“I really wish you would stop writing books and giving away all of the secrets! Of course, I’m mostly kidding. Thanks for everything you do to help your fellow contractor, Al. You certainly changed the course of my life.”
Selling doesn’t begin when a Tech is at the customer’s doorstep. It starts when your Customer Service Representative (aka CSR) answers the phone. All sales momentum either builds from that moment on – or it falls apart.
Nope! That’s why when teaching my Sales Power selling system I insist on spending time coaching the CSRs and, if I can get to them, the Dispatchers (aka DSRs) as well.
“Wait a minute!” you might be thinking, “The CSRs and DSRs aren’t selling…right?”
Wrong! CSRs and DSRs have the ability to sabotage sales at every turn if they’re not provided with a documented set of operation manuals and trained how to properly do their job . They need to know not just how to clear the dispatch board of calls but also to how to recognize and then maximize every sales opportunity.
To achieve this, never-ending weekly coaching and daily monitoring is more than a good suggestion. It’s a necessity. Why? Because CSRs and DSRs can either make a Tech soar or they can break them.
Don’t believe me?
When it comes to your contracting business, sales coaching is the key to driving phenomenal sales.
But, how can you effectively coach sales without a repeatable-documented selling system to train Techs how to do sales the right way? The answer is you can’t.
The Tech selling system I teach has five steps. Each step needs to be taught and demonstrated in a certain order because one step builds on the other. If you skip steps, the system falls apart and sales suffer, as does customer satisfaction, a lose-lose scenario that can be avoided!
The five steps are:
Open the Call the Right Way
Gain Permission to Survey the Premises So Nothing is Missed
Price the Work That You’re Recommending Correctly
Present the Menu With What Must Be Done and Extras Worth Considering
Write the Kind of Work Order that Gets Signed
Documenting this sales system has been documented and training your techs on it is only half the battle, however. To gain traction and build a good sales culture over time you will also need to provide never-ending sales coaching for it.
A popular myth today is that “direct mail marketing doesn’t work.” If we’re talking about direct mail marketing done wrong – we can confirm the myth often proves true.
In reality, direct mail marketing done right can be very effective but only if you respect the rules. Here they are:
Rule #1: Use oversized direct mail postcards to send to people who are not yet your customers. It’s got to stand out from the pile of mail you’re working your way through when you’re in your kitchen and the garbage can is right by your feet.
Rule #2: The oversized postcard has got to have a great headline to catch people’s attention or they won’t see a reason to read on. The power of a great headline was true when newspapers were dominant and it’s still true in the digital world today. Headlines are best if they are short (5 words or less).
Put the headline in the form of a question because a good question creates the need to know.
Ex: Want to make twice as much money at work with half the effort?
Put the headline in the form of a profound statement.
Ex: Lose 25 pounds in two months and never feel hungry!