Would it be fair to say that when approaching a consumer during the sales process your focus is on figuring out what it is that will motivate them to buy from you? You have a short window of opportunity to give them as much information as possible to influence their decision, so you are eager to tell them about the many different features of our product lines, our quality installation or your company¹s sterling reputation. Unfortunately, your eagerness can all too easily come across as “feature-dumping.” Soon, you’ve provided the customer with a huge amount of information – but what have you learned about them? Have you asked them about their project, their needs, their thoughts on what they are looking for?
There are two outcomes that take place as a result of our sales presentation: the customer buys or they don’t buy. We spend a lot of time trying to figure how to sell them. For a moment, let’s focus on why consumers don’t buy.
- Fear of Discomfort with Sales Process:
Problem: Most homeowners have heard of or have experienced less than favorable sales calls. “He came in and offered me a take it tonight or lose it offer” or, “He wouldn’t take no for an answer, so we had to ask him to leave.” Can we agree that in most cases consumers are on guard and want to avoid putting themselves in this position?
Solution: During their visit to your showroom take the time to explain how your company does business. Assure them that the process will be low pressure and painless and that ultimately only they know which decision is best for them.
Problem: Since shopping for windows is not an everyday experience for homeowners it is not unusual for them to set unrealistic budgets for replacing all of the windows in their home. They pick a number – or they may not be sure what a reasonable budget is, since this can be a once-in-a-lifetime purchase. Then, they may try to find a window solution that allows them to complete the whole project, often sacrificing quality for the convenience of getting the job done all at once.
Solution: Spend time and explain the differences between cheap commodity windows vs. our products. If your company offers financing, be prepared to give them an affordable monthly payment. They can use the money they budgeted as a down payment. Normalize a partial sale by letting them know that most people choose to invest in a quality window by spreading the project over time, rather than sacrificing quality. Remember this: “I can’t afford these windows” is different than “these windows cost too much.”
- Loss of Daylight Opening
Problem: Customers are aware that using a replacement window often results in a loss of daylight opening especially when replacing casement windows. It’s not unusual for our competition to ask the consumer to sign a disclaimer acknowledging the fact that they can experience significant glass loss.
Solution: When selling against other vinyl companies, we have a distinct advantage because of the narrow profile of the all Ultrex Integrity windows. Make sure that when you focus on the strength of fiberglass, you point out the ultimate benefit is a narrow window frame with little to no glass loss.
Problem: Looks. In many cases people won’t replace their windows because of the overall appearance of chunky white vinyl. Many homeowners’ purchases are emotionally driven and they have a difficult time wrapping their minds around energy efficiency and comfort in lieu of a traditional looking window.
Solution: It is up to you to bring to their attention the fact that they can capture energy efficiency and comfort by using a Marvin/Integrity product while improving on the overall appearance of their windows.
- Avoiding Hassle
Problem: Some homeowners believe that replacement of their windows can lead to major hassles. Disruption of their daily routines, houses left a mess, and scheduling issues are only some of their concerns.
Solution: Take the time to explain your installation process step by step with timelines when appropriate. Let them know that you are aware of the potential pitfalls surrounding the measuring, ordering, scheduling and installation of windows and that you are there to guide them through the process.
Stay tuned for part 2 of this post!