Selling inspires. It inspires sales people who revel in the close and
take satisfaction in fulfilling the needs of their customer. It
inspires the customer who has a desire for something to seek it, engage
in the cat-and-mouse affair leading up to the purchase, and finally to
commit. Its a glorious result for both parties. Imagine if you could
take your very best personal purchase experiences and apply them to
your business when you sell a home system.
Im fresh back from a terrific week at the CEDIA Management Conference
in San Diego. It was an honor to serve as conference chairman and even
more of an honor to work with such a great team of CEDIA professional
staff and conference committee volunteers. Even with my duties at the
conference, I was able to soak it up and take away some traditional
conference nuggets. I was inspired by the vibe, conference content,
presenters, and attendees.
Upon returning home, I went through my notes and reviewed the most
profound phrases that I heard and absorbed. All are inspiring, but here
are my favorites:
Sell the job right! Thank
you, Sam Cavitt and Mike Bradley. That sure sums it up. Selling the job
right means maximizing the satisfaction for the customer while trying
to be the most efficient and profitable you can be for your business.
It takes a lot to accomplish both, but managing change orders
properlynot underselling laborand having a process for everything are
excellent steps toward selling right.
You want the best employees to know about your business. Thank
you, Gigi Dryer. Properly selling the job requires having the right
people on your team, and not necessarily just sales people. Your
technicians, project managers, and everyone else affects your business
ability to sell effectively. Hire the wrong people or manage your
employees poorly and you will lose sales. You have to know what to do
for people, with people, and about people. If you can do a great job
for your employees, apply the same magic to your customers. Be a great
place to work and let everyone know about it.
Establish your purpose versus value. Thank
you, Marilyn Sanford. Purpose is your reason for doing something, for
wanting to achieve, and is essential to building values.
You started your business because you were inspired by the
possibilities of what you could do. Your purpose becomes your
resolution to continue to achieve more. Upon establishing the clarity
of your purpose to your employees, you help them to build the values
that you express to your customers.
Sell service contracts as a detailed line item. Thank
you, Gary Kayye. Its not just a piece of hardware that has to be
there. Service contracts are an engagement in the sustained
satisfaction of your customer. You wouldnt treat a service contract as
a static line item on a bid without detailing out your commitment,
would you? Of course not. You would inspire them to want your assurance
that should something go wrong, they can call you to make things right.
Watch your labor costs versus man hours.
Thank you, Darrell McComber. Are you completing more work in less time?
Well, if you are not then you have an opportunity to inspire a few more
customers this year. Since the first custom installation caveman pulled
the first run of 16/4, the cost of labor has been a major component of
the profit, or non-profit scene. Today is no different except that we
all now know that if we get better, we make more money and make more
customers happy. Work on it.
Pour some on me! Magic is
sitting here in my office right now, frosted and blue, it beckons me to
uncork its possibilities. For those of you who experienced Kevin
Carrolls opening keynote, you know what Im talking about. From the
blue bottle of Magic to the captivating red rubber ball in our lives,
Kevin inspired us all to go for it. Go for it like a kid with no
concern for anything other than achieving the red rubber ball. Once you
do, it is magic and youll want to do it over and over again.
Everything matters. Thank
you, Scott McKain. It sure as heck does, and it touches everyone. Your
actions, your spoken word, your work ethic, your passions in life, and
what you convey to those around you matters immensely. In your
business, your employees are watching you and your customers are
watching your employees. Pay attention to this truth. Always be
conscious of your actions and your word. It could make the difference
between someone being with you or against you.
Hold your position. Thank
you, Roger Dawson. No, we did not have a military exercise at the
conference. What we had was a commitment to remain steadfast in your
sales and negotiation pose. You offer a highly skilled service and
quality experience to your customers. When negotiating a contract with
them, stay true to what you believe is bestnot necessarily the highest
price, but the best agreement. You want your customer to have a
terrific experience with your business. Until your customer tells you
something different that they want, you must keep on inspiring them to
want what you have proposed. Only when your customer moves their
position, shall you consider the same. Dont give in first!
Consider it done. Thank you,
Eric Chester. What a concept. Take charge, make something happen, and
come through for others. It is accountability at its finest. Is this
happening in your business today? Accountable people are driven and
inspire others through their unfailingly consistent achievements. They
raise the bar and get more done and bring benefits to everyone around
them. You want to be one of these people, and you need them in your
Someone always benefits from change.
Thank you, Richard Worzel. When change occurs, be it a trend, the
economy or the style of your business, somewhere along the way, someone
gains. Blu-ray prevails; Sony wins. The home loan market stumbles; good
credit homebuyers get lower prices. Your business grows; you have an
opportunity to make more money. Regardless of how things change, we can
always count on change to throw us a curve and inspire us to try
something different. Everyday it happens and every day you need to be
ready for it. You should even be the change-agent, you might just be
the one who benefits.
About 260 industry professionals were together for four days for one
simple reason: to become inspired to get better. Each found
different pathways to their inspiration at the conference or while
socializing with peers. Getting inside your own head is the place to
start. About 250 industry professionals opened up their minds at the
conference and will be better off for it. Someone always benefits from
change. Let it be you.