Qualified Remodeler Magazine

OCT 2016

Qualified Remodeler helps independent remodeling firms to survive, become more professional and more profitable by providing must-have business information, namely best business practices, new product information and timely design ideas.

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¡ ¡ The consideration given to the customer's value system. Not easily detected but can be made visible while inspecting the proj- ect and developing a needs assessment. ¡ ¡ The perception of unique, quality prod - ucts/services tailored to the customer's needs. ¡ ¡ The perception of a product or service which was superior (more durable/longer lasting, required less maintenance, etc.) to other options. ¡ ¡ The value of the products/services were perceived as equal to or in excess of the price quoted. ¡ ¡ The perceived ease or simplicity by which the customer could make a purchase. Then deal with the inconvenience created during the completion of the project. ¡ ¡ The salesperson/contractor was a knowl- edgeable specialist who listened to and cared about what the customer was saying. MYTH: Asking too many questions/not getting to the point of the price will make the prospect annoyed. FACT: In this new millennium, the concepts of using customer satisfaction selling can be described as a problem-solving discussion between the contractor/salesperson and the prospect that leads toward a meeting of the to determine what the thinking and feeling was of those who interacted with people at- tempting to sell them or convince them to do business. The study found that prospects most frequently purchased products based on the following perceptions: ¡ ¡ The credibility of the salesperson making the presentation. ¡ ¡ The degree of rapport between the sales- person /contractor and the customer. Note: Rapport is a state of mind that be- gins with feelings. Rapport is most easily developed in the early stages of contact. It is usually based on the salesperson/ contractor having an understanding of how prospects think and feel. Examine the development of rapport this way — Prospects: • Like people who listen to them • Like people who respond to and appear to endorse their values • Like people who work at uncovering their needs These things are often sidetracked by salespeople/contactors who spend too much time talking about themselves, the status of their company, the quality of their work and how much their customers love them — all the while spending too little time asking questions and listening for answers. Myths and Misinformation MYTH: The customer will give you less time today, so get to the point and the price as rapidly as possible FACT: In an industry where a contract can range from a few thousand dollars to upward from $50,000, the customer needs a thorough project inspection plus the opportunity to dis- cuss their perceived needs, their goals and perception of the outcome clearly defined. Only then, can a presentation and proposal be objectively evaluated. MYTH: If you have lengthy experience with the products you are proposing and meet the criteria required to make a cus- tomer satisfied, you're on the right track. If you have a reputation for doing what you propose, the customer can be made to feel comfortable. No special sales tactics or pushy attempts to get a quick contract are required. FACT: While these things are important, your competition is saying and exhibiting similar support materials, all of which make the same claim. Customer satisfaction can be better understood when viewing a lengthy study, which included surveys wherein thousands of customers were interviewed in an effort The Truth About Customer Satisfaction Selling A) Myths and Misinformation B) How Do Customers Perceive This C) The Difference Between the Customer's Wants and Needs By Dave Yoho 38 SPECIAL SECTION: HOME IMPROVEMENT PRO | October 2016 QR QualifiedRemodeler.com

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