08032015Mon
Last updateSat, 01 Aug 2015 7pm

Columnists

Selling swimming pools is the same as selling jewelry

6 lessons every seller needs

About a month ago my wife said to me, "Bob, I think we should have a swimming pool." Having been happily married to this woman for over 41 years I could read between the lines to see what she was really saying. It would be something like this. "Bob, I want a swimming pool. I want it now. A swimming pool will make me very happy, and you know when I am very happy you are very happy."

So, being an intelligent man I started my due diligence and learned everything about in-ground swimming pools. I quickly learned most of the companies selling swimming pools in our area do not product train their representatives. I telephoned 11 different pool companies. I only found 5 companies I had enough faith in, that they knew their products and had good customer service, to allow them in my home.

Lesson # 1: Make sure the person the customer talks to on the telephone is a good representative for your business.

The first pool salesperson came with one pamphlet and a measuring tape. I told him where I wanted the pool and the approximate size I wanted. He measured and figured and told me the price, $57,000! I said, "For what?" He said, "The pool and spa." I said, "What spa?" He said, "Everyone gets a spa when they put in an in ground pool." I did not want a spa. He assumed it was one of my wants, needs and problems.

And that went on and on with each salesperson. I think everyone of them, except one, assumed they knew what I wanted and what my problem (need, want) was. Because they told me what I needed. Well it was actually what they wanted to sell.

I tried over and over again to explain to them that although I did have a need, (problem, want) that a pool would solve, the actual person they needed to satisfy with the different features they offered was not me. Only one of the salespeople, the one who got the sale, figured it out and solved my problem (need and want). My problem (need, want) I needed solved was: To make my wife happy.

Lesson # 2: Never assume you know what the customer's problems (needs and wants) are.

As I said, only one salesperson solved my problem (need, want). He, unlike the others, listened to me when I constantly told him my wife wants this and my wife wants that. He wrote every one of her wants and needs and problems down and then showed me how he would solve them for her. Which of course solved my only problem (need, want).

Lesson # 3: Listen to the customer.

While he was showing me how he would solve my wife's needs and wants, he gave me choices of solutions to pick from.

Lesson # 4: Give the customer choices of solutions from which to pick.

When you give a customer a choice of products and services to buy from you, it no longer is will they buy from you or from the competition. It becomes which choice will they buy from you.

My swimming pool salesperson did not stop selling to me after he left that evening. The next day he telephoned me to see if I had any questions. Two days later I received a thank you note. And two days after that I received, via e-mail, a list of tips on how to properly maintain an in ground pool.

Lesson # 5: Follow up, Follow up, Follow up - Aggressive Action # 22*

The evening we signed the contract for construction to begin I heard the magic words from my salesperson.

Lesson # 6: Use the magic words - "Who do you know?" -Aggressive Action # 19*

Whenever I am looking for my wife I know I can find her at the pool. She is very happy and I have no problems, (needs or wants). I am very happy.

6 Lessons about selling

Lesson # 1: Make sure the person the customer talks to on the telephone is a good representative for your business.
Lesson # 2: Never assume you know what the customer's problems (needs and wants) are.
Lesson # 3: Listen to the customer.
Lesson # 4: Give the customer choices of solutions to pick from.
Lesson # 5: Follow up, Follow up, Follow up
Lesson # 6: Use the magic words - "Who do you know?"

*Aggressive Actions are from Bob Janet's new book, "How To Take Customers Away From Your Competition" available at www.BobJanet.com.

Bob Janet - Sales consultant/trainer, speaker, author of "Join The Profit Club" combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 800-286-1203, or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..

The Story Behind the Stone: Such a deal

Jarrett pitReal estate listings are everywhere you look. That means you can expect some odd-ball properties to come onto market from time to time if you look long and far enough. Here’s one you may not have seen coming. We’ve never seen this come on the market before.

125 Year Old Property

A recent Financial Times (ft.com) headline read: De Beers to sell legendary Kimberley Mines. Readers learn that it is “set to end more than 125 years of diamond mining history.” The offering details the unloading of an iconic kingpin responsible for more than a century of mining and trading at that location, the Kimberley Mine.

The Story Behind the Stone: The Little Black Stone

Jarrett black dia JulyBlack diamonds are on an upward course after years of being a misunderstood stone - or even worse, thought of as a manufactured gem. Still, mainstream consumers know little about this fascinating jewel. Fortunately, their rich story can fuel public interest and provide jewelers with fodder to tempt their customers with this monochromatic nugget.

Various global deposits have produced black diamonds although not all were destined for the jeweler’s bench. Diamond mining’s glory days in Brazil’s 19th century and later in South Africa exposed awesome specimens that intrigued diamond aficionados. The treasures were quickly spirited away into private collections. Unattractive blackish rough that could not be successfully polished for jewelry was routinely classified as industrial-use carbonado.

The Story Behind the Stone: Vintage cut diamonds find a new fan base

Old Miners, Euros, Single Cuts, Rose Cuts and more...

Today in our era of hyper-personalized jewelry, it’s seems a bit counter intuitive to learn that antique and vintage jewels are more popular than ever. Once a consumer grasps the fact that most of these early pieces are indeed one of a kind, then respect is earned and the consumer is drawn into the experience of viewing these miniature works of art.

The Story Behind the Stone: Mine to market - opal’s colorful journey

Precious opal has been holding fans spellbound for centuries. The gemstone is unique in more ways than its kaleidoscopic appearance. This stone is a hydrated amorphous form of silica and usually contains between 6 - 10% water by weight. It’s not unheard of for specimens to have up to 20% water, either.

  • Newsletter

  • Latest Post

  • Most Read

Columnist



Media Kit