The key to success when selling levels or lasers is, simply, your inside sales team or the counter pro. They are the most important link, and one over which a manufacturer has little or no control. No matter what we or our sales representatives know about our product, if the counter pro isn't educated, and he or she doesn't know, the buck stops there. When I was one of the contractors on the other side of the counter, I never dealt with a manufacturer's rep that had firsthand knowledge of the product; I spoke directly to the salesperson at the counter. What I am getting at here is that without your well-trained counter pro, high dollar sales on tools are unlikely. Sales managers should demand product knowledge meetings from their sales reps and the manufacturers. I worked with a distributor recently and trained their counter staff on lasers. They said they do at least 20 product knowledge meetings a year with their employees — I would sure hate to be the store that competes with them.
When it comes to how to sell lasers and levels, the key for a distributor is a competent, confident and focused counter sales team.
Pick 'em and train 'em
There are basic questions that a counter pro needs to be able to ask, and answer, in order to sell a laser or level, including:
- What type of work do you do? Residential or commercial?
- How will you be using your laser or level? What types of applications?
- Are you working inside or outside?
- What is the scale of your work? Range or distance?
And, here are a few important things that a manager needs to expect and look for from his or her counter pro:
- High performance on the job.
- Friendly, helpful customer service and follow-through that the customer can rely on. Showing every customer that your crew has their crew covered.
- The counter person has to truly enjoy the job and be kind of a tool nut — be able to "talk the talk."
- At the counter, you have to be confident; if you hesitate, the customer will lose confidence.
Look from a buyer's side
You have to view the sale from the other side of the counter, too. Counter sales specialists must have the ability to fit their customer to the right tool, and they need to completely understand the tool and its application potential.
Although STAFDA-type distributors are not necessarily known to have the lowest prices, they are definitely known for their knowledge of tools and for having the right product at a competitive price. Independent distributors are the "second opinion" that contractors need to make the right decision to buy their tools. Contractors don't have the bandwidth to investigate buying every big tool purchase. Contractors look to your counter pro to show them what is available and advise them on what the right tool is for their job. For the first 15 years of my construction career, I worked with the company's budget for big tool buys, and my own budget for hand tools. When we had our company, it was our budget the whole way. Making the right decision with the help of a trusted counter pro became critical.
