7 Reasons Why Your Sales Results Suck: Part 7

December 27, 2006 by Aaron O'Hanlon

There is an imbalance at many contractors that is created by some of the crew performing at a high level while others do not. Many owners perceive this as just a fact of life and refuse to believe that EVERYBODY could achieve profitable numbers. These underperformers SUCK resources from the rest of the team.

Let’s finish the series with part 7 of ‘Why your sales results suck’…

REASON #7 - They sell to Americans like a communist.

Alright, I know you are fed up with your poor performers but calling them a communist? Isn’t that taking things a bit too far? Not really when you consider how far off poor performers are with the way that most people in this country prefer to buy things.

That’s right, poor performers are not ‘on code’ with the average American when they choose only one repair and then present it to the customer. In the days of the ‘iron curtain’ in communist Russia, the people would stand in line for hours for a loaf of bread. In those days, there was no choice. Only one kind of bread was given to all people. Okay, they had two choices. Take it or leave it. Fair enough?

Our country was built on freedom. To give anyone who lives in the United Staes of America only one choice restricts people and makes them feel as if something is not right. In essence, your customer feels ‘not free’ with no options.

Show your customer the best option that is the most premium and cost the most first so they can see what the ‘good life’ is like. Then show them the options in the middle that have less warranty, service and complete repairs. Then show them the ‘least’ that you can do get it running. We love choices.

Don’t stand in the way of the freedoms that we in this country have paid and are paying dearly for. Sell like a patriot and give your customer ALL their choices.