Sales Process - From Pre-Appointment To Follow Up

Ed the Roofer

Lets see what we can come up with as a full embodiment of the entire sales process that we can share with each other.

What information do you get on the initial contact, either by phone call, e-mail contact or person to person meeting? Do you seek any government tax information out after you hang up, tp get an idea of the property values?

Do you or your secretary/receptionist have a certain script to follow or do you just wing it and react to their questions from gut instinct?

Do you prompt for specific extraneous information or just the type of work desired to be quoted?

What information about your company do you provide to them at this initial contact? Do you try to set your company qualifications apart from your competitors or do you feel that is best served upon meeting the prospect?



The pre-presentation process:

I personally think that the most important thing one can do, especially during your first meeting with the prospective client, is to put yourself in his/her shoes.

In another thread, Publisher touched on dressing up or down to the customers level and I believe that needs to be carried even further. Observe...Listen...Ask Questions. Find out something that you have in common to relate to.

They all start off wary of any "Salesman" who comes to their home. Oh Crud! I know I need this work done, but I don't want to have to listen to 1/2 dozen sales pitches from every guy out there, who all says they do quality work and are the best for this and that reason.

During my measurement call, I make sure that I ask questions about what they are most concerned about. What options have they considered? Would they be interested in looking at some alternative options, if the product could save them some money? (No, I do not mean cheaper products, but additional options that will provide more value to the job and decrease some monthly out of pocket expense for them.)

I leave them with several handouts.

1. A manufacturers unbiased brochure on how to choose a contractor.

2. An introduction letter pointing out 31 various details that my proposal will address.

3. A 10 Points Guide On How To Compare Contractors, which I created, and is much more stringent than the previously mentioned pamphlet, plus it is condensed into just one page.

4. A referral list of the 75 most recent home owners, which lists name, address, and the color and style of shingle chosen.

Who Else Does Anything Like That?

Some, but very few contractors provide anything except for manufacturers color charts and shingle options. (Flooring, Cabinets, etc...)

Now, even before I have met with the client for the sit down presentation, I have hopefully triggered some obvious or even subliminal differences between my 25 year strong company and most of the other competitors. The desired goal is to trigger my USP as being relevant to their needs.

Many people are interested in a price during the measurement call. First I show them the 31 point list of what my proposal will contain and explain that it will take some time to prepare a very detailed scope and analysis for there particular concerns. I tell them that I am going to put everything in writing, from problem analysis and causes, to options for solutions, at several comfortable pricing levels.

Hopefully, if this measurement call went the way it should, they have an anticipation for waiting for my detailed proposal. Now, it is key, to hit while the iron is hot. An appointment must be scheduled while they still have the important information at the top of there minds.

During my initial conversation with someone, I tried to gleen into their style of life. Listen, observe and look around. Are there any things about them that you can relate to. Make note of these points in your notes. They wil be brought up in a minor way during the presentation, partially during the warm-up and partially during the trial close period, as one resource to handle one of the several objections you wil try to pull out of them.

Back at the office. Did you send them a Thank You note for being one of the contractors considered for taking care of their home improvement? I doubt it. Who the heck does? Well, that right there is another opportunity to set yourself apart for less than a buck. Doesn't that one detail now seem worthwhile? Do not try to sell them in the Thank You note, or else you motive will be too transparent. It is anyways, but subliminally, all they see is that you are thorough and detailed with follow ups and express a concern for them that no one else has. Hmmm?

Write up your proposal. Dress up or down to your clients style, but it would not hurt to show off a bit more with a better casual appearance than all of your other competitors. Do you have your company logo on your button up polo shirt and nice clean Dockers instead of faded, although clean blue jeans? Your shoes make a statement too. It would be best to wear a semi-casual slip on dress up shoe, since you WILL be removing your shoes as you enter their home, right?

Now, it is 1/2 day to 1/2 hour before your scheduled appointment time. Who else calls in advance to confirm the appointment? Even if you are running 5 minutes late, it is a respectful courtesy that no one else probably does. You also gave them ample advance notice that you will be bringing in samples and need to sit down at a comfortable location with a table available. The wife will appreciate being able to clean up the kids clutter on the kitchen table or coffee table before you get there, so you have both caused a minor anxiety, but an immediate relief for her as well.

I am going to save the rest of the sit down presentation process for later, since that is the aspect has much more written discussion and we each have our own method, but there are many similarities we each can identify with.

Just from these simple procedures done prior to meeting with the client to provide your scope and analysis, you have set yourself apart from 95% + of your competition. They will most likely be eagerly anticipating your views on providing the proper solutions for them and possibly be dreading the inevitable higher price tag that will assuredly be forthcoming, due to your higher degree of professionalism so far.

But, that dread is a good thing to get out of the way in advance of your actual presentation. They now already know in advance that your scope of work and the price dictated by it, will obviously demand a matching investment. As long as you proceed promptly, you have increased your chances of landing that job.

Next discussions:
Initial Contact
Warmup
Presentation
Questions To Be Asked
Trial Closes
Objections, And Trying To draw Them Out
Overcoming objections
Asking For The Sale. Repeat as Necessarry
Follow Up Methods
Requiring Referrals, Not Asking For Them


Ed

gunman64

That's some good advice. I look forward to reading more. Thanks!

Kenny K

Sound advice. A prepositioning package that is very comprehensive. Maybe prior to appointment have them visit website for credibillity which includes tesimonials/referrals. Also there are customized audio taped messages that you can email to prospect. good touch.

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Replacement Windows and Vinyl Siding by Illinois Remodeling Company

Ed the Roofer

This is not going to be a tutoring session by just me. What the heck. Last year, for the first 6 months, my closing ratio dropped down to 12 %. So, WTF do I know?

Actually, for the next period I kept track of, I closed 82 %. I didn't change too much, so what happened?

I would like to see a full scope detailed thread, going back to what you have tried that you thought should have worked, but didn't, for some reason or another and also what you tweaked to turn things around.

For the other future topics, they all fall hand in hand and should evolve over a very lengthy discussion in this thread.

The two things that I did change, when going from 12 % to 82 %, was firstly, I reduced the amount of information I presented to them in my pre-presentation package. I think that I was deadening their senses with information overload.

The 2nd thing that I changed, was the way I discussed my proposal. I used to use my 7 page proposal as an open book script. I would go through, not by reading from it, but from the sequential order of things.

Actually, a 3rd thing I have done is to take about 2-3 dozen digital photos of their home and their roof and the problem areas.

I now do not even open up my copy of the proposal when I meet with them. Instead, I point out there problems and then describe how we will solve them by pulling out the individual samples of every item I can bring into their home and showing them how this will provide a solution. People like to touch and see things. It generated a visual, versus the oral impression of what you are trying to describe to them.

Ed

woodmagman

I have to interject here, the interview process is just as much about them as it is about you.
I interview typically 5-7 clients per week in peak times and a couple a month in slower times of the year. It works out to about 200 interviews in a season. I only do 10-15 jobs per year.
If I was out writing estimates for all these interviews I would consider myself a failure.
I do not hire the first man in the door looking for work and I reject a heck of a lot more clients then I work for.
Choose your clients for a life time, not because they are asking you to price some work for them.

azgardener

I think it is likely you are not getting any responses because you are so far ahead of the pack. It's lonley at the top. You might consider joining or starting a mastermind group.

I send a new client package when I get a call for a bid. When I get a call if the route is full I just send them a package and ask them to call if they are still interested. If I am building another route I send the packet and set and appointment for about a week later.

The packet contains a introduction letter with a brief description of the services we provide complete with pictures of our beautiful gardens and a professionaly dressed crew. A sample contract that does include our hourly rates and the spreadsheet format I use to do a bid. I also include the current monthly newsletter I put out to keep the clients informed of the work we are doing in the garden this month. I want to get them up to speed so they have an idea what we are all about and get them over the sticker shock.

When I come to do the bid I have a 2 page questionaire to discerne their likes, dislikes, pet peeves etc. it is fairly in depth and illistrates to them how custom our service is. Usually by the time I leave the question is are they willing to pay our price. I typiclly e mail or mail the bid to them within 2-3 days.

I ask them of course but when offered the option they rarly need another visit they just want to know the cost. When I complete the bid I call the contact person let them now it is on the way if they ask the cost I give them the aproximate cost, not to the penny but like "1200 and change" etc. I fill in the spreadsheet and I never really see the exact total because I give it to my wife who enters it into the computer and then the incidentals and dumping are calculated.

If they want a lower price I just point to the spreadsheet and ask them what do you not want me to do?

Anybody want to clue me in on how you do spell check on this forum?

Double-A

Depending on the web browser you use, plug-in spell checkers are available. Check the home page of your web browser supplier.

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"My clients’ wishes are the center of my attention." -- David Guido, a contractor in Woodstock, N.Y.
New York Times, July 20, 2006

marc

What information do you get on the initial contact, either by phone call, e-mail contact or person to person meeting? Do you seek any government tax information out after you hang up, tp get an idea of the property values?

We just get the owners name, address, phone number, cell number, What type of work they want done, type of home, who reffered us to them and we set a measure call appointment.


Do you or your secretary/receptionist have a certain script to follow or do you just wing it and react to their questions from gut instinct?

Yes we use a script. Pretty much ask the customer info and we make sure that we say "In order to thank the proper person can you tell me who referred us to you?" We also don't ask them what time they would like the appointment. Instead we say "we run appointments at 10am, 1pm or 5pm. What time works best for you?" 8 out of 10 callers will pick 1 of those times.


Do you prompt for specific extraneous information or just the type of work desired to be quoted?

Just the type of work


What information about your company do you provide to them at this initial contact? Do you try to set your company qualifications apart from your competitors or do you feel that is best served upon meeting the prospect?

At this time we don't give them any information unless they ask. We feel the salesman should be doing that. We may prompt them to visit our website but that's about it.

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Marc

ultimatetouch

Ed,

I would say , sell the appointment nothing more. Like Marc said dont ask them what time is good, give them an option.

Based on some of your packets that you post and things that you hand out. Stuff like that would be in the garbage if you were selling to me. They need references and they need to know what they are buying. Is it possible that your giving people information overlode. Different people percieve things in different ways. Jump in there shoes and listen to what they want. Throw on a pair of jeans and act sincere and down to earth when your selling. Throwing togather a package stuffed with info is not going to make people buy. I would think that them liking and trusting you is most important. Just my 2 cents.

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Ultimatetouch
Illinois Remodeling Company, Kitchen Remodeling Chicago, Room Additions Illinois

Ed the Roofer

Those are both wonderful suggestions Marc. Thank You.



Agreed with Marc's method.

I found out that I was giving out too much information. The references and testimonials and the 10 point list seem to be a comfortable fit for the end 1/2 of last year.

Ed

Punch List D

I have found testimonials better than references. I also find out type of service they are interested in, carry samples and pictures of previous, and if not a major job I have office set up in my trailer. I will why there take and print problem pictures and give quote while there. These are for mostly jobs under 5k, and I can close most while there. 1 hr invested and no extra fuel or manhours. Most impressed by pics and office.

easy sider

I try to get in and out after 90 minutes and leave brochures and references. I try to close but lay off if Im not getting any commitment.

Where are you guys getting leads from. We use to get most of ours from the local home show 200+ but since they moved it to late March from Feb that has fizzled down to maybe 20.

Kenny K

Have you tried some of the internet lead services. google home improvement leads and you will find plenty. Some of them are horrible b.s. They are resellers and lead is beaten to death. be careful. ALso don't jsut do home shows. try off beat shows that have nothing to do with what your selling. car, rv shows, pet shows.. it doesn't matter as long as you get leads and plus not much competition and less money.

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Replacement Windows and Vinyl Siding by Illinois Remodeling Company