Posted on Leave a comment

Would you like fries with that?

We make the world’s best flooring adhesives at Taylor, so naturally, we and our customers would like to sell more of them. One way to do that is with the assumptive close.

The art of the assumptive close was born the day after McDonalds restaurants opened April 15, 1955. “Would you like fries with that?” was probably first asked for the first time and has been alive and well ever sense. So, it begs the question, why not use this technique with flooring adhesives, like Taylor’s Resolute®, Pinnacle®, Ironwood® or a host of others?

Seth Gladden and Shelley Ackerman of Taylor Adhesives asked and answered that on the TAYLOR TIME LIVE episode entitled “Would you like fries with that?” (March 21, 2023). Shelley coined the name of the show, because as she pointed out, “It’s called an effective, assumptive close.”

The assumptive close is a sales technique where the salesperson assumes that the prospect has already made the decision to buy, and then proceeds to close the sale by asking for the details of the purchase. It works by taking advantage of the principle of commitment and consistency, which suggests that once a person has made a decision, they are more likely to follow through with that decision in the future.

For example, let’s say a salesperson is selling a car to a potential buyer. Instead of asking the buyer if they are interested in purchasing the car, the salesperson would assume that the buyer has already decided to buy and would ask them questions like “What color would you like?” or “How would you like to finance the car?” This approach assumes that the buyer has already made the decision to purchase the car, and it can be an effective way to close a sale.

It could as easily be “Would you like any adhesives with that?” when a flooring purchase is in the making.

“It’s about changing the mentality to sell more flooring adhesives,” observed Gladden. “It should be asked every time. If you’re selling a floor that needs to be glued down, you’re going to need the glue to put it down–it’s that simple.”

“You should ask the customer ‘What adhesives are we going with on this job?’ or ‘Is this the right adhesive for this project?’ and ‘Is the space ready for this project?’” advised Ackerman.

As a sales associate, your knowledge of adhesives and your assumptive close positions you as a subject matter expert, concerned with solving problems and making trustworthy relationships.

Adhesives have different attributes that are required for installation confidence. Selling the right one with the flooring order can also result in:

  • Eliminating callbacks
  • Contributing to LEEDS
  • Adding credibility and peace of mind

Distributors also need to train their reps to ask about adhesives. Product shipped with orders of glue down flooring need to aim for a 100% attachment rate, because they go hand-in-hand with the flooring. And don’t forget trowels to spread the adhesive, etc. These are additional sales dollars many will leave on the table, simply by not asking the assumptive close.

A word of caution: It is important to note that the assumptive close should only be used when the salesperson is confident that the prospect is genuinely interested in the product and is close to making a decision. If the salesperson uses this technique too early in the sales process or with a prospect who is not ready to buy, it can come across as pushy or aggressive and can ultimately harm the sales relationship.

Watch “Would you like fries with that?” on the Taylor YouTube Channel:

Seth Gladden is the host of TAYLOR TIME LIVE and is Marketing Director for the Meridian Industrial Flooring Division, including Taylor Adhesives

Shelley Ackerman is Director of OEM Sales + Commercial Groups–Taylor Adhesives

Posted on Leave a comment

Setting Strong Goals

“If you want to grow your business by at least 10%, you should do a better job of selling adhesives. What better goal to put out there,” said Murfin, attributing that valuable insight to Taylor’s director of Technical Services, Gary Scheidker.

“Going into 2023, people are going to have to get creative on how to sell more product and grow their business. The key to that is to sell more accessories,” observed Murfin. “We get repeated requests for information from our customers on how to increase their business, how to sell more product, and clearly the opportunity is on how to sell more accessories.”

The role of TAYLOR TIME is a reflection on the need to inspire and educate the sales channel, born out of necessity as a way of communicating to Taylor customers during the pandemic. “Every time we ask ourselves is there still value to TAYLOR TIME, the answer is ‘yes.’ It’s been a great journey. And we do add value to our customers. It’s even used as a teaching resource by them for their sales teams,” he said. Note: TAYLOR TIME LIVE episodes are archived on the TAYLOR TIME YouTube channel for viewing repeatedly and at any time.

The TAYLOR TIME communications platform created a means to stay connected during a time of travel restrictions and lockdowns. It includes TAYLOR TIME LIVE, NEWS, TIPS, PARTNER EXCLUSIVES, and BUZZ, the Blog of Taylor Adhesives. “Following the pandemic, there was a remarkable uptick in activity, then came supply chain challenges on how to keep pace with that incredible demand, then the ice storm in Texas that hit which impacted raw materials availability, and now entering 2023, we have an economy that is less than certain,” reflected Murfin. Throughout all of that, TAYLOR TIME has kept providing valuable insights from industry experts representing a variety of fields and product categories.

But achieving strong sales goals also requires an understanding of your product, which is part of the challenge in selling adhesives. “We hear from salespeople, manufacturers, flooring contractors and distributors that they don’t understand the adhesives category as well as they would like. Frankly, we tend to speak too technically about the product we sell. We are going to help the typical salesperson in the industry understand the category, and over time do a more effective job of selling it.” Continued Murfin, “Even if you are an expert installer, you may not necessarily understand all the terms. I’ve challenged our team on finding ways to simplify the category and bring more understanding for doing a more effective in the marketplace.”

The fourth year of TAYLOR TIME LIVE will do just that, by focusing on the goal of selling more adhesives. In so doing, you will grow your business and, in the process, become a more valuable partner to your customer. Watch for a new episode on the third Thursday of each month.

In addition to improved product knowledge and category sales technique, here is a framework to help you set strong goals for your business. Setting strong goals is an essential aspect of running a successful business, whether you are a flooring retailer, distributor, contractor, or OEM. Here are some steps that can help you set strong goals. TAYLOR TIME content can inform all these steps:

  1. Define your vision and mission: Before setting goals, you need to have a clear understanding of your business’s vision and mission. This will help you align your goals with the overall purpose of your business.
  2. Use the SMART framework: Use the SMART framework to set specific, measurable, achievable, relevant, and time-bound goals. This will help you create goals that are realistic, achievable, and meaningful.
  3. Consider your resources: When setting goals, consider the resources you have available, such as time, money, and personnel. Set goals that are challenging but achievable based on your available resources.
  4. Get input from stakeholders: Consult with stakeholders, such as employees, customers, and investors, to ensure that your goals align with their expectations and needs.
  5. Monitor and adjust: Monitor your progress towards your goals regularly and adjust them if necessary. This will help you stay on track and make any necessary changes to ensure that you reach your goals.

Overall, setting strong goals requires careful consideration of your business’s vision and mission, using the SMART framework, considering available resources, and getting input from stakeholders. By following these steps, you can set goals that are challenging, meaningful, and achievable, and help your flooring business achieve success. Include TAYLOR TIME in your plan.

Watch “Setting Strong Goals” on the Taylor YouTube Channel: