Teeco Solutions - March 2018

Offering the Best in Tent Washing & Drying Machines




We are often taught two ways to approach a sale: We either focus on the features and benefits of our product, or we focus on the customer’s needs and wants — the latter being much more effective. Let’s consider an example. When someone enters a hardware store, the sales associate has two options: They can either sell the drill bit or they can focus on the customer’s end goal, which

these questions down, I was able to redefine my answers, and my natural sales pitch developed quickly.

As the company grew and more salespeople were hired, this list became a great training tool. I was able to teach the new hires the most common questions asked by customers and the appropriate responses. Our training time was relatively short, but it was extremely effective. Once they knew the basics, my salespeople could get on the floor and up to speed in no time.

is to drill holes. If they are simply selling a drill bit, they will focus on the features of the product, including its sharpness and the variety of materials it can be used on. Or, in tent rentals, the salesperson might focus on how big the tent is, the material it’s made of, and the type of weather it can withstand. However, a more effective method of selling to the customer is to have their end goal in mind, not just the product they need to use to get there. If a customer needs to drill many holes in a short period of time, you can effectively

“The best sales people focus on customer needs, not on the features of their product.”

One of the most important things to remember is that most people have never rented a tent before coming to you. It’s not a common buying experience; people don’t know what they don’t know. Because of their ignorance, customers often don’t know how to purchase things from you.

The best way to tell if your customer doesn’t know anything about your product or their

point them to the correct drill bit. By focusing on their need, you are focusing on the customer. To do this, a salesperson must approach the situation ready to ask questions and listen, which is much different than showing up ready to explain the technicalities of your product. The best salespeople focus on customer needs, not on the features of their product. When I was first learning my way around tent sales, my mentor began my training by asking me a series of questions. He would ask, “If a customer tells you he wants to rent a tent that doesn’t kill his grass, what do you say?” I would respond with the best option for that specific customer, and we would go back and forth until my mentor was satisfied with my answers. From that experience, I created a list of eight questions that most customers tend to ask during the buying process. Once I wrote

primary need is if they lead off the conversation by asking about price. It’s human nature to ask about the things we know, and if the only thing your customer understands is the price tag, that’s what they are going to ask about first. As a salesperson, it’s your job to briefly address price but then steer the conversation toward your customer’s needs by asking clarifying questions. Then, price takes a back seat and you can uncover which product will best suit their situation, saving them from a bad buying situation. Understanding the process of sales is difficult, and there’s a reason why the best salespeople are professionals! Sales is more than just the ability to talk and make people feel good. The best salespeople take a customer-centric approach by interacting with their customers, asking the important questions and focusing on their customer’s needs.

–Steve Arendt

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