HDX Sales Training

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1. 1 Follow me on Twitter @dougdeluca2 Facebook discussion group www.facebook.com/vantagepointediscussion Get today’s presentation online!! Look for me on Email me at:…
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  • 1. 1 Follow me on Twitter @dougdeluca2 Facebook discussion group www.facebook.com/vantagepointediscussion Get today’s presentation online!! Look for me on Email me at: doug_deluca@simonton.com
  • 2. 2 Housekeeping • Restroom breaks – go as needed • In the interest of others, phone ringers off please • To minimize paper waste, this presentation is available online Please withhold questions until end of each section if possible
  • 3. Home Depot Exteriors Simonton Review 2014
  • 4. 6 1. Increase Leads 2. Increase AOV 3. Increase Closing %
  • 5. Sales overview
  • 6. 8 Knowing my customer’s mindset will increase my ability to help the “Buyer” buy
  • 7. http://web.hbr.org/email/form/dailyalert/index.html
  • 8. Decision making criteria Four customer “Must-Haves” 1. Confidence in the Manufacturer/Product 2. Confidence in the Company/Local Service Provider 3. Confidence in the Associate 4. Price/budget range
  • 9. Why Manufacturer/Product? • Do it right the first time • Financial staying power/warranty • Quality = longevity
  • 10. Financial Stability Fortune Brands Home and Security Division FBHS #1 or #2 product nationally in every category
  • 11. Financial Strength Source: http://in.finance.yahoo.com/news/fortune-brands-home-security-reports-200200044.html
  • 12. Why Company/Service Provider? • Staying power • Longevity = good business • Support your local business
  • 13. 16 * Theirnetworth.com • The WORLD’s largest home improvement retailer • $55B* net worth = financial strength • Nationwide infrastructure
  • 14. Why the Associate? • Salesperson vs. Advocate • Credibility gains confidence Most lost sales are lost here
  • 15. Customer Behavior 18 You do this for a living, the customer doesn’t Customer behavior
  • 16. Customer behavior
  • 17. “85% of your financial success is due to your personality and ability to negotiate and lead. Only 15% is due to your technical knowledge.” ~Carnegie Institute of Technology
  • 18. Is your solution the best option for the customer?
  • 19. Associate differentiators – Successful guides Be a people person – John C. Maxwell • Asking questions and getting others to talk about themselves makes them like you more • Step by step guide to change communication approach to maximize ‘likeability’ factor
  • 20. Associate differentiators– Successful guides How to Win Friends and Influence People – Dale Carnegie 15M copies • Become genuinely interested in other people. • Smile. • Remember that a person's name is, to that person, the sweetest and most important sound in any language. • Be a good listener. Encourage others to talk about themselves. • Talk in terms of the other person's interest. • Make the other person feel important – and do it sincerely
  • 21. Associate differentiators– Successful guides Buff And Polish: A Practical Guide To Enhance Your Professional Image And Communication Style - Kathryn J Volin • Proper etiquette • Making a lasting first impression • How to remember a person’s name • Non-verbal communication skills
  • 22. Ask Questions! Effectively gaining your customer’s confidence in you Why are we here today? What do you hope to accomplish with this project? What don’t you like about your existing windows? Follow up questions are necessary to dig deeper Asking the right questions will uncover the customer’s hot buttons and teach YOU how to sell to THEM
  • 23. http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/ From Reverse Selling Psychology by David H. Sandler Asking questions is paramount to the salesperson’s success. The following slides are some examples.
  • 24. http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/ From Reverse Selling Psychology by David H. Sandler Questions alone can sometimes appear harsh and arrogant. A softening statement creates a less defensive atmosphere for the prospect while ensuring a straight answer. Let's look at a few softening statements. Example #2: "Good question." "I'm glad you asked me that." "That's a good point." "That seems to be an important question to you." If you speak quietly and use softening statements, you will calm the prospect, and your questions will surface in a non-offensive way.
  • 25. Asking the RIGHT questions The wrong way Customer: How do the locks work? Consultant: They are dual action cam locks. They pull the upper and lower sash apart as well as the meeting rail together. This, along with additional weather stripping at the meeting rail, creates a very tight seal. Customer: Oh, I see. And they’re strong? Consultant: Yes. Our locks are very strong If you do not know the motivation behind the question, ask questions first until you do.
  • 26. Asking the RIGHT questions The Right Way Customer: How do the locks work? Consultant: That’s a great question, and I will show you. Why is that important to you? Customer: I don’t think my existing locks are very good, and I want to see how these work. Consultant: This seems to be an important topic for you. What don’t you like about your existing locks? Customer: My home was broken into last year. I want to make sure it doesn’t happen again. Now you understand the motivation and can cater your presentation accordingly, directly addressing hot buttons
  • 27. Asking the RIGHT questions “Where did you grow up?” This is a very emotional question. It immediately brings back thoughts of early childhood, siblings, parents, and hometowns. Oftentimes it’s different than the town you’re making a presentation in. Oftentimes it will reveal commonalities and similar interests. That one simple question will guide you to a beginning point of a relationship, and can easily be segued into brief customer history. ~Jeffrey Gitomer, 5 Sales Tips To Cash In On http://www.salesblog.com/5-sales-tips-to-cash-in-on/
  • 28. 31 Customer behavior – Third party Research what the internet is saying about your competition Keep web addresses for all negatives. If backed into a corner, direct customers to resource. Understand customer’s hot buttons through online research http://www.replacementwindowsreviews.co
  • 29. Skill building exercise Flash Card
  • 30. 81% stated that staying within a budget was very important. 72% stated that when shown high value they would definitely exceed budget by 20% Value always trumps price. Customer behavior - Budget In a recent online survey:
  • 31. Why Price/Budget? Value always trumps price Customers usually have an idea of budget range Financing = easier pill to swallow
  • 32. Some interesting background: • People spend more when the $ sign is removed from the quote¹ • Anchoring and contrast means more customers will purchase the middle option - approximately 80%² • Giving the customer a choice of selection, increases the likelihood of the customer purchasing by 300%³ Pricing Strategies ¹ From Cornell University http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-15048.html ² From Peep Laja – “Pricing Experiments You Might Not Know, But Can Learn From” http://conversionxl.com/pricing-experiments-you-might-not-know-but-can-learn-from/#. ³ From Harvard Business – “Why you need to see two products before you’ll buy one” http://blogs.hbr.org/daily-stat/2013/08/why-you-need-to-see-two-produc.html
  • 33. Buying Behavior $$$ $$ $ What % choose B? A B C
  • 34. 1. The most expensive (dream) option 2. Your target option 3. Their budget option Position Yourself $$$ $$ $
  • 35. Option 1 – “Dream Option” “If money was no object” Bay/bow window Wood grain Hardware upgrade French Door vs. Patio Door Energy Efficient glass upgrade If you don’t present it they cannot choose it – and some will!
  • 36. Option 2 – “Target Option” • Meets needs • Exceeds budget 10-30% • “Best bang for the buck” Value always trumps price Done right, this is where most of your customers will end up
  • 37. Option 3 – “Budget Option” At least .01 below budget! • Respect • Effort • Do it right
  • 38. Price Summary • The dream option can increase your average order value significantly. • Your target option is usually where you will land. • The budget option shows the customer the respect they expect from a consultant with good character. • Include a financing option/monthly payment. Presenting three options and monthly financed payments will significantly increase your closing percentage
  • 39. What’s your take? Are these the criteria you need?
  • 40. Speak the customer’s language Benefits Stories Metaphors Resources Personal
  • 41. Features VS. Benefits “Which means to you…” “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” ~Theodore Levitt
  • 42. Value Give the 72% a reason to spend more money
  • 43. Features VS. Benefits ”A benefit is only a benefit if the customer sees value in it.” ~Doug DeLuca
  • 44. Double Hung ¾” Stainless Steel Constant- Force Coil Balance Allows for a maintenance free, system for sash stability. Multiple Chambers Profile Vinyl profiles are filled with 13 dead air chambers that increase window insulation and aides structural integrality Tilt in/Lift out Sash Allow sash to tilt in for easy cleaning Supercept Spacer System Makes for low conduction rates, moisture-resistance and thermal efficiency Contoured Extruded Lift Rails Allows for easy opening –no matter how big the window. Flush Mounted Tilt Latches For a clean, smooth sash rail. Dual Air Locks For ventilation Cam Lock Unique designed secure window lock Fusion-Welded Frame and Sash Profiles and sashes are fused together to create a weather tight, strong one- piece unit. Accessory Groove For the addition of decorative trim & to aid in installation 3 ¼” Frame Allows to fit most openings ⅞” Insulated Glass Unit Double pane, Double strength glass with Low E and Argon Gas for increased energy performance 6500 Exterior Frame Meeting Rail Makes for a tight seal with our patented Inter- locking/Over-lapping design Extruded Screens For strength and durability
  • 45. Getting comfortable Practice!!! Research shows that it takes 21-28 days until a habit is formed. Try these actions for a month and it will become second nature to you.
  • 46. Review Crucial Points: • Four decision-making criteria – customer buy in • Three price options • Ask questions •Get comfortable Put what you have learned here into practice over the next month and watch your closing percentage and AOV increase!
  • 47. 50 Questions?
  • 48. 51 Follow me on Twitter @dougdeluca2 Facebook discussion group www.facebook.com/vantagepointediscussion Look for me on Email me at: doug_deluca@simonton.com Get today’s presentation online!!
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