Course Title

How to Increase Sales With Contrast Selling

Mitch BrashersSpringfield Music

Springfield, Mo.

Which is better?

I asked you a question!

Redhead or brunette?

Aw, Yiss!

Get your head right

• There is no right or wrong in music!• Really, don’t let anyone tell you

differently.• A salesperson is a facilitator interested in

getting customers what they want.

What does it do?

• Establishes your salesperson as an authority

• Allows one to easily upsell• Helps focus the sale

• Video

How to make the magic:

• Broad understanding of products • An ability to parse specific features

simply

Broad Understanding

• Example: What are the main factors that determine the price difference between a $100 guitar and a $4,000 acoustic guitar?

Broad Understanding

• Wood: How much is used and what kind is used

• Appointments: How pretty it is (cutaways and electronics fall into this section)

• The brand/where it is made

Broad Understanding

• What are the differences between guitar strings?– Materials used– Gauge– Coated or not coated

Specific Parsing

• How do you help someone choose the right string? – Brand doesn’t matter (gasp!)– Ask questions– Recommendation based on features, not on

what YOU like

The Upsell

• Coated strings• Guitar/Bass vs. Chromatic tuner

Train your staff

• Comparative selling can be hard because it takes a willingness to:– Learn product– Actively engage customers– Release your ego

Train your staff

• Start by thinking in 3’s• Work on a smooth pitch• Descriptive words• Demo products• Be honest

Mitch BrashersSpringfield MusicSpringfield, MOmitch@springfieldmusic.com