Q&A from our Last Two Webinars

We recently wrapped up our final in home sales webinar of 2012, and we received an abundance of questions from the registrants. As promised we are going to post some of them here.

Q: We only sell metal roofs…why would I discuss other product options with a customer?

A: It is important to think like your prospect/customer.  Suppose they are examining a metal roof as an option to other forms of roofing.  A good sales methodology takes this into consideration.

Think about it this way.  Their first option may be to do nothing.  The second option might be to buy another product (possibly asphalt roofing) which appears to perform the same function. Keep in mind that even within the product you sell (metal roofing) there are numerous other options.  Your competitor selling asphalt roofing frequently takes the road of “least resistance” and quotes a price on the lowest cost product, and in this case the roofing manufacturer produces a top-of-the-line “architectural product” with a major price difference. All of these alternatives need to be taken into account when selling in the home.

Q: How do you really know if it’s a true price objection versus a story concocted by a prospect?

A: First of all, consider any response as possibly:

  1. A tactic
  2. A non-sequitur response
  3. Being true
  4. A “throw away” phrase which becomes culturally accepted.

In fact, there’s no way to know which of these it is unless you use scientific responsive language. For example, when any objection or resistance arises, it is important to pause (usually a minimum of 4 seconds) before you respond. Then some scientific responses would be:

  1. Why do you feel that way?
  2. What gives rise to that opinion?
  3. Can you give me a little more information about what creates your opinion?

In the latter and similar statements, you will normally be treated to answers which, when listened to carefully, will lead you to either respond or ask another question where you get more information.  Think about it, your prospect may answer:

  1. I saw it advertised for less.
  2. Our neighbors bought something similar and didn’t pay this much.
  3. I was under the impression that…
  4. I’m not sure it’s worth the investment, but we’re not going to stay in this home much longer.
  5. I know with business as it is today, you can afford to shave your price.

No matter what the answer is, it will give you the “lead-in” to finding out what stands behind the price objection or resistance statement.

Incidentally, in the better structured sales organizations, when a sale isn’t made, another appointment with the same prospect is made for rehash and on many occasions, the rehash salesperson doesn’t cut prices or sell a less expensive product. The rehash rep does an improved needs analysis, builds better rapport, and sometimes come away with additional work not considered on the original call.

Q: Our product is at the top of the line in quality, and most people who see it agree, yet they still complain about the price being too high.

A: Yours is a perfect example of not establishing quality (in the prospect’s eyes). If people who see your product agree that it’s the “top of the line”, they may have even known this before they called you or they may recognize its quality level when they see it or touch it for the first time.

One of the core elements that we cover in our methodology is the Total Offer Concept. To upgrade your presentation skills, include at least 5 things your product or service does differently, or quality components inherent in your product either of which may not be available (or presented) in a competitive lower-cost product. Make sure they are part of your presentation long before you quote the price.

Q: In your webinars, you constantly mention “post negative suggestion”.  What is it and how does this fit into price objections?

A: “Post negative suggestion” is an engineered phrase created by our company.  It refers to the negatives or resistance objections which you might receive after your presentation or when you are attempting to “wrap up” a sale.

If your product or service competes with similar products and/or brands which promote a similar product, it is important to:

  1. Present (in advance) the 5 to 7 things which make your company unique and why it is important to include them in any consideration
  2. Hear quality or fulfillment concerns that the prospect may have, then respond to those issues a part of your presentation

As a further example, if your product/service is easy to use, has a more simplified maintenance than a competitors’ product, or creates a more rapid return on the investment, these and similar inclusions off-set many of the negatives you would get at the end of a presentation if presented properly.

We will continue to post responses to these excellent questions on our next blog posting as well as our e-newsletter. We also recommend that if you are in the Baltimore area, you attend our complimentary event at the Remodeling Show where you will be introduced to the latest in home sales tactics in the market today.

I’ve been a client of Dave Yoho Associates since opening my business six years ago. In that time, their training program and sales methods have helped us build a successful organization. Their system is the best I’ve seen so far in any industry!

Ken Sherman, Owner
Brookstone Windows & Doors

I would like to thank Dave Yoho Associates for their consulting services. For me, the meaning of ‘value’ is getting more than what you paid for, and their services truly exemplify this.

Aaron Heth, Director of Sales
Freedom-Solar

Recently, Dave Yoho Associates performed ‘role-play’ scenarios for three hours with our salespeople. The eye-rolling is gone and their confidence has grown substantially. Can’t wait for your visit next month!

Jason Phillips, CEO
Phillips Home Improvements

Our remodeling business had annual sales of under $9 million when we became contract clients of Dave Yoho Associates. Due to their training and systems, our revenue soared – – we are headed for over $35 million this year.

Vince Nardo, President
Reborn Cabinets

We have been working a long time to reach a “million-dollar month”, and this September we finally accomplished our goal! The Dave Yoho Associates model and training tools are without a doubt the keys to our success.

Chuck Cometti, General Manager
RbA of Central New York

Dave Yoho Associates produced amazing results for us! Every percentage point of improvement in our lead issue rate translated to an additional $500,000 in business.

Brian Leader, Founder
Improveit! Home Remodeling

The advice we received from Dave Yoho Associates enabled us to increase our volume with 19% less leads in the first year alone!

Joe Francis, President
Shiner Roofing, Siding and Windows

Dave Yoho Associates’ consultants are the sharpest in the industry, and are incredible communicators, very engaging, and always inspiring. Their industry insight is unmatched, as is their creativity.

Todd Miller, President
Isaiah Industries

When it comes to consulting advice for the home improvement industry, Dave Yoho Associates has no equal. We have worked with them for over 15 years and we are ecstatic about the results!

Daniel Green, Sr. Vice President
Solarshield

Your consultant introduced many thought-provoking, exciting concepts that were implemented and drove our net profit. We look forward to a long and prosperous relationship with Dave Yoho Associates!

Mark Watson, Owner
Exterior Medics

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