The number-one reason a homeowner will do business with you is because they feel they can like and trust you. So many of you reading this today have gone through training on how to communicate with homeowners in hopes of building that connection. However, I’m sure everyone reading this will also agree that at times it’s easy to fly through the steps of a service or sales call. You begin checking off things to say and do on your mental list. While your presentation may be better than any other that homeowner has ever seen, you can do better. Instead of just getting the business that day, it could lead to a club membership sold, referrals, or even a passionate fan for life.
Here are three simple, yet highly effective strategies you can implement in the home to better connect with your customers and hopefully create a client for life:
- Offer Sincere Compliments – and Follow-Up Questions
Early in the service or sales call, you know that a great way to “break the ice” is to offer a sincere compliment. The compliment may be on a piece of artwork in the customer’s home or the car sitting in the driveway. The mistake too many salespeople and technicians make is to offer the compliment and then not allow it to become a center point for your early conversation.When you offer a compliment and quickly change the subject, it comes across as insincere. It sounds forced―and it is forced. Rather than offering the compliment and moving on, be inquisitive! Act like you’re talking to a new neighbor, which is to say, don’t rush to the reason for the call. If you compliment a piece of artwork on the wall, ask who it painted it and maybe where it was purchased. Ask if it held any significance to the family.After you’ve asked follow-up questions, be quiet! Let the homeowner talk. Look them in the eye and be interested. The goal is for you to demonstrate that you’re a sincere individual—so be sincere!
- Be Empathetic – and Relate
You’re in the home for a reason. Something needs to be repaired or something needs to be replaced. It’s highly likely it was unexpected and it’s going to require a significant amount of money to make it right. People are frustrated when you’re in their home. You know this―I’m not sharing anything new.In training, we teach about the power of being empathetic. Understand the homeowner’s frustration. Say you’re sorry that they’re experiencing this difficulty—and look like you’re actually sorry. But I suggest you can take empathy a step further―by doing so you can begin to foster a relationship with the homeowner.Rather than simply apologizing for the problem the homeowner is facing, relate that person’s problem with something you or a family member or a friend faced. Say something like, “Mr. Jones, I’m really sorry you’re dealing with a broken widget today. You know, my mom recently had her widget breakdown. It happened on Thanksgiving and she was in a panic. But we were able to get the issue resolved and we still enjoyed a great day with the family. I promise I’ll get you taken care of just the same way. I know how frustrating a broken widget is.”
- Be Thankful – Be Personal
It’s the end of the service call or sales call. It was a success. You secured a big ticket. You’re feeling good about yourself. You thank the customer sincerely for his/her business and you head out to your vehicle with a big smile on your face. Another job done well, right? I suggest there’s something more you can do than simply thanking the customer.Before leaving the home, are you making sure to give that customer your business card? If not, you should―and I suggest taking it a step further. Before giving them that card, get out a pen and handwrite your work cell-phone number on the back. Tell them if they have any questions whatsoever about the work they had done that day to give you a call so you can explain it again. This simple gesture helps alleviate any buyer’s remorse. And it’s an impressive personal touch.Speaking of personal touches, I’m also an advocate for handwritten thank-you notes. It doesn’t matter if it was a simple, inexpensive repair or a massive ticket you sold, a handwritten note to a customer means a lot—and it only has to be one or two sentences. It stands out. I promise you it will earn you repeat business you might not have secured had you not sent the note. Be sure that your office helps you in getting these notes out to customers. The technician or salesperson shouldn’t be solely responsible.
The above are three advanced, yet simple strategies you can employ to take your presentation with the customer to another level. Implement them and you’ll be amazed how clients will respond.
By the way, if you’re reading this and you have NOT been to any Learning Alliance trainings—or you haven’t been to training in a long time—I highly recommend you attend either Service Essentials (for all technicians) and/or Advisor Essentials (for salespeople or individuals who are asked to sell as a part of their role). For your convenience, there are classes held every month across the country.
Click below for more information on either class:
If you have any questions, call Gary at 941-702-9623.