecessary complexity should be avoided.
Last March, we talked about practicing your presentation many times before
you talk to a customer, especially a big
customer. This is even more important
in selling high-tech products. Practice
your pitch using easy-to-understand
terminology without sounding patronizing, and you'll be ready for your next
high-tech sale.
Now, go sell something.

Professional Distributor I April 2020 I VehicleServicePros.com 39


http://www.VehicleServicePros.com

Professional Distributor

Table of Contents for the Digital Edition of Professional Distributor

Editor's Note: Customer relations in good times and bad
Aftermarket Profile: A statistical snapshot of purchasing plans and top revenue opportunities for shops in the coming year
Aftermarket Profile: Purchasing Information
Aftermarket Profile: Diagnostics
Aftermarket Profile: Training
Most Wanted
Sneak Peek
Go Sell Something: How to sell high-tech products to less technically-minded customers
In Focus Products
Driving Sales: Diagnostic Test Equipment
Tales from the Road: Mac Tools distributor Jeff Mitchell hosts customer apperciation events to thank his customers
Professional Distributor - 1
Professional Distributor - 2
Professional Distributor - 3
Professional Distributor - Editor's Note: Customer relations in good times and bad
Professional Distributor - 5
Professional Distributor - Aftermarket Profile: A statistical snapshot of purchasing plans and top revenue opportunities for shops in the coming year
Professional Distributor - 7
Professional Distributor - 8
Professional Distributor - 9
Professional Distributor - Aftermarket Profile: Purchasing Information
Professional Distributor - 11
Professional Distributor - 12
Professional Distributor - 13
Professional Distributor - Aftermarket Profile: Diagnostics
Professional Distributor - 15
Professional Distributor - 16
Professional Distributor - 17
Professional Distributor - 18
Professional Distributor - 19
Professional Distributor - Aftermarket Profile: Training
Professional Distributor - 21
Professional Distributor - 22
Professional Distributor - 23
Professional Distributor - 24
Professional Distributor - 25
Professional Distributor - Most Wanted
Professional Distributor - 27
Professional Distributor - Sneak Peek
Professional Distributor - 29
Professional Distributor - 30
Professional Distributor - 31
Professional Distributor - 32
Professional Distributor - 33
Professional Distributor - 34
Professional Distributor - 35
Professional Distributor - 36
Professional Distributor - 37
Professional Distributor - Go Sell Something: How to sell high-tech products to less technically-minded customers
Professional Distributor - 39
Professional Distributor - In Focus Products
Professional Distributor - 41
Professional Distributor - 42
Professional Distributor - 43
Professional Distributor - Driving Sales: Diagnostic Test Equipment
Professional Distributor - 45
Professional Distributor - 46
Professional Distributor - 47
Professional Distributor - 48
Professional Distributor - 49
Professional Distributor - Tales from the Road: Mac Tools distributor Jeff Mitchell hosts customer apperciation events to thank his customers
Professional Distributor - 51
Professional Distributor - 52
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