Why Sales Are Lost

Many DPHA members, particularly our dealer members, complain about the Internet.  They believe that the reason most customers don't buy from their showroom is because their customers can buy for less someplace else.  Sales Guru Bob Phelps argues that a lost sale is never about price or the product.  A sale is lost because sales professionals do not allay buyers' fears.  Phelps argues, "When you can remove risk or regret, your shopper is likely to buy." 

Common fears among showroom customers include:

• Can't afford the best
• Can't find the best option
• The solution does not meet performance requirements
• My spouse will think that buying your solution is a rip-off

Anyone who walks into a DPHA showroom knows they are not in a home center.  Your customers also understand that the products on display and those that are likely to be recommended are not commodities.  But that does not prevent a sales professional's bias from eroding margins or losing sales opportunities.  How many of your sales professionals size up a client before they say a word and determine what their budget is likely to be just by their physical appearance?  How many sales professionals believe some or all of the products in your showroom are too expensive?  How many sales professionals make snap judgements and decisions before allowing the customer to tell a complete story?  How many sales professionals will avoid certain customer types, because they believe they are not worth their time?

 

Many showroom sales professionals sell what they want, when they want to and how they want to.  That may be great for the sales team, but it may not be benefiting the showroom or the business.  Phelps states that you can't change people's buying habits, but you can discover what they truly value.  By asking the right questions and actively listening to responses to better understand what a customer believes is most important, a sales professional can lay the foundation for building trust and eliminating price as an objection. 

 

Many sales professionals mistakenly believe that consumers have changed.  Wrong!  Showroom customers want the same things today that they did 20 years ago.  The difference today is that access to information, products and pricing has never been easier.  However, that does not dismiss the customer's desire to be understood, to receive the best solutions for their project, to ensure that they receive value and that the person making recommendations for their home truly understands what they want and need.