Page 8 - The Compass - Volume 14 Issue 3

LEARNING FROM THE BEST
On top of my three goals, I always share with every client in what order. I’m going to go through the process of
that I am a Rotarian. I share with them [the Rotarian’s] introducing myself, our company, our employees, who we
four-way test: Number one, I’m going to tell you the truth. are in the community, our ratings with the Better Business
Number two, is it fair to all concerned? Number three, will Bureau. Then, I’m going to start gathering some history
it build good will and better friendship? And number four, using the Comfort Survey. Getting that information from
is it beneficial to all concerned? the Comfort Survey is key because you may come across
I ask people: “Are you okay with my personal goals, and some problems in the home that they’re not even aware of.
are you okay with this personal side of me?” Most people What do you do next?
say, “Brad, I know I have the perfect person in my home At that point, I tell clients that I’m going to take a look at
right now.” the system. I’m going to gather some information and take
Those are the things I usually do to get the homeowner some photos. Always, always invite your client along with
at ease. Again, I have to get their blood pressure down. you. Even if the system is in the attic and I’m dealing with
Because if it’s high, they’re probably not going to take an elderly [person], I’m going to still invite them along.
recommendations from me. They may think I’m trying to They’ll tell me they can’t. I’ll ask if they have an iPhone?
take advantage of them. It comes down to an old saying I I’ll just put them on Facetime. The point is I don’t want
believe in: People don’t care how much you know until you them to think I’m trying to hide anything. [Even with
show them how much you care. Facetime,] I take lots and lots of good pictures.
Do you share all that information right away or does Another thing that helps, that a lot of comfort advisors
it come out over the course of the appointment? don’t use, is a great tool that SGI has available for us called
I normally share my credibility statement early in the the True Cost Calculator. It’s probably the best tool I ever
conversation. One, I need them to know that I’m a personal had because I always want the customer to know that the
authority—I know what I’m doing. I don’t think people are system they have today can always be repaired. I don’t want
comfortable enough to talk about themselves. They hide them to think that I’m just trying to sell them a new system.
it. [The homeowner] doesn’t know if you’re new to this I want them to tell me that they have to replace it. “That
versus someone who’s been doing this for 31 years. system has gotta go.” Those words will never come out of
[My goal] is to get that homeowner to say “ahhhh” or my mouth. The tool that helps me do that is the True Cost
“I know I have the right guy out here today.” When they Calculator.
do, I know they’re going to take my advice. I’m going Once you sit back down with the customer, do
to walk them through their options. And they can feel you deliver your presentation with a booklet or a
comfortable knowing I’m going to help them make a wise, tablet?
educated decision. I don’t use the tablet other than pictures. I still use a booklet
How long does this rapport building last? presentation.
Usually about 15 to 25 minutes. There have been times Once you reach the end of your presentation, how
I’ve been on a call for almost an hour and didn’t bring up many options do you give customers?
the word air conditioning because I know I haven’t built We have five system option packages each with different
good rapport with them yet. When you’ve done this long features and benefits. I walk customers through what makes
enough, you know if you have good rapport to start the each different. I let them decide which of those features and
[sales] process. If you don’t have enough good rapport, benefits matter the most to them. Then, I ask them, “Are
don’t start the process. there a couple of options that you want to take off the page
Where in the home right now?” Now, that usually narrows it down to three
are you giving the options. That’s when you can present down to just those
homeowner all this three options.
information? Do you always show financed prices at that point?
Usually, my favorite When you get to our last page with the options, the bigger
spot is the kitchen numbers in bold, dark print are our monthly financing
table because I have options. Below that in a smaller, light-colored print is the
information I need total investment.
to lay down. I’m
also going to give Once you’ve allowed the customer to narrow it down
them an agenda of to three options, what do you say at that point?
what I’m going to I just ask them, “Of those two or three options, which one
BRAD RECEIVING THE CROWN CHAMPION
AWARD AT 2019 SAN ANTONIO EXPO. be doing today and makes the most sense to you today?” The key word is today.

8 THE COMPASS | Issue 3 | 2019