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Course Title
How to Increase Sales With Contrast Selling
Mitch BrashersSpringfield Music
Springfield, Mo.
Which is better?
I asked you a question!
Redhead or brunette?
Aw, Yiss!
Get your head right
• There is no right or wrong in music!• Really, don’t let anyone tell you
differently.• A salesperson is a facilitator interested in
getting customers what they want.
What does it do?
• Establishes your salesperson as an authority
• Allows one to easily upsell• Helps focus the sale
• Video
How to make the magic:
• Broad understanding of products • An ability to parse specific features
simply
Broad Understanding
• Example: What are the main factors that determine the price difference between a $100 guitar and a $4,000 acoustic guitar?
Broad Understanding
• Wood: How much is used and what kind is used
• Appointments: How pretty it is (cutaways and electronics fall into this section)
• The brand/where it is made
Broad Understanding
• What are the differences between guitar strings?– Materials used– Gauge– Coated or not coated
Specific Parsing
• How do you help someone choose the right string? – Brand doesn’t matter (gasp!)– Ask questions– Recommendation based on features, not on
what YOU like
The Upsell
• Coated strings• Guitar/Bass vs. Chromatic tuner
Train your staff
• Comparative selling can be hard because it takes a willingness to:– Learn product– Actively engage customers– Release your ego
Train your staff
• Start by thinking in 3’s• Work on a smooth pitch• Descriptive words• Demo products• Be honest
Mitch BrashersSpringfield MusicSpringfield, [email protected]