President Franklin D. Roosevelt uttered that prophetic phrase as
part of his first inaugural address in 1932. Little did President
Roosevelt realize at that time that his observation would apply to
decorative plumbing and hardware showroom customers in 2018.
You
will close more sales if you realize that price is never the reason why
a sale is lost, nor is it the type of shower system, faucet, steam
unit, vanity, lighting or any other product that is featured in your
showroom. The primary reason prospects will abandon you for some other
option is that you failed to eliminate your prospects' fears and
establish yourself as a trusted advisor. Your prospects come to the
showroom for affirmation and guidance. If they have spent considerable
time already researching their options, they are in the showroom looking
for solutions. It's a big deal to rip apart one's home and be without a
kitchen or bath for many weeks. When you focus on understanding what
your customer's fear the most and you help allay those fears, you will
inevitably watch your closing ratios skyrocket.
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