Many of you have e-mailed us, asking when we were going to post answers to your questions from our latest home improvement webinar. We appreciate your patience in bearing with us in the production of our latest package as well as the program we put on in Baltimore.
In no particular order, here are answers to some of the questions we received that day, but did not have time to address while on the webinar.
Q: What is the best rebuttal for the objection: “You are our first estimate. We need to get more so we can compare.”?
A: All presentations should be made with a request for an order. This statement by a prospect is frequently just “jargon” and may mean little. Unfortunately, it frequently tends to derail the presenter/salesperson from making a complete presentation or asking for the order. A high percentage of the time when the company and product is properly presented, they get the order anyhow.
Q: I’m having trouble getting back in the house or just talking to the customer if I don’t close on the first call.
A: We call this a “rehash” call. When making an appointment for such, you have to have a credible reason which benefits the customer as to why they should give you more time. If you (the same person) are going back on the call, you might simply say:
“I believe I overlooked 2 items which I think could benefit you and an option which might reduce the cost slightly. I need to review the project with you and go over these.”
“Since we last met, there is a new product option which differs slightly from the one we discussed, which incidentally might include a cost savings.”
When a rehash appointment is set for a different salesperson/presenter to go back, you might use the following:
“Thank you, Mrs. Jones, for giving us the opportunity to review your project, etc. Our representative has turned in the paperwork and we would like one of our managers to review this. We believe there may be a more cost effective way to do this project, etc.”
Q: In order to give a price up front, even a guesstimate, how do you balance between low-balling (and ending up with an angry customer) and over-estimating, in which case you may lose the prospect from the beginning? And if you don’t give them an approximate price in the beginning how do you keep them interested even if they have to wait for that price?
A: First, a “low-ball” price is not a good way to build customer satisfaction and over-estimating is simply poor judgment.
In the second part of your question, you refer to an approximate price for the project. This is also a mistake, since it could be either high or low and in any case, leave you with an unhappy customer. We mentioned in the webinar – – first build rapport and second do a concentrated needs assessment and project review prior to any cost estimation. You may want to review the webinar (also see the next question and answer).
Q: How do you feel about price conditioning at the beginning of the sale?
A: Price conditioning can take place in the early stages of a presentation – but – only after you have gotten some needs assessment information.
For example, let’s consider counter tops (which is the product offering of the individual who submitted this question). There are numerous options. There are builder grades which seldom meet the needs of those who are remodeling. Then there are a whole range of laminates (you might want to show photos or samples here) and then when it comes to granite and silestone, there are different grades and thicknesses. So in terms of laminates or builder grades to the most up-scale range of prices assuming you want this to be a one-time replacement, here the grades may vary from ___ per square foot to ____. Now let’s see what fits your project the best.
Q: Will you explain the total offer concept in more detail?
A: The total offer concept is based on having the customer understand all the components of the final price you quote. If your proposal contains special trims, moldings, finishes, warrantees, attachments, and/or options, they all represent a component of your price. Worker’s compensation and public liability insurance are all presented as a component. To better understand this, I suggest that you listen to the webinar one more time and particularly focus on the Total Offer Concept slide. If you have any further questions, you can call us at (703) 591-2490 and someone will be happy to assist you.
Q: Why is it so important to have both the husband and wife present when you do a needs assessment?
A: Consider the fact that they probably own the house jointly; it will probably be a major expenditure, so in most cases one will not make the final decision without consulting the other. The needs assessment (reviewing the project by walking around) is the ideal time to understand the values of both parties. To review a glaring example of when it is important, check out this video where Dave presents on “Trying to Buy a Car”. It’s funny, but it’s also to the point.
Q: My older brother handles the selling in our business, and frankly, when I’m with him, I am uncomfortable in the way he frequently convinces customers to “buy now”. Am I wrong, or will I get over this?
A: Since I haven’t heard or seen your brother in action, I can’t tell you if it’s wrong. I also can’t respond to your “feelings” about this. If you have little experience in selling, it’s probably not uncommon to lack an understanding of why sales methodology works.
The sales process can make many people uncomfortable, but ask yourself this: If your product/service is of benefit to the customer, then what is the problem with getting them to make a concrete decision?
For more information on our sales methodology, I suggest you download (without charge) our MP3 on “The Seven Myths of In-Home Selling”.
If we did not get to your question, please send us an e-mail at email@example.com and we will respond directly.
We look forward to your participation on our next webinar!