I have seen some of the best contractor sales presentations fall off a cliff right at the very end for one reason…
No one asked for the sale, shy do the presentation?
If you can’t bring yourself to asking for the sale after getting into your truck, driving to the appointment, spending the time it takes to build credibility and rapport then be OK with “we’ll let you know”. Then shame on you!
What to do instead
There are a number of ways to get to a decision, and it really is a decision you want; either yes or no, but a decision none the less.
Removing all the little no’s during the presentation
There is a way to get to a big yes simply by asking for a lot of little yes’ during the presentation. Things like “you want a yellow back splash right?” or “if we were able to get your widget in by February, that is when you would want to get started correct”?
Now you are removing all the little obstacles that the homeowner could throw at you at the end. It also lets the homeowner do most of the talking, and anyone in sales knows this motto; you have two ears a one mouth for a reason…to listen twice as much as you talk!
What this does psychologically
Once you get the Jones’ used to saying yes, it gets harder and harder for them to say no at the end.
But you have to make sure you ask for the sale!
You have gotten to the end of your presentation, you are sitting there waiting for the Jones’ to say, “great stuff Bob, when can you start”? But that doesn’t happen…ever. Instead, you have to take the lead and direct them to the answer you want by confirming all your little check-in yes’ during your presentation to once again remove any lingering doubt they may have…then you move in and ASK FOR THE SALE!
More jobs are lost because the job wasn’t asked for than for any other reason…trust me, I see it all the time. There is no mechanism in place in most presentations to actually try and deliver the business.
What you may see is something like; the calendar is open next week, or I am on a job now but will be able to fit you in in three weeks. Again, this isn’t asking for the sale.
Try this…
Mr. and Mrs. Jones, have I answered all of your questions satisfactorily? If yes, do you have any further questions that have come up during the presentation? If no, do you think the price is fair? If yes, IS THERE ANY OTHER REASON THAT WOULD PREVENT US FROM MOVING FORWARD TOGETHER?
That is asking for the sale. Anything else is just foreplay! So go back and run through your sales call process right now, and ask yourself this question:
Do you ask for the sale during the call? If not, it’s time to make some changes!
{ 17 comments… read them below or add one }
Such a simple thing, why do we find it so hard to do? Good stuff Darren!
Thanks Chris for stopping by and commenting!
Ok,
So you go to do an estimate and you pull a magic number out of your hat on the spot? That seems a little irresponsible to me as a professional painter. Generally, I will take my notes and figures home with me to come up with the number I would like to charge. After five years of paint estimating I have found that removing yourself from the situation, even just for a minute, before you come up with your numbers helps tremendously. If a customer asks me to give an exact number before I leave, I tell them I will have it to them by the end of the day – and do it. The way I get the sale is by properly describing the work, pricing fairly, and making sure I FOLLOW UP with the estimate and leave no questions unanswered. It seems to me to be more professional than just throwing out a large number at the end of a 30min meeting supported by no details.
Hi Nick….you couldn’t have missed the point to the post more.
Really great stuff Darren. What do you suggest to a contractor that doesn’t present an estimate during the first customer meeting? Most of the time the estimate is sent over by email as a follow-up to the meeting because of the time involved in putting together the price.
Hey Heidi! Good seeing you! Happy New Year! First of all, if possible, I would always present the estimate in person in order to be able to ask for the work. I know it sounds like a lot, but it is ok to have a 2-call close…or 3…or 4. Whatever it takes to close new business in today’s market. I would ASK for the business in person, however that needed to happen. But I am a sales-guy by nature, so that is easy for me to say. Some prefer to hit send and pray, and I get that too.
Thanks Darren. That’s a good point and we are discussing it here in the office. I think on larger jobs we are going to start delivering those estimates in person. If the job is big enough, it will be worth it.
Get back over here Heidi and let us know what you guys did and how it worked! Thanks for stopping by!
in my opinion closing isnt just getting the sale…it could be that you just push for an agreement on the next steps which ultimately lead to the sale.
Thats kind of the little closes philosophy. Get as many yes’ as you can.
I’m not knocking the post. I totally agree you will never get a sale if you don’t ask for it. Many contractors fail to ask, and never get the sale. I guess everyone will choose for themselves when the right time is to ask. For us, it begins at the initial consultation, but continues well past that visit. The main point of the article is correct and most contractors just need to get the guts to ask.
I understand Nick, and I wasn’t knocking you. I am just saying the point to the post is to get as many little YES’S as you can during the sales call. Then ask for the business whenever you are prepared to do it.
Couldn’t be more right. Close early and often. (asking for the sale) I appreciate Nick’s point about coming back, but we are trying to modernize enough that we can do it at the initial call.
I have been in sales for over 7 years (prior to contracting) and it was always the hardest part for me. I found that if I “just did it” that usually I would either get the sale or get to the ROOT of what was holding them back!
Thanks Joe! And this coming from a Pro salesperson!
If you are not asking for the sale at your meeting/presentation, you might as well work as a clerk
in Lowe’s or Home Depot.
I add one simple word to the end of the last question, TODAY.
“Is there any other reason that would prevent us from moving forward TODAY?”
As always, great content Darren.
Great point Matt! TODAY!