Read “A Different Point of View: Part 1” here.
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 given the customer 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 presentation: the customer buys or they don’t buy. We spend a lot of time trying to figure how to sell to them. For a moment, let’s focus on why consumers don’t buy.
(Find reasons 1-5 on why consumers don’t buy in “A Different Point of View: Part 1“)
6. Lack of Options Available with Most Replacement Windows
Problem: Another reason that consumers don’t buy vinyl windows is because of the lack of options that are offered. Generally you may have a couple of color options and faux wood interiors (wood grain tape). These options leave much to be desired for the customer looking for a traditional, streamlined window.
Solution: Make sure the customer communicates to you their idea of a perfect window solution. A major advantage of selling the Marvin/Integrity line of windows is that we really can offer the perfect solution. It is easy to distance yourself from the pack by sharing the plethora of options we offer.
7. Lack of Trust of the Industry
Problem: Many homeowners are wary of selecting a contractor to work on their home. Have you ever heard any of these complaints? “They took my deposit and never finished the work,” “They started the job but kept leaving to do other work,” “What should have been a two day job took 2 weeks,” “I’ve been trying to get service but they never call me back,” or “I need parts for my window but the manufacturer is out of business.”
Solution: Make sure to point out that you represent more than an 800 number or a PO Box. You are a brick and mortar location with history, that is easy to find and willing to honor any and all service agreements. You are selling piece of mind. Don’t forget to mention Marvin’s 100 year history, another source of comfort. Marvin/Integrity retailers only work with professional contractors or their own on-staff installers, and they will work consistently and quickly to stay on schedule and for the least disruption for the homeowner.
8. Our Lack of Understanding Their Goals
Problem: You can never afford to presume that you know what the customer wants. The only one qualified to know this is the consumer. Each customer has different hot buttons. Some only care about looks, for some it is the price and for others it may be service. One of our biggest mistakes is selling what you like, not what the customer wants or needs.
Solution: Take the time and ask questions such as “when it’s all said and done what do you hope to accomplish by installing new windows?” Then, listen to the answers. Offer a solution you think fits what the customers wants.
Problem: Some consumers have a general idea of what they think a window should cost. Where do they get these ideas from? Maybe it’s from Uncle Louie who bought windows twenty years ago, an advertisement for a low price window or they may have had estimates from other companies. Once you allow the customer to compare your price without comparing products you lose…
Solution: Be confident and don’t be afraid of our pricing. You need to understand that we are selling quality, experience, and longevity along with a window. Remove quality and the price goes down, lessen the experience and the price goes down, buy a product from a start up and the price goes down. Most reasonable customers will understand that there’s a price to pay for all of our features and benefits. You need to be able to transfer your belief in your company and products to the customer and once you do that it becomes easier for them to justify price.
10. Lack of Trust in The Sales Rep
Problem: Consumers need to believe you are sincere, knowledgeable and truthful. How many of us have walked away from a purchase because we didn’t like or trust the sales rep?
Solution: Ask questions relating to their projects and listen to what they are saying. Be honest when offering a solution and make sure it good for the customer and not just for you. Give them 100% of your attention and treat them like you would want to be treated if you were about to spend $10,000.
By simply understanding why consumers don’t buy and addressing these concerns, you will simplify your sales process. Remember, the best time to handle an objection is before it arises. And the best time to build trust and make a positive impression is within the first few minutes of meeting someone. Show you care about finding the right solutions to make the homeowner’s visions come to life – and you’ll have a better chance of closing the sale!