Your building or remodeling company has an excellent prequalifying process. Contact forms from your website are promptly responded to, and the pre-screening for a sales appointment begins. Once the sales appointment has been set, your highly trained salesperson shows up, punctually, with your attractive, user-friendly sales materials in hand. They work up a preliminary plan and estimate for the project. On the next meeting, the salesperson goes through a presentation of your offered services for the project, tailoring it to what the potential client wants and needs. The client has few questions because the presentation addresses so many possible concerns. They want to get started right away: they do not want to wait 24 hours or discuss it with their spouse.
Does this sound like a fantasy or the reality of selling your remodeling services?
Reality-based Sales Processes
- Gatekeeper: Your initial gatekeeping process is what saves you from squandering resources on projects that are not what your company is looking for, or potential clients who cannot afford your services. Having a tactful yet assertive gatekeeper is key. Even if you can’t take someone’s business, you do not want to leave them with a bad impression of your company.
- Materials: New sales materials or presentations can help, especially when they communicate clearly what you are able to achieve in your clients’ homes. Detailed, clear, visually appealing, and organized materials are helpful for your clients and set a wonderful first impression of your company.
- Sales Personnel: Your salesperson is one of the first people your potential client will meet from your company. The impression they give is crucial. Showing up on time, prepared, and with a professional appearance are important first steps. Select members of your sales team for their expertise and personalities. You want someone friendly and likable, as well as knowledgeable. Do not dismiss the quality of emotional intelligence in your sales team either: you want someone who can read the room.
- Closing: After listening to what the client needs and presenting their estimate (usually on a second appointment), there are several ways to close the deal. Some salespeople like to play it safe “think it over and lets us know,” “discuss it with your spouse,” or “we will follow up with you soon to see what you’ve decided.” A bolder approach is telling the client what the next steps are, as if you’re certain that they’re moving forward with your company. Unless the client has been giving verbal or nonverbal cues that they do not intend on moving forward, why not ask for the sale in this straightforward way? You’re giving the client an opportunity to let you know precisely what is holding them back if they aren’t wanting to move forward. If they have been vocal about an intention to hold off, ask them what is holding them back. This way, if there’s an opportunity to make a rebuttal, you may still be able to leave with a sale in progress.
Don’t leave money on the table! Keep your sales process organized, streamlined, and freshen it up periodically, especially as part of a rebranding effort. Putting the correct people in sales positions can be one of the greatest strengths your company has. Do you need help revamping your sales process? We can help you with a fresh marketing strategy. Contact us today to get started.