I’ve got enough work, probably about a third of the jobs I bid on. My ratio used to be higher but I adjusted my pricing and am getting the profit I need and want. Never-the-less, I quite often miss out on the jobs I actually want, and end up making my living on the second choice stuff.
I think that one problem is that people vary greatly, and that a sales technique that works well on one prospect can be counter-productive on another. Anyone want to comment on this? Maybe share techniques that have worked well for them?
John
Replies
If you're landing one out of three, I think your batting average isn't too bad, which in a nutshell to me says your pricing is about where it needs to be. So the jobs you really want, if you're not going to change price, you gotta find out more about those people and what they want than you do with others. Build the relationship. Devote some time. I know it sounds corny, but your excitement can be a little contagious. Customers that can read a genuine interest on your part that goes beyond just a financial one could find some motivation there.
"If you pick up a starving dog and make him prosperous, he will not bite you. This is the principal difference between a dog and a man." - Mark Twain
I'm a homeowner with quite a bit of familiarity with contracting (from the customer end, both at home and at work). I am not a contractor. Here are some impressions, which perhaps may help.
I think the construction and remodeling industry has such a bad reputation because of the general level of professionalism in the field. There are so many contractors who are unskilled, shoddy, rude, and so forth that the typical customer is, justifiably, nervous at the prospect of hiring a contractor. They have little ability to judge one contractor against another and fear the worst. There are many excellent contractors, but the general customer hasn't a clue how to pick one.
So, many customers, I think, buy on comfort. If they develop a rapport with a particular contractor, they find the contractor friendly, patient, professional (for example, returning calls, being on time for appointments, estimates prepared neatly, truck orderly) they are reassured that they won't get stuck with trouble. I think it's vital for you to present yourself in a way that gives potential clients a warm feeling that you stand out from the crowd, that you can be trusted in every way.
John,
I'm a little unclear about your question. Do you qualify leads on the phone, or are you looking at and bidding every project that comes along? There are some jobs I don't do, like roofing. If someone calls for that my response is, "I am not pursueing that type of work at this time. I typically am doing kitchens, and bathrooms, with some general remodeling, and additions in the mix." I will spend some time on the phone with them, telling about myself, and learning about them. I'll give recommendations of who to call, and I'll ask them to call me again when they do their bath, or kitchen.
So when I am looking at a job, I am already interested in it. If there is something That I cannot do I simply bow out by saying, "I don't believe I am the right person for your job." I'll give them some names, and repeat the type of work I am looking for.
At the jobs I am trying to sell and close I give the client a "fact sheet", that tells about my background, experience, training, and a few other details that I want to help seperate me from the competition.
To build trust, I connect with them on some aspect not related to the job. Hobbies, people we know in common, where they work, church, kids, grandchildren, deer hunting, camping, or whatever.
As far as techniques go there are a few that I use. One is to ask a series of questions that will be answered with "yes". "Can we fit your time frame? Can we meet your budget? Can we start 2 weeks from tommorrow? Can I bring the contract over tommorrow at 5:00 PM? Can you have a deposit check ready then?"
Another technique I hacve used is the "Feel, Felt, Found" close. Not really a close but it goes like this. "I understand how you feel, Others have felt that way to. What they found was this........." I used it 2 weeks ago on a kitchen lead. Client wants it done before Christmas, and I probably can't do it by then. Sooooooo....." I understand how you feel, others have felt that way to, what they found was that by waiting until January, there was less holiday stress, they could make decisions easier, and subs were more available."
Another technique is the assumption close. You speak as though you already have the job. rather than "If you pulled that wall out it would let in more light." I would say "When we pull the wall section out, you will have more light."
So yer sayin the old Cheech and Chong routine don't work huh?
"sign de papers old man!, SIGN THE PAPERS!!!!!"
"I can't you've broken my fingers"
( I think it was C&C) LOL
Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations.
Sphere,
"Would you like a cigarette old man?''
yes it was C&C, (Up in Smoke?)
Really , we leave the broken fingers and cement shoes to the 400lb gorrilla in the collections dept.
Bowz
"Would you like a cigarette old man?''
"oh, WOW Man, right in the eye"
{G}
Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations.
"...... what do the papers say?"
"That you have not been mistreated!"
Ironically, I think that's what most customers want, simply to not be mistreated.
Like Sphere says ...
just make sure you are asking for the close.
something like 80% of all sales calls end with the salesman never asking for the close.
Can be as simple as ... "here ... sign this."
Or even ... "whadda ya think" ...
Remember ... we do this everyday ... we know the drill .. the average customer doesn't. Even when they want to sign on the line ... they have to be shown exactly which line it is ...
There are countless reports of customers being interviewed afterwards .. when they say ... they were ready to buy ... but were never asked .. and didn't know what to do next.
Myself ... I prefer the assumption close. It fits my personality and delivery.
I also think it the most effective close ... just go thru the pitch ... ask how soon they'd like to start ... "assuming" all the while it's your job already ... then slide over the proposal .. hand the pen .. and tell them how to make out the start check.
That will get any objections on the table ... and fast.
Now ya gotta start working and selling ...
but more often than not ... if you've prepared well and laid it all out ...
You walk out with a smile a signed contract .. and a check!
You can even do the assumptiuon close over the phone ...
after all the bs is over .... just say ... "I have the printed contract in the van, what time would you like me to run by and make our signed copies?"
I don't think of it as pushy ... just time and paperwork efficient.
Jeff
Buck Construction, llc Pittsburgh,PA
Artistry in Carpentry
Personally (as a homeowner who is currently taking roofing bids), the thing that will scare me away faster than anything else is someone who seems too slick, and who is talking about the "deal" he can get me. (Another thing is someone who keeps cancelling appointments, but that's a different issue -- though often the same vendor.) For a major piece of work I look for someone who is organized, reasonably efficient, has his ducks in a row, but isn't "slick". Earnest, not pushy. If he wants a job (because he'd enjoy it) he should say that. I like happy, motivated workers.
For a smaller job (say a chimney repair) I might actually prefer a guy who seem a bit disorganized. He's more likely to be an artisan.
But then I'm strange.
John, what types of customers are you dealing with?
Homeowners? General contractors?
Referrals?
What are the types of stuff you are missing?
I'm just curious.
We deal with GC's (residential home builders). Price is always very high on their list. 11 times out of 10, were explaining why we are higher and why they should use us.
Were under 50% closing, but after we do one job, we usually can do more without haggling. We always end up turning work away. The selling always comes in the late winter, early spring. Our michigan building cycle sucks.
One tip, always gather as much emotionally charged information and regurgitate it back to them (in writing if possible). The Feel, felt, find thought mentioned above is excellent advice.
If I was remodeling (which I won't), I would be doing a serious pre screen. I wouldn't schedule any meetings with someone that was calling more than three competitors. I'd want to know who reffered me (I'd assume a referral and let them straighten me out) telling them that more than 95% of my work is referral based. If the type of work didn't fit my style or crew, I'd have a thorough referral list to pass on.
I do my own prescreening with builders by talking to some of their trades, walking their current house stock and forming conclusions based on suppliers. For instance, I NEVER deal with builders that use National Lumber...a local noted discounter. The lumber is cheap, and junk. The builders that use it are usually the kind that want you to make their crooked stuff straight and bitch about every minor flaw in your frame, while totally ignoring the woeful c r a p that they call lumber.
Assmptive closes are good, so is getting a ton of affirmatives. If you can get seven affirmatives before you do your trial close, you're probably in.
One question...do you think you are a good salesperson?
blue
John, what types of customers are you dealing with?
Homeowners? General contractors?
Referrals?
What are the types of stuff you are missing?
Exclusively homeowners, not many referrals yet as I haven't been in this particular line of work long enough. The jobs I'm not getting don't seem to have anything particular in common.
One question...do you think you are a good salesperson?
No, I don't. I think I tend to be a bit too interested in their particular job, and don't maintain enough distance. I've read various books on the subject but they are often too generalised.
It seems to me that if I establish a rapport with the HO's, and lay out the benefits of what I am offering, deal with their concerns, I'm not sure what else I can do. Fortunately I've got enough work at the moment, but I continue to gather info about this subject, and incorporate it into my presentations
John
No, I don't. I think I tend to be a bit too interested in their particular job, and don't maintain enough distance. I've read various books on the subject but they are often too generalised.
That should make U a better salesman.
JeffBuck Construction, llc Pittsburgh,PA
Artistry in Carpentry