Slow Economy? Simply Slam-dunk Sales

CONTROL THE PACE OF THE GAME

Whether it’s grinding out a nine-minute drive before halftime in football or putting pressure on the ball as it’s brought up the court in basketball, the team that dictates the tempo usually wins. In sales, especially during a downturn, it’s important to think about the basic sales strategies which may not be so relevant in a stronger market. According to John Ricci, field sales manager for the Yorktown Heights, New York-based Game Sportswear, a distributor should focus on managing the conversation. “I would ask the customer what category of product do they have interest in, such as moisture-management polos, fleece, work wear, nylon tops, warm-ups and wool leather jackets,” he said, adding the emphasis should be on the end-users’ product interest, not the target cost range. “If you start with the price sensitivity, it’s harder to sell up,” Ricci added.