Sales Help Needed Urgently

[davie_zone]

Hi
Im a plumber / gas engineer working as a sole trader. I get lots of leads for bathroom installations at the minute have done for a while. The work is priced labour only the gear is usually coming from wickes , b&Q and has been designed etc already.

Just dawned on me my salesmanship is disgusting and compromises of scribbling a few notes in my diary . Tell them my usp fixed fee any problems and we will sort it 5 year guarantee on it . Then leave the property and send them an email with a nice looking estimate.

No follow up phone calls, no gauging their reaction to price on site , no trying to get the deal done there , haggling , nothing.

Now I do win quite a few still because my prices are good

BUT !!!!!!!!!

Surely if I put down a strategy , maybe had some boooompf made booklets , usb stick with videos photos of jobs , some pack some banter something. I could up 3 in 10 jobs to 4 in 10.

Tinker a bit more 5 in 10.

This seems common sense to me but have no sales knowledge .

Can anyone help me out . Someone with experience , advice , Training (money is available if it from someone with experience of my particular field) even a website . There doesnt seem to be many forums specifically out there for sales or can I not find them.

Thanks in advance

Any help welcome

David

 

[OldWelshGuy]

Go buy the book 'selling to win' By Richard Denny, it will sort you out no probs. Don't be something you are not, sit there and work the price out, deliver the price, get out your diary, and say ' if you want it doing I have next Thursday, or monday of the week after, which would you prefer? and wait for them to tell you which.

 

[MBE1]

Go buy the book 'selling to win' By Richard Denny, it will sort you out no probs. Don't be something you are not, sit there and work the price out, deliver the price, get out your diary, and say ' if you want it doing I have next Thursday, or monday of the week after, which would you prefer? and wait for them to tell you which.

I believe many people can learn simple basic sales techniques with some practice, the main thing is to only ask when you believe they are ready to buy.

I used to design and sell very expensive bathrooms,

 

[Lease4Less]

I'm not sure what conversation rates in your line of work are should be, but 3 in 10 does sound low. Have you asked the other 7 why they decided not to proceed with you?

However, I would have thought that the "hard sell" in your line of work would do more harm than good.

Surely as long as your price is right people tend to deal with you because they like you. They are entrusting you to come and work in their homes and therefore need to know that you are knowledgeable, going to do a good job and are trustworthy.

Face to face "selling" is about relating to the customer, not just offering a price and hoping that they say yes. You should be selling yourself, have a good portfolio and written testimonials that you can show the client.

 

[davie_zone]

Hi

Thanks for the input . I havent followed up and asked why they never went with me but will encorporate that into any stategy . Maybe a follow up call to try and tie down the job and if not like you say why not. I am not a massivley chatty small talk person and have always thought this would hinder my sales.

As you say hard selling just wouldent work which is why I have kept my stategy up until now as least pushy as possible .

But I do think a brochure or usb stick with video testomnials and job examples might help and a follow up plan etc.

Have always been of the thought that people will buy from people they like and maybe I should hire a more outgoing and friendly person to go and ''get along '' with potential customers and leave them with the non pushy offer.

Just whizzing through all possibilitys then going to try different things and test the results over say 100 leads.

Thanks again.

I have ordered the book mentioned and also a book called spin about soloution selling and will read them see if they help.

David

 

[OldWelshGuy]

As stated, you need to be professional, I was a bit glib above

What you don't need is a cluimsy presentation folder. All you need is a simple folder, with photopgraphs of various jobs, before during after . The address of where they are, get some letters of thanks in there, and use this to talk things through. Ideally you can show photos of jobs similar to theirs, and use those words. as in 'this is similar to your work I am quoting you for, as you can see the shower is here, the bath there, we ran the wastes through here, etc etc..

Then present the price, and ask for the order (if you don't ask they are unlikely to say do it. Not asking for the order is the biggest mistake most people make. If you know you do a good job and you know the price is good then ask for the order, then 3 days after you send, call to check they received it and play it by ear, but ask again nicely.

 

[Baz Watkins]

Here's my two penneth worth:

In your industry like many others, the phone calls you recieve will be from people requiring a solution to the problem thay have.

The fact they have called you means they already think or at least hope you can solve their issue, all you have to do is confirm this fact. Once you have done that you can soft sell, by delivering elements potential customers want such as acceptable pricing, turning up on time (maybe reducing price if late or if cancellation is required), and quick no hassle job turnaround.

Remember its all about meeting then exceeding client requirements, they have a problem that you will fix, if you can do that your conversion rate will increase through word of mouth alone. Also don't dismiss the small jobs they may convert to bigger jobs down the line. If you see every client as a potential long term customer, you will have fewer lost sales.

Money is tight, so if you have to price the same as everyone else, differntiate yourself through guaranteed service delivery. Also make a habit of phoning every customer you have a month or so down the line to check if everything is ok, this in turn will generate more word of mouth.

Some people like the hard sell, most don't, deliver the solution to the customers problem and you will generate word of mouth sales, which in turn will generate a higher conversion rate.

In short, if you get a phone call you listen, put they're mind at reast by providing the solution, then deliver it, follow up and offer guarantees along the way. This works on long term and potential clients alike.

 

[Liam Seager]

I have a lot of experiance of sales and the golden rule is people buy from people.

Before you invest in fancy brochures, websites, USB or nice branding etc, you MUST speak to the customers who do not order from you and find out why.

People will value a conversation far more than a fancy brochure, website or USB especially when it is with someone who knows what they are talking about (instead of just selling).

Once you feel you have a good understanding of the customers who have not ordered from you, you can then work out a sales strategy on how best to engage with them and get them to remember you.

 

[davie_zone]

Hi

Again thanks for all the input . Was hoping not to hear some of it but suspected that was the case. I'm not massivley comfortable meeting new people and I think this can be felt during my quotes . I deliver my usp's and give them a great price. People shopping on this alone I win hands down I just think I probably lose out on some occasions to people and maybe at a higher price to someone who goes in and befriends them and makes the customer feel at ease and think '' I want that guy to fit my bathroom , what an all round nice chap'' sort of thing.

BUT changing my personality isnt so easy . Its just not me . Dont know whether it would be worth hiring someone in. Can you get freelance sales reps who would work on a commision of these type of sales ???


Thanks again guys

Taking everything on board

 

[altwebdesign]

This is other side of business, easily neglected.

When it comes to sales, presenting yourself well is very important, especially in person. I got a web design job because of the 3 potential web designers one didnt turn up and one sat there telling the client they need this and that whilst i sat there listened and educated my client along the way, thats all part of being an expert in your field, educating your client, ive read many marketing materials about giving away freebies and educating as clients are likely to buy from someone who has given them some value.

The next thing is a little counter intuitive, but the counter intuitive stuff is POWERFUL... ask those who didnt choose you why they didnt choose you. You cant get this stuff and who better to hear it from than the person who knows exactly why they turned you down. Don't burn bridges with these people, marketing and sales isnt an exact art its all about ammending your stategies based on the results and feedback.

As for giving stuff away, i see no problem in going the extra mile and giving your client great value, as i've already said educating your client is giving something for free and it goes a long way!

Testimonials go along way and remember what people are actually buying from you... the benefits!

oldwelshguy gave some great advice, im going to try by that book you mentioned right now!

 

[davie_zone]

Hi Guys

After some conflicting advice from various sources , I am stuck between two stategys.

A) Completing the proposal at the job , asking them what they were expecting to pay trying to negotiate the best I can on site offer a few free services if I get the impression the sale might require them . Free boiler service etc. Without hard selling maybe with a line like '' I dont want a decision now obviously but is that around what you were expecting '' so I can see whether I think they are a genuine prospect. Then follow up with a phone call to see if or why not.

B) Take down all the details then maybe send them a detailed proposal or pack with testemonials and benefits and guarantees maybe in a leaflet with the proposal. Or a usb stick with videos of outr work day by day and video testemonials of the actual customers at these jobs.

Your thoughts Please

Thanks In Advance

 

[Baz Watkins]

If you get the phone call, offer to visit, turn up looking professional (clean van, well dressed), sit down with them, listen to what they say, offer solutions, try not to concentrate on price, deliver value instead i.e. I can fix your problem in 24 hours, and if they ask you the price tell them.

It might be more expensive than others it might not be, but you are there and you are friendly, you have offered to solve the problem quickly and you can guarantee the solution pointing to previous testimonials from happy clients, then you are likely to get at least a better level of consideration.

Now if the service the client wants has price as the major factor then help them through the decision by not reducing your price, but by offering an alternative sweetener, say in product quality i.e. a better shower for the same price or 12 months aftercare FOC.

Put yourself in the position where you're the only choice, don't focus on price unless what you offer is hyper price sensitive. Focus on quality of service, and then deliver.

 

[BusyVids]

If you're not the talkative type then why not take some good photos of your work and have a powerpoint presentation made, which can be put on DVD. Then while you're measuring up and working out prices etc, your customer can be watching the DVD. You could have professional voiceover on the production. This would become a powerful marketing tool. You could leave them a copy too, and stand out from the competition. Who knows, you might even be able put up your prices.

 

[davie_zone]

Hi Busy Vids

I was thinking of something like this but have had mixed reviews on whether this would help me sell in a situation like this.
Was thinking of having a video made with al my usp's in plus video testemonials of past cutomers and day by day slide show of the whole renovation. Was thinking of maybe just leaving this with the quote on a usb stick with my logo on.

Just not sure if it will affect my conversion rate ?

Thanks for the input

 

[BusinessTeam]

David

If your winning bids that's a start, but everyone likes a professional finish in terms of pre and post sales particularly when investing in spending significant amounts on home improvements.

Key elements are:

- have a good brand
- be contactable and responsive to customers
- business cards, formal quote templates etc are a must
- a good looking website is a must

I you need any more advice on above would be happy to help.

Richard

 

[Ben Palmer-Wilson]

Not read all the replies in the thread, so apologies for any repeat tips!


1.) Get a website up; get a portfolio of previous work, testimonials and so on. Inject your personality into it. People want someone likeable and someone they can trust. First port of call these days seems to be the internet, or through friends and family (referrals).

Your credibility (pictures and testimonials from previous jobs/clients) will solidify your position, and backed up by a likeable personality will surely shoot up your response.

You might want to get some SEO done on it, to get you to the top of your local results.


2.) Figure out a business plan. Consider things such as your USP. What sets you apart? Why would anyone hire you over someone else?

More experience? Cheaper rates? What is it that make YOU 'the man'?


3.) Look for referral work. Ask your current/previous clients to pass on the word. Referrals are most likely to work. Everyone trusts the word of their friends and family.

You could even offer an incentive for your clients to do this (10% off their next job perhaps?)


4.) Make sure you look and talk the part. I know a guy who does 'everything' and it just makes him look foolish. No one wants a jack of all trades, master of none guy.

They want someone who knows what they're talking about, and looks the part. Up to scratch sales forms, invoices etc. Don't look like a rogue trader, and you'll lose the suspicion!



5.) Now I would say this, but consider direct mail. Flyers through the door with a discount code on it, to give an incentive to potential prospects to call you. A good offer is enough to get anyone's greed glands going. See what you can do here.


Hope this helps.



Ben.

 

[davie_zone]

Hi CharismaticMannequin

I am busy working on a referal scheme where by I offer customers free boiler service if I get one referal , bigger incentive for the second etc .

I have a good foundation on my web site and this is where all of my leads come from .

You may be of help to me , I am in the process of crafting some direct mail, the letter to acompany the referals would have to be wowing . But also I intend to write to all our local bathroom suppliers and even installers. Offering them our services if they get busy or if they need a new partner.

I would be interested in seeing your portfolio and writing style and you can pm if you want to discuss further.

Regards

David

 

[CraigHolmes]

Some good suggestions but all pointing you towards doing things that you don't feel comfortable with? Your situation is by no means unique - why should first class tradespeople also be first class sales people? Perhaps quote follow ups could be done by a business associate or other family member who may be better suited? I know from experience that you learn just as much from lost sales as you do from the ones you win!

 

[Deleted member 130603]

I find this thread very interesting as I'm an electrician. I think one of the biggest problems we tradespeople face is that, thanks to all of the programs on TV like 'builders from hell' people are weary of us at best and downright untrusting at worst.

The state of the economy is most likely the biggest cause of your conversion rate. The busiest period I've ever had was 2007-2009 and I've never even had a website or advertised, at one point I couldn't even take days off I was so busy.

Times have changed, they are harder and as Alan Sugar said, 'Disneyland is over'. In the current economic climate shortcomings in sales techniques and other aspects of your business will be more detrimental than ever before, there is less work and more tradesmen standing around scratching their heads, it's a buyers market nowadays I'm afraid. I don't believe in sparkly uniforms, name badges, and other corporate crap for tradespeople, especially if you're a sole trader (like I am now). If people want that then they'll go to bigger firms.

We all know that the best way of advertising for us is word of mouth, I'll bet that's how you generated all of your work before the recession, and it's exactly how I generated all of mine. Cost is, in my opinion a big factor now, if - all things being equal - two tradesmen submit a quote each, I'd venture to say that most prospective clients will choose the cheaper one simply because the majority of people just have less money.

As I mentioned, that's with ll things being equal, the most important thing as one other poster stated is TRUST, no one employs a tradesmen they don't trust. Trust, closely followed by likability are absolutely critical, you were getting work before the recession so I doubt there is an issue there, trying too hard can affect likability and no one wants a hard sell or a slimy, pushy salesperson.

One tactic I adopted earlier on, to avoid and sift out time-wasters on the phone, asking me to come and quote, was to ask them what their budget was, I'd explain the prices and if they started haggling, 'trying it on' or simply didn't want to spend the amount of money it would cost I'd politely ask them to have a think or request some separate quotes from other contractors.

I would also work out what the MINIMUM you can afford and are prepared to work for is, if you want work try quoting around this level, making it clear to clients you are giving them the best possible rate.

Another thing which I found helped reduce stress and shorten the working day, and also make pricing less transparent but make customers feel like they were getting better value was to employ a laborer (not hard to find someone on a casual basis at the moment) and tell the customer you are pricing for 2 men to be on the job, get this right and you'll be doing less work for more profit ;-)

 

[TelesMedia]

I personally think there is something classic and trusting about your current sales strategy. People know tradesman are good at trades and not as a salesman.

 

[Mekes82]

Hey David,

I am in a similar boat to you. I have my own company, I do the selling and fitting myself.

You must leave a quotation with your customers. What you want is a business where people say yes to you face to face. For me, its easy to leave a quote with a customer. If it is tricky for you, find a way to make it possible, it will really benefit you!

Upon handing over a quotation, if you dont get an instant "yes" you can force your customer very subtly to a decision. I simply tell my customer it will take me a few weeks to get everything sorted, so I wont be able to fit the job for a fortnight or so.

This is corridor chat on the way to the front door. You use this on people who havent already said "I'll let you know." Its for those who arent giving anything away. If they say okay, which shouldnt even be considered a sale, tell them that you will get things underway. 99% of the time they will be fine with this. If they say they will let you know, just stay polite and let them know they can call you from 9 til whatever time you take calls to.

My dad who was a salesman told me about this and it has gotten me hundred upon hundreds of sales. And the best part is, nobody has ever been offended or felt pressured by it. It is a very subtle action.

Best of luck to you David. Really go for those face to face quotations. I dont consider myself a salesman, but I sell probably over 80% of all houses I visit. its just about being polite, interested, informative and competitive. If you dont present a quote face to face, they tend to forget that they liked you and you were polite, interested and informative. They are only left with the price.

Best of luck!

 

[Thinehost]

The last plumbing job we had done was through someone we knew - one of our own customers, who had a high street presence and whose contact information was publicly and visible available, including a dedicated land line (as well as mobile phone number). We definitely didn't buy on price - but the trust factor was very important as we couldn't always be around to supervise the work.

Sometimes people need more than just a cheap quotation; they need to feel comfortable about the person they're inviting into their home. Even in these hard times, the cheapest quote isn't always the best way to get the job. It would be interesting to know what price people paid who didn't chose your service - it might be that they paid more for the work to be done.

Margaret

ps I like David's idea of leaving a written quote and saying that you can't do the work until ..... somewhere in that is the implication that they'll miss the schedule if they don't go for your quote soon - quite powerful.

 

[Homer J Simpson]

Make sure you have a web-site that includes the following:-

Name, address, email & phone contact details. (nothing worse than being asked to fill in a form on a contact us page)

Before & after pictures (don't bother with the inbetween ones, it lessens the effect). I've done a lot of work on my own place and when I look at the before pictures, even I'm shocked at how good it looks now.

Give them reasons to use you without overdoing it. For example:-

Fully qualified - 15 years trading
Fully insured - £2mil public liability
Free Written quotes/surveys (then work on your people skills for the surveys)
Guaranteed workmanship - 5 years on all work (your 5 year guarantee is a HUGE selling point, everyone else tends to do 12-24 months)
Honest/trustworthy (maybe have a crb certificate)
Clean & tidy - NOBODY likes cleaning up after tradesmen.


For me, I need a bit of all of the above in varying importance depending on the job. Sadly, I never found anyone which is why I did all the work around the house myself!

 

[largada]

Make sure you have a web-site that includes the following:-

A website today is an absolute must!

The vast majority of buyers (including a growing number of older ones) check you out on the web, i get many off handed comments like "i saw on your website you do.." etc.

Its a shop window of who you are before you even meet your client, many word of mouth customers will still have a look at you on the web before contacting you.

In that respect you dont need many tricks like dvds usb's etc as theyve already seen your glossy brochure online..... now they only want to meet you and hear what you can offer!

 

[GeorgeM]

Interesting, there was a plumber outside my house the other day. I left a note on his van asking for a quote for a boiler service. He drove off without coming to knock on my door. He did phone me with a cost and told me to ring the office to book a slot - maybe in about two weeks time. Did I book him ?

Another plumber I called up and actually booked - he never turned up. Plumbers must be busy atm.

To the OP what is your sales goal - do you want to increase your T/O, Profit ? Is the 30% conversion rate your getting not delivering enough revenue ?

 

[Lucan Unlordly]

Echoing much of what has been said...but...

If your fitting a bathroom it is not unreasonable for you to request an idea of intended spend/budget. Gold taps or chrome will make an awful lot of difference. If it's unlikely that you'll get the sale on the day I wouldn't leave a quote but would take a formal written one the next day which gives you an advantage if you are one of half a dozen people they've seen as you can highlight the selling points of your operation as you run through the features and benefits.

Sell your expertise. You say that you buy from B&Q and Wickes. tell the customer that you have put in a number of their suites and as with everything some are better than others and you will be happy to recommend accordingly.

Use a folder with photographs in that are appropriate to the job you are quoting for. You can then control the sale. A USB stick with everything on could be a distraction. Why show them a £1k job when their budget is £10k?

Cushion the cost... If you learn nothing else from the books you intend to buy focus on this simple strategy. Rather than say it will be £5k and hope, wrap the offer within a sentence such as..
...'we can start next week, it will £5k and you'll be bathing in luxury by Friday!
'It will be £5k to remove and install the new suite and you won't be without hot water for more than 3 hours.. 'Sorry how much?'...It will be £5k and that includes the tiles which we may have to order in... etc., etc.,

 

[marcusg2]

Hi David
It seems you have much the same problem as most sole traders in that you are the marketing person, the accountant and the plumber etc. The key to solving this issue is to set up the marketing online so you can refer all customers to a ready made presentation and get them to request the quote.
The problem is that on the web it is difficult for the average biz owner to do this properly and until now there hasn't been an easy solution.
My advice is to look into Safe Worlds TV - it's a new internet platform designed specifically to solve all the issues that are common on the web. This system is not web based but I doubt anyone will really notice the difference - its the outcome that is important - not the technology.
Safe Worlds TV will be gradually released to the public starting in Mid July 2012 so you can search google by typing in Safe Worlds TV and results will be available.
regards
Mark G