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value system — which in turn will guide you in understanding how to deal with them. Unfortunately, most salespeople/contrac- tors reverse the ACID process. Early on in conversations 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, so sharpen your pencil," can lead that prospect to being mislabeled as a price buyer or that to satisfy this customer, the salesperson/ contractor will have to lower the price. Without complete information, which can only be acquired by cultivation (or what we call processing), salespeople/contractors make the wrong determination and if that customer is not aroused to a level where rapport takes place, valuable information regarding "needs" and "values" is probably never received. MYTH: People in today's market are price conscious and many of our competitors are "price cutters." We have to find some way to get lower prices or we may never be able to sell many of our projects. FACT: This is not only incorrect, but it rep- resents an "attitude issue." If you believe that your product or service is not equal to the price you quote, you are setting yourself up to miss the sale. This is also true if you do not respond to customers' misinformation, such as, "It's the same kind of a product but it costs less." Attitudes are usually based on misinformation, not only on the part of the minds, which deepens the dependence of each on the other. The contractor/salesper- son's primary goal should be to elicit informa- tion, which unearths values and needs that might not have been otherwise expressed clearly. This enables the contractor/salesper- son to appear collaborative, thus effectively establishing mutual trust. How Do Customers Perceive This MYTH: The customer wants the price as promptly as possible. They perceive too much talking or the use of a printed or electronic presentation as show-and- tell. It simply doesn't work with today's homeowners. FACT: Many people are deluded or simply misunderstand the selling process frequently assessing it as "hard sell" — "manipulation" — "high pressure" — "chicanery" or worse. This often relates to the various ways in which many companies create communication methods (which they describe as selling) in effort to pro- mote the sales of their products and services. This often leads to a dissatisfied custom- er; however, this need not be the outcome if properly executed. It is true that many salespeople/contractors talk too much, listen too little, and 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 ACID to remember four words. A – Arouse C – Cultivate I – Information D – Determine If you can arouse your prospects suffi- ciently, then you can cultivate their interest. They will in turn provide you with informa- tion that will aid you in determining their actual needs (vs. wants) and clues to their prospect but also on that of the salesperson/ contractor. Our research and the reliable data which the research provides have caused us to draw the following conclusion, which is shared by most companies that utilize modern commu- nication/sales training. "There is seldom a cold, rational, dispassionate buyer who buys solely on 'merit.' They are often 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 custom- er makes a decision based on four issues. 1. Gain: How do I profit or benefit, and how does this product/service meet my needs better than all others? 2. Pride: Will I enjoy the use of this product/ service? Will it make me feel more secure, comfortable? 3. Fear: What will happen in the event I de- cide to do nothing, or am I protecting my original investment (home, building, etc.)? 4. Imitation: Why do many others with the same conditions or circumstances choose this method/solution? MYTH: People dislike coming to the con- clusion that they were sold. They prefer to make up their minds after reviewing all "There is seldom a cold, rational, dispassionate buyer who buys solely on 'merit.' They are often prompted and motivated to find products or services which appear to meet their needs better than other options." Continued on page 42 QualifiedRemodeler.com QR October 2016 | SPECIAL SECTION: HOME IMPROVEMENT PRO 39