Order Postcards Online

7 Reasons Why Your Sales Are Rotten
by Joe Crisara 

There is an imbalance at many companies that is created when some techs and sales people on your team are performing at a high level while others do not. Many perceive this as just a fact of life and refuse to believe that EVERYBODY could achieve profitable numbers and reach their goals.

A company in the current economic climate cannot sustain this type of imbalance for very long before a financial toll is paid. This will result in fewer profits and ultimately less benefits and pay for all the employees. Many companies have high performers who cannot receive raises because others are not performing and therefore suck the resources from everyone.

So what are the reasons that these "money-suckers" exist? Without further ado, let me share “The 7 Reasons Why Your Sales Are Rotten” right now:

1. Low Expectations – Most of the poor performers have a chromosome missing when it comes to believing that most people given a choice would PREFER to pay more for great service. Don't believe it yourself? Find the finest hotel in your city and try to book a room the same day. You will find it is filled. The Motel 6? Always has a light on for you. How about the best steakhouse in town? Try to walk in on Friday night around dinner time. It is packed even though the average meal is over $50 per person. The Denny's restaurant across the street has a 21 ounce T-Bone steak for only $9.99 and you can walk in anytime and get a seat. Why do we prefer the top-of-the-line services and products? Because in this service economy of ours we ALL work too hard and so when we do buy something for ourselves or our family, we want the best because we deserve it.
2. They don't know what service means – Poor performers rarely treat themselves to the finest service because they are usually too broke to ever experience it. Therefore, they don't know what it is. Great service is defined by its' root word. To serve. Those that do not do it well never offer more service. They only offer the minimum needed to get the problem solved today. No more service for the future and no packaging of a more complete solution that will more permanently solve the problem as well. 
   The bottom line is that you have to experience great service yourself before you know how to give it. Invest in yourself and purchase better services when you can and then learn what it feels like when everything is done for you.
3. They try to sell what is already sold – Selling a solution for a problem that the customer has called you for should be the easiest thing to do. After all, the customer wouldn't have called you if they didn't want it done. You can assume then that the only reason they would change their mind is something the tech said or did.
   What is it they are saying to screw it up? These techs feel they are "educating" customers when they explain a problem. Many techs even bring in the parts to show a customer what is being done. What they are really doing is "boring" them. Your customer is not buying parts they are buying service. Tell them the parts are FREE when they purchase your services.
   Describe what the parts do, not what they are. Speak in customer language not industry jargon. If you want to bust a sales slump practice the principle of listening and not talking. Sometimes the best sales tool you can use is “silence” followed by solutions.
4. They create problems with no solution – There have been many studies on creating dissonance with buyers to get them to act or purchase. This does work, however when creating or explaining problems the solution must IMMEDIATELY follow the explanation of this trouble. Untrained techs explain the problem to the customer way too early before they have found a solution. They go into a diatribe about the lack of maintenance and all the problems with the system and then tell the customer they need to figure a price for all of this. Don't describe the problem until you have priced it first. Remember that dissonance must be followed by a solution immediately to get the customer to act.
5. They disconnect from customers – Hard to believe but true. Poor performers LOVE to leave the customer in the home while they go back to the truck to figure out the price. This is the "kiss of death" to a service sale. Why? Because after the tech has explained the problem he MUST create a solution immediately after the problem is stated. A customer left with no solutions to the problem you have found has no choice but to search for a solution. Where? Well in most cases they are looking through the phonebook for another answer while the tech sits in the truck. Stay in the home with the customer while you price your options.
   You must get to know your customer intimately. Service means being a student of your customer to learn what solution will mean the most to them. Connect with your customer and then use that connection to serve them better.
6. They freeze when confronted with the least resistance – Many customers just say “no” or “think-about-it” as a subconscious reaction to your price presentation. They really don’t mean it and are just testing you to see if you can work through the problem with them.
   Poor performers do not realize that the slightest resistance you give a customer when they throw an objection at you can turn the sale around from no to yes. Question the situation when you are losing the job. Ask the customer why their way of buying is the best way. Taking responsibility by asking the customer where you went wrong is another technique. There is one thing for sure, standing there dumbfounded and then leaving when faced with a "no" or a "think it over" will never get it done.
   Have a passion to serve your customer when faced with resistance. Your first demonstration of your great service is your willingness to hang in there when the going gets tough.
7. They sell to Americans like a communist – That's right, poor performers are not "on code" with the average American when they choose only one repair and then present it to the customer. In the days of the "iron curtain" in communist Russia, the people would stand in line for hours for a loaf of bread. In those days, there was no choice. Only one kind of bread was given to all people. Our country was built on freedom.

To give only one choice restricts people and makes them feel as if something is not right. Show your customer the best option that is the most premium and cost the most. Then show them the options in the middle that have less warranty, service and complete repairs. Then show them the "least" that you can do get it running. We love choices. Don't stand in the way of freedom. It’s downright un-American!

These are the top seven reasons why your sales results are rotten. What can you achieve? It's your choice. Do what you do now and lose, or change and reach greatness that is reserved for the few who dare to want more.

 About the author: Joe Crisara is CEO of www.ContractorSelling.com and author of the book, “The Sales Whisperer” due to be released in the summer of 2009. Joe has helped thousands of contractors change their thinking to grow their sales. Contact Joe at joe@contractorselling.com or call him at 877-764-6304.