Sales Techniques

This sales technique worked for me.

I always used the “triplicate of choice” sales technique, especially with regard to residential deadbolts. It works like this. But first, some ground rules. Selling is never about price, it is about the value of your service as perceived by the customer. If it was always about price, everybody would drive Kia’s. Next, always show your BEST product to the customer FIRST. They came into your shop looking for advice, so you are in fact obligated to show them the best solution you have, up front. It’s up to you to be sure you present a product and an image of excellence and professionalism to install confidence in your client. Remember, you never get a second chance to make a great first impression.

Triplicate of choice

1. You will need to pick 3 quality levels of lock
   • A low level lock that you are not embarrassed to sell. It should be something they cant get at a hardware store. By way of example, this might be IDN 75 series grade 3 or better.
   • A middle level lock that offers good value, AND that offers you a great margin. By way of example, this might be IDN 260 series, or General Lock D160 series
   • A high security lock that offers pick resistance and key control. By way of example, this could be the D160 with an upgraded key cylinder, or the ILCO 4500 series with high security mortise cylinders, or Medeco/ASSA/Abloy, etc.
2. Always show your best lock first and “bullet point” the features. i.e, UL listed, ANSI Grade 1, pick proof and bump proof, registered keys so only the owner can get duplicates, reinforced strike plate with long screws, etc, etc.
3. Next show them your middle line lock and also “bullet point” the features. You will likely sell more of this lock than the other two. Most people don’t want the cheapest, and their budget may not allow for your best, so they will gravitate to the middle. So this should be the lock that you make the most profit from.
4. Lastly, show them your bare minimum lock, which will have less “bullet points” than the other 2 choices.
5. Have pricing ready to go. You should know what it costs to sell and install the lock as a bundled price. For example, your best lock might be $250 installed, the middle lock $150 installed, and your #3 choice, $75 installed.
6. Dont offer all prices right away. Offer the #1 lock price first. Only offer the #2 price if they ask, and the same with your #3 lock.
7. Once you have quoted them a price – STOP TALKING – your silence applies subtle pressure. This is a golden rule of sales and negotiation. Wait for them to counter your proposal with an objection, and then deal with the objection. If it is price related, see “reduce it to the ridiculous” below.
8. Get a deposit from them. This helps prevent “second thoughts” after they leave the shop.

Reduce it to the ridiculous.

• When you get a pricing objection, try reducing it to the ridiculous. For example, if your best lock is $250 installed, you could point out that if they stay in the house for only 5 years, that’s only $50/year or about $4/ month to own the very best lock money can buy.

You can apply the “triplicate of choice”, “show the best first”, and “reduce it to the ridiculous” for anything you sell. In fact, if you listen closely, you may hear it being done to you! I recently joined a fitness center and the sales person lead off with their best plan for working with a trainer and monitoring my diet. I had to start asking questions before I found out about the “middle plan” which was better for me financially.

Using Tactile Response to Sell Product