How to sell remodeling
Sales Training for Contractors: How to Succeed In Sales as a Builder or Contractor
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welcome back contractor flight TV if
this is if you're returning because I've
welcome me back if you're a first-timer
here welcome for the first time today
we're going to talk about the key to
having success in sales when you're
selling your contracting services let's
do it
far too many damn times we put
importance on things that really don't
matter to our prospect what I mean by
that is we've spent time creating fancy
brochures and writing up all this
beautiful copy on our website and we go
out we have this tap-dance of a sales
process where we're like hey we're
really awesome and we don't use
subcontractors we do use subcontractors
we have this many years of experience we
never leave a mess and we do this and we
do this and we do this and we do really
nice work ok all these things that come
out of our mouth might be important
might be important but one of the
biggest mistakes that home improvement
contractors make when they sell is they
think these things actually matter the
prospect more than they do and what I
mean by that is this in our sales
academy guys one the first thing that we
teach is you have to understand the
motive of your client of your prospect
people buy for their reasons not yours
time and time again I'll see posts in
our social media channels and comments
here about you know I went out and I you
know I can't believe that they they
weren't impressed with my years of
experience and our quality of work and
this and that and sometimes I'll reply
and I'll just go what what was their
reason for wanting to buy what was their
true motive guys fancy brochures years
of experience competitive pricing blah
blah blah
these things might matter to your
prospect but make no assumptions you
know that old acronym or whatever my
grandmother taught me I don't know if
it's an acronym but it you know when you
assume you're making an ass out of you
and me okay make know with some
that's one of the worst things we could
do in the sales process okay until you
truly connect connect with your prospect
as a human being that has fears and
concerns and dreams pain pleasure really
those are the two reasons that we buy
right I'm buying because of the pain
that I'm feeling here at my heat ain't
working or the pleasure I want to have a
kick-ass you know backyard that I can
entertain that's pleasure okay until you
connect with them as a person you're
gonna be fighting a tougher battle in
the sales process okay remember I've
said this a thousand times probably in
this video are people by for their
reasons not ours understand them first
and selling becomes easier so I want to
give you a word track here one of the
best word tracks I've found through the
years to really understand somebody's
motive for buying is gonna look like
this okay let's say I'm I'm a kitchen
remodeler remodel kitchens bathrooms
whatever and no well behind the camera
is my client and I'm on the phone I'm
standing there with them however you
shaking this whole thing up I'm gonna
say at some point you know hey no well
listen I uh super appreciate you having
me out here to talk about your project
or blah blah blah I know you have a lot
of choices and it looks like you're
gonna end up going forward with this
project it's with someone at some point
am I correct in saying that they're
gonna go yeah we're definitely doing the
job I'm gonna say okay that's what I
figured so I just really want to
understand what's important to you and
so let's pretend see I'm putting them
into a future state let's pretend
they're visualizing pretend that you're
looking at the finished kitchen and
you're standing at the the new island
that you have there and you're writing
the final check to whoever you decided
to have do the project for you what
would need to happen in order for you to
feel this was the greatest experience
you've ever had with a contractor and
then shut your mouth
you shut your mouth you might have been
talking about your experience you might
have been talking about all these other
things if you're you know throwing all
that at bottom but when you ask a
question like this it's an open-ended
question they're gonna give you what's
truly important to them
you might hear things like I don't want
a to-do list after the contractor leaves
and I'm gonna mirror that I'm gonna say
to-do list I'm gonna ask it a question
like that and they're gonna say yeah you
know if it seems like every time that we
have a contractor in here they come in
they do nice work and it's great but
then I got a week of freaking cleaning
up after him and whatever it might be in
fact in my life we had some what did I
have done it was up I had a plumber had
to come in and do something with a drain
or a piping and stuff in my basement my
old home and they they cut the basement
floor and I spent I don't know a week
and a half
cleaning up the dust okay from them
cutting the concrete and I had left
plastic for them I had left tape for
them I'm like it's really important to
me that you guys you know don't leave a
mess and you know and I walk down there
and they're they're cutting the concrete
and it's shooting dust into the toy
closet that we had at the time for my
little kids when they were younger and I
had to take all the Legos out and clean
although I mean guys it was a pain in
the ass so if a contract the next
contractor came in if he would have
asked me hey what would make this the
best experience you don't think for a
minute I'm gonna go back to that last
shitty experience I had with that
plumber I'm gonna bring that up and I go
you know listen I I just and a good
contrary to ask good open-ended
questions who understands their motive
who's not gonna just you know tell them
how great they're we're not gonna leave
a mess I'm gonna dig into that a little
more and truly understand and this is
what connection this is one simple
example of what connection looks like
when I'm talking about when you success
in sales is about connecting with them
it's not all about the things that you
think are important so guys here the
point here today take the time in your
sales process to truly understand their
motives for buying sometimes it's speed
sometimes it is price and you know
what just because it might be priced
doesn't mean the Rollo Ball customer it
just might mean we've got to sell this
house and we got to get out of here
quick you know because we're being
transferred or whatever there's
going on in their life doesn't mean
they're cheap it just means they're not
willing to pay for the big high-end
thing that you might think is super
important right now okay I could give
example of example you have situations
like that where they ended up being a
good client for us because we understood
their motive even though we weren't
doing the big high-end job one example
would be during the last the recession
of 2008 we were we were painting some
bank owned properties that needed to be
flipped they just wanted to freshen
those things up so it was easy for us to
go in there do you know some little
patching throw a coat of paint on there
we got money hit our margins they
weren't paying some big Taj Mahal
high-end paint job and everybody was
happy happy but it all starts with
understanding their motive make sure you
take the time to understand that if you
want sales everything in the sales
process to be easier going forward I
appreciate you guys hanging out with me
here today on contractor fight TV if you
want to learn how to sell hit the link
in the description below go to
contractor sales academy.com we've got a
lot of good stuff in there we got
several hundred contractors from all
over the place from all different sorts
of trades where they're learning how to
do this and they're making a butt ton
more money they're saving a ton of time
because they're really focused on this
first step here in our process our
five-step process of the motive you guys
Rock I got a roll and I won't do that
again we'll see
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