Do Customers Use Their Boats to Introduce Others to You?
BY MATT SELLHORST
Over the past few weeks, we’ve been talking about are several key attributes that your buyers share that will help you get to know them better. When you know who you’re selling to, you can close more sales. Sounds good, right?
Last week we explored Attribute #5: Buyers in the showroom with set appointments are positioned to be less price sensitive. If you missed that one, read it here.
Attribute #6: Clients who use their boats very frequently and introduce others to the boating lifestyle and, more importantly, to you. Think about it this way: The more your clients use their boats, the more they bring their friends and family on the water with them, introducing them to the boating lifestyle and converting them to join the boating lifestyle. So you don’t have to do the heavy lifting when it comes to convincing these new prospects about the fun, relaxation, and adventure that comes with being on the water. Your existing clients are doing some of the selling for you. When these new prospects show signs of being ready to become a boat owner or moving up, changing boating lifestyles, your existing customers introduce them to you in a fashion that is comfortable for everybody. It’s a solid referral, and when it comes to closing sales and building the know, like, and trust factor. Don’t you just love getting referrals? In a way, your existing customer looks like the hero for making the introduction to such an amazing dealership – a dealership from which there’s no question their friends and family should buy their boat. Imagine the value of that referral at that point. The referred prospects love the boating lifestyle; they’ve been boating on a product that you delivered to a prospect who’s now a customer. A “client,” I call them, who is using your product, your services, and has an amazing relationship with you. And they’re making referrals. We know that prospects who come to us by way of referral are very powerful. They are also easier to work with, so much more profitable, and so much more fun. The SPLASH System gives you a choreographed way for more of these types of referrals to enter your sales funnel.
Don’t worry, it’s not difficult. Any salesperson can use this because we’re not scripting the entire sale. It strictly is a framework to hit the key points and use a handful of key phrases at specific moments in the sales process to increase the likelihood of higher margin boat sales.
If you missed the first five attributes, go here to read them.