Leading Edge

Homeowners don't have to be a nuisance--if you seize the opportunity.

6 MIN READ
From file "066_pss" entitled "PSSSHT05.qxd" page 01

From file "066_pss" entitled "PSSSHT05.qxd" page 01

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It all begins with a systematic approach:

  • Change your mind-set. When homeowners walk through the door, they are not “interruptions”; they are tremendous opportunities. Your objective should be to gather information, not give them brochures and hurry them away. It’s good to provide product information and presentations, but not as good as it is to learn about the homeowner’s needs and reason for the visit. You should view homeowners as leads that will increase the profits for your accounts, thereby strengthening customer relationships.
  • Prepare a procedure. Rather than wing it, try to have a procedure in place that gives you and your sales team the confidence to deal with homeowners in an efficient fashion. Create a form on which you can effectively document and track vital information that you can pass along to builders, remodelers, and contractors. The form should include basic information such as name, address, phone numbers, and project information.
  • Ask questions. It’s easy and tempting to talk about products because, after all, that’s why the homeowner walked through the door. While many salespeople are concerned that their questions will appear nosy and create tension, the reality is that customers relish the opportunity to talk about their favorite subject—themselves. Ask questions about their reason for visiting the showroom, the scope of their project, time frames, and the like.
  • Get—don’t give—information. Rather than give the homeowner names of contractors, obtain the homeowner’s information so that you can contact a hand-selected contractor directly with the lead, allowing you to truly promote the value of the service you’re providing.
  • Follow up. After you have provided the lead to a contractor, follow up within a few days to determine how well the sales call with the homeowner went. If you find that the contractor is uninterested or unable to follow up, forward the lead to another contractor. If the contractor follows up, then thank him or her for the effort.

    • Rick Davis is president of Building Leaders, Inc., a Chicago-based sales training organization. 773.769.4409. E-mail: rickdavis@buildingleaders.com

  • Sell the value of the leads you provide. When you offer sales leads to your customers, you are providing a tremendously valuable service; you are putting dollars into their pockets and helping them to fuel the growth of their organization. Ask them about the success of their projects and the value of the leads you have provided. This subtly reminds contractors that you have provided them with profit sources and will give you leverage in future negotiations.

    • If you really want to become a source of profits for your customers, you can’t hope that an incremental reduction in pricing will capture the business. Even if you are successful, you must still deal with the fact that you’ve had to reduce your margins in order to achieve a sale. Instead, focus on relationship-building techniques such as lead-generation that cost you little or nothing—yet bring you much in return. Strive to become a source of profits by increasing the top line rather than the bottom line, thereby helping your customers—and your company—grow business for the long term.

    About the Author

    Rick Davis

    Rick Davis is the president of Building Leaders. Learn more about his upcoming public sales and management seminars at www.buildingleaders.com or contact him directly at rickdavis@buildingleaders.com.  

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