Pre-Selling
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There have been many times after a sales meeting when a salesperson turns to me and says, “I just couldn’t overcome that objection and I keep hearing the same one over and over again. Teach me how to close.” It is a good idea to talking through a strategy on how to handle specific objections, but instead of asking about it after the meeting with the client, think about overcoming objectives before they arise. No one likes to be sold, but everyone likes to buy. In the remodeling and home improvement industry it is more important than ever to understand that when a potential customer becomes a client and says, “Yes, you’re hired,” it is a decision based on emotions.
A sales process that educates is the best path to reach your prospects on an emotional level and answering questions before they arise. Put more effort into educating customers before any objections have time to dwell in their minds. If you do, it will mean less time and effort trying to convince them you are right for the job. In fact, trying to convince people about something they are unsure of will erode any trust they have in you.
All of your marketing materials should contribute to this customer education. All of your communications should allow your prospects to really experience your expertise before they meet with you. Are you creating a professional image, using marketing kits and leveraging lead generation? Do you have a logo with a phone number that is clearly visible on the sides and back of your company vehicles? Does your yard sign have a literature box that contains an educational marketing kit? Have you given existing clients a “How to Refer Us,” packet? Do you use letters and postcards in the neighborhoods where your projects are located?
For more ideas on using marketing materials to educate and over come a customer objection, please read Tim’s previous blogs: Marketing materials and Creating remarkable sales processes.
Tim Nagle was a partner in one of the largest home improvement businesses in the nation. In that company, he worked from the ground up, starting with production and moving into sales and management. Now, having successfully sold his share of the business, he has started Remodel Buddy, a consulting firm specializing exclusively in the remodeling industry. Tim works with remodeling companies, offering one-on-one coaching and consulting strategies. He also speaks at industry events. Contact him at www.remodelbuddy.com, tim@remodelbuddy.com or 804-614-5132.