Three More Techniques to
Add to Your Bottom Line
Use Personal Examples One of our sales reps told me about a dive store manager who keeps his personal equipment close at hand — even on days he is not going to the pool or open water. He begins every mask/snorkel/fin presentation by pulling out a heavy-duty mesh bag and saying, “Here is what I take to the pool.”
Inside are his mask and snorkel, wetsuit boots and split fins, mask case, de-fog and his 3mm jumpsuit. (I did not ask whether he keeps his BC and regulator in there as well; what’s important is that these are all of the things an entry-level student should buy — not just the required items.)
The beauty of this approach is that it helps establish the fact students really need these items; they are not merely something the store sells to make money. It shows the caliber of equipment professionals use (remember how much students want to be just like you). It also helps identify the complete range of equipment you’ll be talking about in your presentation — not just those items on the “must have” list.
Don’t Save Add-Ons to the End A lot of salespeople wait until the customer has decided which mask, snorkel, fins and boots they want before bringing up add-on items such as equipment bags, de-fog, mask straps and wetsuits. The problem with doing so is that, by the time you reach this point in the presentation, customers may be thinking, “Okay, I’ve got all the required items — so just let me spend the least amount of money possible and get out of here.”
Instead, suggest add-on items at the point in the presentation where they make the most sense. For example:
- Begin your presentation by saying, “You’re going to need something to put all your equipment in, so let’s start by selecting the right equipment bag.”
- When your customers select a mask, make sure they get a neoprene strap and de-fog to go with it before going any further.
- Wetsuit boots help keep your feet warm; wetsuits help keep your body warm. It makes sense to talk about them at the same time.
One store I know does not provide students with wetsuits for pool dives. Students can rent these, if they want; however, the vast majority elect to buy. This way they complete their pool dives using the same suit that will keep them warm in the Caribbean. (And, trust me, they’re a sharp-looking group to watch.)
Discover the Power of “This is What Most of Our Customers Choose” Odds are, most of us know what equipment is better for our beginning students then they do. In time, students will learn the importance of listening to what you say and valuing your opinion. Initially though, there may be some degree of skepticism on their part. Is what you are saying true — or are you just trying to line your pockets at their expense?
Over the years, I’ve listened as countless dive store owners, managers and employees have told customers “This is what we recommend.” For some reason, this has always struck me as arrogant — even though the advice may be perfectly valid. Your customers may think so as well.
A more credible endorsement may be, “This is our best-selling model,” or, “This is what most of our students choose.” Few students want to show up for class with equipment that is substantially lower in quality than what others are using. Use this fact to your advantage.
Remember: You may never get the opportunity to sell some customers more than mask, snorkel and fins. It makes sense to get the most from this sale and, done correctly, it helps plant the seeds for future sales.
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