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Sales Process: Differentiating your company

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blahblah123

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Discussion starter · #1 ·
What do you do during your customer meetings to differentiate yourself? I build rapport, I ask my questions, I take measurements, but I find myself clamming up when it's time to "sell." What do you say?

Do you walk through the whole build process so the customer is educated? I know I'm supposed to sell the sizzle, but. . . . What's that look like?

Likewise, I've been thinking about how to make a good-better-best type pricing scheme, but that's a pretty tough proposition unless I control finish materials - which I don't.

I'm mostly talking about bathroom remodels/tile, if that's useful.
 
#3 ·
If you're confidant in your ability and price structure there isn't any need to sell. I've flat out told potential clients that if they find someone more qualified to do the job they should hire him.
I'm an odd bird in that when someone tries to sell me something I immediately assume that I'm being deceived and overcharged.
 
#4 ·
I learned years ago that the pushier I was to get a customer to close the more likely they were to cancel or be terrible customers.

Most of my estimates are less than half an hour. I show them a hand written estimate on paper. I walk them through that and give them a copy of our insurance and a blank contract and explain why workers comp and general liability are important.

Before I leave, I thank them for giving me a few minutes of their time and say I hope we can earn their business.

I follow up the same day with an estimate through QuickBooks that I email to them. 90% of my customer say they chose to do business with us because they liked me. I’m never the lowest bidder. Even when I try to be the lowest bidder because I want to do a job I’m still not able to work as cheap as some of the guys that don’t carry insurance or pay taxes.
 
#5 ·
blahblah123 said:
What do you do during your customer meetings to differentiate yourself? I build rapport, I ask my questions, I take measurements, but I find myself clamming up when it's time to "sell." What do you say?

Do you walk through the whole build process so the customer is educated? I know I'm supposed to sell the sizzle, but. . . . What's that look like?

Likewise, I've been thinking about how to make a good-better-best type pricing scheme, but that's a pretty tough proposition unless I control finish materials - which I don't.

I'm mostly talking about bathroom remodels/tile, if that's useful.
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Grab a copy of Selling to Homeowners the Sandler Way by Chip Doyle. The audiobook is good, and I grabbed it on Kindle. Chip also did a guest spot on an episode of the PowerTips Unscriupted podcast, which convinced me to get the book.

The gist is to understand the "why" (or pain, in the Sandler system). WHY do they want a new bathroom? If you try to sell on doing good work, but they are pained by how outdated the room is with it's blue mosaic floor and blue fiberglass tub and shower...you should've been saying "Here are some pictures of a bathroom we recently did, updating the look...."

There's usually multiple reasons, especially when it is a couple making the decision together to remodel. Maybe he wants to be sure you're not going to do crappy work, and she wants a bathroom that makes her feel happy.

Listen more than you speak, and answer only as much as they need to hear to be convinced you can solve their problem.


Committments for the next step is another big takeaway from the book. Getting an agreement to the 'next step' keeps them hooked. If they don't throw you out after discussing budget ranges, and they're keen to get a proposal back, schedule a time to bring it back and review it. Bring samples/pictures/computer renders to that visit. Most of my sales happen with a second visit, and if they won't commit to a time to go over it, they may not be serious about doing the work.
 
#6 ·
blahblah123 said:
What do you do during your customer meetings to differentiate yourself? I build rapport, I ask my questions, I take measurements, but I find myself clamming up when it's time to "sell." What do you say?

Do you walk through the whole build process so the customer is educated? I know I'm supposed to sell the sizzle, but. . . . What's that look like?

Likewise, I've been thinking about how to make a good-better-best type pricing scheme, but that's a pretty tough proposition unless I control finish materials - which I don't.

I'm mostly talking about bathroom remodels/tile, if that's useful.
Click to expand...
blahblah123 said:
What do you do during your customer meetings to differentiate yourself? I build rapport, I ask my questions, I take measurements, but I find myself clamming up when it's time to "sell." What do you say?

Do you walk through the whole build process so the customer is educated? I know I'm supposed to sell the sizzle, but. . . . What's that look like?

Likewise, I've been thinking about how to make a good-better-best type pricing scheme, but that's a pretty tough proposition unless I control finish materials - which I don't.

I'm mostly talking about bathroom remodels/tile, if that's useful.
Click to expand...

In order to best help you, What is your professional trade?
 
#9 ·
The sizzle specifically means how does what you're selling solve their problem.

Have you ever hired someone to work on your house? It sux. Most companies are money hungry, aggressive and fail to keep promises.

I sell by being the company I would want in my home. I tell people the truth. I explain all options. My prices are transparent. My scope of work is highly specific.

I'm a white hat; I'm not trying to trick anyone or make a fortune doing change order contracting. People smell competence and confidence and that is best served by having a take it or leave it mentality. You make your offer and encourage the customer to shop around. You know you are the best value proposition and that's why it doesn't matter if they hire you or not. You have people in line waiting to work for you.

I find I sell best when I have lots of money in my bank account and lots of leads. Success breeds success.
 
Discussion starter · #11 ·
Thom Paine said:
In order to best help you, What is your professional trade?
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wallmaxx said:
so no intro?
backstory?
contruction trade?
Click to expand...
Sorry, I put it in my profile when I signed up; not sure why it's not showing. I'm mostly (trying to be) a tile and bath contractor.

Back story: 5th year of business. Struggling. Friends and service work are keeping me afloat, frankly. I'm revisiting the basics of everything: numbers, lead generation, my sales process etc.

Happy to share any specific useful information, but I'm trying to stay semi anonymous, in case potential customers ever get on here.
 
Discussion starter · #13 ·
BLangley said:
Committments for the next step is another big takeaway from the book. Getting an agreement to the 'next step' keeps them hooked. If they don't throw you out after discussing budget ranges, and they're keen to get a proposal back, schedule a time to bring it back and review it. Bring samples/pictures/computer renders to that visit. Most of my sales happen with a second visit, and if they won't commit to a time to go over it, they may not be serious about doing the work.
Click to expand...
Interesting, thank you. I'll check out the book.
 
Discussion starter · #14 ·
sparehair said:
The sizzle specifically means how does what you're selling solve their problem.

Have you ever hired someone to work on your house? It sux. Most companies are money hungry, aggressive and fail to keep promises.

I sell by being the company I would want in my home. I tell people the truth. I explain all options. My prices are transparent. My scope of work is highly specific.

I'm a white hat; I'm not trying to trick anyone or make a fortune doing change order contracting. People smell competence and confidence and that is best served by having a take it or leave it mentality. You make your offer and encourage the customer to shop around. You know you are the best value proposition and that's why it doesn't matter if they hire you or not. You have people in line waiting to work for you.

I find I sell best when I have lots of money in my bank account and lots of leads. Success breeds success.
Click to expand...
Ok, this is very helpful thank you. Now, I've been relying on my proposals to tell them all this type of info (likewise, very specific, but I'm skeptical that the customers are reading them). Sounds like you tell them in person? Ie, giving options, telling about some contractor's propensity for change order profits, etc?
 
#15 ·
sparehair said:
The sizzle specifically means how does what you're selling solve their problem.

Have you ever hired someone to work on your house? It sux. Most companies are money hungry, aggressive and fail to keep promises.

I sell by being the company I would want in my home. I tell people the truth. I explain all options. My prices are transparent. My scope of work is highly specific.

I'm a white hat; I'm not trying to trick anyone or make a fortune doing change order contracting. People smell competence and confidence and that is best served by having a take it or leave it mentality. You make your offer and encourage the customer to shop around. You know you are the best value proposition and that's why it doesn't matter if they hire you or not. You have people in line waiting to work for you.

I find I sell best when I have lots of money in my bank account and lots of leads. Success breeds success.
Click to expand...
I agree with everything you've said except for one point. Selling the "sizzle" generally denotes selling abstract elements that have no value. The entire quote is "sell the sizzle, not the steak". The quality or price aren't the central point in that idea.
 
#16 ·
I agree with the others who says get yourself some training. Just knowing the basics of sales and how to control a conversation can be very helpful.

I also agree with those who say if your good and accurate you dont need to sell.

Never assume a customer is going to read anything. I typically follow up everything that is said in person with an email, but that is mostly to cover my butt if things go sideways and customers claim "you never told me it would be like that". Its nice to leave them with something, a proposal a business card, a brochure, but thats mostly to keep your name in their mind. If you have a well written proposal that goes over all the important parts, just say all that, read it word for word if you have to.

As others mentioned, its good to get a lot yeses "does that make sense?" yes "Does that fit your budget?" Yes "Have I answered all your questions?" yes " Are you ready to move forward with the contract so I can get started on giving you the bathroom of your dreams? " If its not a yes, than you haven't answered all their questions or they have other objections you need to seek out.
 
#17 ·
I am fortunate that most people who call me either know me or it’s word of mouth, I think that helps make up the customer’s mind about who they are hiring, vs cold calling a company for an estimate.
when it comes to offering good, better, best approach to pricing I learnt to only offer the best. I can stand behind it and people shopping for a lower price are not my customers. Only offering the best sets you apart from others. You will become known for your quality work.

It will take a while to get there but you could make it a goal. In the meantime it is ok to offer various levels of finish if it keeps food on the table, I just don’t suggest it as a long term strategy.

As for selling myself, I don’t, I couldn’t sell anything. I tell people what I will do for them, write up an estimate and thank them for their time and for inviting me to give a price. No pressure from me, if they want to hire me they will call me back.
I think the basic for any tradesman / tradeslady (is that a word) is to be presentable, courteous and on time.
 
#19 ·
blahblah123 said:
So, this is something I've been working on (quick, ballpark pricing) but it still scares me a bit. How accurate is your paper estimate compared to your QuickBooks email?
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They match. I have my numbers down. We only offer a handful of services. Gutters, gutter guards, downspouts, facia, soffit and occasionally roof repair or siding.

One thing that really helps is having a minimum charge for certain services. For example, I charge a minimum of $500 for wood rot. That covers up to 24 foot of either facia, soffit, sub facia, corner boards, etc. in any combination. And that includes the caulk, the paint, the materials, everything.
 
#20 ·
Preaching "Quality" doesn't work. The truth is there is a basic level of quality that is pretty much expected of everyone they talk to, so this won't stand out.

You need to be different and kind of play "hard to get", let them know you're outfit isn't suited for all clients. Be willing to walk away politely if they are trying to create a competitive bidding scenario. While you are visiting with them you can usually figure out what their particular "hot buttons" are by asking about past projects they've been involved in. They'll generally tell you about something they liked or disliked.

You'll still need a well written proposal to ink the deal, but when it comes to presenting a project, visuals, hands on, samples, illustrations, etc. are far better tools than written or spoken words.

If you can truly deliver it, speed and project cleanliness and housekeeping are real selling points with many. Speed also applies to returning calls, turning around quotes, etc.

Consistently doing what you said you were going to do, when you said you would do it builds repeat clientele.

And +1 for getting some sales training.
 
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