Far too often, home improvement contractors focus on the wrong aspects when trying to make a sale. Many prioritize fancy brochures, elaborate website copy, or boast about their years of experience and quality of work, but the truth is, these elements may not matter to prospects as much as contractors think they do.
The key to successful sales lies in understanding the motive behind your client's decision to buy. People purchase goods or services based on their needs and desires, not yours. Time and time again, contractors express their disbelief when potential clients seem unimpressed by their years of experience or high-quality work. The problem is, they haven't taken the time to truly connect with the prospect as a human being.
Understanding the client's motive is essential in connecting with them on a personal level. By identifying their fears, concerns, dreams, and desires, you can tailor your sales approach to their specific needs, making the sales process smoother and more effective.
One effective strategy to understand a client's motive is to ask them an open-ended question that prompts them to visualize the end result of their project. For example, you could ask, "Let's pretend that you're looking at the finished kitchen, standing at your new island, and writing the final check to the contractor you chose. What would need to happen for you to feel this was the greatest experience you've ever had with a contractor?" Then, listen carefully to their answer and address their concerns and desires accordingly.
By understanding the prospect's true motive, you can avoid making assumptions about their needs and desires. Instead of focusing on the aspects of your business that you think are important, take the time to understand what truly matters to your prospect.
Remember that not all clients are looking for the same things. While some may prioritize speed, others might be more concerned with the price. Just because a prospect may have budget constraints, it doesn't mean they are a low-quality customer. It simply means their needs and circumstances may be different from others, and it's crucial to acknowledge and respect that.
If you want to succeed in the home improvement sales business, start by understanding your client's motive. By genuinely connecting with them, addressing their concerns, and focusing on their needs, the sales process becomes much easier and more fruitful.