Creating Interest Sells AMSOIL Products
Highlighting the value of AMSOIL products and displaying patience can help move prospects from “not looking” to “looking.”
The Buy-Sell Process describes the process we all move through whether buying a candy bar or a new vehicle. Understanding your potential customers’ state of mind and where they are in the process is an important skill for all AMSOIL Dealers.
Often, your initial interaction with a prospect will reveal that he is in the first stage of the process – he’s not looking for a new oil. Here, the goal is to move him from “not looking” to “looking.” One approach is to create curiosity by simply highlighting the product’s value.
Field Sales Representative Keith Cooksey has been guiding AMSOIL Dealers toward success for many years. He recently shared some of the strategies he, and the Dealers he works with, use to ease customers from “not looking” to “looking.”
“Paint a picture that allows the customer to visualize the product’s value,” Cooksey said. He recently put this idea into action while working with an extremely price-conscious prospect. “To redirect the conversation beyond price, I informed the potential customer that there were many AMSOIL customers in the area with active lifestyles that not only purchase products for their trucks, but also for their boats, ATVs, motorcycles, and lawn-and-garden power tools,” Cooksey said.
“The prospect began to nod his head as I mentioned all the uses a person might have for our products. He then asked what I would recommend for his store. I knew we’d made serious progress,” Cooksey said. “A simple illustration changed the prospect’s perception of his own customers’ purchasing power and behaviors.”
PATIENCE PAYS OFF
A prospective customer’s busy schedule can be a barrier to cultivating a successful partnership. Dealer Robert Palumbo often encounters prospects who are juggling several tasks and have little time to talk. “Don’t add to their stress level,” he said. “Don’t try to sell them anything. Ask questions that get them talking about themselves. Something you have in common will come up.
“Before you know it, you can offer them a bottle of Quickshot® to try in their camping generator, four-stroke oil for their rototiller or some SABER® for their chainsaw. Get them to use the product and see the results. Create an advocate. Now they’re ‘looking.’
“It takes time and commitment. Once you’ve created interest, you never know where it will lead or how quickly you’ll get there.”
Learn more about The Buy-Sell Process in the T3 and T4 level courses of AU Online or sign up now and begin your free AMSOIL U training online.