PMC Speakers is a UK based, world-leading manufacturer of professional monitor and audiophile speaker systems. PMC monitor systems are in service with most of the world’s premiere music and film sound recording studios, broadcast companies, post production and audio mastering facilities. Despite it’s strong position in the studio market, especially here in LA, the company has had an uphill battle gaining market share in the high end consumer audio market.
Bryan Feller Associates recently helped PMC’s US account managers improve their approach for recruiting new dealers in the boutique consumer hi-fi market. The sales team was having difficulty aquiring dealers who were already saturated with completitors – in a shrinking market. The challenge was simple: How could PMC get dealers to take the time to demo their product so they could hear the difference with their own ears?
The Flawless Conversations Workshop
To help tackle this challenge, PMC account managers attended the Flawless Conversations Workshop over several half day sessions. The workshops focused heavily on role plays using the actual sales scenerios they were dealing with.
Once the team had the basics, Bryan Feller did sales ride-a-longs with PMC account managers posing as a PMC sales manager. After each sales call Feller was able to debrief the account manager and prepare for the next appointment.
Sales Conversation Toolkit
After the ride-a-longs and coaching, Bryan Feller Associates create a Sales Conversation Toolkit. This toolkit had conversation tactics that combined when the account managers learned in the Flawless Sales Conversation Workshop with the real world observations made during sales calls. This 8-page checklist included:
- Conversation starters
- Probing questions
- Scripts to transition from opening to asking for the demo appointment
- Specific objections and responses