August '17

For the Business of Apparel Decorating

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14 || P R I N T W E A R A U G U S T 2 0 1 7 SELLING SMART feed operate? Do you select the trainer or do I? Make certain that your customer feels totally at ease about all elements of purchase and operation, including the equipment and the operation of your business. Put them at ease, but also ask for the sale. 14. Questions to confirm unstated decision or seeking support. Is this the best way for me to go? What do you recommend? Your customer is looking at you for your expertise and advice. They are depending on you for your wisdom. When they ask, "What would you do?" and you don't put ink on paper at that time, get out of there! You don't belong there. 15. Wanting to see a sample or demo again. Could I see those fabric samples again? Tell me about the warranty again? When prospects ask to see or hear anything again, that is when you write the order. 7. Statements about problems with previous vendors. How long does it take to respond to a service call? This indicates they have a ser- vice problem. This is the perfect time for you to ask what type of service and response they need. What you are doing here is asking for the sale and not giving any reason or oppor- tunity for the prospect to say no. This type of question is a huge buying signal; you just need to be aware of it and be prepared to answer it before you walk in the door. 8. Questions about features or options. What will it do? What will you do? Is this my best option? Is this standard? Do I have to pay extra for this? What these types of questions mean is that the customer is trying to picture ownership with your stuff attached to it. Your job is to recognize the signal and be reassuring and prepared to confirm the prospect's choice. 9. Questions about productivity. Productivity is a little bit more subtle. How much can it pro- duce in a day? How often will it break down? Will it be easy for my employees to use? What is your service response time? Price plus pro- ductivity equals cost. Productivity is a key in- gredient in your differentiation. 10. Questions about quality, guarantee, or war- ranty. How long is this under warranty? How long will this last? The customer is interested, just looking for more reassurance. 11. Questions about qualifications. Qalifica- tions take three different paths: your quali- fications, your company's qualifications, or your product's qualifications. Can all your people answer all customer questions on the phone? Can I call you directly if I have a problem? Do you have a special help desk? All of these things relate to some form of ownership in the prospect's mind. 12. Specific positive questions about the company. What other products do you carry? How long have you been making this one? What happened to the last model? Do you have a new model coming out shortly? Answer all these questions briefly and immediately. Don't whip out the catalog or a bunch of slides. Instead, say, "Mr. Jones, let me take you on a brief virtual tour of our factory or warehouse. Let me show you some of our other products and how they can help you." 13. Specific product or service questions. How does the manual continued on page 95

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