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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both new and veteran salespeople. Our website (daveyoho.com) contains abundant information on this subject and many opportunities to re- ceive free recordings and printed material. n Our elaborate study on this phenomenon is based on research. The method by which to establish and use customer satisfaction selling is based more on fulfilling needs rather than responding, emotionally and verbally, to their stated wants. In this form of sales methodology, don't assume any- thing. Whenever an issue is raised, respond with a question; listen, pause and perhaps raise another question, which may unearth more than the original question revealed. Try to remember the L.Q.R. principle — Listen, wait three or four seconds; Question, listen carefully. This may require another simple question to get clarity; then Respond. This concept is the basis for most of our sales training. It works for large and small com- panies, and has proven to be a great benefit for the facts and arriving at a decision after thoughtful consideration, which sales- people label procrastination. FACT: A presentation which is tailored to a prospect's needs, goals, values and feelings is usually viewed favorably when the deci- sion is made to "buy." That customer when queried, seldom says, "Joe Smith from XYZ Company sold this to me" or "despite my re- luctance, I was sold." They will usually state, "I bought this from XYZ. Their representative was a nice guy. I can't even remember his name." The customer is claiming credit for the purchase. The indication is that during the presentation, his needs were uncovered; his value system was put on the table and responded to by the salesperson/contactor. The Difference Between the Customer's Wants and Needs MYTH: When a customer states, "It's too much money" or "We're going to wait be- fore we decide" or "We're going to talk this over with (whomever)," any attempt to convince those people to buy now cre- ates a major dissatisfaction. FACT: I do know that when most people hear this myth, many salespeople/contractors shy away from asking for a decision or what might be seen as "pushing the envelope." This final piece of research represents the summation of all we've said in this article. Again, referring to the survey, prospects were queried on what they wanted when speaking to the salesperson/contactor. When they were queried later as to what their needs were in terms of the particular product/service they were examining, they unconscious- ly revealed portions of their value system, which appear to be at odds with their origi- nally stated wants. Examine the Customer Satisfaction Selling chart. Dave Yoho is the president of the oldest (since 1962), largest and the most successful small busi- ness consulting company specializing in the home improvement industry. His company employs a staff of consulting experts who specialize in advising companies on how to become more profitable in their business. His company sponsors a series of ongoing educational programs in the form of webinars and seminars at hipsummit.com. His recorded materials are sold throughout the U.S. and several foreign countries. For more information, visit daveyoho.com. Customer Satisfaction Selling Complete information to make the proper decision Long-range satisfaction Complete care and concern information Long-term considerations Factual, verifiable data To decide (yes or no) Cooperative relationship Exceptional quality Pricing (early) Quick solution Brief presentation Limited extras Verification of beliefs To procrastinate To control situation Competitive price NEED(S) WANT(S) VS. CUSTOMER 42 SPECIAL SECTION: HOME IMPROVEMENT PRO | October 2016 QR QualifiedRemodeler.com