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 want to thank the entire team at Dave Yoho Associates for meeting with our Canvassing Managers last week. The knowledge we learned in only one day was invaluable.

Jason Hollister, Proximity Marketing Manager
RbA Southard Corporation

We’ve used the consulting services of Dave Yoho Associates for several years now. Much of our success can be attributed to following their systematic teachings and practices.

Michael Hoy, President
Great Day Improvements

We found Dave Yoho Associates extremely professional and knowledgeable in evaluating our current business model and recommending specific solutions that will improve our efficiency and profit.

Wasyl Bodnar, President
Ventana Design, Sales, and Manufacturing

I’ve had the privilege of using Dave Yoho Associates consulting services for the last three years. It’s by far the best single business decision I’ve made. Their structure, training, and 

Michael James, CEO
Classic Exteriors

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 

Daniel Green, Sr. Vice President

We are grateful to have Dave Yoho Associates work with our entire team. I firmly believe the improved performance of our event marketing team is directly tied to your coaching 

Scott Barr, Steward
Southwest Exteriors

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

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 

Aaron Heth, Director of Sales

Dave Yoho Associates are the leaders in business consulting and sales training for the industry. We utilized their services to grow from a small business to averaging over $10 million 

Wendy Patterson, Co-Owner
Patterson Homes & Construction

It was an honor for us to have Dave Yoho Associates hold a sales meeting for our team. Everyone was enthralled by the powerful content that we are already implementing 

Rick Otto, VP of Sales
Coach House Garages


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