Transcript Rodgers & Roland Organs From the Top Down with Sam Eberwein Business Development Manager-Eastern Division Back to Basics • Selling Infinity organs require starting at the.

Rodgers & Roland Organs
From the Top Down
with
Sam Eberwein
Business Development Manager-Eastern Division
2015
Back to Basics
• Selling Infinity organs require starting at the top.
• After customers grind you down on price, and still buy from
someone else, it’s very easy to short-cut the selling process,
and go straight to selling the product on price.
• Value of the product or the “high end” is never established.
• Selling from the top is a very “back to basics” strategy to
improve sales and net profit.
2015
Imagine That I’m a Chocolatier
• A customer told me they wanted a chocolate bar for weekly
meetings.
• He told me they were concerned about the price of the
chocolate bars.
• He told me that tastes for the chocolate bars varied, and some
considered not having chocolate for their meetings at all.
• In fact, it was his opinion that all chocolate bars tasted the
same.
2015
What Should I Do?
• Ask him what price range he was in? What do you want to
spend?
• Assume he is going to drive a hard bargain and offer him a
“deal” on Hershey Bars for $.79 per bar?
• Assume he knows about Hershey Bars and therefore will take
the deal?
• Talk about Hershey Bars doing the job for much less.
• Give him a Hershey Bar to try out.
2015
Or…. Sell From the Top
• Offer him my best chocolate bar – THE GHIRARDELLI TOFFEE INTERLUDE.
• Sir, this top of the line candy bar is no ordinary chocolate bar.
• “Create your own perfect moment with Toffee Interlude. Our luxuriously
deep and velvety dark chocolate combined with crunchy toffee and
caramelized almonds delivers an unrivaled chocolate intensity. Find your
moment of timeless pleasure.”
• Ghirardelli controls all steps of the quality. (Select highest quality of bean,
unique process for Roasting intense taste, Refined for ultimate velvety
smoothness, Conching for sophisticated flavor.
2015
Or…. Sell From the Top
• Tell him that the Ghirardelli Toffee Interlude will enhance his weekly
meeting three-fold.
• All of the attendees will notice the taste and quality of the special chocolate
bar.
• Tell him that he will be congratulated by the group on such an outstanding
selection of candy.
• Tell him they may want to try other Ghirardelli Bars for a variety of tastes.
• The price is a little higher, but the cost of a bad decision is greater. The
Ghirardelli bar will cause the members to be uplifted.
2015
Think Top Down, Not Bottom Up
• Think Positive!
•
Do not prejudge
•
Do not undersell.
•
It is not our place to decide or assume how much customers should spend or
how much they can afford.
• People are never offended by being shown the best we have to offer.
• Baldwin and Steinway – always show the concert grand first, even if the
customer came to see a used piano.
2015
People Want Quality for a Price
• Perceived elements of quality
Construction
Sound
Features and Benefits
Proven Technology
History of Durability
Investment
Company and Dealer Reputation
Customer Will Buy When Perceived Quality is Greater Than Price
2015
People Want Value
• A Good Value – is receiving more in the elements of quality, than the
price paid.
• It is the customer’s job to talk about a lower price and getting a
better deal. Normally price is the only thing they know to talk about.
• It is our job to talk about the quality of the product. It is our job to
convince the buyer that our quality is worth more than the price they
are willing to pay.
• When customers talk price, we should talk about our elements of
quality.
2015
Think Top Down, Not Bottom Up
• It’s hard to start at the bottom and go up in price.
• Set your introductory benchmark price high equivalent to
quality and features of an Infinity.
• Then (if needed) lower prices on a Rodger’s Artist Series
sound better.
• Rodgers dealers do not NEED to sell on price.
2015
People Want Great Customer Service
Customer Service is more important than ever! Have one of each
series available to show quickly! Have an Infinity ready to show!
Infinity Series
Artist Series
Classic Series
484
361
243
4589
599
589
579
569
559
C-380
C-330
2015