Every homeowner has a specific request that only qualified contractors and designers can fulfill. For example, they need a roof repaired or want to update their master bath. When they finally “pull the trigger” and invite your home improvement company over for a discussion, your sales rep may face an uphill battle.
Today, nearly every homeowner is afraid of you.
The recent sluggish economy has people holding on tightly to their wallets for a number of reasons. They’re afraid of being overcharged. Horror stories of shoddy work lurk in their minds. Companies that have closed shop and disappeared with big deposits are in the news. The homeowners in your community are scared they’ll end up the next victim.
Even before your rep makes his or her sales pitch, the homeowners have prepared themselves for sticker shock. Their minds quickly generate objections to survive “the close.” And many miss hearing the salesperson illustrate the value and benefits of your products and services.
How do you and your sales team overcome this fear?
- The price is fright. People don’t know what home improvement projects cost, and it’s their biggest fear. Reality shows tell them remodeling projects take three days and only cost a few thousand dollars. Carefully explain that they have options. Detail the costs of materials, labor and products and let them know there are different quality levels depending on what they need. Rather than stating a flat $50,000 price, let them make choices based on good, better or best.
- Listen carefully. Give homeowners the chance to tell their story. They’ll say they want a new kitchen, but it’s important to ask probing questions to find out what they really need. Do they want to impress their friends? Do they want a place for the family to gather? Do they aspire to be a professional chef? When you know what they need, you’ll be able to sell the value proposition because you can better meet their expectations.
- Silence is golden. Trying to close the sale during the appointment can be difficult. Homeowner fear is always present and makes the objections easier to deliver. So the more you or your reps talk, the easier it is to say no. Make your presentation, answer their questions, ask your own questions, and don’t worry about letting silence fill the void sometimes. Pause, wait and smile. You’ll be surprised how many people talk themselves out of their own opposition.
More people are taking on home improvement projects than ever before. But potential customers are doing their due diligence. They’re looking up your company, your ratings and your reviews. They’re getting recommendations from friends and family. They’re even talking to as many home pros as they can to make sure they get the best deal.
Take time to make it the beginning of a relationship rather than just closing a sale. Talk to them and listen to them. Set your company apart from the competition, and you’ll close more deals and earn higher profits. Once you overcome their fears, they will sing your praises far and wide.
About the Author
Timothy Clark is the director of communications with improveit! 360, a powerful business management platform and customer relationship management system for remodelers, replacement contractors and home pros.
This article was provide by Multibriefs.