Sell More Effectively


To connect with truckstop operators and sell more products, the key is to make the entire transaction about them, not you. Force isn’t an effective sales tactic, but taking time to develop a trusted relationship by showing you know and understand your customer’s needs is. Here are six ways you can sell more effectively:

1.  Be Genuine. It is never too early or too late to begin providing genuine interactions and building rapport with both existing and potential customers. Start with your next meeting or call and remember that even if the customer doesn’t buy from you right away, you’re establishing yourself as a trusted option for when he is prepared to buy.

2.  Sell Solutions. While you may sell a product or a service, you also sell solutions. In order to get a potential customer to understand and ultimately buy your solutions, you first have to understand his business. That means you need to take the time to understand the industry and also the individual business. By gaining a better understanding of what your customer does, you’ll find ways you can help. Ultimately this will result in a stronger relationship and increased sales. NATSO’s Highway Business Matters archives is a great knowledge resource on truckstops.

3.  Sell Your People. In addition to selling solutions, you’re selling the people behind those solutions. People do business with people, so take the time to let your customers know the people behind the products and services you offer.

4. Ask Questions. Asking questions is one of the best ways to get to know your customer. Plan your questions in advance and ask questions that show you want to learn more about their needs and goals. Themember profile stories in NATSO’s Stop Watch magazine are another good resource. Read the profiles as inspiration for your questions.

5.  Focus on the Customer’s Objective and Outcome. Once you’ve developed an emotional connection with your customer, you’re more likely to focus on his ultimate objective and end results. By being interested in the outcome, you’ll show your interests are aligned with your customer’s interests.

6.  Be Concise and Direct. Your customers are busy, so being respectful of their time is crucial. To maximize your meetings, avoid complicated slideshows and remove jargon from the conversation. Instead, offer up direct information, solid statistics when appropriate and, if necessary, written materials that outline the solutions you offer. When following up after a meeting or call, don’t be too forceful. Instead, stick to casual, occasional reminders that keep the door open.

{HBMHighway Business Matters is a brief semi-monthly newsletter created exclusively for companies that provide products or services to the truckstop and travel plaza industry. Highway Business Matters will keep you informed on trends, tactics, and tips to help you connect to the $65 billion truckstop and travel plaza industry. 

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Mindy Long's photo

Mindy Long

Before launching a full-time freelance career, Long edited NATSO's Stop Watch magazine. Prior to that Long worked as a staff reporter for Transport Topics, a weekly trade newspaper, covering freight transportation, fuel and environmental issues. In addition to covering the transportation sector, Long has written, reported and edited for a variety of media outlets. She was the Washington correspondent for WCAX-TV (CBS) in Burlington, Vt., a criminal court reporter in Chicago and a freelance copy editor for Kiplinger’s Personal Finance magazine in Washington D.C. Long hold a master’s degree from Northwestern University’s Medill School of Journalism in Evanston, Ill., and a bachelor’s degree in Communications from Westminster College in Salt Lake City.More
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