Bob Negen of WhizBang Training spoke on "Customer-Centered Selling" in his Monday seminar.

“Boost Your Profits with Customer-Center Selling” was presented by Bob Negen of WhizBang! Training on Monday, November 2, from 11:00 a.m. to 12:00 p.m. at the Specialty Equipment Market Association show in Las Vegas. The early SEMA session focused on implementing a sales system that focuses on customers, and Negen outlined his three key ways to grow a business center around them: get new customers; increase your average sales; increase the number of transactions per customer.

On the topic of getting new customers, Negen noted that marketing tools such as coupons no longer have any value. He instead says to focus on something more aggressive like gift certificates. “They treat coupons like trash, they treat gift certificates like cash,” he said, noting that personal conventions, networking events, your local business district and consumer shows are great places to give them out.

In terms of producing more transactions per customer, Negen focuses on building better relationships with the customers in your database. A “frequent buyer program” is one example of how to create return business, and it should be set up to offer benefits that make it a “no-brainer” for customers to sign up. Following up with customers is important in creating return business. As Negen notes, “It’s not your customer’s job to remember you, it’s your job to be remembered!”

There was a strong turnout for this Monday session at SEMA - a sign of the busy week ahead.

He also emphasized that the way a customer feels when they leave the store is crucial to return business. The entire sales process leads up to that point, and there are six main steps he outlines that begins with the greeting and continues with questioning and actively listening to a customer’s needs “The more you know, the better you can serve,” Negen said. “The better you serve the more you’ll sell.”

After you’ve identified what your customer is looking for, the next step is to show them what they need and explain to them why it fits their needs. This is followed up by adding on, closing the sale, and most importantly, thanking them for their business.

In terms of e-mail marketing as a way to keep in touch with customers, the message should be consistent and focused: keep it short, make it interesting, personal and frequent. The information should not only be of interest to them, but it should also offer a solution to their problems, such as tips, maintenance checklists, maps and more. As Negen notes, finding ways to stay in touch with customers for repeat business is an important component to continued success.