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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presentation as show and tell. It simply doesn't work with today's homeowners. (Not true.) ĊƁĚģĩĝĤĨĚĬĝĤħĚĥħĚĨĚģĩĝĤĢĚĞĢĥħĤīĚĢĚģĩÌ remodeling companies are deluded or simply mis- understand the selling process, frequently assess- ing it as "hard sell," "manipulation," "high pres- ĨĪħĚŤţĘĝĞĘĖģĚħĮŤĤħĬĤħĨĚďĝĞĨĤƁĚģħĚġĖĩĚĨĩĤ the various ways in which many companies create their customer communication methods (which ĩĝĚĮęĚĨĘħĞėĚĖĨĨĚġġĞģĜËĞģĖģĚŻĤħĩĩĤĥħĤĢĤĩĚ the sales of their products and services. ďĝĞĨ ĤƁĚģ ġĚĖęĨ ĩĤ Ė ęĞĨĨĖĩĞĨŽĚę ĘĪĨĩĤĢĚħ however, this need not be the outcome if properly executed. It is true that many contractors-salespeo- ple talk too much—and listen too little. They don't ask the questions, which when answered lead to unearthing needs not otherwise expressed. Here is an example of how the communication process can produce positive outcomes. First, think of the word ACID, to remember four words: A – Arouse, C – Cultivate, I – Information and D – Determine. If you arouseĮĤĪħĘĪĨĩĤĢĚħĨĨĪƄĘĞĚģĩġĮĩĝĚģ you can cultivate their interest. They will in turn provide you with information that will aid you in determining their actual needs (versus wants) and clues to their value system—which in turn will guide you in understanding how to deal with them. Unfortunately, most contractors-salespeople reverse the ACID process. Early on in conversa- tions with the prospect, they make a determination about the prospect's goals and values. Something as simple as the prospect saying, "We're looking for the best price," or "We're getting several prices, sharpen your pencil," can lead that prospect to be- ing mislabeled as a price buyer, to satisfy this cus- tomer, the salesperson will have to lower the price. Without complete information, which can only be acquired by cultivation (processing), contrac- tors-salespeople make the wrong determination. If that customer is not aroused to a level where rap- port takes place, valuable information regarding "needs" and "values" is probably never received. ďĤĤĤƁĚģĩĝĚĘĤģĩħĖĘĩĤħÇĨĖġĚĨĥĚħĨĤģĞĨĢĞĨġĚę to believe that price is a major part of the deci- ĨĞĤģÇĢĖĠĞģĜ ĥħĤĘĚĨĨ ďĝĞĨ ĞĨ ĤƁĚģ Ėģ ţĖĩĩĞĩĪęĚ issue." If a rep believes that the product or service is not equal to the price they quote, they are setting themselves up to miss many sales. This is also true if they do not respond to customers' misinforma- tion, such as, "It's the same kind of a product but it costs less." In most cases, this statement is based on misinformation, not only on the part of the pros- pect but also on that of the contractor-salesperson, who doesn't know how to respond without appear- ing confrontational. ĊĪħħĚĨĚĖħĘĝĖģęĩĝĚħĚġĞĖėġĚęĖĩĖĬĝĞĘĝĩĝĚ research provides, has caused us to draw the follow- ing conclusion, which is shared by most companies that utilize modern communication/sales training. "There is seldom a cold, rational, dispassion- ate buyer who buys solely on merit. They can be prompted and motivated to find products or services which appear to meet their needs better than other options." In the normal process of buying, a customer will make a decision based on four factual issues. 1. Gain: ăĤĬęĤĄėĚģĚŽĩĖģęĝĤĬęĤĚĨĩĝĞĨĥħĤę- uct/service meet my needs better than others? 2. Pride: Will I enjoy this product/service? Will it make me feel more secure and comfortable? 3. Fear: What will happen in the event I decide to do nothing, or am I protecting my original investment (home, building, etc.)? 4. Imitation: Why many others with the same con- ditions or circumstances choose this method. Customer-satisfaction selling causes you to rec- ognize that a presentation—which is tailored to a prospect's needs, goals, values and feelings—is usu- ally viewed favorably when the decision is made to "buy." That customer, when queried, seldom says, "Joe Smith from XYZ Company sold this to me," or "Despite my reluctance, I was sold." They will usu- ally state, "I bought this from XYZ." The customer is claiming credit for the purchase. The indication is that during the presentation, his/her needs were ĪģĘĤīĚħĚęĝĞĨÌĝĚħīĖġĪĚĨĮĨĩĚĢĬĖĨĥĪĩĤģĩĝĚĩĖ- ble and responded to by the contactor-salesperson. ďĝĞĨŽģĖġĥĞĚĘĚĤěħĚĨĚĖħĘĝħĚĥħĚĨĚģĩĨĩĝĚĨĪĢ- mation of all we've said in this article—again, re- ferring to the survey data we constantly receive. ċħĤĨĥĚĘĩĨĬĚħĚĖĨĠĚęĩĤęĚŽģĚĬĝĖĩĩĝĚĮwanted when speaking to the contactor-salesperson. When they were queried later as to what their needs were in terms of the particular product/service they were examining, they unconsciously revealed portions of their value system, which appear to be at odds with their originally stated wants. The method by which to establish and use customer-satisfaction selling is based more on ěĪġŽġġĞģĜ ĩĝĚĞħ needs, rather than responding emotionally and verbally to their stated wants. In this form of sales methodology, don't assume anything. Whenever an issue is raised, respond ĬĞĩĝĖĦĪĚĨĩĞĤģġĞĨĩĚģĥĖĪĨĚĖģęĥĚħĝĖĥĨħĖĞĨĚ 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 ĨĞĢĥġĚĦĪĚĨĩĞĤģĩĤĜĚĩĘġĖħĞĩĮĩĝĚģRespond. Customer-satisfaction selling is the basis for most of our sales training. It works for large and small companies, and it has proven to be a great ėĚģĚŽĩěĤħėĤĩĝģĚĬĖģęīĚĩĚħĖģĨĖġĚĨĥĚĤĥġĚĊĪħ website, daveyoho.com, contains abundant free in- formation on this subject and many opportunities to receive free recordings and printed material. Dave Yoho is the president of the oldest (since 1962), largest and the most successful small business consulting company specializing in the home improvement industry. His recorded materials are sold throughout the U.S. and many foreign countries. His company employs a sta of consulting experts who specialize in advising companies on how to become more protable in their business. His company sponsors ongoing seminar programs. For more information on their products, consulting services or seminars visit daveyoho.com or contact admin@daveyoho.com. QualifiedRemodeler.com July 2019 57

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