Selling Quality At Every Level
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Publicado: 22 de enero de 2013
Selling Quality at Every Level
2008 International Garage Door Exposition Las Vegas, Nevada
Brutal Realities?
The low end of the garage door market historically has been over-served. Typicaldoor dealer margins are low. Oftentimes, door dealers are more afraid of losing than they are confident of winning in competitive sales environments. Many door dealers tend to look for external sourcesto solve their problems for them. More door dealers quote prices than sell quality products and expert service.
Widely Believed Falsehoods?
1) Manufacturers should only sell to qualified doordealers 2) Big Box Stores have an overwhelming advantage over door dealers 3) When new housing starts are down, garage door dealers naturally will suffer a reduction in profitability 4) Volume =Profitability
The Good News ☺ You are the master of your own destiny!
Quality Sells
Any dealer in any market can guide their own course of success by establishing a commitment to quality, both in theproducts sold and those who represent the company.
Some quality facts
• When purchasing items to which they have little firsthand knowledge or experience, consumers almost always choose higherpriced products when the quality differences are apparent. • Most consumers automatically eliminate the cheapest option when making important purchasing decisions. • Quality, without facts, is awhimsical personal perception to a buyer. • Well informed customers generally seek value over the lowest possible price.
Which is the better deal?
• Example #1) A cheap pair of dress shoes thattypically retails for $25 are on sale today only at the Nifty Thrifty Barn for 20% off. They can be expected to last for six months. • Example #2) Due to a special order made last month at The Blue Suede ShoeStore a top quality pair of leather dress shoes is available for $60, which is $40 less than the suggested retail price of $100. Quantities are limited and they will sell-out quickly. They will...
2008 International Garage Door Exposition Las Vegas, Nevada
Brutal Realities?
The low end of the garage door market historically has been over-served. Typicaldoor dealer margins are low. Oftentimes, door dealers are more afraid of losing than they are confident of winning in competitive sales environments. Many door dealers tend to look for external sourcesto solve their problems for them. More door dealers quote prices than sell quality products and expert service.
Widely Believed Falsehoods?
1) Manufacturers should only sell to qualified doordealers 2) Big Box Stores have an overwhelming advantage over door dealers 3) When new housing starts are down, garage door dealers naturally will suffer a reduction in profitability 4) Volume =Profitability
The Good News ☺ You are the master of your own destiny!
Quality Sells
Any dealer in any market can guide their own course of success by establishing a commitment to quality, both in theproducts sold and those who represent the company.
Some quality facts
• When purchasing items to which they have little firsthand knowledge or experience, consumers almost always choose higherpriced products when the quality differences are apparent. • Most consumers automatically eliminate the cheapest option when making important purchasing decisions. • Quality, without facts, is awhimsical personal perception to a buyer. • Well informed customers generally seek value over the lowest possible price.
Which is the better deal?
• Example #1) A cheap pair of dress shoes thattypically retails for $25 are on sale today only at the Nifty Thrifty Barn for 20% off. They can be expected to last for six months. • Example #2) Due to a special order made last month at The Blue Suede ShoeStore a top quality pair of leather dress shoes is available for $60, which is $40 less than the suggested retail price of $100. Quantities are limited and they will sell-out quickly. They will...
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