folks— i promise there is a question at the end of all this——
but first lets wade through the background——–
a day or so ago, Frenchy mentioned a book” Shut Up and Sell”——as luck would have it— I was going to the library that day—-and thought I would look up the book
ya see— I think I am the worlds WORST salesman– I really hate it. I am not a people person—and I REALLY hate meeting new people and interacting with them in person——so the “selling” process makes me nervous—and I talk to much—sometimes WAAAAY to much about stuff not relevant to the sale
anyhow– I check the book out—bring it home and start reading it–when I realize— i have already READ this book—-this EXACT copy–is misprinted/misbound—-skips from page 56 to 85–deja-vu
but- I start picking out some usefull ideas–and recognizing things I already picked up and incorporated—-close as I can figure I read this book maybe 15 years ago.
The author points out that MOST salesmen have no idea what their closing ratio is—but that really good salesmen are fanatical record keepers—-ding,ding,ding–idea forms in my dim little head.
I track a lot of different things—-but I am a bit lazy–and it’s been a while since I tallied up the results—-so I pull out last years records–and in a few minutes I see the results— last year I wrote 141 proposals—-71 resulted in a sale— which means, I suppose a closing ratio of over 50%
then I pulled out THIS years figures-to date—–11 proposals written resulting in 6 sales—-at least I am consistent
now–lest I look like I am patting myself on the back—-these sales are dramatically skewed in favor of jobs taking less than one day—which is what I ACTUALLY prefer—-and the no-sale column more heavily weighted in terms of larger/multi day projects.
perhaps later this weekend I will tally up 2005 results– because it has been a while since i broke all this down. and apparently my ratio has gotten better since the last time i tallied all this
approaching the question———one way I think I am at 50%—is i try to “prequalify”–on the phone–screening out landlords, real estate agents, people who say they are getting 5-10 bids, people inconveniently far from my home etc.
BUT—there is one type of person I have a difficulty sufficiently screening
let’s say I am in a neighborhood doing a roofing project–it attracts attention.
Often someone will stop as they are driving by–or some one from down the street wanders over—–and invariably–the question is” I live in that blue house 4 doors down—-could you stop by and look at my roof and tell me how much it would cost to replace that roof”?
on the surface–this looks likean invitation to sell a project——-but experience tells me this has NEVER resulted in a sale for me—what they really want is a free inspection, an idea what it might cost5-10 years in the future if they EVER get around to re-roofing,-or they just want to know indirectly how much my ACTUAL customer is spending.
usually I explain I am busy working on THIS project–but at the end of the day I will stop by before heading home——-invariably—the “prospect” replies—” I will be gone then–but just leave something in the mailbox or the storm door for me”
remember–this NEVER results in a sale—-and for virtually zero effort and NO cost–this prospect secures valuable info–or otherwise amuses themself.
What to do???— I will tell you–in the past I was HAPPY to give propsals when the prospect wasn’t at home– i can do so quite efficiently-in and out in a few minutes————————
but there is not much return on that–and it is entirely price driven( what else do they have to decide by)
sooooo, I am making a concerted effort this year—the prospective customer MUST meet with me when I inspect and give the estimate—even for the SMALLEST project—if they won’t invest THEIR time– I won’t invest MINE
how I think I will handle these sidewalk superintendents is” I would be happy to look at your project sir, If you will just give me your phone number I will call this evening and we can arrange a time for me to meet with you and discuss this work”
IF this DOES result in a phone conversation- I can then put them through my normal screening process when I detrmine if they are SERIOUS about replacing a roof—if they are not serious——but just fishing for info–I can suggest an inspection fee—–and if they don’t bite on that—for about 3 minutes of total chat time–I have saved 45 minutes of on site work.
what do you all think?—is there a better way?—basically-I want the prospect to invest some time as well.
Thank you,
stephen
Replies
What about hitting them with some prescreening questions right there at the road? How old is the roof? Is it leaking? What do they think is wrong with it that need you to look at? That ought to give you a clue as to whether the roof really needs replace/repair and that your services will be bought. It might get them thinking whether they need to spend the time having you over to spend your time doing nothing.
Here's my card, what's your number?
edit for typos
Edited 3/24/2007 9:25 am ET by john7g
john--thanks for the input.
I gotta confess-- I don't think well on my feet.
and-- if I happen to be on the ground during a roofing project----- I am really in the middle of something important---and I am hot, and sweaty and dehydrated, and under the gun, and it's probably gonna rain any minute--LOL.
really--- i don't have TIME for lookiy loos at that point-------- AND I don't have patience.
what I see---is I need a standard tactic that I can settle on ahead of time to handle this problem on the spot--in 3 sentences----without getting into an extended conversation---OR-more realistically a way to steer them into my standard" phone" pre-qualification program.--- I just don't have the time,talent or interest to do it face to face in ANOTHER customers ( paying customers) front yard----
I am open to suggestions--
stephen
what I see---is I need a standard tactic that I can settle on ahead of time to handle this problem on the spot--in 3 sentences----without getting into an extended conversation---OR-more realistically a way to steer them into my standard" phone" pre-qualification program.--- I just don't have the time,talent or interest to do it face to face in ANOTHER customers ( paying customers) front yard----
I would think you would be able to create a simple 30 second commercial for exactly that situation. Something like this:
"Thank you for invitation. Unfortunatly, I am on a very tight time schedule today but I would love to look at your roof. If you could be so kind as to call this number and leave your name and number, I'll call you tonite and we can set up an appointment".
What have you got to lose? You've already said that you have never had a successful encounter walking over there, so if they never call, you'll still be batting 1.000! If they call and leave the number, they give you your chance to prequalify them on the callback.
blue"...
keep looking for customers who want to hire YOU.. all the rest are looking for commodities.. are you a commodity ?... if you get sucked into "free estimates" and "soliciting bids"... then you are a commodity... if your operation is set up to compete as a commodity, then have at it..... but be prepared to keep your margins low and your overhead high...."
From the best of TauntonU.
thanks blue----- that 30 second commercial is exactly what i was looking for.
ya know---it has been several years since I sat down and calculated my closing "ratio"-----last time it was around 1 out of 4 or 1 out of 5 over all----but MUUUUUCH higher if I had some personal connection with the prospect.
now apparently it's around 1 out of 2 over all----and STILL higher than that if I have some personal connection with the prospect.
Yestwerday afternoon I made appointments to look at 2 small projects.
i gotta say-- it was kind of a buzz to go to those appointments KNOWING statistically---one of them was already in my pocket.
how did it work out????----( I had never met either of these too people previously)
well the statistics held true------ first prospect bought on the spot-------and she bought the more expensive of the 2 options I showed her, after explaining WHY that option was so much better------ I wil return in about 2 weeks to do that project and at that time I am to give a proposal on a even more fun project.
second project did NOT buy on the spot---frankly I never held out much hope on that one all along. He may call and buy later---but i don't think so----for reasons to convoluted to go into now
end result is--- these sales calls are kind of fun--and a lot less annoying KNOWING I only have to make 2 calls to net one sale( statistically). I suspect I will be much more willing to invest more time and energy in each one--knowing I am closing at that rate.
He ck-- i only have to make 140 of these a year---that shouldn't cut into my bicycling time that much!
crystal clear this morning- i am gona just let the sun pop up over the horizon--and then I am off on a 30 miler--my first " longish" ride of the season.
stephen
stephen... i think you're on the right track..
another 1 i've identified is the " my friend ( brother, cousin, mom.. etc ) is looking for a contractor... would you give her ( him ) a call ? "
i don't want to give them a call.... it is not going to set the stage for me...
what i want is for them to call me... if they won't initiate the contact.. then it means they have not differentiated me from anyone else
so i want to move it back on my turf .. like you do... by asking them to give you a call later on
sometimes i will go and look at their project without the call..... but i really shouldn't, it is probably going to be a waste of time for me AND them....
one thing i hate is to look at a job i really don't want to do..... i think it leaves a bad taste in their mouth.. not conducive to getting good jobs from others
anyways... pre-qualifying is the key.... but the answer to that is what this thread is all about , ain't it ?
Mike------- the " my friend, brother, neighbor etc. is looking for a contractor----"
yes I have identified that as well----------- I give them a card--or a door hanger--------and tell them " I would be happy to talk to your friend---have them give me a call and we can set up a time to meet and talk"
I really want a prospect to initiate the call--------cause IF I call--- i might as well be dialing numbers out of a phonebook randomly.
Rain here today---with more threatening--and endlessley in sight for next week
went over to my existing customers project today--and pre-cut slate in the garage out of boredom.( I have 2 sq. of slate to scallop the edges on)
came home and pulled out 2005 results---133 proposals resulting in 79 sales
whish is a slightly better ratio than 2006
maybe later i will lookat 2004 results( that might be the last year i tallied this)
Interestingly-----" shut up and sell'--indicates we should try to get a prospect to take positive actions------ " here-pick this up-feel the difference between these 2 products?--which one do you prefer ? Try this?----" ETC.
Getting a prospect to call US and set a specific appointment--would seem to fall into that category.
i don't think I want to sell more( bad salesman remember?)- I just want to sell pretty much the same volume--more efficiently, with less time wasted. AND- I want to sell a few slightly different,but related services
stephen
>i don't want to give them a call.... it is not going to set the stage for me...what i want is for them to call meAbsolutely. If you're calling them, then likely you're in the spot of having to convince them. That's the wrong side of the equation to be on. Much better if they're trying to convince you that it's a project you'd want. You get better terms.I get a lot of, "They're looking to build a [church/school/home] and your stuff would be perfect for them because the last one [burned/blew down in a hurricane/got termites]. You should call them." My close rate is 100% on those (or 0). What's 0 sales from making 0 calls? Undefined.
HAd a neighbor walk up my driveway a few weeks ago while we were working outside. She asked me to come give her an idea what a small job would run her. I told her when she "and" her husband were available to discuss the project to give me a call to set up an appt. I handed her my card and she asked me if I could come right then...meanwhile she could see us carying a stack of rock in the house...sheeshhh. Anywayz..no call...I pass her house the other day and see a crap cardboard sign with the name of some carp on it out front and a "car" w/roofracks and 2x3's on it...LOL.
We're talking a 2+ million dollar house too...geezzz.
http://WWW.CLIFFORDRENOVATIONS.COM
..... see a crap cardboard sign with the name of some carp on it out front and a "car" w/roofracks....
They're just keeping their overhead down to compete in this dog eat dog world!
Doug
What Smith said. Give them a card, tell them you're busy with this job right now. If they'll call your office, you'll be glad to set up an appointment when it's convenient for both of you.
I think you're right about 9 times out of 10 it being curiosity about how deep the neighbor's pockets are.
http://logancustomcopper.com
http://grantlogan.net/
"We have enough youth, how about a fountain of smart?"
what if you price conditioned them on the spot by giving them a range of what the average roof costs. Most people I talk to know their squares and want a per square cost for 30 year shingles. If you tell them the range and what it depends on then they might be more likely to discuss it in depth to discover what the differences are. I have the master elite certification from GAF and I use that as a selling tool also. better materials, better warranty, sure it costs more but the customer gets peace of mind. works for me.
Seems to me you have already decided you won't be doing business with that tire kicker, Stephen, that because of your previous experiences, you don't expect to make a sale. People pick up on negative vibes like that even if you try to mask them.
I'm sure you've had the experience at some point of thinking "I am going to make this happen", I mean something that could just as easillly NOT happen, and by the end of the day it did?
Positive thought is extremely powerful. So is negative thought. Remodeling contractor who once visited the Glass City.
jim---there is undoubtably a certain amount of that.
but , knowing myself-- i don't change gears easily from --say roofing demo, to sales mode.------- much the same I think------ you don't use a sledge hammer to demo a wall--and hang crown molding 15 seconds later.
If I can get the prospect to call-set an appointment and proceed on that basis-- I am MUCH more likely to send out the "right' vibe when i am prepared for it.
absolutely- you are correct----- if a person walks up to me un-announced in the middle of a roofing project and wants me to drop what I am doing to satisfy their curiosity---- I probably do give off the aura that they are interupting me
which is why-- i want to steer this exchange to a time when i can sit down, collect my thoughts, and proceed rationally.
cmon, jim--you've MET me-- you know I don't think fast on my feet.
( I would STILL like to know how you made my car horn honk like that--it's never done it since!!!!)
stephen
I think you're right about 9 times out of 10 it being curiosity about how deep the neighbor's pockets are.<<Real similar to when Katrina does open houses on a listing. When the neighbors come its usually cuz they're nosey.
Cept...when they see a sold sign!! Thats why she'll mail out mailers before during and after a sale...saying basically."look how good I did".
We need to do the same really..when they see our signs all over the block/hood it says something about who you are.
Qualifing though IS key!
http://WWW.CLIFFORDRENOVATIONS.COM
Hazlett,
You are on the right track..
Track what works for you and what doesn't. Don't use a canned approached to anything but customize it to the situation. (it sounds like you're already doing that). know what you need to say which isn't the same thing as a canned approach (Ask I'll give examples).
Learn about closes and handling objections.. A close is just a way of respecting others time, "Oh, you're ready to buy? "Here lets get you signed up".. (that will almost never work but it's the idea behind closes. (the fact that it respects your time as well isn't really relavent here)..
Objections aren't really "I don't want to buy from you" but a request for more information.
The only skill is learning to read the differance between no, I don't know enough to buy from you, to no, I have no interest in ever buying from you.. As human beings we sense rejection when others may be rejecting our approach rather than their needs. So you must learn to tell the differance..
Body language helps a lot. AS well as read their eyes..
People can lie with their tongue but the eyes are a dead giveaway if you know what to look for.
When someone comes to you even if their intention may be years down the road you need to capitilize on whatever potential there is in the moment.. You're dead meat, a deer in their headlites..
How you handle the next few minutes will determine if your time is wasted or just banked for the future..
Blow them off, and you've wasted your time.. take the priliminary steps and you have maximised your profit potential.. Priliminary steps need not take but a few minutes and will generate good will rather than a lost sale potential..
Haz, I think you are brilliant! And I think you are doing the right thing by demanding a separate appointment.
You are right....if they won't invest time, then you shouldn't. That fact alone will separate a lot of chaff.
In sales, it's important to invest time and it's important from both parties. The more time invested, the less each wants to skew the deal. If the buyer has invested time in you, they want it to be productive and are more inclined to say yes..simply to protect their time investment.
blue
"...
keep looking for customers who want to hire YOU.. all the rest are looking for commodities.. are you a commodity ?... if you get sucked into "free estimates" and "soliciting bids"... then you are a commodity... if your operation is set up to compete as a commodity, then have at it..... but be prepared to keep your margins low and your overhead high...."
From the best of TauntonU.