Sales advice needed - Contractor Talk - Professional Construction and Remodeling Forum

brentsid · 06-01-2006, 10:13 PM

I am the type of guy who surprises all my clients with the quality of my work. But I don't close on my estimate meetings. I don't really try to sell it to them at all, I just talk shop and give bids. Basically I don't know how to sell. I thought doing awesome work would be enough but apparently you have to be a snake oil salesman as well. Can anyone give me some advice as to how to convey the quality of my work upfront so I can do fewer estimates and get to the people who are willing to pay for the high end work? And how do you get people to look past the cost and not go with the speed demons who do it quick and dirty? Do you know of any good sales books or maybe a training course I could study which pertain to our industry? I basically tell people I can make there house beutiful but it is gonna cost them, and we all know most people think we all do the same work and just look at the cost. I use only the yellow pages and google for advertising now and don't get many calls so I need to be closing on the jobs I want. Thanks in advance.

Brent

Mike Finley · 06-01-2006, 10:32 PM

Quote:

Originally Posted by brentsid

I thought doing awesome work would be enough but apparently you have to be a snake oil salesman as well.
Brent

You probably don't have to be a snake oil salesman, but that phrase says you probably think selling is a bad word and is more than likely the root of your problems.

#1 Do you know that people are going to hire companies that give them a reason to hire them?

#2 Do you know that doing awesome quality work isn't really that important of a reason for somebody to hire you?

Most people assume that you are competent at what you do, most people are just trying to make sure they aren't hiring somebody totally incompent, they want somebody who is going to show up, get the job done in a timely manner, provide them with a good value for their money.

DecksEtc · 06-01-2006, 10:38 PM

Just an idea but you didn't mention using a portfolio of your work. If you don't have one, I would highly advise you getting a portfolio that shows LOTS of before and after shots.

The majority of people in this world are visual - showing them examples of what you do will do a lot more than you just telling them.

Grumpy · 06-02-2006, 08:43 AM

I walk my customers through the job step by step so they know what to expect. I also and pointing out the differences between how we do things and how other "might" do things. I explain where corners can be cut and why it's important to not cut that corner. I show them pictures as I explain, and I show them pictures of completed work after I have finished my presentation.

I'm never the cheapest but I also tell my customers in my presentation "I don't want to be the cheapest, I want to be the best."

The presentation can take 15 minutes if I dry talk it, or an hour if they are interactive.

**ProWallGuy** · 06-02-2006, 08:44 AM

Quote:

Originally Posted by Mike Finley

You probably don't have to be a snake oil salesman, but that phrase says you probably think selling is a bad word and is more than likely the root of your problems.

I agree.

Steve3ten · 06-02-2006, 01:28 PM

This is how I do it - works about 60% of time. Always remember two things:

1) When entering the home dress casual in khaki's and a company polo shirt. Always tell the customer - Hi my name is ___________ I am here to take your _(window, siding, roofing, etc)_ order today..

2) Never leave without asking for their business..

1. Company History - talk to your customer about why you are in business, how you got started and what seperates you from everybody else.

2. Take your measurements / assess the job / write it down.. do not discuss price at this point. You should be walking it over with the homeowner suppling information about how you will do the job - describing each phase in detail..

3. Product Demonstration -- Present your products and tell the homeowner why you use them.. BUILD VALUE.. (explain warranty info, how long the manufactuer has been in business, etc..)

4. GOOD, BETTER, BEST -- In the siding and window business I carry a good window, a better window and a best window. The same with my siding panels.. Do this and watch your business grow.. (push the better product)

5. Question and Answer time.. Ask the question, which one of these most interests you.. Are there any questions I can answer for you, etc..

6. Price time.. Pull out the contract and start writing it out, present the price by writing it on the contract. Explain operational stuff like lead times, product delivery, etc..

7. Objection time --- homeowner will give you every excuse not to sign...
1) I have to discuss with my wife, husband (never do an estimate without both decision makers, your wasting your time.)
2) I can't afford it -- (Partner with a bank, offer some financing program)
3) Gee thanks, I'm still shopping for quotes -- (What is it in a home improvement company Mr / Mrs. Jones that I'm not offering?)
4) I'm gonna have to sleep on it, its a big decision -- Sure no sweat Mr/ Mrs. Jones I'll be here tommorow when you wake up..

Hope this helps

ruskent · 06-02-2006, 07:26 PM

This is only my second year in business but every estimate i do, my sales pitch gets better and better.

I belive the #1 thing to do is be enthusastic about what you are trying to sell them.

Another little thing i had people tell me they liked is being confident. Do not say "If i get this job, when i leave all shingle scraps will be cleaned up"

Say "Afer we finsh your roof, all scraps will be cleaned up." Be positive.

brentsid · 06-02-2006, 11:40 PM

Thanks for the great advice. I can see from your examples what all I am leaving out--the whole pitch. I will go over all these examples and try to form an actual sales pitch and start using it. Without it I bet the potential client has nothing to remember but the price. Thanks, al always good advice all around. Hope to help you out sometime.

Brent

go dart · 06-03-2006, 08:24 AM

you want to start closing jobs?
#1 always be the last estimator (this alone will double your closings) just ask casually when the other ones are scheduled
#2 always ask for the order ( you'll find out right then where you stand vs waiting by the phone)

vinylguy · 06-05-2006, 02:54 PM

all good points brent, i recently purchased phil reas programs mastermind check it out really help us out alot now we are closing more and growing because of the things we've learned and used here. keep plugging away. and for the last guy it doesn't matter last or not after i close them i will call the other companies for the customer and cancel their appointment for them right from the customers house.

dougchips · 06-05-2006, 09:33 PM

vinyl guy, I wanted to go to Reas conference in July however my wife is due two days after the event. Where did you get his programs? Is it worth shopping on price or only one price?

brentsid · 06-05-2006, 10:01 PM

What is this and where can I find it? I Googled it and got nothing. Sounds like a sales seminar or a speaker. Please let me know also. I bought the Sales Bible today and also a book called "Raving Fans" will read and see if they help me. Maybe someday someone else can do the work while I drink coffee and close sales. Thanks for the tip.
Brent

PoolGuy · 06-06-2006, 06:50 AM

I Googled Phil Rea and found quite a bit of info including a link to

mastermindtraining that I'm not allowed to post until I have 10 posts

Looks like good stuff.

brentsid · 06-06-2006, 09:56 AM

Thanks, I found it now. I must have had issues yesterday.

copusbuilder · 06-06-2006, 11:56 AM

Quote:

Originally Posted by brentsid

I am the type of guy who surprises all my clients with the quality of my work.
Brent

That alone should start bringing in jobs.
Have you mentioned to customers that you are trying to grow so if they have any friends you would appreciate a shot at their work?

To me referrals allow you to skip the majority of the sales pitch. If people know about you when you walk in the door you stand a much better chance of getting the work than a yellow page ad.

I have not advertised in years and do not like the customers that I got when I did.

My brother in law just re-did his kitchen in Dallas and I asked him what happened. He got six bids, I asked him if they were apples to apples and he replied they were apples to grapefruits. Said the first guy was going to re-use the cabinets and install granite. Ended up with new cabinets and a laminate that resembled granite

The in between bids were all different items.

Really he wasted a bunch of peoples time, Used a guy he really didn't like as much as guy #2, told me his cabinets were a piece of crap an his wife replied' I love them even if they are cheap

You don't want to deal with those types. Build from within is my theory but I have been wrong before?

Grumpy · 06-06-2006, 02:44 PM

Overall I do what steve310 said however with some variations. 1) I don't mind running a 1 legger (only husband or wife, but not both) because I don't go for the high pressure close. I let them use that excuse. I don't agree you are wasting your time running one leggers unless you consider yourself to be a "closer" and never call people back. I am all about the call back. Call back. Call back. Call back.

I definetly tell the customer about the manufacturer and product, but let's face it any schlub can buy the products I buy. Rather than focusing lots of effort on the product, I explain to them "A solid gold window would be worthless if improperly installed." so rather I sell them on MY expertise of installing that solid gold window. This is the overall focus of my presentation, regardless of product.

I also let the customer "sleep on it". If you search my past threads you can find posts where I say constantly how I sell year old estimates. Sometimes longer. Build a long term relationship with your customer, not a one day, one sit, sale. Customers WILL call you back if you leave the opportunity and don't make them feel like they've been pressured or made to feel uncomfortable in any way. Customers are some times budgeting and are legitimately not ready to make a decision, but will in a few weeks/months. Yes! Customers do call me back "You were out a few weeks ago and I am now ready to move on that project."

Personally I feel if you act as a consultant to the customer and provide them with all the information they want to know about their project and earn their trust, the sale will literally fall in your lap without trying too hard.

brentsid · 06-06-2006, 10:56 PM

Copus Builders,
I relate with the tire kickers I get from the yellow pages many want prices over the phone and some show me Billy Bob's estimate and ask if I can beat it

. I do get some referrals but I am still in my first 5 yrs. here and still need to pitch it to those who don't know me. The last 2 yrs I was so busy I didn't even take photos of many of the houses, now I see why you need them when it slows down.

Grumpy,
Thanks for the advice. I also used your advice a few months back on the Google PPC and am getting some traffic to my site now just like you said. Not as many calls as you, but hey this is not Chiacago either.

I see what you meant about chosing the niche keywords too when the bill comes in on the hot keywords it is steep. I will take some of everyone's style and hopefully end up sounding more professional and get more jobs.

Grumpy · 06-07-2006, 07:39 AM

My advice is to try different things and do what works for you. Everyone does things just a little bit different.

Tscarborough · 06-07-2006, 09:02 PM

"Personally I feel if you act as a consultant to the customer and provide them with all the information they want to know about their project and earn their trust, the sale will literally fall in your lap without trying too hard." -Grumpmiester

That is the key. I do consultive sales. I have never, ever, in 20
+ years of sales asked for the sale at the end of a presentation. I do not do "closing", nor do I think the technique is valid for our industry. I assist the customer with his needs and provide him the opportunity to utilize my services. I do not get 80% closing ratios like Mr. Lykos, but my family isn't wearing feed sacks either.

My goal is for the customer or their representative to call me when they have a project or an issue and ask for my assistance, rather than for me to call them and beg for a sale.

Mike Finley · 06-07-2006, 09:05 PM

If you want an easy close you can try this simple one as soon as you are done with your presentation...

"How does all that sound?"

Customer says something - doesn't really matter what it is...

"Great I have an opening in my schedule the 3rd week of July, would that work for you?"

You'd be amazed at what that simple question will get you.