Superior Lamp President Ken Hennig “How Buyers Think”

We spend a lot of time as salespeople trying to learn to think more like professional successful salespeople. Today I want to suggest a switch. Let’s put on a buyer’s hat and try to learn how they think. It can provide us valuable insight into understanding what we as salespeople must do to sell buyers.

The advice I would give to a buyer based on my years of experience as a buyer dealing with all types of salespeople who called on me. As a buyer there was no way I could be an expert on all of the types of product I was responsible for purchasing. Consequently, I had to develope techniques to find out what the salesperson really thought about this product and his prices…as he was the expert. I merely had to find out what he already knew about his product, prices, and service! Of course, I couldn’t just ask them directly because he’s been traing to give me the company line. I wanted to know what he really believed, what he knew.

Understanding how buyers think will help you understand what their needs are. Following their lead will help you become a more successful salesperson.

TIPS FOR PROFESSIONAL BUYERS

1. VISIT WITH THE SALES REPRESENTATIVE- You want to establish long term relationships with your suppliers. The most important element of this relationship is your contact, their sales representative. Visit with them and find out if you are compatible. Do they understand you and will they listen to you about YOUR NEEDS andYOUR PROBLEMS in the future. Get them relaxed as they’ll then drop their guard and they may tell you things they normally wouldn’t. You can learn a lot about the person during this vist that will help you late evaluate the company, their product, and service.

2. WHO IS XYZ COMPANY?- Frequently, you’ve never even heard of the sales person’s company. Ask her who they are what they stand for. If the salesperson is proud of their company and excited about the future, then most likely it’s a solid company with a good product and fair prices. It’s a safe bet that the company and the salesperson will be around for a long time in the future to provide yu excellent products and services.

3. TWO PRODUCT QUESTIONS- No matter what the product is, there are always at least two or three facts you know about it. Ask at least two questions where you know the answers to test the sales representative. If he doesn’t know and lies to you, then dismiss him. If he’ll lie on one point where you KNOW the answer, what will he do on the 98% of the product where you know nothing? However, if he doesn’t know and honestly admits it and offers to get the answer, this tells you he’s at least honest. If he has the right answer, great! REMEMBER, you must rely on this sales representative for product knowledge as you don’t have the time to be an expert in every area. It is imperative that you determine that your sales representative is HONEST and KNOWLEDGABLE. PS- Beware of the sales representative that wants to tell you everything he knows. You don’t have time. He doesn’t understand that his job is to help you, not to teach you every detail about this products.

4. COMPETITION- Ask the sales reprsentative to tell you the faults of his competitors. If he’s quick to run them down, BEWARE, NOBODY’S THAT BAD. Now he’s lying and he’s failed the honesty test. As sales representative that wants to talk about the competitor’s weaknesses is probably trying to divert you attention away from those weaknesses of his own company, which are most likely numerous. You want to buy from someone who will sell her products based on his company’s and his product’s merits. After all, she’s the one you’ll be dealing with in the future.

5. COST- ALWAYS, ALWAYS, ALWAYS ASK, “WHY IS YOUR PRODUCT SO EXPENSIVE?” or “WHY IS IT SO CHEAP?” You must pin the representative down. Remember, if he can’t justify his price, high or low, then how on earth can you justify buying it? Your goal as a buyer is NOT price but VALUE. You must be sure get VALUE for the price you are paying. Another important reason for these questions is what I call the “FLINCH ASPECT”. Hit him hard on price and if he flinches then you know there’s a problem here because the sales rep himself is not confident in the pricing. If he isn’t neither should you be!

6. BREVITY- As a buyer you time is valuable. Don’t waste time dealing with sales representatives who don’t take their cue from you. They should tailor their presentation lenght to subtle signals you give. If she doen’t take her brevity cue well, prepare to waste hours and hours of your valuable time with this person in the future. Better yet, deal with a sales representative who keys off you and doesn’t waste your time selling twice when once was enough!

7. MAKE HIM FIGHT FOR YOU BUSINESS- Small customers all too often get small service. Find out how much value a sales representative places on you business by making him not just ask for you business but fight for it. Throw out another objection or two and see how he handles them. How well he’ll handle REAL problems in the future. It will also give you an idea of the kind of service you can expect. If he’ll fight for you business, he’ll probably go to bat for you in the future if a problem arises. How hard the sales representative fights for you business tell you the importance he places on you as a customer. DEMAND that he places a lot of importance on you business.



Ken Henning

President Superior Lamp

Superior Lamp President Ken Henning “A Customer’s Job Is To Tell You “NO”

A few years ago several large insurance companies did a very interesting study. They wanted to know why only 20% of their sales force wrote 80% of their volume. They called it the 80/20 rule. What they discovered was amazing.

They discovered that the 20% writing 80% of the orders were writing those orders on the fifth time they asked for the customer’s signature. In fact, the fifth close paid more earnings than the first four combined. This 20% of the sales force expected the customer to say “no”. They knew it was his job. They also knew the “magic secret”.

What is the “magic secret”? Here it is: your chance of getting a “yes” and a signature is 80% higher the fifth time you ask them for the order. Why? Simple! The customer is now participating in the close. He has been negotiating the quanitity of products with you. He feels comftorable. He has had an opportunity for input.

The more you ask for the order, the more orders you are going to get. Knowing how to close is a the key for all of Superior’s sales success. Ask and you shall recieve.

Ken Henning
President Superior Lamp

Superior Lamp President Ken Hennig "Superior Products Are World Class."

We search the world over for the manufacturers of the finest quality lighting products. It used to be that one need not look beyond the USA. Anything that was made outside the USA was of inferior quality.
No More! Today some of the highest quality products come from what we consider to be third world countries. How can they have world class manufacturing technology? They don't. But the world class USA, European, and Japanese companies who located their manufacturing plants there do. Due to high labor costs in these companies home countries, they have carefully selected foreign sites for some of their latest and best manufacturing plants.
Today we live in a Global Society. We wear clothing, watch TV's, and work on computers, most of which are made outside the USA. Even so-called American made cars consist of components made all over the world. While some people oppose importing of products, no one opposes exporting of our products. The reality is that in order for them to afford our exports, they must be able to make money by selling something to us in return.
At Superior Lamp we are committed to the best in quality and we search the world over for the very best. Second best doesn't make the grade. Our philosophy of quality first price second has led us to manufacturers across the globe. I for one am proud to say we are meeting that goal.

Ken Hennig




President Superior Lamp

Superior Lamp President Ken Hennig "Superior Products Are World Class."