It is a very thin line between trying to sell something versus acting as a customers advisor. Times are changing, sometimes a little too slowly for some companies, and everyone seems to be moving towards a more transparent and consultative approach in the construction industry. In an honest attempt to best serve your customers, it can be difficult to devise a sales presentation that offers a full line of products without coming off as trying to upsell the homeowner. There are a couple ways to tactfully pull it off while avoiding pricing yourself out of the game.
Always start by asking the right questions. Find out what the customers hot buttons are and tailor the pitch towards these topics. This needs to be done in a genuine manner and not in attempt to manipulate the situation. It is as easy as displaying a bit of empathy and trying to understand someone else’s perspective. What may be really important to you regarding a new roof may mean absolutely nothing to the homeowner. They may be more concerned about the color then they are about what you are trying to explain to them about ventilation. Learn to pick up on the subtle clues you can read in their body language so that you can tell when they are actively engaged or not. If they are showing signs of interest or excitement then continue down that path and try to elaborate on the subject as it is obviously something that is important to them.
Start out with a more general description of the services that you offer and slowly widdle it all down to a specific product that you think will best fit their needs. It takes a certain level skill, and a bit of luck, in order to accurately predict what will work best for the situation at hand. Often time, it may be as simple as asking the customer what is most important to them in a new roof? You may be surprised how easy it is just to ask the right question at the right time. If they are planning on moving sometimes soon, you know they probably aren’t going to want to hear about any upgraded shingle options. If they keep talking about how they really want the house to stand out then focus on an options that has some curb appeal.
To really drive home the value proposition of a product you need to be sure that you can stand behind it 100%. This means that you have to wholeheartedly believe in what you are selling. Do all the homework you can to make sure that you are offering the best option available, and then take the time to learn the product in and out. Find out why it is superior to other products on the market, find out the technical details involved in the installation, and the warranty that comes with it. To often, home improvement salesman will rely on their wits and ability to tell a good story alone. As easy as it is now to fact check, this old school tactic just doesn’t work that well anymore. Documentation is everything and if you are at least able to clearly communicate the basic facts you are well on you way to outshining the competition.