It's not very often that a perceived insult can be flattering—but there I was, a college freshman working as a retail sales associate at a big box electronics store. I had just sold a Bose 3-2-1 system along with a Sony WEGA flatscreen CRT TV to an elderly woman. After handing her the receipt she gave me a polite smile and said, “You know, you would make an awful car salesman!”
I laughed it off at first, until she added, “You are too honest.”
It's important to note that I have a lot of respect for those in automotive sales. It’s a high-stress job that is more often plagued by a dirty reputation than just about any other career. I have certainly had my share of bad experiences while car shopping, though I've also had some incredibly positive ones.
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In this particular instance, I took this as a compliment, and it is something that has continued to shape me as I’ve gotten older. What this customer was so eloquently trying to explain was that I had been a trusted advisor to her on that day; while I could have upsold her to a larger home theater system or a more expensive television, I didn’t because that was not what she needed.
As a director of business development, I still hear it to this day. Everyone loves to think they are an advisor or that they provide “white glove" service. However, that's just not the case. How can we elevate ourselves from salesperson to advisor? Here are my “Six Steps of Credibility.”
Step 1: Be better than the brochure.
Don’t be afraid to put in the work and educate yourself on the products/services you are selling. Perfect your pitch and relate those products/services and their benefits to your customers on an individual basis.
Step 2: Above everything, be honest.
It should go without saying, even when it might cost you a particular sale, but the customer can usually determine when you are attempting to “con” them. That elderly customer didn't need a $2,000 home theater system to watch Wheel of Fortune and her soap operas, and I advised her of that at the time.
Step 3: Show up when it doesn't matter.
Sometimes, there simply isn’t a sale to be made. Customers are not afraid to do their research and educate themselves. It's important that we show up at those times just as much as we do during the actual sale.
Be available to troubleshoot, offer opinions, or explain new technology and trends. It will go a long way that could lead to plentiful future business opportunities.
Step 4: Their business matters, not yours.
There are numerous times in my career where I heard a salesperson pitch a product because it helps them. Maybe it's a higher commission or simply something that's in stock at that time. Whatever the motivation, it completely ignores the obvious flaw—it's not right for the customer.
Take the time to learn about the customer’s business, how they plan to use their control system, new video wall, or audio setup. When you learn why the gear is so important to them, that will enable you to offer a more thorough advisory during the discussion.
Step 5: Your word is your calling card.
Someone’s integrity usually outweighs all else. I'd rank it up at the top of the list along with honesty. If you promise a deadline, make sure you achieve it. If you promise to follow up, set that calendar reminder to ensure that you do. This seems to be such a rarity in this day and age that when I do follow up with a customer, they seem legitimately surprised, even if they do not intend on purchasing at that exact time.
Step 6: Post-sale can be the most important sale.
Don't disappear after the sale! Ironically enough, this happened to me recently. I bought my daughter her first used car in March. The salesperson was one of the more persistent ones. I even got a post-sale email, which seemed very personalized to my daughter and me.
A couple of weeks later, her air conditioner stopped working correctly. Since it was a used car, I was worried about what was covered and what wasn’t, so I called the salesperson. Needless to say, I am still waiting for the salesperson to return my messages or calls. Thankfully, the issue did get fixed, but that salesperson has lost any chance of future business with us.
Be present and be prepared to guide that customer long after the sale is made. It could lead to several more opportunities.
The “advisor” title shouldn’t be self-proclaimed. It needs to be earned and conferred by past customers. We earn the title through each interaction we find ourselves in and each relationship we have worked tirelessly to build.
In the Pro AV industry, with all its new technology and bells and whistles, building credibility through our interactions cannot afford to become a lost art. Thankfully, based on those that I have crossed paths with over the better part of a decade, I am confident we have enough “advisors” to guide us further into the future.
