Qualified Remodeler Magazine

JUL 2019

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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THIS is not a new, earth-shattering con- cept. It is based on well-established factual research. All of which was developed by constantly surveying customers' buying habits, then examining why they do or don't do business. 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 minds, which deepens the dependence of each on the other. The contractor-salesperson's goal should be to elicit information, which unearths values and needs that might not have been otherwise ex- pressed clearly, enabling the salesperson to appear ĘĤġġĖėĤħĖĩĞīĚĚŻĚĘĩĞīĚġĮĚĨĩĖėġĞĨĝĞģĜĢĪĩĪĖġĩħĪĨĩ You may think you do what that last paragraph describes, which then begs the question: Why is ĞĩĩĝĖĩĨĤĤƁĚģĮĤĪĥĚħĘĚĞīĚĩĝĚĘĪĨĩĤĢĚħęĞęģĤĩ accept your proposal? Your price was too high? They wanted to think it over? They wanted to discuss it (get an opinion) via a third party? They were going to settle for lesser quality? This perception is then fueled by misinterpret- ing customers' statements, which leads to misin- formation regarding customers' buying habits—all the while failing to uncover real needs and values. Then being sidetracked by spending too much time talking about yourself, the status of your company, the quality of your work and how much customers love you—all the while spending too little time ask- ing questions and listening for answers. Customer satisfaction can be better understood when viewing a lengthy and ongoing study, which includes surveys, wherein thousands of customers ĬĚħĚĞģĩĚħīĞĚĬĚęĞģĖģĤģĜĤĞģĜĚŻĤħĩĩĤęĚĩĚħĢĞģĚ what the thinking and feeling was of those who interacted with people attempting to sell them or convince them to do business. The study concludes that prospects most frequently purchased products and services based on their perceptions. Here are a few examples: The credibility of the contractor making the pre- sentation. How was the information perceived? The degree of rapport between the contractor- salesperson and the customer. (Note: Rapport is a state of mind that begins with feelings. Rapport is most easily developed in the early stages of contact.) It is usually based on the contractor- salesperson having an understanding of how prospects think and feel. - Prospects like people who listen to them. - They like people who respond to and appear to endorse their values. - They like people who work at uncovering their needs, which they don't reveal initially. ÿĚĨĥĞĩĚ ĩĝĚ ĬĚġġÇĞģĩĚģęĚę ĚŻĤħĩĨ Ĥě ĩĝĚ ĘĤģ- tractor-salesperson, it is almost impossible, unless needs are uncovered, to understand the customer's value system. These are not easily detected but can be made visible while inspecting the project and developing a needs assessment—uncovered with a system of questions, then exploring the answers. A customer-satisfaction oriented contractor- salesperson understands that in the home improve- ment/remodeling industry—where a contract can range from a few thousand dollars to upwards of $50,000—the customer needs a thorough project inspection plus the opportunity to discuss their perceived needs, their goals and perception of the ĤĪĩĘĤĢĚ ÊĘġĚĖħġĮ ęĚŽģĚęË ĊģġĮ ĩĝĚģ ĘĖģ Ė ĥħĚ- sentation and proposal be objectively evaluated. There is probably no greater piece of misinfor- mation that has been foisted on those who represent the home improvement industry than the following: The customer should be given the price as promptly as possible. They perceive too much talking or the use of a printed or electronic Customer-Satisfaction Selling Presenting your product or service in a manner that meets the needs of your customers. by Dave Yoho 56 July 2019 QualifiedRemodeler.com

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