Close more sales with these tips
Coffee’s for closers: How to increase your sales closing ratio
Selling is the last function of marketing. Unfortunately sales and marketing are often at odds. Marketing gets the leads to the salespeople and the salespeople go to presentations which do not close and blame the leads.
It may be marketing’s problem. It might also be the salesperson’s problem. The best solution is to maximize both sales and marketing activities. The higher your salesperson’s closing ratio the lower the number of leads he needs. Using this logic, you want to do everything you can to increase the number of sales from the fewest leads.
Let’s look at maximizing the effectiveness of the salesperson using a method you may not have thought about. Salespeople, has this ever happened to you?
You spend your valuable time travelling to a prospective customer’s home to give them a proposal for a new system, and it feels like everything went great. They say they’ll call you the next day, and then NOTHING. You don’t hear back from them.
Those “prospect discovery meetings” take a lot of time and energy out of our week. And then to have a certain percentage of the people fade away. It’s so frustrating. You blame marketing for a bad lead. You don’t blame yourself or look at what else you could have done in your presentation.
The reason you never hear back is that your prospective customer didn’t trust you. There was something in your presentation, your proposal, the way you asked questions, or something else you did that made the customer not believe you. And, you might not have even realized that you did it! Stop blaming marketing for something you might have done.
After you haven’t heard from the customer you call back to find out whether they made a decision. They usually avoid you (one of my favorite sales trainers, Larry Van Sant (firstname.lastname@example.org), calls it going into the witness protection program). If they answer your call or email, you probably discover that your prospect went with your competitor’s proposal. The reason they give you is rarely the real reason. Price is what is usually said. And, it may be true that your competitor had a lower price. But, how many times has your price been higher and you won the job?
Like most salespeople, you probably are really friendly and likeable. You know you’re honest and trustworthy. But, but let’s face it: not only do your prospects not know that, they automatically assume you’re not! And, because of that and something that you did you may not even be aware of in your presentation, you lose sales to “the other guys.”
Think about it. It’s natural for people to have some degree of skepticism. They don’t know you. They have no reason to trust you, and they’re afraid of you because of all those contractor “horror stories” out there. And the truth is – every plumbing and HVAC contractor in your area has these same trust problems. Trust is the issue. Stop blaming marketing. Discover how to and start building trust with your new customers. How? A book can help solve some of your trust building issues. Why write a book? As long as it is designed to naturally overcome people’s apprehensions it proves that you’re legitimate. A book can dissolve their skepticism and doubts. A book can leverage and maximize your time because it should simplify and short the sales process while educating your new customers.
And most important, because you’re now the author of an informative book, and not just a cheap brochure like everybody else has, it positions you as a trustworthy and respected advocate.
When people trust you they buy from you and you don’t have to be the low price guy.
Now you are going to tell me that I’m crazy because you hate to write, you don’t have time to write, and that even if this book could build trust, you can’t make the time in your schedule to create it.
So, get it written for you with you as the author. To find a great one that has helped contractors close more sales, go to www.HVACTrustBook.com. A book gives you the absolute advantage any contractor could have against their competition. And, it could help sales stop blaming marketing for poor leads.