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Infinite Opportunity

At KnowledgeFestWest.Live in March, industry experts shared insights on closing sales by offering packages and experiences to clients.

“What they come in for is what they’re getting—not necessarily what they ask for, but what they come in for is what we’re giving them. And we do that with open-ended questions. When you have a process, it makes it that much easier. You and your team should be able to work to cover the weaknesses and be stronger together.” Jayson Cook, Columbus Car Audio & Accessories, Columbus, Ohio

“[You have to] understand the difference between a market opportunity and a sales opportunity. Understanding this can mean the difference between being hugely profitable and focused, and not being profitable or focused. [Years ago I learned] a sale opportunity is something you can sell once. A market opportunity is something you can sell again and again and again. Salespeople know what they can sell if they have it today, but if you ask them what they can sell if they had it in two years, you’re putting them in a different position. Market opportunity is identifying an opportunity to build something or make something available, whether it’s a product or a service, that people will discover over and over again, and they’ll buy it. A lot of work goes into determining what is a market opportunity and what is a sales opportunity.” Andy Wehmeyer, “Marketing 201: The Difference Between a Sales Opportunity and a Market Opportunity and Why This Matters,” Audiofrog, Inc.

“You don’t sell what it is, but you sell what it does. You don’t sell the components separately—head unit, speakers—you sell the package as a collective and explain how it achieves the goal the customer wants. You do this in a very specific direction. Educate the customer on how the package works front to back. What should be in the package? Everything they need. They will tell you what they need as you go through the process. Vincent DeStefano, “Selling Back to Front: 5 Tools to Create a Complete Sale,” presented at KnowledgeFestWest.Live, DeStefano & Associates LLC