W e have all met Mr. Stupid. He’s the guy that walks into your wood shop with the skeptical attitude about your costs.

Mr. Stupid spouts his own ability to make the cabinets at half the cost, with the scrap wood laying around his garage. He is the same guy that has a cousin, brother or friend who can always make it cheaper.

No matter what you say, Mr. Stupid will always say he has a better source, lower cost or special connection. The more you argue with him, the more you lose.

Instead of fighting stupidity, agree with him. Nothing takes the wind out of these attitudes faster than agreement. When he says, he can get it cheaper, say, “I am sure you can.” When he talks about his great connections, say, “That must be neat to know those folks.”

While Mr. Stupid settles down, remember that if he had all this special and cheap help, he wouldn’t need you. He is at your shop for a reason. Calmly talk about your quality, service and unique offerings. Give him a fair, solid price and then walk away. Avoid negotiating as it will open the door to more of his banter.

You can’t fight Stupid, but you can get his order.

What Type of Bait?
My friend Teddy was a 350 pound, Harley-riding, sewer worker with a great sense of humor. More importantly, Teddy could fish. Teddy was a master fisherman long before everyone used sonar and underwater cameras. One of his favorite things was to take out his 14-foot johnboat and row up close to some guy in an expensive decked-out bass boat. As the guy watched, Teddy would usually catch several fish in waters that the bass boat had just covered.

Shark Hunting at KBIS Next Week at KBIS in Las Vegas, don’t forget to see the Sharks. KBIS will be holding a Shark Breakfast from 8:00 to 10:15 on Wednesday, April 27th. Networking Opportunities The Shark Breakfast is a matchmaking opportunity for manufacturers and vendors looking for independent sales reps. It is also a quick table top venue for new ideas and companies just entering our KB market. The breakfast is not free, but if you have a need for a good established rep group or if you are looking for a new line, the Shark Breakfast is the perfect place to be. Good Hunting, Rick

Obviously this could only go on so long before the guy had to know what type of lure Teddy was casting. Eventually they would all yell over to Teddy, “Whatcha using?” Teddy would look up disdainfully at the big boat with all it’s gear, take a swig of his beer and yell back, “KNOWLEDGE!”
We often forget to talk about how much we have learned in the years of making our products or selling our goods. Knowledge is what makes a professional woodworker or salesperson worth their pay. Knowledge of the market, product, fabrication, overhead, and competition make your value worth more than the hobbyist and homeowner.

Experience has given you the knowledge to provide the exact product your customer wants. (Even if he is talking out his ‘connections.’) It is essentially what they are buying, so never be afraid to talk about your background, experience, and knowledge whenever. When customers feel secure in your abilities, the orders will follow.

When No Means ‘Why?’
But, what do you do when your prospect says no? The word “no” usually creates an end to every conversation. Challenging “no” directly may create confrontation. But there is a value to the word.
Every “no” means you have an opportunity to learn about your wood products, company, sales pitch, pricing and customer. Your job is to find out the reason for the “no.”

Be frank with your prospect. Tell them you are trying to improve your company and it’s products. Ask if you could hear why they were not ready to buy. Was it the cost that didn’t fit their budget? Did the product have something missing? Is this the wrong time for a remodel? Every answer to the “Why” will give you more information about how to change your program.

Remember, the more you know about clients, the more you can seal the sale. CWB

Rick Hill (WoodworkingNetwork.com/blogs) is a consultant specializing in woodworking companies that need to find new markets and more sales. He is also an independent sales rep and founder of WoodReps.Com, a national association of independent woodworking industry reps. Reach him through OnPointSales.com.