Profit X - Powersports Business Las Vegas Pt.2

9 Ways to Dominate Your Market

The first session of the weekend was given by Don Cooper, the Sales Heretic. A very high energy, sometimes intense, speaker. He opens up by talking about how, we as individuals need to learn how to operate outside of our comfort zone. And, to stress his point, he made everyone get up from the seat they were sitting and move to another seat and meet the someone new sitting next to you. I'm not sure about everyone else, but just by attending I was already outside of my comfort zone. Plus I lost my front row seating, not cool, but point well taken.

He talks about the "old model" of doing business was all about the product, which is still being practiced today. Ex. Sell the features and benefits of the product, what features are better on this product then on that product. Bottom line here is "The more we know our product the worse we are at selling it". Even saying at one point that product knowledge is overrated. This comment struck a chord on someone in the audience, who commented that without product knowledge you couldn't sell the product. In which, Don replied "right" I said overrated, not unnecessary. Today the "new model" is all about the customer. Customers today are more likely to have researched the features and benefits of the product they're interested in, they are more knowledgeable, more savvy, they have more choices, and they "share more" (online). Which lead into the 9 ways to dominate your market. ( Don instructed us to share this with your people, but out of respect to his work I'll only highlight the nine ways, on this blog, and not get into full detail.)

1. Give buyers what they really want - Consciously and Subconsciously. Respect the customers time, intelligence, values, dignity and individuality.

2. Stop driving prospects away - There are ten things that salespeople do that buyers hate most. The biggest mistake most salespeople make are not understanding the prospect's needs, desires, concerns, values and priorities.

3. Master the two most important sales skills - Asking questions and listening.

4. Deliver better product presentations - If you have asked the right questions and listened to their answers, your presentations should be better.

5. Differentiate your products and dealership - I know everyone in our area tries or tried to compete on price alone, but what makes your dealer unique?

6. Embrace New Technology - This is one way that nearly every speaker touched base on. Things like video, blogs, and social media.

7. Create memorable customer experiences - Instead of dealership and customer, turn it into host and guest.

8. Develop strong customer relationships - here is a reminder that its easier to keep the customers you have, rather then try to get any new ones.

9. Train your people - Alright this one should go without saying but most dealers emphasize training on vehicle sales only but forget to regularly train service people, administrative people and especially the managers.


Don Cooper was the first speaker of the morning and perfectly suited to do so, his high energy elevated everyone else. I mentioned intense because at times his vocals would tweak the microphone and send a ring into the audience. He involved the audience, I think, to the point of slightly annoying. Luckily for me, since I had to change seats, I sat next to a GM of an Alaska dealership who had no problems sharing when asked.

Some good points were made at this session. Did it provide me with anything I haven't heard before? No. But like all seminars it brings to front some of the things that have been pushed back and reminders that need to be heard from time to time. Overall this session was great. My only dislikes are the loud tones used on occasion, most people can get your point with out you having to yell it to the audience, and salesman bashing. This one I'll bring up in several parts of this blog. It's no secret, if you've read my previous blogs, I am a fan of the salesperson (vehicle, pg&a, and service) and believe the right people and the right training can change the "salesman" perception that most people have. More of that on the last part of this blog.

That's "My Take"