A lot of people hate to talk about sales. They get an icky feeling in their stomach when they hear the word come up. You probably can relate.
But, if you want to run any profitable business, you have to be able to sell.
Selling can be intimidating when you don't have a sales process — a framework to guide you and make the experience feel good for you and your client.
You can do this by putting SERVICE at the forefront of your selling. If you are serving the other person, solving their problems, and fulfilling their problems, it really doesn't have to feel much like sales. You are just helping them.
You are offering them the exact solution to solve their specific problem because they do have a problem, and you can solve it.
So it would be pretty selfish not to offer your help, right?
Besides, as a home service business, you definitely have a service that people do need. It's your job as the contractor to link those needs to your services. And to help you do that, I'll share with you the 3 biggest key components of the sales process that will help you convert leads into paying clients.
The most important component of your sales process is BELIEF. It all starts with your mindset because conviction changes everything.
Do you believe in the services you are offering?
If you're not convinced, it's extremely tough to convince anyone else. On the other hand, anyone who unquestionably believes in a product or service can outsell the competition.
Think about a product you love right now. If anybody asks you a question about it, you could go on and on about why you love it and why they should buy it because you genuinely believe in this product and believe in its benefits.
You can apply the same mentality to YOUR product or services.
People can sense when your agenda is only to sell. But if you are coming with a mindset of service and truly believe that your service is the solution to their problems, the selling will be natural.
Your belief is what could make or break a sale — so if you have any hesitations about the service or the price you have valued your service at, then fix EVERYTHING you possibly can about it.
You need to be so confident in your service and the price you’re charging for it that you and your employees can be absolute fanatical believers!
It will make selling so much easier whenever you're walking into a sales conversation with a lead.
It's essential not only to be focused on selling; you also need to ask questions and listen carefully to your potential client's answers. Otherwise, you might end up offering the wrong solutions to them.
And why would they want to spend money on something they don't need or feel is unnecessary?
The secret to avoiding this situation is simply to ask questions and listen.
When you're spending the bulk of the time doing that, you can get to the root cause of their problems and offer the best solution.
You need to diagnose your clients' problems correctly. And you need to talk to your leads about both the technical aspect of the project and the emotional side.
You need the technical details to determine the scope of work and build out your pricing options. You can do that by asking questions like:
Tell me, what's going on?
What's the problem/situation?
How long has this been happening?
Where is it located? Is it easily accessible?
When was it installed/built?
You will also need to understand their emotional state to serve their deepest needs and desires. You need to understand their pain points and what they truly want.
To focus on the emotional aspect, you can ask:
What's your goal?
Why is that important?
What have you tried so far? How long ago?
How long did you try that for?
What made you contact us specifically? (I love this one because they will try to sell YOU to themselves, giving you what they like about your company and services.)
You can also ask open-ended questions such as: What else? Tell me more? How else can I help you?
These are great and simple questions to be sure not to miss an opportunity to serve. You may be able to do more for them than they realize.
A significant portion of your entire sales conversation should just be asking questions and listening. That's where you're going to be able to get all the information you need to be able to close the sale.
Listen to their responses to see how you can best serve them with the services you provide.
The follow-up is absolutely crucial, especially in the home services. You have to remember that the sale continues throughout the entire relationship with a potential client.
They are 2 kinds of follow-up that need to happen:
1. Following up on unsold jobs
2. Following up with past clients consistently
Unsold jobs are open estimates or missed opportunities, meaning the times you went out, and that person did not close that day. And you can keep following up relentlessly until THEY tell you they hired another contractor (I am serious!).
Again, you have to come from a place of service. Let them know that you are following up with them because you know how much of a problem it was for them, and you want them to get it solved.
If you are genuinely trying to serve that person, why wouldn't you continue to follow up?
If you know you're the best solution to a problem that might still exist in their lives and keep them up at night, you should always follow up.
Following up with past clients means getting in touch with people who have already paid you. It's simpler and cheaper to retain a client that has already bought from you than to attract a brand new person to your business.
There's built-in rapport and trust, and they know you are delivering on your promises. So it is much easier to get them to buy from you again. And that's the whole goal — you want to increase the lifetime value of your client and serve them as many times as you can over the course of your business.
Beyond believing, listening, asking questions, and following up — you have to remember why you're doing this. Your goal is to serve and find solutions that are right for these people.
And it's ok to realize that you might not be a good fit for them or them for you. So if you discover it at the beginning of the conversation, it's ok to say that.
You don't want to sell to people who you don't really want to serve. It will be frustrating for them and discouraging for you because you will hear "no" all the time.
When you remember why you are doing this, which is to provide the best solutions to your clients, it's easy to sell.
The contractor who makes the sale is the person who shows that they care the most about the prospect. They are the ones asking questions and caring about the lead's interests more than their own interest.
Show potential clients that you truly care about them and want what's best for them. That mentality will DEFINITELY help you close more sales.
And having an efficient sales process for every client will lead to predictability and consistency in your revenue. You will know precisely how many people you need to talk to and how many, on average, will convert. So really hone in on those 3 components first: belief, questioning, and following up.
Those 3 tips came from my very own S.E.R.V.I.C.E First Selling™ method. If you want to hear more about it, you can always book a FREE strategy session with me where I can give you feedback on your own sales process and look at ways to improve it. So If it is something you are interested in, Click HERE to book now!