2007/09/11

Tips for selling units more effectively

Many of us were trained thoroughly on how to demonstrate a softener. Unfortunately, less sales people seem to have a specific way of presenting a reverse osmosis unit (RO). That's too bad because, just like softener sales, there are many demonstrations and experiments that make the RO sales as exciting and as sure. Let's look at some of the methods used by great sales people around the world.

Justifying the value
No one really wants another monthly payment. If you go into a home to " sell them an RO," that means another payment, which also means you're fighting an uphill battle from the get-go. What if you could show customers it costs nothing to have all the benefits of pure water ?  What if it even made them a profit ? Good news !  That's exactly what you can show them, if you take the time.

As soon as you're ready to start talking about ROs, you need to ask a few questions. I recommend you have a sheet prepared to record answers. Figure 1 is one of our forms, which we simply call the "Drinking Water Survey Form."  You want to preface your questioning by saying it "helps determine what equipment to recommend, and to see how much money you can be saving." We suggest you write the answers down immediately to the form questions. Take a minute to review this technique.

I hope you see how this exercise convinces the customer that you're not there just to take their money, you're there to give them better water and save them money. Another advantage of the form: If there's a rebuttal, something classic like, " I'll buy it in two months," or " I'll get it next spring when my tax return money comes in," with a completed form you're already in a great position to overcome this. You've demonstrated to the customer that by not making the correct decision tonight, they'll not only be continuing with untreated water buy they'll be wasting money. This is a powerful position to be in, and it works.

The tea bag test
Here's an interesting item to add to your demonstration. The premise is to boil RO water and customers "raw" tap water in separate containers and make tea with both. One serving suggestion with this test: use orange pekoe tea, not herbal. It's the most common tea in any supermarket.

Put a tea bag in each container. The tea made in the RO water will be much more fragrant and clear. The tea made in the tap water will be brown, have a lot less fragrance and have an oil slick on the surface with particles floating in the water. The harder the water, the more distinct the contrast is between the two. The best part of this demonstration is the difference gets ceven clearer the longer you leave it. One sales person I know asks clients to leave the water overnight and look at it in the morning, for an even bigger impact. Be sure to get the water really boiling, not just warm. I guarantee this demonstration is worth the trouble.

Doggie's Choice
Another demonstration technique includes putting a bowl of RO water and a bowl of tap water, fresh from the tap, on the floor. Use identical bowls to make sure the test subject-the family dog- isn't used to drinking out of one of the bowls. Have the family bring their pet in (this test will work with birds, also). The animal will almost always choose RO water, as they can smell the fact that it has no chlorine. This is the reason why many dogs and cats drink out of the toilet bowl, toilet water has sat in the bowl long enough for the chlorine to dissipate. Remember, many people will buy an RO system for their animals, fish or plants, while they'd be unwilling to spend the money on themselves.

The ice cube demo
Similar to the tea bag test but not as dramatic, it involves putting an ice cube made from tap water into a glass container filled with RO water. As the ice cube melts, white flakes that look like dandruff leach into the pristine water. You can make this demo look even worse by bobbing the ice cube with your finger. Also, if the homeowner is a scotch-and-water drinker, offer to mix a drink for them with RO water. I have sold many a system using this technique, as real whisky connoisseurs can definitely taste the difference.

The TDS test & Color test
In your exhibition / trade show or in your show room.  If you're selling in an area with a high chlorine content, this test works well. Carry them in your demonstration kit. The solution will often indicate a very high TDS numbers in their tap water and turn black, dirty in their water.  How to use the "TDS tester or Electronic Color tester", please visit http://www.pure-pro.com/tester.htm 

The taste test
This test is the climax of the demonstration- the last test you do before going for the close. When performing this test, again move quickly so the chlorine doesn't dissipate from water. 

Line the family up and give each member a small amount of RO water in a glass. Explain that you're going to have a tasting, like a fancy wine tasting, and the first thing you have to do is "cleanse the pallet" by swishing the RO water in the mouth and swallowing or spitting it out in the sink. Get each member to do this twice so the pallet and tongue are completely cleansed. Now, quickly fill glasses with tap water and get each member to taste, swishing it around the mouth as they did with the RO water. If you've done this right, you will, at the minimum, get loud moans of disgust, as by contrast the can now really taste the chlorine and any dissolved solids in their water. About a third of the time they'll run over to the sink and spit out their tap water in revulsion.

This is a great set up for the close. All you do is hold up RO water and their tap water, asking, "if it didn't cost a penny more, which water would you like your family to drink ? "  They always point to the RO water and that means they've just told you they want to buy it. Refer back to the savings you worked out with them at the beginning using the Drinking Water Survey, showing them they can be saving $30 or $40 per month and getting better water.

Conclusion
Now you have a few tips that will make a big difference in selling ROs. Maybe you've already used some of these techniques, but have discontinued them for some reason. Remember that people buy for emotional reasons. Demonstrations that involve sight, smell, taste and as many other senses as possible are far more effective that lectures. Also, involve the whole family in your demonstration. Many decisions today are made " for the children," and who would turn down an RO system when their kids are spitting tap water into the sink in revulsion? Refresh your demonstration and get a bigger piece of the RO pie.