Batting practice for the AV Professional
and primer for the novice
9 Page 1
AV Sales Training
"... I'll know my
song well before I start singing."
Knowledge creates poised
confidence. 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
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 business.
Your company's 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. This includes:
- 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 poorly?
Consider a personal
visit. You may be surprised by what a handshake and a
smile can unearth.
Add the results to your
Keep that heading and
review the spheres of business that your company can
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:
advertising, storefront signs, displays, promotional events,
and the sales staff.
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
stage. If no floor, then draft an on-the-road sales
2. Product - Take regular inventory of what's in stock and
available. Practice product demonstrations and or
3. Price - Clearly communicate and justify prices as your
4. Promote - Be who the company's promotional messages claim
you are. You will be perceived as fake if you
Five more steps before your plan
hits the floor or street.
Ed's AV Handbook
Copyright 2007 Txu1-598-288 Revised 2021
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