LED Sign Sales- Closing Technique Suggestions- Installment 2 of 3

- Mike Prongue

How do you close a sale? Healthy thinking about a sale is the first step.

Many people subconsciously fear a successful sale being consummated! I know it sounds ridiculous and you might have to give Dr. Phil a call to know why, but a lot of salespeople have this fear that they are somehow “getting into the customer’s pocket” or somehow "taking their money". Nothing could be further from the truth.

If you have a solid product, backed by technical competence, at least in the world of LED signs, you are trading a money-making, value-rich technology product for a fair amount of money. It is a win-win in reality. They need what you have.

No fear and no guilt.

In the world of early man, just like in today’s world of sales people, there are two types- the hunter and the farmer.

The hunter will take their spear and go bravely into the woods, not dismayed by cold, fear, darkness, danger or hunger.  They stalk, they track, they make their move and they bring the prize back to the tribe and are rewarded and valued for their skills. 

The farmer tends the soil, plants the seed, waters the seedling, pulls the weeds and nurtures the small plants into a thriving field and a bountiful harvest. Yet, each night their head hits the same pile of furs. They don’t wander the woods but what they do is important to the tribe as well.

Do you see this in your sales team? Some people develop and deepen relationships and nurture clients while others “hit the streets” and hunt aggressively for the next sale. It depends on your company and how your business operates to choose the right approach. Perhaps a mixture of the two would be best?

These thoughts may help you to look at your sales team or maybe yourself. Use what works for you.

Now, as promised, here are three more closing techniques for your review. Again, of the 9 total closing techniques that I will present across 3 blog entries, choose perhaps 2 or 3 to use. Not all will work for you. It depends on your style- hunter, farmer, techie, smiley person or whatever you are! Choose a couple and try them.

#4 Choices Close

Approach

Offer more than one alternative for the customer. This may be something you are already doing but keep the alternative choice small in number.

Many years ago while looking for a sports coat in a Men’s Warehouse in New Orleans, I tried on several different styles. A saleslady helped me and she said “I know you won’t buy because you tried on more than 3!”  She was right- reduce confusion.

This approach works well when you are seeking agreement.

Examples:

Do you think the full-color or the simple red grayscale LED sign is best for you?

Would you prefer the wireless option or do you want to trench your parking lot for a Cat5 cable?

#5 Technical Close 

Approach

Display, discuss and spotlight the engineering and technical aspects of the product being sold- in our case the LED sign. Remember to state not only the technical feature but the benefit it provides to the customer.

This works because you are providing the backdrop and the background, i.e.- the History, of the product and how it is a superior choice.

Example:

This LED sign has the most advanced software in the industry. It’s actually the 4^th generation of software and that means that it’s easy to use with all the bugs worked out!

Our LED sign has redundant power supply options to ensure the sign always stays on and your message is always seen.

Then ask for feedback to see what they think.

#6 Let Me Check

Approach

You’ve seen this at car dealerships. It’s the old “ask the boss” routine but it does work not only for discounts but delivery schedules, and other exceptions that you might be able to answer. But why should "lowly little you" answer them when you can appeal to some higher power on their behalf during a well-timed intermission?

You apparently “put yourself on the line” for the customer and a small sense of bonding occurs. 

I’m not a huge supporter of this approach but there are times when you need to ask the boss a legitimate question that is “above your pay grade” and doing so do demonstrate to the customer that you are willing to spend time and energy to answer questions.

Stay tuned for the final installment of this “closing technique” blog- next week!

These comments belong to me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com. 

Digital Signage Sales 101: Stop selling and start solving - Customer Centered Selling

-Deacon Wardlow

In previous blogs we’ve discussed sales approaches for Digital Signage (DS):
-Short term gain, long term costs (cost of a "cheap" LED Sign)
-Is an LED Sign (or any Digital Signage) an investment or a purchase?
-Selling the value of a Digital Signage Solution (LED Sign, LCD, or other)
-LED Sign Sales: Closing Techniques

Problem - solution. This is the very heart and soul of sales. Regardless of what we tell ourselves, we are creatures of habit. Few people enjoy change because change means putting time and effort in where we’d rather focus those energies elsewhere. When a salesperson comes in with a new product/service, that salesperson is really saying, “It’s time to change things up!” If the client doesn’t see a need, they’re not going to be very open to the sale.

Do you want to see a better turnaround with your sales? Stop selling! Stop throwing numbers at people with no value attached. Even when you have value and the best approach in the world, it’s empty unless you’re bringing something to the table to solve the client’s problems. Diamonds may be a girl’s best friend, but they won’t improve gas mileage or save someone time in their day...

A salesperson is, first and foremost, a solutions provider. The best salespeople have a solution to help clients quickly overcome whatever obstacles they’re facing and they’re going to work with them to ensure the solution is a good fit. The sale isn’t about the product/service, it’s about the need for them. If there’s no need, there’s no sale and the salesperson is wasting both the client’s and their own time.

Robert Jolles wrote the book Customer Centered Selling, this is a staged approach to developing a relationship and focusing on the customer rather than the product/service:

1. Satisfaction/Research
Most clients are happy with what they have (thus the lack of a desire to change). This is the salesperson’s opportunity to research the customer:
-What problems will be addressed by the product/service?
-Who are the influencers for a purchase decision?
-Plant seeds to build relationships to help a sale later on.

2. Acknowledgement/Analysis
Once the salesperson has spoken with the customer, they’ve likely revealed a problem which needs to be solved. The client might not see the problem as something which needs a solution and will happily spend a lot of time at this stage. Work to get the client past this stage:
-Refine the problem by identifying the nature of the issue(s).
-Define the full extent of the current problem and how it possibly affects other parts of the business.
-Ask probing questions to get the client to realize the pains the problem causes now and will cause later.

3. Decision/Confirmation
The client should now see the full extent of the problem, now it’s up to the salesperson to outline the main issue which relates to the solution(s) available.

4. Criteria/Confirmation
Quickly verify the customer wants to solve the problem, check for concerns and ensure the client is ready to move forward.

5. Measurement/Specification
When the client is ready to move and open to a solution, the salesperson will guide them towards a specific solution and discuss how that solution will be applied (to show the value/return).

6. Investigation/Solution
Here’s where the salesperson gets an opportunity to shine and be a solutions provider. Using the F.A.B.E.C. sequence:
-Show Features which meet the customer needs (prioritized in order of importance)
-Demonstration additional Advantages
-Describe the Benefits of the solution
-Explain how it works (more is less, don’t oversell)
-Confirm they agree the solution is a good fit and they understand what’s been presented

7. Selection/Close
The benefits of the solution are summarized (Summary Close) and the salesperson asks for the sale (using whatever particular closing style preferred). This is the time to discuss logistical details and reassure the customer the decision is a good one.

8. Reconsideration/Maintenance
The sale isn’t over with a sale. This is the key time for the salesperson to keep an eye on delivery, setup and training. The salesperson should keep in touch with the client to ensure the solution really did solve the problem. Staying in touch enables the salesperson to strengthen the relationship as well as spot future opportunities.

When salespeople focus on the customer, the sale will come naturally. You’re either part of the solution or part of the problem.

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage “Need To Know:”: Explaining LED Sign Technology Simply and Effectively to Your Audience Directly.

-Scott Hofheins

Effectively explaining LED sign technology can be difficult. Many people have trouble with technology they use every day like smart phones or personal computers, let alone a full color outdoor LED sign system. Digital Signage is a new subject for many people, and the misinformation prevalent in the industry does not help matters. So how do you effectively explain virtual pixel technology, embedded vs. IPC systems, conformal coating, and other tech items without your audience’s eyes glossing over?

Speak the Language
Sternocleidomastoid. If you're a doctor, sports trainer, or paid attention in Human Biology chances are you know what this means. We can have a great conversation on human anatomy and the inner workings of the human body. But maybe you had a hard time staying awake in biology, with little interest in the details of how we function. I can then tell you it is a large neck muscle that helps you tilt, and turn your head. We can then move on.

It’s important to know who your talking to as soon as possible. If you’re talking to a tech, then talk tech. If your talking to a big picture guy, then talk big picture. It’s important to be strong in both respects, and be able to find the right middle ground for your audience.

Sum it Up
This is important when talking to anyone. Stick to understandable terms that matter to the audience, but still explain facts. Then sum it up with how that specific technology will affect the audience directly. If your audience was starting to gloss over, the summation will clear it up every time.

This is important for both tech guys, and big picture guys. The key is to focus on them specifically. The tech guy will be happy to know that high quality power supplies mean less troubleshooting and repair work. The big picture guy will appreciate that these power supplies mean consistent up-time with the sign, generating more visibility for the business (thus more money). It's the same technology, but benefits people in different ways. Keep your focus, sum it up and explain specific benefits to your audience directly. (I practice what I preach.)  

Back it Up
“Speak Softly and Carry a Big Stick...” is one of my favorite quotes from Theodore Roosevelt. You need to back up your talk with real data. Even a big picture guy will usually make sure a tech looks at your stuff at some point. Be ready for this with your knowledge of the product (see Deacon's post) and by having good access to white papers, articles, case studies, etc...

Listen
Don’t do all the talking. As you explain certain items, stop and ask the audience: is this making sense to you? Don’t be afraid if the answer is no, be thankful you got that feedback before you wasted more time going the same direction. Listen to your audience and change your approach as needed.

By listening, you can also pick up on misinformation they may have received from another party. It’s unfortunate that we have so much of this in the industry, but it goes along with the territory and you have to account for it. If you're listening, you can address it directly, and make sure they have the correct information to make an truly informed decision.


The LED sign industry is still evolving at a rapid pace. It’s up to us as manufacturers and dealers to keep it going in the right direction with clear and understandable marketing and explanations of the technology that drives our products. I hope this post has been helpful, and I look forward to writing more on the subject. Remember who your talking to, summarize your explanations, backup your claims, and listen to your audience. If you do these things, to finishing the quote from Teddy Roosevelt, “...you will go far.”

.
-SH


I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

LED Sign Sales- Closing Technique Suggestions- 1 of 3

- Mike Prongue

The reality of working in America today is that you have to be a multi-talented, creative, communications-oriented person or be left behind. 

As my career evolved, there were many times when there was a “break in the action” and I looked up to ask the proverbial question “who are these people and how in the heck did I get here?”  If you have never asked yourself a question like this, then I would suggest that perhaps you have a few more miles to travel on the old career odometer.

Job “A” leads to job “B”. You learn, you get some education- either in a school or on the street in the “school of life”. You get promoted, you take a chance and you take a leap of faith to open your own business. You risk money and time and start to generate some revenue to pay the bills. A year passes and you have a business that not only survived but is starting to actually succeed! 

Good job.

You know a lot of stuff, but can you be an "expert" in everything- probably not so much.

You are probably very hands-on, perhaps more technically oriented, perhaps familiar with how to state the facts and “nothing but the facts” but how much time have you spent learning the fine art of closing the sale? So you don’t need that “slick talk stuff”?

I’m going to give you 9 techniques to close a sale. No, not all here today because I know you’d be out on your boom truck by item 4, so I going to give you 3 techniques for 3 consecutive blog postings.

Some of these will not work for you. Some are not your style. Some are cumbersome. But if you read all 3 blogs and consider all 9 techniques, you may find 2 techniques that you feel comfortable doing. 

It’s a buffet! Take what you like, leave the rest in the pot, on the table for someone else!

Here we go- remember to find 2 techniques of the 9 that you like:

#1 Sets of 3

Approach:

Use “3” as the magic number for bullet points and summary. Think of what has worked on you- “good, better, best” for example?

The “3” points may be feature, function or benefit. Or perhaps price, delivery time or warranty.

The points may be related to drive home a common point, or disparate to “shotgun” a wide sales presentation area.

Three (3) is the perfect business measurement to make your point.

Examples:

This LED sign is made in America, has a 5 year warranty, and can be delivered in 6 weeks.

Our installers are certified, experienced and friendly.

Purchase today and you will get a end of year tax deduction, a 5% discount, and a great deal on an in-stock P-16 full-color LED sign.

#2 Sleep on It! 

Approach:

Smart soldiers live to fight another day. Defer today’s sale to a future sale. If you have a good product and a secure relationship with the customer then what's the harm in giving them time to think? LED signs are a large investment and they may need time to consider your words and review the quote.

How and When to try this:

•  You know they are not going to decide today anyway!

•  The offer is on-the-table and you are pretty sure they will give your offer very serious thought.

•  Tomorrow may be better from a money standpoint for them- budget constraint, revenue pending, etc.

•   Don’t let them make a bad spontaneous decision and damage the relationship!

•   Making the sale today is not life and death for you. Don’t get married on the 1^st date!

The sun will come up tomorrow and there is always another meeting!

Example:

I know this is a big decision for you’ll and an immediate answer is not a great idea- think it over for a few days. Can I call next week to see when I can come by?

The “Sleep on it” close is particularly easy to manage when the sales person visits the customer, and a break in the tension may be required. A quick exit is not always a bad idea.

#3 Financing Makes it Affordable!

Approach:

Overcome price objections by demonstrating that they can afford it!

Determine what they can afford. Show them that with financing that they can afford it. Break it down on a dollar per month  or a dollar per week basis. Make an assumption that the display will improve their sales by 15 percent and do the "profit math".

Also discuss the reallocation of existing advertising expenses from newspaper or radio to an on-premise LED sign.

The “too expensive” objection may be more of an excuse than a real objection. Remember that you can overcome objections but not excuses and if they don’t really want to buy, you at the beginning of a long list of excuses.

Don’t try to use approaches that you are not “cool” with or that feel awkward. You are a unique person and you have to find your own way.

Stay tuned for the next blog and suggestions 4, 5 and 6.

**

These comments belong to me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com. 

Why LED Signs: A Road-Map to Success is Important With Digital Signage

-Deacon Wardlow

Texts, emails, blogs, chat, IM, posts, Reddit, XYZ.com, etcetera. We're networked, connected, online and plugged-in almost constantly now. Content is rapidly updated and there's a significant feeling, a need to have information available quickly and readily. The last time a website took longer than 10 seconds to load, did you feel it was taking too long or a really slow site? Did you go to a different page/site?

We live in a world where information is fast and readily available. Print publications are still scrambling to find readership and retain their numbers. Radio loses more listeners everyday to iSomethingorOther or the latest satellite system. Television is trying to reclaim viewers by going online with on-demand viewing from websites and mobile devices. How are you moving your business forward in the 21st century?
This is the age of the Jetsons (dating myself a bit there). We've got better communication devices than what most people saw growing up on Star Trek or Buck Rogers. Customers and communities expect email updates from businesses, teachers, towns need to be online and yet, we still see static signage. Readerboards and push-in letter menu systems. The change is coming and it's faster than you'd think.

Digital Signage systems are capable of scanning a crowd and reporting back the median age of the group and estimated age, gender and racial statistics of individual people and using this information to push digital advertising specifically targeted at the varying client-base. Cities are starting to integrate automated and integrated alert systems into Digital Signage solution (both LCD indoor and LED Outdoor) to reach communities to alert them to emergencies or general public service announcements.

With all of these changes, it's more important than ever to make sure your partners have your back. Speak with your manufacturer and make sure they have a "geek speak" specialist on board. Make sure the team you're working with can translate complicated concepts and ideas into simple formats for you and your clients to get to the solution they need. Is the company you're working with now a source or a resource? A vendor or a partner. What are you to your clients?

Quick quiz:

1. When was the last integration or innovation implemented with your company?
2. What testing did you go through to ensure the product/service was ready for the market?
3. What is your two, three, and five year road-map to ensure you're keeping up-to-date with changes in technology?
4. What are you doing now which will heavily affect change months and years from now?
5. How are you a leader and innovator?

These are questions we should all have ready answers to. Your partners should especially have answers ready because if they're not moving forward, they're falling behind and taking you with them. Look to your road-map, is it clear and concise? Can you handle an unexpected turn? Is your partner looking to not just their future, but yours and your clients as well?

If you can't get a quick, solid answer from the company you're dealing with, perhaps it's time to change. In the fast-paced realm of the 21st century, you do not want to be left behind because it'll be your competition who surges forward.

*I invite you to comment here and/or email me directly with requests at deacon@vantageled.com. Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Digital Signage "Need to Know": The Cloud, Cloudware, and LED Signs

-Scott Hofheins

What is “The Cloud”, what is “Cloudware”, and what do they have to do with the LED sign business? I hope to help answer these questions and maybe give some insight on the future of the LED industry in general.

The Cloud
This has become a popular term in recent years. It comes from the term “Cloud Computing” where multiple devices can access services from centralized equipment that “host” the services and provide the infrastructure. The other devices (like your laptop for example) can access the system and use all the services (storage, applications, collaboration tools, etc...) without having to install or operate the infrastructure. This can be done on a local business network, but when people refer to “The Cloud” they usually mean over the internet; the largest “network” in the world.

Cloudware
This is a play on the word “Software”. Software is installed locally on a computer and used by that computer to accomplish tasks (edit photographs, play music, write documents, etc...). It is local, and uses your own computer’s resources. Cloudware is also installed on computers (servers), but they are “off-site” and provide the services through the internet so your own computer doesn’t have to use all it’s brain power and storage.

When you want to read a book, you wouldn't build a library in your house to find and read your book. You would drive your car on the street (the internet) to the library (the website) use your library card (user name and password) to access and check out the books. All the organization, upkeep and storage is done by the library. You (the computer) can focus on the important stuff, viewing and accessing the information.

LED Signs
What does this have to do with LED signs? Well, not much historically because LED signs weren't as sophisticated as they are now. In the past most LED signs were only connected to local networks, or in most cases connected directly to a computer. They didn't use as much data because they were mostly one color, text only signs.

These days, we have tighter resolutions, brighter LEDs, faster controllers, and millions of colors. Most high quality video boards are controlled by Windows based industrialized controllers, so they are by nature “internet friendly”. Times are changing and manufactures are feeling the pressure to provide better solutions. Solutions that are effective, secure, user friendly and easy to access. The Cloud is the foundation for these solutions.

I've been privileged to be a part of Vantage LED’s efforts with the SM Infinity collaboration, and although we are the first to do it on a large scale, I know we won’t be the last. This is a good thing. Healthy competition results in a better product for everyone, but this post is really about the concept in general. I am absolutely sure that most of us in the industry have at one point or another thought “ Wouldn't it be great to have internet based software.” I know I did when I first entered the industry, but the technology and infrastructure wasn't there to support it. Now it is.

This is the future of the LED sign industry. We have to move forward and embrace technology to provide the best experience to the end users. We bank online, we pay bills online, we learn online, people want to control their signs online. The challenge has been declared, and manufacturers are going to need to answer with a loud and clear “yes...you can”.


-SH


I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.