Electric Heating Co., Inc

Dave's Corner:
Keep on Selling (Part 4)

As money dries up and customers become less confident about buying, what happens to those of us who sell? The good news is that no matter how bad things get, you can keep selling and profiting by making minor changes that will make a difference.

We all have a number of closes we are comfortable with. Maybe you ask your prospects to buy once and then hand them your card and brochure. Maybe you are used to asking three times before you bail. Whatever your average was before the melt down, increase it by one and you will increase your sales enough to weather the storm. If you normally ask three times, try to average four times at every call. You will be amazed at the difference this makes to your closing rate.

All of your products have features that are beneficial to your customers. Tell your prospects exactly what you are selling and how it can benefit their business. Be upfront about your intentions. Listen for the signs that the prospect may be ready to make a purchase. Are they asking you questions about pricing, lead times, warranty, etc.? As their interest starts to peak, they may be getting closer to asking for a quote or making a purchase.

Now, more than ever, it's probably time to apply the old adage "Think out-of-the box". What does this mean to us? Can we offer them a sample or two as a trial? Can we offer them special terms if they make a purchase? Your customers and prospects are looking for every advantage they can gain during these tough times, so understand their business and learn how you can help. Separate yourself from the competition, both by product differentiation and actions !!!

You have been receiving this newsletter for five years. I started it as a vehicle to stay in front of you on a weekly basis with product focus, Dalton Electric news items, sales enhancements and ideas and, as always, the Friday Funnies. Salespeople with whom I travel have told me that the Funnies are the first thing they go to ... but always add that they read the first section also.

I was warned that a weekly commitment might prove to be a bit much, but I have worked hard to show that our commitment is to you. I look forward to continuing with our TGID Newsletter and welcome any input that you might care to share. Is there anything that you would like to see?

... Eli Whitney

A man and woman had been married for more than sixty years. They had shared everything. They had talked about everything. They had kept no secrets from each other except that the little old woman had a shoe box in the top of her closet that she had cautioned her husband never to open or ask her about.

For all of these years, he had never thought about the box, but one day the little old woman got very sick and the doctor said She would not recover. While trying to sort out their affairs, the little old man took down the shoe box and took it to his wife's bedside. She agreed that it was time that he should know what was in the box.

When he opened it, he found two crocheted dolls and a stack of money totaling $95,000. He asked her about the contents.

'When we were to be married,' she said, 'my grandmother told me the secret of a happy marriage was to never argue. She told me that if I ever got angry with you, I should just keep quiet and crochet a doll.'

The little old man was so moved; he had to fight back tears. Only two precious dolls were in the box. She had only been angry with him two times in all those years of living and loving. He almost burst with happiness.

'Honey,' he said, 'that explains the two dolls, but what about all of this money? Where did it come from?'

'Oh,' she said, 'that's the money I made from selling all the other dolls.'

Dalton Electric Heating Co., Inc (978)356-9844
28 Hayward Street Ipswich, MA 01938 USA

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