Closing selling for retail trade

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hey welcome today's video Adam here the roof strategist and today I'm talking retail roofing sales in today's video I am going to cover the entire sales process when it comes to selling retail roofs which is very different than when it comes to selling storm restoration roofs whether it's hail wind tree falling on the house a hurricane or a tornado very different sales processes and what I found is that a well-rounded salesperson is going to make the most of every opportunity in every lead that comes into the office because whether you're just selling retail roofs chances are it's in a matter of time to you encounter a storm damage claim or an insurance claim of some sort and if you're selling storm claims only it's only a matter of time until people need a cash bid now I started off in storm sales and I ended up selling retail as well because of the growing demand once your company is there people will reach out so today I'm going to cover the process thank you to Josh who emailed in Josh says this to me he goes Adam I'm encountering a lot of retail sales and as you know many people if not most people are driven by the price of the product and not necessarily the value so I'm familiar all right he says I'm a relationship builder and someone that aims to educate over pushing volume so it's been a little more challenging to sell the retail side of this business so do you have any tips for selling retail Josh I sure do and before I jump right into the process including some tips I want to invite you to submit your ideas every video you see on this channel you ask I answer so if you want to submit your video suggestions you have two options one drop a comment below or go to the roof strategist comm and enter your email what will happen you'll be automatically enrolled for free in the insiders that's my email list where I send video notifications ideas for lunch time lives and a whole other slew of valuable emails with videos to help you make more sales but most importantly you're gonna get this this is my pitch like a pearl roofing sales training video library there's 120 videos almost all my videos we're gonna be updating this weekly and you can watch any video in the in order or by category so you say hey I want help on pitching click the pitching section or objections or on body language in psychology and you get taken over to that section which you'll see here and just watch any video you want so go ahead to the roof strategies calm I'll send you a personal welcome video and reply to that with any questions that you have that you'd like me to cover here on the channel without further ado let's jump right in I've got some notes prepared for this I'm going to be covering the basics of the sales process and giving you some tips to start applying this in the field because my goal is that every video of mine that you watch you walk away with tactics that you can put to use in the field starting now and start making some money so I'm gonna cover an outline of this you know it's coming and then we're gonna dive into the basics so first there's what happens before you even show up okay it's gonna be different whether you're canvassing to generate your own leads using direct mail cold calling or knocking doors maybe some of the material from my marketing battle pack or if you are getting that lead that comes in through the office someone's saying hey I want a bid or an estimate on our roof so there's there's two different ways to approach that that I'll touch on so there's the pre section before you show up then there's the immediate emotional connection that you create this is the first part of the process that so many people overlook right they say we have seven seconds to form a strong first impression I think it's shorter than that your first impressions in nanosecond then the relationship develops and you've got a good I wouldn't I would challenge say 15 minutes or people gonna say I'd really like this guy or gal or I really don't and it's really important I'll to give you some tips on how to start that relationship off the right way then we have our credibility and social proof okay why should they trust your company why do they know that you're not Chuck in a truck it's no secret that this industry is tainted with bad apples bad experiences and just contractors in general every homeowner has had a horror story right there's I got a bit then there was the surprise bill the surprise cost projects take longer contract your left midway through the job there's everyone's got a horror story so we need to showcase the fact that we are legit we're licensed in if you if it's required and you are in your state that you're insured that maybe you're an accredited installer for a certain shingle manufacturer that you've been in business for X number of years you've installed X number of roofs and most importantly is the social proof that's what other people are saying about you that's what the neighbor said about you the last customer that's the reviews of Google Facebook Yelp homeadvisor right any emails you receive from customers video testimonials there's two sides there's the professional side and then there's the what is the rest of the world actually saying about your company and it's very critical that we lead with that then we slide into our presentation our presentation is so important and I'd say even more important in retail than from the insurance side because a presentation is going to help you deliver the right information in the right order that allows you to answer your prospects questions because you cannot close a deal if they still have questions the quote-unquote I have to think about it objection means you didn't answer one of their questions or they didn't even know what question to ask so there's just this nagging feeling so they will not buy from you so during that presentation you're going to bring help them draw out their questions you want to invite them so you can transition to the close and it's during this presentation that we want to focus on the value and what makes you different which I'll be sharing more about in just a little bit then all right yeah I said objections and I'm gonna hit it again we want to draw questions we want every question brought out before we reveal the price in the next steps so after objections we have the price reveal now there's many schools of thought on this I'm a big believer of multiple tiers of pricing there's a psychology behind this there's a reason behind this it's been tested in marketing since the 50s if not earlier so it's critically important that when you reveal the price you have multiple prices and multiple options three I wouldn't go more you could do two but three seems to be the magic number and I'll explain why if not in this video in a future video after you reveal the price it's time to ask for the business and I'm going to give you a really powerful tool to do this here in just a minute then the last piece is giving the prospect a reason to buy now if they do not have a reason to buy now people are perpetual procrastinators say it again people are perpetual procrastinators they're gonna wait and they're gonna wait and they're gonna wait till the last possible minute and we need to stop that analysis paralysis what is the incentive for them to buy today so cash discount is that an upgrade is it a financing option is it priority service a faster in Sawle date a special gift and extended warranty there's all different ways to do it that some can include cash discounts or incentives and others can just be more on a value or service based side so I'm gonna do a quick summary of this and then we'll talk about them in a little bit more detail first is there anything happens before the appointment okay next is building the emotional connection in the likability factor then we have our credibility in social proof okay why should people believe you why are you professional have you been in business long enough who are you certified by all these questions then we go into our presentation where we showcase our value in our differentiator we overcome objections then we reveal the price three of them ask for the business and give the prospect a reason to buy right now got it all right I'm gonna touch on these very shortly and we're gonna go into greater detail in future videos and hey drop a comment let me know what aspect of this sales process you want help with most said overcoming objections is it presenting the the price is it asking for the business you let me know in the comments below or email me all right so the pre appointment that I got this quote from a book called they asked you answer and the author says that 70 percent of the buying decision is made before a customer even reaches out to you seventy percent so if you're getting an inbound lead to the office I'm calling up for bid that means they are 70 percent of the way ready to buy the only 30 percent is sorting through the usually three to four contractors that they're gonna call for an estimate so if you think about it you only have thirty percent of the battle to fight then if you are setting the appointment whether you're canvassing cold calling door knocking using material and my marketing battlepack to self generate your own leads or if that lead comes into the office either way it is up to you to prime the prospect for the appointment get them is ready to buy as you can't ask questions let them know to what to expect and I include this by the way in the marketing battle pack along with the series of customer emails that ask for referrals and all that but that's that's a story for a different day okay so make sure to get them excited about the appointment use reminders text reminders email specifically and share that information to help them feel comfortable and confident in you before you even show up okay think of it like the handshake that happened before you you met for the second cup of coffee all right then there's the emotional connection now if you haven't read the book pitch anything by Oren Klaff it was one of my favorite and he says that everybody makes a buying decisions based on emotion first and then they validate it analytically so we don't want people to do is just compare price for price right remove and replace roof $7,000 in there this guy's 8,000 this guy's 7800 we don't want them to just start looking this we want to be able to connect with them personally so they buy into not only our product because it's far more than the price but the brand behind it the company behind it the warranty how we do things right the actual shingles the installation practice all of that so it's really important that we connect emotionally with them and here's my best tip to do that out of the gate you ask them I'm so glad we're I'm here may ask you to two quick questions first what are you looking for in a contractor okay great question super open-ended they have to start thinking and if you've been watching my channel you know I'm a big fan of open-ended questions what are you looking for in a contractor okay and they'll tell you well we're looking for someone honest we're looking for does good work and if it's a Mahina and then you can speak to that and however you your company fits that criteria and the second thing what decisions are factoring in excuse me what's factoring in to your decision I'm which roof you're gonna choose which contractor you're gonna choose let them tell you one or both of those questions what do you look for in a contractor in what considerations are factoring into your decision are gonna help you because you'll you'll be surprised everyone thinks it's always priced but it's not people want to experience value they want companies that they can stand behind I know for me I'll always go with the more expensive option knowing that you get what you pay for I know that everybody thinks that way but when you get them speaking first you can speak to that just like I teach by the way if you don't watch my video and canvassing the slap formula and you can learn more about that but in that you ask an open-ended question and then present to their answer those two questions will help you cater your pitch to only the information that you need to deliver because far too many salespeople over pinched they're gonna share too much information in all the wrong areas but when you know exactly what they need to hear you can speak directly to them and trim out all the fluff it's super super powerful then in your credibility and social proof we already went over that sure your credentials are you a certified installer from a certain shingle manufacturer you licensed insured how many roofs have you installed how long have you been in business and then what are other people saying about you show them the testimonials show them the reviews this is super super important same thing if you went online and searched for a restaurant let's say you searched Mexican food or Thai food or whatever you're in the mood for on Google you're gonna see three star reviews I'm not even gonna bother trying but when you see five star reviews half the time we don't even read them we just say hey 540 people rated this 4.8 star on average I'm like an average person I'll probably like it let's go there how many times have you done that click Google Maps take me there good to go that's how we think as humans so that social proof is super important then there's the presentation the value in your differentiator this is a topic for another day but I will encourage you to always have a structured presentation either in a flip three-ring binder on a digital format or at least an outline to follow which by the way I have my 12 step sales process in the marketing battlepack if you want to check that out it's important to have that process you deliver the right information in the right order to get to the right questions to draw all the questions out so then you can ask for the business ok then overcoming objections all right when you overcome objections this is when people have a question and you answer it and it's really important stop periodically this all makes sense any questions for me so far interrupt yourself you don't want people to have to feel like they're sitting on these questions because I'll tell you this if they're sitting on a question up here if they're not listening to you so if you don't pause for a question and I had a question that minute two of your 30-minute pitch didn't hear 28 minutes of it so you gotta get those questions out of the way interrupt got it see what it digits there yeah like that alright then you want to reveal the prices I'm gonna do another video on this as well usually we offer three prices some people will encourage you to do one I'm not saying it's wrong there's a reason I like to do three okay its pricing psychology because people are gonna what they call it anchor meaning they're gonna make their decision based on the highest one everything looks smaller next to a big number restaurants use this one look at a menu you're gonna see a high priced item it's how they can sell burgers for twenty dollars you're not gonna see a burger joint something twenty dollar burgers but you go to a nice steak restaurant and there's a seventy dollar steak on there burgers twenty bucks it's a bargain right there's more on that I'll share it later so reveal three prices usually it's good better best and the best option is going to be the the creme de la creme the upgraded shingle the designers shingle designer colors the fancy warranty all the bells and whistles this one the middle one the good one right and then you've got your basic that's your basic roof but they're gonna be comparing the price on all three all right so we'll share more on that then we want to ask for the business here is my favorite closing technique it's the if-then clothes I've done another video on this as well remember when I talked about the emotional connection and I said you asked them what are you looking for in a contractor and what's the most important parts for you when it comes to making a decision on which contractor to choose when they tell you that this is I use the if-then clothes hey mister homeowner if we can replace your roof for you this option so you point to their better best and and then repeat back what's important to them while making sure because by the way everyone has these very different reasons for choosing a contractor like I have a dog that we adopted that's abused or not now currently was abused she's very skittish I wouldn't want contractors here banging my roof all day I'd literally have to move my dog out I've had customers have this too I worked with a gentleman who had PTSD from serving in our military and we relocated him into a separate home for the day while we did the roof because the noise was very disruptive we want to take care of people so let's just use this example with the dog and say hey if we can replace the roof going through all these items on this option with the color of your choice and put your dog in and you guys up for the day and you know whatever gets you out of a house treat you for lunch dinner would you be willing to move forward with us on your project okay so it doesn't even need to be that I know that there was some monetary exchange in that but I wanted to give you that example what if it was as simple as hey if we can do your roof and with the exact color you want for this right right here while making sure that your pools covered your Gardens covered your garage is covered and that we sweep up your driveway perfectly so there's no nails would you be willing to move forward with us okay it's the if then close and all you're doing is repeating back with they have told you is important when we understand what our customer wants we can present it to them and it's important to follow through of course of course of course don't give empty promises but when you build that emotional connection and use the if then close and you tie that back into your clothes it's very easy to walk away with the business and then the last thing is giving them a reason to buy now it is no secret that we all procrastinate people wait till their tires are running on the threads below the wear bar to replace them why should they buy now and not put it off what is that reason maybe it's a cash bonus excuse me a cash discount if they buy today maybe it's an extended warranty maybe it's you'll treat them to dinner whatever it is there needs to be a reason for them to make the decision now and not think about it because the minute they leave your home that emotional connection is going to start to deteriorate and then they're back to looking at apples to oranges to pear comparison investments which we both know aren't going to be the same so what is that reason is it financing when you have a reason for someone to make a decision there's a higher likelihood of winning the business and when you tie it together from the beginning on that emotional connection and asking what they need to the end of using the if-then and presenting an option for you to help them in the exact way they need help and giving them a reason to buy today you will win the business that's all for today's video if you like this video give it a thumbs up and subscribe to the channel you'll get notifications of one I do lives which right now is Tuesdays and Thursdays it's lunchtime live at a 12:30 central you can also check out the podcast anywhere you listen to podcast there's a little delay on what shows up here on the YouTube channel to the podcast but you can stream any episode anytime on demand in your truck cruising around at your leisure and the last thing if you didn't do it already check out my marketing battle pack there's a link in the description for all my turnkey marketing material direct mail letters call scripts insurance agent referral programs ways to get jobs from Realtors email notifications my referral program the whole the whole kit and caboodle it's all in there and if you're not quite ready that's a-ok I still have a whole ton of value waiting for you go to the roof strategist com enter your email and I will send you the pitch like a pros 120 plus video training library for storm and retail thanks for joining me today and I will see you on the next one