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Sell What People Want to Buy

Imagery-It’s not just something they create at Disney, but they sure are good at it. But what does imagery have to do with contractor marketing? Simple. Imagery is the art of selling what people want, not what you have to sell.

In other words, let’s say you are a deck builder, and it is the middle of winter, and you happen to run across the Smith’s who are interested in a deck for this spring.

Imagery is the art of selling the dream, and making that dream seem so attainable (sign here) that the Smith’s would be fools not to do it. But again, you are not selling decks; you sell the dream of sitting on a deck with a cool breeze sipping a cocktail while the lobsters and steaks cook.

I talked about it last week with the plumbing analogy, but this post is more about creating an aura, a dream, during the entire sales process. This makes selling easier for you and your team.

People that are hungry buy with their stomachs, people who want to improve their homes buy with their eyes.

A project book is a great way to promote the imagery you can create for the Smiths. Drop a huge book of completed projects down on the coffee table and sit back and shut up, don’t say a word until they are finished. Then move in for the sale. If they liked your work, then THAT is a perfect moment to ask for the sale.

If you have presented your service, company and yourself properly, then you should have no reason not to ask for the sale. You may not get it, but this is also a good time to make sure you have asked all the right questions and removed all doubt that your work is worth your price.

Remember, paint a picture, tell a story and make your sales call process easier with pictures or videos.

6 responses to “Sell What People Want to Buy”

  1. Heidi Nyline Avatar
    Heidi Nyline

    Great suggestions Darren. We do this with an ipad. We have a gallery to showcase all of our work and it is a huge hit with our customers. I love the idea of a book as well and with all the latest photo books available for printing this is a great low cost marketing tool.

    1. Darren Avatar

      With netbooks and tablets, I don’t know how anyone doesn’t! Great point Heidi!

  2. Joe Farrell Avatar
    Joe Farrell

    I wen the IPAD route last Summer to show off my companies portfolio of work. It makes a better impression with clients and it’s far easier than carrying around a bunch of loose leaf notebooks full of photos – Joe

    1. Darren Avatar

      The tablet has to be a great option!

  3. Sam Bradley Avatar
    Sam Bradley

    Tablets and iPads seem to be the way to go. Besides pictures/videos what other apps are people finding to be useful during sales presentations?

    1. Darren Avatar

      Hey Sam,

      Google Maps and Photoshop. Stay tuned for a post on that one.