Batting practice for the AV Professional
and primer for the novice
9 Page 1
AV Sales Training
"I'll know my song
I start singing."
Knowledge creates poised
Lack of knowledge generates anxious stress.
Know your song well before you
Take control of your professional
life with a plan
that assesses results and prescribes adjustments.
You are a sales professional and
the final promotional component
-- the face -- of your company's
business & marketing plan;
a plan aimed at inviting customers to do business with the
Your customers are your compass heading.
Set your heading and adjust
your scope to a wide-view of the business landscape.
Then answer the following questions.
- Who are your customers?
- What are their interests?
- Where do they live?
Commit your answers to a 'pen to paper'
or 'keyboard to word page' game plan data sheet.
Maintain your heading, readjust your scope.
Assess potential obstacles that a
business cannot control.
- The National Economic Climate
Survey the national finance media.
They offer a sense of
- The Local Economy
Check out local real estate sales and local automotive
Each is a credible
indicator of the local business climate.
- The Competition
Who and where are they?
What do they do well?
What do they do
Consider a personal
You may be surprised by what a handshake and a smile
Add the results to your
Keep that heading
and review the spheres of business that your
company can control.
They are the 4Ps of marketing: place, product, price, and
1. Place - Asses your
location. Can customers find you and what will they
2. Product - Examine your product lines. What are their
3. Price - Are your prices competitive, high, low?
4. Promotion - Assess your company's promotional elements:
storefront signs, displays, promotional events,
and the sales
Add the results to your
Personal 4P Game Plan
You have set your heading,
surveyed the economic climate, canvassed the competition, and
assessed your company. Now while locking onto your
company's 4Ps as a beacon --- layout a personal 4P blueprint
that aligns and complies with your company's plan.
1. Place - Prepare your sales floor as your selling
If no floor,
then draft an on-the-road sales presentation script.
2. Product - Take regular inventory of what's in stock and
product demonstrations and or descriptions.
3. Price - Clearly communicate & justify prices as your
4. Promote - Be who the company's promotional messages claim
You will be
perceived as fake if you don't.
Five more steps before your plan
hits the floor or street.
Ed's AV Handbook
Copyright 2007 Txu1-598-288 Revised 2024
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