In Part 1 I explained how Russ Bundy, a dealer from Utah, quickly skyrocketed his net profits by implementing a sales closer system. Part 2 covered details of the in-store portion of the process. In this final installment, I’m going to cover the in-home measure. For most dealers, this is a gigantic missed opportunity to create differentiation, to ‘Wow‘ the prospect, and to solidify themselves as the obvious choice. You’re going to learn how to blow away your prospect, cement your status as a trusted advisor, and lock in the sale even if you’re the most expensive.
You’re going to learn how to blow away your prospect, cement your status as a trusted advisor, and lock in the sale even if you’re the most expensive.
Before The Visit
Have your project coordinator call all of the appointments for the next day to confirm. On the day of the visit, call the prospect 5 minutes before you arrive.
Introduction
When you arrive, knock on the door, then take a couple of steps back so you’re not looming in the doorway. Wear a nice polo or dress shirt, slacks, and dress shoes. Carry a briefcase. Once inside, slip on medical booties. Without saying a word you’ve instantly communicated that you’re different, that you’re a professional, and that you’re going to be careful in her home.
Measure and Inspect
Ask to measure and inspect all her floors, even the areas she’s not having replaced. As you go from room-to-room, look for upsell opportunities. New flooring is often part of a larger remodeling or redesign project. Some things to look for include: window treatments, counters, bath remodel, cabinets, etc.
Ask to inspect her vacuum. Tell her that a properly running vacuum is critical to getting the longest life possible out of her carpets.
Inspect her walk-off matting. Explain that proper matting will extend the life of her floors, especially carpets.
Take a look at the spotter she is using. It’s most likely some soapy junk from the grocery store. Offer her a free bottle of spotter with free lifetime refills. This will not only amaze her, but it will create reciprocity. It will be harder for her to say no to buying from you.
Testimonials
When you sit down to calculate the square footage, hand her a book of testimonials to look through. These will do 80% of the selling for you.
Prescribe
Give her your care and maintenance recommendations for getting the longest life out of her floors.
At this point, you’ve completely blown her away. Any other dealers who have done a measure have gone through the usual, hum-drum boring motions: no differentiation. You have thoroughly cemented your status as a trusted advisor. You have made yourself the glaringly obvious choice. She likely has reached the conclusion, “I’d have to be crazy to buy from anyone else.”
Now, and only now, should price come up.
This is why I spent so much time in part 2 of this series explaining how to avoid premature price discussions. You only want her to see a price after she’s seen how amazing you are.
This is why I spent so much time in part 2 of this series explaining how to avoid premature price discussions. You only want her to see a price after she’s seen how amazing you are.
At this point give her 3 different package options with different price points, and include quotes for upsells. This way instead of choosing between you and someone else, she can choose between you, you and you.
Some dealers might be thinking, “Jeez Jim, that sounds like a lot of work.” Well, what’s more work: implementing a process like this, or spending the rest of your career competing on price, and losing sales to boxes and other discounters?
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!