Professional Distributor - 37

Not a benefit in the group. Consumers aren't mind readers. Nothing in
this feature set is enough to make you
pay extra for this product or even begin
to tell you why it's better than the competition. A few advantages and benefits
would really make a sales difference.
*	 Professional series
*	 Built for heavy duty usage
*	 No plastic connectors like
the competition
*	 Won't let you down when you
need it most
*	 72" charging hoses
*	 Reaches deep under the hood
*	 Compare to the competitors
gauges which have 36" hoses
*	 Saves time on moving the
unit around
But as important as language can be
when lining out features and benefits,
demonstrations are an important part
of the process as well. Here are some
hints to great demonstrations.
Make a list of the top features of
the product you want to demonstrate.
Don't get too fancy, as these are just
the features.
*	 Automatic on/off switch
*	 Digital readout
*	 Low battery alarm
*	 USB port
Make a list of those features'
advantages.
*	 The automatic on/off switch turns
the unit off after 10 minutes of
no activity.
*	 The digital readout gives you
the exact result in an easy-toread window.
*	 The low battery alarm warns you
when to recharge the unit.
*	 The USB port connection is where
you download the readouts and
recharge the unit.
Make a list of the benefits that are
meaningful to the users.
*	 The automatic on/off switch turns
the unit off after 10 minutes of no
activity so you won't have a dead
battery when you need it most

unlike those models that don't offer
this feature.
*	 The digital readout gives you the
exact result in an easy-to-read
window so no mistakes or hard
gauges to read. like on the lower
priced units.
*	 The low battery alarm warns you
when to recharge the unit again so
it's ready when you are.
*	 The USB port connection is where
you download the readouts and
recharge the unit. This feature
alone is unique to our product,
allowing you to give your customer
a printout of the manifold pressure
in black and white.
Be prepared. If you are going to
need supplies, like a nail to cut or a
connector to crimp, have them ready
before you start.
If at all possible, carry the product you are going to present in to your
sales call in a case, bag, or some type
of covering so the customer does not
have a chance to form an impression
of the product before you say anything.
Now, let's look at how an impulse
or suggested sale of another product
can help you make the initial product
sale, and maybe the second product too.
If you're presenting a hand grinder
and the prospect hasn't said yes after
your perfect presentation, try moving
on to grinding wheels or maybe cut-off
wheels. Do a short demonstration on
that secondary product, and then ask
the customer if they'd like to purchase
both the hand grinder and the wheels.
Initially do not offer a discount on the
accessory product. Just say "Do you
want both the grinder and the wheels?"
You're giving the customer the choice
between yes and yes. "Yes, I want both,"
or "yes, I want just the grinder."
Here are some simple add-on
impulse ideas to use as closing options:
Sockets - Socket organizer
Pliers - Pliers rack
Flashlight - Extra batteries
Work Shoes - Belts or shirts

Hand Cleaner - Shop towels
Drill - Drill bits
Air Hammer - Chisels
Roller Cabinet - P
 ortable
tool trolley
As we all unfortunately know the
Covid world of selling is much different and until this pandemic is solved
and maybe thereafter things may not
be the same. Giving a demonstration of
a new do-hickey tool is difficult when
the shop is not letting jobbers in the
door or only letting technicians go out
to the truck.
You can't just give up, though. It's
your job to go sell something!
No, it's not perfect, but a simple
personalized video can really help.
Don't get carried away thinking you're
the next Steven Spielberg. making Star
Wars ust get someone to hold your
phone and record your presentation
with a limit of two minutes. Make
the video demonstration personal to
the customer. Use their name, remind
them of some personal issue you
helped with. Text or email them the
video and follow up ASAP to answer
questions and close the sale.
The problem with many of the
manufacturer videos is that they're
way too long to hold someone's attention and often lack the advantages and
benefits of the product being demonstrated. Sure, you can also send
the prospect a link to the company
video, but nothing beats a two-minute clip created personally by you for
the customer.
Additionally, Zoom accounts are
free for 40 minute meetings. Schedule
a live demo on Zoom when the prospect
is available. Does this take time? Of
course, but if you have a better idea,
please let me know.
Remember. In the end if you don't
ask for the order and close the sale,
pretty much everything written above
is just a waste of your time.
Now go sell something ... and ask
for the order.

Professional Distributor I October 2020 I VehicleServicePros.com 37


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Professional Distributor

Table of Contents for the Digital Edition of Professional Distributor

Editor's Note: A Lesson in "Go With the Flow"
Cover Story: The Business of Tool Storage
2020 PTEN People's Choice Award Winners
Show Me Your Truck: A Natural Fit
Most Wanted
Sneak Peek
Go Sell Something: Impulse Add-ons Sell Even More
In Focus Products
Diagnostic Tech: Navigating Today's Voluminous Data Sets
Driving Sales: Lighting
Tales From the Road: Breakfast in the Bay
Professional Distributor - 1
Professional Distributor - 2
Professional Distributor - 3
Professional Distributor - Editor's Note: A Lesson in "Go With the Flow"
Professional Distributor - 5
Professional Distributor - Cover Story: The Business of Tool Storage
Professional Distributor - 7
Professional Distributor - 8
Professional Distributor - 9
Professional Distributor - 10
Professional Distributor - 11
Professional Distributor - 12
Professional Distributor - 13
Professional Distributor - 2020 PTEN People's Choice Award Winners
Professional Distributor - 15
Professional Distributor - 16
Professional Distributor - 17
Professional Distributor - 18
Professional Distributor - 19
Professional Distributor - 20
Professional Distributor - 21
Professional Distributor - 22
Professional Distributor - 23
Professional Distributor - Show Me Your Truck: A Natural Fit
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 - Go Sell Something: Impulse Add-ons Sell Even More
Professional Distributor - 37
Professional Distributor - In Focus Products
Professional Distributor - 39
Professional Distributor - 40
Professional Distributor - 41
Professional Distributor - Diagnostic Tech: Navigating Today's Voluminous Data Sets
Professional Distributor - 43
Professional Distributor - 44
Professional Distributor - 45
Professional Distributor - Driving Sales: Lighting
Professional Distributor - 47
Professional Distributor - 48
Professional Distributor - 49
Professional Distributor - Tales From the Road: Breakfast in the Bay
Professional Distributor - 51
Professional Distributor - 52
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