Home Improvement Crisis Taskforce Report (Volume 3)
A Reminder: We invite organizations/companies to provide input, questions or comments (email@example.com).
Never before in the history of the enormous Home Improvement/Remodeling Industry have owners of retail businesses faced similar circumstances to what you are facing today. Whatever the size of your business – – small start-up, multi-million dollar giant or a $100 million dollars or more super giant, you are facing imponderable conditions in uncharted waters.
Much of what successful companies have done to market their brand, and the conscious efforts in building profitable organizations, face issues never even contemplated.
Reality #1: You Cannot Know What You do not Know”
In our first two reports, we shared methods on revisit/rehash leads where a presentation had been made, but no sale was consummated. 62 companies advised us of using this method. Most had never tried this technique before.
Here is one example:
“We are using the rehash method with the script you suggested for unsold leads. It took us 6 or 8 calls to be comfortable. Now it’s clicking. Two sales made over the phone with DocuSign in the first 8 days, although we had never tried this before.
We are facing decisions and actions, which if not thought through can threaten the future of our business and our economic future.
Thank you for your guidance.”
– Carl English, Roofing and Insulation – MN
Here is another:
“I actually sold a $14,200 deck completely remote and never met the customer. I met him today and picked up the contract & deposit!!!”
– Richard Lass, Windows & Sunrooms – WI
And a similar set of circumstances:
“We called old leads with a V.I.P. invitation to our showroom (Private Consultation). We had them take, then forward to us pictures of their bathrooms. When they arrived, I had on latex gloves and a pair for each of them. I wore a mask. We had a six-foot folding table, they sat at one end, me at the other.
I outlined the special safety features (safety bars – anti-bacterial walls, etc.). We have these features written into our contract now. Out of the first three V.I.P appointments, I sold one (I am not a well-trained sales person). Although I watched your Super Sales Training program and saw your stuff on YouTube. You guys are great – -Thank you.”
– Larry K., Bath Refitting – TX
What do all 3 of these cases have in common. They followed a methodology they had never used before.
Reality #2 “You cannot learn what you do not know – without admitting what you do not know”
Here is more reinforcement from John Pohl, the President of Springs Connect who runs a call center specializing in creating new leads out of old non-issued leads, or those issued which, did not get sold.
- Lead getting is not easy but when they are set, sales are coming!
- Rehash and previous customer sales are sitting at 50-60% close rate right now.
- Virtual appointments are taking off. It’s not easy but there is a company in California that sold three of their first virtual appointments. Many other companies are utilizing this method.
Some states (maybe yours) have “shut down”. Some companies are classified as non-essential depending on the product they sell. Many of those who were classified as non-essential appealed and got permission to estimate, negotiate and install their products. Much depends on how you classify your product/service.
- We believe all bath and refitting can be appealed as essential (safety and hygiene). Hopefully, your manufacturer should know and guide you.
- The same is true of roofing. Read the book entitled, “Above All You Need a Great Roof” (if you can’t find this, contact Isaiah Industries, a metal roofing manufacturer in Piqua, Ohio). Re-roofing often requires a moisture test, a ventilation test, a ridge cut, soffit vents and more.
Reality #3 “To Know & Not to Try is as if – – Not to Know”
Joe Talmon, one of our senior account executives and researcher reports:
Many companies are experimenting with platforms like Zoom to have both short and extended meetings with clients and potential clients. Sales are still a bit slow, but are growing from this sales method.
Many are experimenting with the free version; others are finding the small subscription helpful. It’s time to experiment with new things. All suggest that you not be afraid of the first time or two of trying a virtual meeting. Just do it and it will get easier as your expertise increases.
We’ve also been recommending emails with links to recorded messages.
Dozens of companies have recorded two/three minute’s audio or video messages that they send out to customers and prospects to start and continue relationships. Some are using this method to confirm appointments and installation in a highly successful manner.
Bryan Wakefield, an account executive with Dave Yoho Associates reports:
A basement waterproofing company in Kansas has really embraced video conferencing. Most of their prospects have an immediate need. His staff calls them; does a needs assessment over the phone and arranges to drop off a “kit” that is designed to allow the customer to take measurements, pictures, and document exactly what is going on in the basement. The kit is retrieved by his staff and from the results a virtual appointment is scheduled via Zoom to get the prospect engaged in getting an estimate and ultimately moving forward.
Bryan also reports that many of our clients are embracing the idea of virtual selling and are being proactive with making changes to their scripting in an effort to serve their markets. The primary focus for most is contacting previous customers and rehash prospects to generate business over the phone and/or via video conferencing.
We do not suggest, imply or believe that video conferencing will replace a sound sales methodology, or to imply that selling an upscale product/service with a high price tag will be an ongoing method for all such sales presentations. However, we do preach survival tactics and these are working.
We are currently in the midst of planning a Virtual Summit to bring together 20-25 top experts via video on legal issues, tax information, virtual presentations, new methods of prospect contact, preparing companies to thrive when the crisis ends, etc.
Stay on the lookout for more information regarding the date of this program and what you can expect.
In the meantime, stay safe, stay healthy, and despite the doom and gloom survive with the intent to thrive.