Rebuild Sales Approach

[Brad Smith]

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Hi Terry, 
Great subject for discussion.   I agree with the other responses, i.e.
having them try out another rebuilt piano, planting seeds, etc.  Doing
the action work will give you the chance to demonstrate your expertise,
and set expectations for the rebuilding job later. 
 
The 'sales cycle' often has smaller steps to it than we might think. 
Building trust with the client, and demonstrating that you have their
interests at heart is crucial. 
Their interests....define value.   If they think refinishing is
important, they'll spend more money on it than other things. 
 
The sales stages are different, depending upon the customer.   In this
case, you need to help the husband 'sell' it to the wife. ( As Guy
Nichols said).
Guy also mentioned the excellent idea of 'planting seeds'.   I think
that is one the best ways to generate this type of work. 
It allows you to maintain an air of impartiality, so you don't have to
be a used car salesman. 
You can suggest/plant seeds on every visit, but do it in such a way that
you remain aligned with the client. Remember that something is only
valuable when a paying customer thinks it's valuable.  ( Yes, we all
agree that there are many valuable things that customers might not pay
for, but WE pay for it with our time and interest. Thus, the formula is
still true.) 
 
Aligned, means that you understand their perspective, and can state it
articulately in English/lay terms.   I just got an action rebuilding job
yesterday on a M&H grand, because the first tech was unable to do this.
The reality is:   If you understand me (the client)....I will equate
that with technical competence.
The other tech had also tried to sell a larger job that was really
needed for this particular client. 
 
When people realize that you care about their perspectives, they trust
you with their decision making process.  Then you can offer rebuilding
scenarios for them to choose from.    I always offer different levels of
refinement for them to choose from, any of which would be a sensible
'upgrade path' to take. 
In selling an action job to the client, I still have the  option of
selling her a rebuilding job later, when her pinblock fails. But for
now, doing the action is a sensible first step, and she can see the
value of it. 
 
Then, I want to be careful to constrain those 'levels of refinement' or
'rebuilding scenarios' with my own technical/professional needs.  And,
I'm very open about that to the client.   For example:  I don't offer
them the option of all new bridges, without restringing.  It wouldn't
make sense. And, I tell the client, "...even if you wanted to spend that
money, I wouldn't take the job because you would not be properly served
in the process". 
But, because I've built trust, and remained in alignment with their
perspectives, they trust my advice now.    
 
Most of all, you can not bargain from a position of weakness.  The more
work we have booked, the easier it becomes to ask for more money.  
The more seeds you plant, in this manner of building trust and staying
aligned, the more work will sprout.  The more seeds you plant, the less
time you have to get frustrated with a single client.   The more seeds
you plant, the more you can profile clients, and recognize the exact
level of services that they would find valuable.   Then, you can pick
and choose the work you want to do, gradually increasing the quality of
pianos and amount of money. 
 
 
Brad Smith, RPT
Bedford, NH
USA
 
 -----Original Message-----
From: pianotech-bounces@ptg.org [mailto:pianotech-bounces@ptg.org] On
Behalf Of Farrell
Sent: Thursday, April 29, 2004 12:04 PM
To: pianotech@ptg.org
Subject: Rebuild Sales Approach



I've been servicing a 1920s S&S L for five years. It plays like a truck,
has loose tuning pins, dead bass strings, false beats and a dismal
killer octave section. The owner knows the action is toast and wants it
rebuilt. However, his wife has commented on how nice it sounds since Mr.
Patchemup restrung (totally rebuilt, of course) the piano some thirty
years ago. For some reason I am hesitant to try and sell the whole
package - which it definitely needs if the piano is to perform like it
should/could.
 
Any recommendations on how to approach this without sounding like a used
car salesman?
 
He has already told me he wants to do the action after he moves this
summer (to a condo on the bay - as in no $$ troubles here).
 
Thanks.
 
Terry Farrell


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