Page 9 - The Compass - Volume 14 Issue 3

LEARNING FROM THE BEST
Then, I’m quiet. Let into your client’s eyes and say, “Mr. Smith, this is a project
them start talking. you can trust us with. I’m going to take care of you. I have
A lot salespeople, if your back. You’re going to have my cell phone number for
they’re not confident life. If you ever have any situations or concerns, give me a
in the product and call.” Homeowners can see that sincerity and confidence.
the value they’re What do you say to customers who “want to think
delivering, they’re about it”?
hesitant to show that Most people today, when someone says, “I need to think
big number. That about it,” we think it’s the worst case. We think they mean
can’t happen. If you a day, a couple of days, or even a week. That’s not so. Most
have any doubts, the homeowners, if you have them both there, they only need
client can see right
BRAD WITH HIS WIFE, JENNIFER about four or five minutes.
through you. You So, when clients tell me, “Brad, I really need to think
have to have confidence. Confidence is king. That’s one about this,” I’ll say, “Great, I think y’all should. Matter of
of my biggest attributes. I have a ton of confidence in the fact, I still need to capture some information, make some
home. I believe nothing is going to stop me. measurements on the system and access holes. It’s going
How do you handle customers who push back on to take me about 10 minutes approximately. I’m going to
the investment? be in these areas of your home. You guys talk. When I
If the dollar amount is a big concern, we have to break that come back in, is that enough time for you to think about it?”
down. That’s when I go back to the True Cost Calculator Most clients will say, “Yes! That’s all the time we need.”
number [that we developed with them]. Ironically, if Most clients don’t need a lot of time because they know
you do the True Cost Calculator properly in front of the they want to be comfortable. They know they want to be
homeowner, they’re always going to buy [their new system] taken care of.
at the same dollar amount that’s at the bottom of that paper. Even with your closing percentage, there must be
It’s not uncommon to have a number on that True Cost times you know a sale isn’t going to happen. What
Calculator of 14, 15, 17,000 as that bottom number. Clients do you do in those cases?
buy close to that number because I think, to them, it’s free There are times you can tell. I think a lot of comfort
money. It’s money they would have spent anyway—but advisors get too hung up in the one or two or more “no’s”
with nothing to show for it. So, it’s crazy how close to that they heard already. A good comfort advisor has a great
number people always buy. short-term memory. You can’t worry about those two or
Sometimes [with cost-conscious homeowners], you three you didn’t close last month. We get too hung up on
have to break down how much they’re going to be paying if that. Here’s how I look at it: There’s always going to be
you do the monthly financing. Here’s what you’ll be saving a percentage of clients that you never want to work for.
off your monthly utility bills. Show them that they’re just There’s a percentage you’ll never make happy. And I have
robbing Paul to pay Peter. You’re just moving money. to have a few left over for my competition—so, I want to
Actually, you’re giving away that money to the co-op and make sure they get those calls.
by spending on additional repairs without gaining any
additional comfort. Instead, you could do something good What advice might you share with other sales
for yourself and good for your family. It’s an investment professionals?
instead of an expense. Ride along with somebody who’s a superstar. See how they
What do you say to people who insist on multiple bids? respond throughout the day. See how they handle their
You’re going to get those objections if you did not do a calls. So, find somebody who’s doing it well and just copy
good job of representing who your company is, and they them. It’s not that hard. Copy what they’re doing. Because
didn’t see your value. I let clients know that approximately if you know it’s successful, don’t try and re-create the wheel.
90 percent of the systems I see installed today are installed Also, learn the True Cost Calculator. There are not
incorrectly. I emphasize our standing on the Better enough comfort advisors who know it. The True Cost
Business Bureau—we are a recipient of the Torch Award Calculator stops people who want to cancel on you after
[for Ethics], which is the highest recognition that comes you walked out the door. Because they remember that big
from the Better Business Bureau. I also really take the time number. They know if they don’t go forward with this
to go over our guarantees. Our guarantees really set us project, they’re still spending that money.
apart from our competition. In our service area, nobody Lastly, don’t stop training. Don’t stop learning. Again,
has guarantees. They have warranties, which are part find out what other people are doing. If you see that they’re
warranties. But no guarantees. When you can look directly knocking it out, ask them what their secret sauce is. 

THE COMPASS | Issue 3 | 2019 9