Grow your business
by selling the best
By John Borden
Price objection frustrations are part of any
business and have to be dealt with. The contractor
who’s ready for them with a planned, positive reply
increases his sales success’s greatly. Our idea of
offering a better, more expensive system requires
study and discipline but once the homework is done
selling gets to be fun and very profitable.
Think about it. When you buy shoes do you buy
the cheapest pair you can find, or do you prefer
comfortable fit and purpose? People buy value as
they perceive it. It should be easier for a contractor to
sell a high end heating system than for a car
salesman to sell a high end car. The life of the
heating system is far longer and fuel efficiency
savings much greater. Can it be that car salesmen, as
a group, are better closers than heating system
salesmen. I think so.
Contractors who have not mastered the art of
selling a particular system will frequently leave the
order “on the table” for the competition. That’s why
we recommend Viessmann boiler seminars in Rhode
Island. Viessmann makes the best, most efficient,
dependable boilers in the world. They ought to...
they’re also some of the most expensive boilers on
the market. But you get what you pay for; and they
are the world's leading manufacturer of heating
technology. How about that!!! We believe a good
contractor/salesman needs to learn how to explain
the benefits of buying the best. It gets him away from
and above the price issue. In today’s market, it’s one
of the keys to growing a business.