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Selling diagnostics equipment can be very profitable. It can also be a little intimidating. You probably already know how profitable it can be. You don’t just make money on the initial sale, but also on options, add-ons and upgrades. Beyond that, technicians that buy diagnostic equipment from you are also more likely to buy your hardlines.

So, it can be worthwhile to push past your comfort zone and promote more diagnostics.

Selling diagnostics feels intimidating because you probably think you need to be an expert. I’ll let you in on a little secret: You don’t need to know as much as you think.

Know-it-alls are rarely good salespeople. Actually, in most cases, talking too much about technical details can work against you. I remember watching one salesman spew out facts and technical jargon, thinking it made him look smart and impressed his prospect. It didn’t. It intimidated his prospect.

Today’s promotional materials can quickly brief you on the latest equipment. I’ve learned a lot from developing print and digital materials to help toolmakers educate dealers and techs. A little time spent with a product DVD or literature can turn you into a diagnostics selling machine.

Don’t try to memorize every fact and figure. You can always refer back to the material as you present the product. But you do need to have a working knowledge of the key features and benefits. Once you know those selling points, all you need to know is the price and financing options to start selling more diagnostics.