In a recent program presented to hundreds of home improvement and remodeling companies, we asked for the most common reasons prospective clients give for not buying. The top four were:
- “We need to look around.”
- “We’re getting other prices.”
- “We won’t make a decision tonight; we’ll get back to you.”
- “Your price is too high.”
While these reasons may not come as a surprise, the underlying truth is that they often don’t address the real reasons prospects do not make a buying decision. Uncovering those requires something most people find uncomfortable: self-reflection.
If you've spent years selling in the construction industry, you've certainly pondered what more you could have done, how you could have responded differently or how you could have been better prepared for a client appointment. Selling is an intricate discipline rooted in comprehending the thoughts and emotions of your prospects. It’s crucial to understand their true needs, which may not always align with what they overtly express.
Even seasoned sales professionals can become complacent and skip over portions of their presentation. They might overlook conducting a comprehensive needs assessment or fail to embrace the "total offer concept." Sometimes they neglect to make one final attempt before leaving the appointment—a tactic known as the "doorknob" close.
It's not easy to turn the spotlight inward and scrutinize your approach. It’s much easier to instead assign blame to prospects for being price conscious, comparison shoppers or procrastinators. But taking a closer look at your process is a better use of your time and energy.
Some questions to consider when examining your sales process are:
- Are you overcompensating by adding lengthy anecdotes to your presentation?
- Do you find yourself dropping the price in response to an objection?
- Are you following a systematic approach to selling?
- Are you delivering customer satisfaction during your presentation?
- Do you believe that you have the best solution to meet your prospects’ needs?
It's crucial to evaluate whether your sales techniques remain rooted in understanding the thoughts and emotions of your prospects, and in this ever-evolving landscape, continuous enhancement of your sales skills is imperative.