More Q&A From March 2016 Webinar
We will now address more questions from our latest webinar on lead management for remodelers and home improvement companies.
Q: I first heard about using the value of the visit as an appointment setting device last year, but had difficulty convincing the person who was setting appointments to use it - - any suggestions?
A: The scripting for this is centered on “customer satisfaction”. Its purpose is to acquire a lead where the prospects put great importance on an inspection which might uncover conditions or circumstances not uncovered by competitors who don’t use this method. We produce a product with an inspection format entitled, “H.E.L.P. ©” (Home Efficiency Loss Prevention). This is a format which provides visible benefits to the customer (whether they buy from you or not). The value of the visit and the inspection attendant to it indicates real customer “care”.
My final response to your question is, “who is in charge”?
Q: We keep hearing that it is difficult to get enough time with customers and to shorten our presentation - - your suggestions seem to contradict this.
A: Here is the paradox to your question. The trade press and others at seminars invoke the concept that the consumer is busy. They want information as rapidly as possible and that wise salespeople don’t waste the consumer's time with long winded presentations.
However, if your prospect truly needs the product/service you are selling, here the word “needs” takes on a different concept. The people representing your company are often portrayed as consultants, estimators, specialists, etc. The implication here is that they have the skills to detect hidden or not openly visible issues which may need more information and moreover more questions asked about the perceived outcome and issues of that nature. Some projects are less complicated than others, but to give a few examples:
- The prospect calls for information and an estimate on replacing their HVAC unit. They say the most important thing is price. And the sales representative does a cursory examination and may not even look at the B.T.U. rating of the unit, nor look at the date of installation, nor take into consideration whether the unit has a humidifier (or dehumidifier), whether the vents have been “balanced” or not, whether the square foot area of the house has been expanded since the unit was installed, then check to see if the current unit meets the needs of the size of the household and if the current thermostats direct the the unit to maintain the comfortability that the owner needs.
Our research indicates that within this industry, probably less than 20% of the people giving HVAC estimates, perform them in a “customer care” manner. More importantly, they don’t fully understand the purpose.
- Here’s a less complicated example. Someone calls for a roofing estimate. They indicate the house is 15 years old and has the original roof. They are experiencing minor leakage; someone gives them an estimate based on the square footage of the roof, which may include “tear off” and that estimate is rendered, sometimes with or without samples, often as briefly as in 20-30 minutes.
However, our research concludes that a roof replacement should entail an examination of the attic area. A high percentage of roofing problems come from improper ventilation. There is sometimes a presence of leakage around a flashing area (chimney, vent pipes, dormers or other abutments). The latter are only a small number of the things that a roof inspection should really entail. As in a previous answer, the inspection format “H.E.L.P. ©” (Home Efficiency Loss Prevention) is a valuable tool in assisting the salesperson in this area.
A thorough inspection done professionally may take 15 to 30 minutes. If completed properly, it is a benefit to the homeowner and helps instill rapport between customer and sales rep.