Systems selling

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Systems Selling

Sell a Total Equipment System to 75% of your Open Water students


75%--Is That Possible?

• Yes!– I average 50%-75% – For last 18-20 years

• Do you know your percentage?


Here’s How--We will cover:

• Where is equipment sold• What is “Systems Selling”• Why do we use this program• How do we do it

– All the ‘nuts and bolts’ of the program

• When do we start


Equipment is Sold in the Classroom!

• The person who does the classroom presentations for the beginning scuba class is the one who sells equipment

• Full-time store employees only• No difference for the pool or open water

dives


Equipment is Sold in the Classroom!

• No one buys equipment—they buy diving• Use classroom time to sell diving • Sell diving and the equipment sales are a

by-product• Selling local diving is a particular key


What is “Systems Selling”?

• Selling systems is the only reason I’m still in business today– Friend shared this with me

• Sell Total Equipment Systems, not individual items like BCD’s or wetsuits, etc.

• Change your vocabulary: Always sell “Systems”, not “Packages”– “System” is worth much more than a “Package”


Why do we use this program?

Advantages for the dive center: Increase Sales Produce more divers who continue to buy

more equipment, training & trips Allows for “Narrow & Deep” inventory

– Will sell almost exclusively 1 Regulator, 1 BCD, 1 Computer, 1 Wetsuit, etc.

• Only need to inventory that one style or model of equipment


Why do we use this program?

Advantages for the Diver:2. Learning in their own equipment is far more

comfortable3. They will dive more4. They will enjoy diving more by having the right

equipment5. They will be more comfortable, more

competent, therefore, safer


Advantages for the Diver

1. They will never have a bad dive experience because quality dive equipment was not available

2. They will continue diving for years to come. Renters are never truly comfortable, using different equipment each time.

3. Renting only weekend per month could cost nearly three times the monthly payments on financed equipment purchases.


Everybody Wins!

• Win-Win Situation is what you should strive for

• Easy for anyone—10-15 minute presentation is all that’s required

• Totally a “soft sell” approach


Why Does It Work?

• If divers have too many choices, they have difficulty making a decision

• Then, the decision is to not make a decision—they don’t buy at all

• Narrow their choices down to three—the magic number– With a good, better, best selection, it’s easy

for them to decide


Why Does It Work?

• Help with that decision• Don’t confuse your customers

• Training/rental units are exactly the same as the system you want to sell

• All staff must dive in that same system– Dive in a “Uniform”


Three Systems

Two Essential Points:2. Give the systems a

name—just make it up3. Must use Mannequins—

Divers can visualize themselves wearing the equipment Won’t work without them


Financing

• Major purchases like cars & motorcycles are almost always financed

• Offer financing for this major purchase– 12 Months No Interest– 18 Months No Interest– Bank Installment Loan– Credit Cards


Brochure—The Key to the Sale

• Put it in writing• Give them something to

take home• Make it look professional

– Use heavy, opaque paper– Easy with Microsoft

Publisher

• Use “Lifestyle” photos, not equipment photos– Sell “Diving”, not

“Equipment”


Brochure

Purpose2. Establishes the need for

owning equipment3. Makes them an offer

they can’t refuse—in writing

4. Lists all the advantages of owning their own equipment

5. Gives you the opportunity to establish yourself as an expert


Brochure

Presentation Points to Remember:

2. Read it to them3. Go through each item of

each system4. Position yourself as an

expert. Explain features & benefits of each item: Balanced/Unbalanced Environmentally sealed Semi-dry wetsuit, etc.


What Every Diver Should Know

Four requirements for a diver:

2. Proper knowledge3. Proper skills4. Proper equipment5. Proper experience


Owning Your Equipment

Three important points to get the sale:

2. Make ‘em an offer they can’t refuse Free class $120 air fills or tank rentals Free financing Vacation Certificate

Address internet purchases right now

3. Give them a time limit, a sense of urgency

4. Make it easy to own--financing


Ownership Benefits

• List the benefits of owning their own equipment

• Detail the financing arrangements

– Bank installment loan—36 months—small payments

– 12/18 months No Interest– Credit cards


Systems

• Start out with the most expensive system

– Makes the others seem inexpensive

• Use sub-systems• Financing—how much

will it cost per month?– Bank loan– 18 months no interest


Systems

• Middle-of-the-road system

• Financing—how much will it cost per month?


Systems

• Least expensive system is last

• Point out that this is what you get for rentals in the Caribbean

• Financing—how much will it cost per month?


Signage for each System

• “Financing Available”—in red for emphasis

• Monthly payments– Never list total price– Bank financing—36

months for small payments

– 18 months No Interest


Helpful Tools

• Use the “System Estimate” sheet to work up a customized system

• Prompts me to ask for all the add-ons

• Very complete so nothing is left out


Helpful Tools

• Transfer notes to an Estimate in Quickbooks

• Fast & easy to work up a detailed, accurate, professional estimate

• Only takes a couple of minutes—customer isn’t left waiting


Helpful Tools

• “Systems Calculations” is used for 12 & 18 Months No-Interest financing

• Type in name & two numbers

• Very simple Excel spreadsheet

• Eliminates errors


Helpful Tools

• “Amortization Schedule” is used for bank financing

• Enter two numbers and all the information is there for the customer

• Simple Excel spreadsheet


Take Action

• Make the decision to increase sales significantly/increase income significantly

• Set deadline for implementationFour Steps for Implementation:

1. Decide on your three systems2. Design brochure

• Copy anything you like from my brochure

3. Order mannequins4. Get financing in place


Track Your Results

• Keep track of how many of your beginning students purchase systems

• Goal: Each Instructor should sell at least 60% of their beginning students a system– Key—Six students maximum per class

• Be realistic—60% of “qualified buyers”– College students & teenagers aren’t really qualified

buyers

• If overall results aren’t that good, tweak your systems, presentation, etc.


We have covered:

• Where equipment is sold• What is “Systems Selling”• Why we use this program• How we do it• When we should start Questions?


Systems Selling

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Systems selling

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