When it comes to building trust with customers, Brian Neuman and Larry Schamberger, both sales reps with Vanderloop Equipment, emphasize the importance of understanding customer needs. Neuman prefers to sell on the basis of what customers need, not what they want. “You know your product so much that you’re hoping to get the client to trust you enough that you can sell them what you think they need, or what they need vs. what they want,” he says. “There's times in the past where I've actually recommended a product that was at less cost than what they were wanting because I didn't think it was going to work for them.”

Building on Neuman's approach, Schamberger highlights the significance of prioritizing customer trust over making a quick sale. “That's the best thing to do because you build more of a trust with the customer,” he says. “You're looking out for that customer vs. just trying to make that sale. We’ve all got to remember that us sales guys do not know everything about every product, but we know where to find it. Telling a customer, ‘I need to check on that,’ isn’t a bad thing — just make sure to follow up and get back to the customer right away.”

As they conclude their thoughts, Neuman and Schamberger underscore the importance of honesty in sales. Neuman notes, “There's nothing wrong with the words, ‘I don't know.’” Schamberger adds, “Correct, because nobody knows everything about everything. And if they do, they're lying to you.” Neuman reflects, “You don't want to be a know-it-all, but you want to give sound advice as a salesperson.”

Related Content:

Dealership Minds 2024: Vanderloop Equipment: For the sixth installment of Farm Equipment’s Dealership Minds series, 8 staff members traveled throughout central Wisconsin to experience first hand how a successful dealership — Vanderloop Equipment (VE) — operates in the midst of planting and hay cutting season in May.

Techs are ‘Game-Changer’ in New Wholegoods Sales, an in-depth interview with Brian Neuman and Larry Schamberger.