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From the Remodeling Magazine Blog
Many times in sales meetings, a salesperson will say to me, “Teach me how to close.” He’ll tell me, “I couldn’t overcome that objection and I keep hearing the same objection over and over again.” Going over a strategy that will help the salesperson handle that objection and working through a solution is always a good idea, but did you ever think about the possibility of overcoming it before it even arises? That is the true solution. How do you do that? Here are a few points to consider:
No one likes to be sold. Everyone likes to buy. In today’s remodeling and home improvement market, it is more important than ever to understand that the moment a customer says “you’re hired” and becomes a client is based on emotion. The prospect makes the decision to become a client based on knowing, liking, and trusting you.
An educational sales process. An educational process that answers questions before they arise is ultimately the best path to reach your customer on an emotional level. When you make an effort to educate the client, you reach them before the objections have time to dwell in their minds. That translates to less effort and time on your part to convince them you are right for the job. If you try to convince a prospect towards the end of the sales process, their uncertainty at your closing will erode any “like and trust” they had in you.
Effective marketing increases your sales conversion ratio. Today’s marketing requires lots of content, lots of education, and lots of trust-building via sharing your expertise. Too many marketing messages focus on the company rather than the customer. So as you craft your marketing strategy and materials, keep the customer top of mind.
How do you do that? Most homeowners view remodeling as a commodity and feel that one company can provide the same results as another. To compound the situation, most remodeling businesses do not have a marketing plan or marketing materials that counteract that perception.
Some marketing phrases I’ve heard include: “You should buy from us, because we have quality and service”; “Buy from us as we have been in business for 25 years and are reliable”; “We are built from trust.” None of these statements give you a green light or a sales advantage.
These are all expectations and not a point of differentiation. How do you communicate to your community and prospective buyers that your business is different and can solve their problems or fulfill their needs? You need to focus on your unique selling point by communicating the answers to these questions:
Once you identify your unique selling point, use it in all of your marketing materials, sales presentations, and community outreach. If you convince the prospect that your company’s work is not a commodity, you’ll educate him or her into being a client.
