Getting the Job: 5 Steps for Successful Sales
By Scotti Ian Ogden
Owner of Ogden Contracting LTD.
Convert a Lead into a Paying Customer.
Create a successful and repeatable sales process; not only to generate more business for your company, but also to build your confidence in asking potential customers for the job. The purpose of a sales process is to acquire and retain customers by creating a structured approach to convert potential leads into successful sales.
How? A successful sale requires building trust and confidence in your abilities. A sales process involves important steps, each with its own unique purpose and objectives. To close a sale effectively, it’s essential to deeply understand these measures. I’ve created a clear and concise list of steps to include in your sales process and efficient ways to execute them. By following these procedures and creating strategic sales habits, you will have confidence when asking for the job.
My Biggest Mistake… Becoming confident in selling has cost me plenty of mistakes. The biggest sales mistake I made as a young builder was convincing homeowners that I could save them money. I often see this mistake happening in the construction industry. Pitching to save a client money devalues your work and is most often going to work against you. I thought that if I could save the homeowner money by cutting corners (working without a permit, sourcing cheap/poor quality materials etc) then the job would be a success. I was wrong, clients who wanted cheaper work were often the hardest to get payments from. Poor quality/cheaper products broke down and needed more frequent servicing so in the long run I ended up spending more of my own money and time to fix and service them. Now I only sell top quality products. Sure, this may cost both my customer and I more; however, it will leave them with something that will last, and my reputation for high quality work will remain true.
If I could go back twenty years and give myself advice on how to ask for a job, I would say this: “Always be as honest as possible and focus on the customer’s needs. People are not buying what you can do as much as they are buying who you are as a person.”
5 Steps for Successful Sales
Here are step by step success points on how to convert a lead into a paying customer.
1. Address the Customers Needs
Understand Their Pain Points
Take time to understand the potential customers’ pain points and challenges then uncover their needs and concerns.
Highlight Relevant Benefits
Once you understand their pain points, highlight the specific benefits that you can provide to address those needs. Where can your company serve in helping solve potential customers’ pain points and challenges?
Be Specific and Concrete
Use specific examples to illustrate how you can help the potential customer. Example: Case studies, testimonials, or evidence showing how you helped past customers.
Provide the potential customers with options to choose from that are tailored to their specific needs. This can help them feel more in control of the decision-making process. Have at least two options for each of their pain points or challenges.
2. Provide Social Proof
Share Customer Reviews
Share your positive reviews from Google, Yelp, and social media. How are you asking your customers for positive reviews?
Ask satisfied customers for testimonials. You can also share them on social media to reach a wider audience.
Showcase Your Portfolio
Include high quality photos and detailed information about a project highlighting your skills and expertise.
Highlight Your Qualifications
Display your qualifications, certifications, and relevant experience on your website, media platforms, and other marketing materials
3. Offering Incentives
By offering a referral program, you are signaling to your potential customers that your business values customer satisfaction and is committed to providing a positive experience.
Offer add-on services that provide additional value to the customer. Where can you offer additional services? Examples could be offering to install flooring or paint in additional rooms or providing consultations like design or knowledge about their project. This could result in an increased job value.
Offer loyalty options that reward customers for their ongoing business.
Offer financing options that make your services more accessible to potential customers. Examples: Accepting Visa, MasterCard, or networking with a mortgage broker.
Offer a guarantee such as satisfaction guarantee or a warranty on the work you provide as well as providing warranty services for all products installed. You can ask your sub trades to provide you with the warranty to ease your burden. What other ways can provide these additional services?
4. Overcoming Objections
Listen to your potential customers’ objections and concerns. Ask clarifying questions to ensure you understand their perspective and can address their specific concerns. What are common objections and concerns owners typically have? Example, time constraints, budget, or communication.
Once you understand the potential customers’ objections, offer solutions to address their concerns. Produce solutions to the common objections and concerns you listed above. By practicing, you will have a quick response that has been thought out ahead of time.
Use evidence such as case studies, testimonials, or certifications to support your claim and demonstrate your expertise.
Address the Risks
Forecast any potential risks associated with the project or your services. Explain how you will mitigate these risks and provide reassurance to the potential customers. Perform a S.W.O.T analysis for each potential risk or concern.
5. Creating a Sense of Urgency
Limited Time Offers
Create a sense of urgency by offering limited time offers or promotions.
Highlight High Demand
Create a sense of urgency by highlighting high demand for your services.
Communicate Upcoming Changes
Communicate upcoming changes that could affect the potential customers ability to book your services. For example, you could let the potential customer know that your pricing or availability is changing in the coming months and they should book before the changes take effect.
Show scarcity by highlighting limited availability for your services. For example, you could let potential customers know that you have a limited number of spots available for new projects and they should book soon to secure their spot.
Thank You for Reading. If you found this helpful, let me know. Never hesitate to reach out, I could be your first friend in the industry. If you’re interested in reading more blog posts, follow us on instagram or facebook for updates on new posts.