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Course Title How to Increase Sales With Contrast Selling Mitch Brashers Springfield Music...
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Transcript of Course Title How to Increase Sales With Contrast Selling Mitch Brashers Springfield Music...
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]