Qualified Remodeler Magazine

JUN 2018

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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proven practices, which can be taught eas- ily and measured effectively. 2. Stop telling; selling is not an art form. It re- quires a lot of listening and a great deal of practice. Learn (then teach) how to answer questions; upon receiving responses, write them down and then comment. Examples: "I see" or "I understand" or "Run that by me one more time." 3. Listening and processing information equates with helping and caring in the mind of the customer. 4. Get to know your prospects early on and uncover their value system and needs prior to presenting your product. 5. Creative selling occurs when the buyer is convinced it is his/her decision to buy. Notice that people most frequently say "I bought this from," then name a company or a salesperson. They seldom say, "Joe Smith sold this to me." 6. A sound sales methodology requires scripting (selected language) as a teach- ing platform. Many companies and their salespeople resist this concept, although they tend to accept it when they see great acting or well-rehearsed announcers de- livering a commercial. What are the benefits of structured selling? The prospect/customer benefits by having a better understanding of what the presentation is all about. The company benefits because they ensure that all customers are given the same story about the product, its benefits, warranties and protections. The salesper- son benefits because abundant case history We have never given major importance to what you call "the inspection" or "needs assessment." How important is this? Sales training has more to do with under- standing your customer than having your customer understand you. Frequently sales- people are measured by their ability to talk. This skill has to be balanced with the abili- ty to ask questions, then being patient with the answer from your customer, often asking another question to get more clarity. This is called processing; done correctly, it leaves an impression that the questions are being asked to ascertain more about what a cus- tomer desires as an outcome. Those who do not discover hidden "needs" miss sales and blame it on something other than themselves. You frequently use the word "methodolo- gy" in describing sales training. What does that mean? Think of it this way: "a method by which to accomplish a task." The second part of the word (ology) implies logic. Methodology requires a presentation that logically reaches the customer at their level of understanding while responding to both their needs and their value system. What are some of the guidelines and cautions in developing or refining a sales training program? Here are just a few guidelines. Check out our FREE recorded message, "The Seven Myths of In-Home Selling," at www.daveyoho.com/ mp3.php. 1. Much of what is considered sales train - ing is based on the personal philosophy of an individual. This training usually has minimal "long range" value. Instead, adopt proves that structured salespeople sell more (usually with the same number of leads). How does "selling" the product differ from "telling" the prospect about the product/ service? People don't buy the product or service you sell; they buy what that product or service will do for them. Through structured selling you can determine needs. In most buy/sell relationships, the cus- tomer defines "wants." They want to know more about the product, what it looks like and, above all, the price. Telling usually re- sponds to wants. A structured sales presen- tation enables you to uncover needs. What role does emotion play in a sales presentation? A great deal. Many decisions to buy are based on emotion, contradicting the belief that log- ical arguments and statistical presentations by themselves satisfy the customer. The ma- jority of purchases your customer makes such as a car, rug, furniture, appliance and even their home all represent a finished prod- uct with little need to create mind pictures. Home improvement projects require that you use pictures and "word pictures" to create an image that responds to the prospect's feel- ings, which were developed during needs assessment, i.e., what they would like to see as an outcome of their decision. Prospects are stimulated by word pictures accompanied by the energy and enthusiasm provided by the presenter. There is no such thing as a cold, rational, dispassionate homeowner who buys solely on merit, although they frequently state their preference for such. Usually they are prompt- ed and motivated by a number of emotional prods—all of which are built into the appli- cation of a structured sales methodology. n "In times of change, it is the learned who are at risk. They live in a world that no longer exists." — Eric Hoffer Dave Yoho Associates is the oldest (since 1962), largest and most successful consulting company in the industry. They also produce the best-selling re- corded series, "The Science of Successful In-Home Selling" and the web-based video training series, "Super Sales Training." For more information visit daveyoho.com or email admin@daveyoho.com. QualifiedRemodeler.com QR June 2018 | SPECIAL SECTION: HOME IMPROVEMENT PRO 51

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