gaf final presentation 9 13 11 - certified contractors network...9/20/2011 11 the roofing selling...

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B t C f I H S l SBoot Camp for In Home Sales SuccessMaking An Impact With Your Clients

Your Drill Instructors… Scott Siegal

Scott Siegal – Maggio Roofing

• Maggio Roofing 1989• Joined CCN in 1997• QR Top 500p• QR Top 200 Specialty• Runner‐up QR Specialty Job Of The Year

• Hanley Wood Big 50 (2009) –1 of 6 specialty contractors

Scott Siegal – CCN

• CCN Company of The Year (3)• Production Mgr. of The Year• Sales Manager of The Year• Most Improved Salesman• Office Mgr of The Year (2)• CCN Best Boss

Purchased CCN in May 2009Purchased CCN in May 2009

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www.contractors.net/gaf

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Discussion Questions

1. How does this characters low self awareness make it difficult for him to adapt to this situation?

2.When people lack self awareness in sales, how does it get in the way?

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Questions:

1. What was the trigger event?

2. What was Jimmy’s emotional reaction to her error?

3. What was going on with Jimmy physically?

4. What is probably Jimmy’s self talk?

5. What was the outcome of this interaction compared to the first clip?

6. Does Jimmy’s anger matter to the player?

Quick questions…..• How many owners?• How many sales/estimators?• Anyone not in the roofing industry ?• Introduce your self and• Introduce your self and….• What would you like to get out of today?

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The Roofing Selling PuzzleThis course applies to roofing contractors featuring the 5 Pieces of the Selling Puzzle:

1. Leads2. Basic Buying Motives

Lead Management

Presentation

y g3. Power Buying Motive (the reason the owner

chooses a contractor regardless the price) 4. Differentiation and sales presentations5. Zero pressure closing.

Power Buying Motive /

Why You?

Proposal

Wants/Needs

Learning Objectives1. Differentiate your offer from the

competition so you become the owner’s preferred roofing contractor regardless your price.

2. Win projects at substantially higher prices than the competition.

3. Stop wasting time with call backs and pressuring prospects with a zero pressure closing process.

What to Expect today…• Since we normally do this over 6 days, we can’t

cover our normal program• We will cover everything except lead

management today

Lead ManagementPresentation

Power Buying Motive /

Why You?

ProposalWants/Needs

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OverviewWould it help you if….

Attitude Your Belief system

• Why People buy• Diagnose the Pain

• Creating an Effective Sales ProposalDiagnose the Pain

• Differentiate• Salesperson’s Job• Pre-Approach • Needs Assessment

• Presentation• Handling Objections• Summary• Forms, letters etc.• Taking it to the next level

Overview

• We will look at …Why people buy• Prospects' needs, how to find out what they are,• How to create a proposal that meets those needs

How to create a strategy for your sales presentation • How to create a strategy for your sales presentation that will help you get the job.

• We'll look at how to execute a winning presentation that differentiates you and eliminates competitionfrom your prospect's mind.

Getting your brains knocked out by ridiculously low prices?

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Faced With Sales Roadblocks?

Sorry….we are going with someone else.

Sorry….but your price is too high.

Thanks…I’ll take your bid

We still have to get another price.

We will call you back.

You are going to need to lower your price.

take your bid to my boss.

Sorry….but we can’t afford it.

Frustrated?Is all this pressure

with the roofing business worth it?

Change…..Definition of insanity• “Continuing to repeat the same behavior,

but expect different results.”…………Albert Einstein

• Years ago I started talking tocontractors about change

• Change is changing.

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Who Moved My Who Moved My Cheese?Cheese?

Who Moved My Leads….Who Moved My Leads….Or CustomersOr Customers

Attitude• Starts with

Answering the phone

• Your belief systemy

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Check Your thoughts and have a Goal• Earl Nightingale “THE STRANGEST SECRET”• Thoughts control your attitudes• Attitudes control your actions• Actions controls your resultsActions controls your results• Results control your Income

• Either you control your attitude or it controls you.

Why Do People Buy

How does the CCN Process Help?

W y o eople uy

Product knowledge or people Knowledge?

• Success in selling is 15% Product• 85% people

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Why People Buy

• How do people make the decision to buy?• Our unconscious mind drives how we respond

to ads, brands, and products/services, , p /

Why People Buy

• 3 Main Parts to the Brain

▫ New Brain (Outermost) Thinks Most evolved part. Responsible for logic, learning, language, conscious thoughts and personalitythoughts and personality

▫ Middle Brain –Feels Deals with our emotions, moods, memory, and hormones

▫ Reptilian (Old) Brain- DecidesControls our basic survival functions

Why People Buy• Main finding among neuromarketing scientists

is that the Old Brain drives your buying decisions

• Old Brain often overrides our voice of logicg• You must learn how the old brain operates and

speak its language

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Why People Buy• There is a way to reach this brain using a simple

language

• 6 Rules

“ ”▫ Rule 1 - Self-Centered – Only cares about “me” –only wants to keep you out of trouble

▫ Ex: A friend gets seriously injured

New Brain thinks about the accident and what you will need to do to help your friend – how much traffic will be going to the hospital, chances of survival, etc.

Why People Buy• Mid Brain – will empathize with him

▫ Feel bad or sad for him

• Old Brain – Relieved its not you that got hurt

▫ It’s a joyful momentj y

• How do you make this work in a sales situation?

▫ Make your presentation all about them, not you or your company.

▫ That’s why this type of presentation works, the first part should be all about the Owners Problemsand not you or your company!

Why People Buy• Rule 2 - Contrast

▫ Needs contrast – needs to see or feel a change (Before and after pics)

▫ Without contrast, there is no decision

Ex:

a. Show pictures of existing house with conditions vs Pictures of house after new roof is installed

b. Give prospect samples of materials and compare to other products

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Why People Buy

• Rule 3 - Tangible

▫ Likes concrete situation – constantly looks for things that are familiar and can be recognized quickly

▫ Don’t use abstract terms

▫ Make sure that a 7 year old could understand your value proposition

Why People Buy• Rule 4 - Beginning and End

▫ We pay attention to the beginning of an event and at the end of an event

▫Rule of 3 (O l b 3)▫Rule of 3 (Only remember 3)

▫ Make your most important points at the beginning of your presentation and repeat at the end

This is why the pre-approach and the needs assessment are so important!

Why People Buy

• Rule 5 - Visual

▫ The optical nerve is attached to the old brain and is 25 times faster than the auditory nerve

▫ When you see something on the floor that looks like a snake – your brain will make an immediate decision to move out of the way –in less than 2 milli-seconds!

Your presentation needs to incorporate visual elements and should not be just be going over a written proposal

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Why People Buy• Show more pictures• Need to make sense in 2 milli

seconds

Why People Buy

• Rule 6 - Emotion

▫ Triggered by emotions

▫ Our brain uses chemicals to flood the brain Our brain uses chemicals to flood the brain when you experience a strong emotion, which directly impacts the way we memorize and act

▫ You need to create emotion so that they remember you and can make a decision

▫ Buying is emotional justified by logic

Reaching the “Old Brain” - Summary• Self Centered – You have to make it all about them

• Contrast - Before/after, with/without, slow/fast all allow the Old Brain to decide. Contrast is a safe decision engine. It allows the 'Old Brain' to make quick and safe decisions. Without contrast, the 'Old Brain' enters a state of confusion, which ultimately results in delaying decision.

• Tangible – Numbers work for the New Brain, but the 'Old Brain' won't decide based on numbers alone. The old brain needs what is familiar and can be recognized quickly. Make it easy for people to understand your value proposition

• Beginning and End- Place most important content at the beginning and repeating it at the end is necessary

• Visual - Make your presentation visual

• Emotion - Create an emotional presentation as the old brain is triggered by emotions

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Selling to the Old Brain• 4 Steps of Selling to the Old Brain

▫ Diagnose the Pain

▫ Differentiate your Claims

▫ Demonstrate the Gain

▫ Deliver to the Old Brain

• First three talk about “what to say” and the last is “how” to say it

Why People Buy• Diagnose the Pain

▫ The old brain interested in relieving pain

▫ Don’t focus on customers wants or needs

▫ Focus on their pain or fear

Would it help you if..Attitude Your Belief system

• Why People buy *• Diagnose the Pain




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Diagnose the pain


Diagnose the pain

Diagnose the Pain

▫ Ask the following questions

What is the source of the pain? Leak

What is the intensity of the pain? Every time rains

What are the worst consequences for not eliminating the pain? Mold/DAMAGE?

Is the pain acknowledged?

What are you going to do?

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Rule of 3

• 1. Find the pain• 2. Fix the pain • 3 Confirm understanding of solution• 3. Confirm understanding of solution

Pain

• Source of the pain:

▫ Identifying the source of the pain is like t ki ti t l t th i ht itaking a patients pulse at the right vein.

▫ It’s the best way to assess the nature of the pain First step toward making sure your product and service is designed to bring effective relief!

Pain

• Intensity of the pain:

Learn to diagnose whether the pain addressed by Learn to diagnose whether the pain addressed by your solution is of high or low importance early on in the selling process. Or better, learn to detect and focus on the high intensity pains!

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Pain• Worst consequences:

▫ Knowing the source of the pain helps qualify the intent to buy,

▫ Knowing the intensity helps measure the meaning of the tension, identifying the consequences validates whether or not your customer has powerful and compelling reason to cure the pain.

Pain• Pain acknowledgement:

It is a critical part of the Selling Process to make the customer acknowledge his/her pain.

• Think about the last time you went to see a Think about the last time you went to see a doctor. Most likely, after answering questions related to your illness/pain,

• You were asked to confirm that the diagnosis made by the doctor was a correct assessment of the source of the pain.

Would it help you if..Attitude Your Belief system

• Why People buy *• Diagnose the Pain *




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Differentiate


Differentiate

Differentiate• Differentiate your Claims

▫ Be different – you have to focus on what is unique about you and your service

▫ Need to establish some contrast between you and your titi

Them $ you$$$

competition

▫ List the top 3 Pains

▫ Describe which unique feature your product or service offers to eliminate the Pain

▫ Describe the resulting benefit as experienced directly by the customer

Claims

• Example of a Powerful Claim• Example of a Powerful Claim

▫ Claim must meet the following criteria:

Be relevant

Must be unique – have to be able to demonstrate your claim is defendable

Credible – you must be able to prove

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How and Why?

Simplifies Product Positioning

Advanced Protection …Leading Quality1.

2. 1. Patented Shingle Design1. 2. High Quality Raw Materials2. 3. Advanced Manufacturing3. 4. More Protection in Weathering Layer

Timberline Ultra

• More dimensional than Timberline® HD™

• Use of coarse backer increases thickness

• Up to 61% thicker than Timberline® HD™

“We Always…” Approach

• We Always Use Leak Barrier… in areas that are prone to leak.

• We Always Use Roof Deck Protection …to reduces chance of leaks and blow offs.reduces chance of leaks and blow offs.

• We Always Use Ventilation… because 9 out of 10 homes are not properly vented.

• We Always Use High Quality shingles …because they are preferred most by architects.

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We Always Use Leak Barrier

We Always Use the Correct Nails…

Gain• Demonstrate the Gain

▫ Must produce the evidence to believe what you are saying is true

V l $$$▫ Values $$$

Financial – Saving money with your product

Strategic – some sort of improvement that will make my business better

Personal – relieve some sort of stress in life

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Gain

• Demonstrate the Gain

▫ Customer stories are the best way to demonstrate the gain (videos, letters, etc)

▫ Use actual Demos with the product

▫ Be clear with the cost of each claim

People prefer a system…

Deliver to the Old Brain

7%

It's not what you say,its how you say it

38%55%

Your Words

Your Voice

Your Body Language

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Deliver to the Old Brain• Need to use three learning Channels

▫ Visual - Pictures

▫ Auditory - Soundy

▫ Kinesthetic - Touch• This type of process uses all of these

Review

• The old brain is driven by emotions

▫ The more senses you trigger and associate with your product or service, the more appeal to your customers’ emotions and influence their buying behavior

• The old brain “decides” on the basis of the gain vs. pain tradeoff

▫ Two basic drivers of all behavior and decisions are to seek pleasure and avoid pain. Most people react to the fear of loss and the threat of pain in a much more profound way than they do for gain.

Review

• The old brain is highly influenced by beginnings and endings.

▫ Put your most important things in the beginning and ending of your process – which is what this and ending of your process – which is what this process does for you

• The old brain is visually oriented and responds rapidly to images –

▫ First impressions are based on your appearance

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Review• The old brain perceives the “pain of buying” in

relative terms

▫ The pain in the old brain is most activated with price – Not in absolute terms but in relative terms (fairness v unfairness or alternative uses of terms (fairness v unfairness or alternative uses of dollars)

▫ How you present or frame your prices could be causing problems

Emphasize “sales” prices –

Utilize “package” pricing over individual components

Review• Old brain understands what is tangible

▫ Promise of “greater happiness” is meaningless

▫ Instead, tell them how they will wake up every day with a smile

How to Find Out What Motivates People to Buy

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Need to address the prospect’s WIFM

▫ Fear▫ Gain/Loss▫ Pride

I i i

▫ Security/Protection▫ Emotional satisfaction▫ Comfort/convenience

Logic vs Emotion▫ Imitation ▫ Logic vs. Emotion

•Need for contrast•Need to be tangible

Bottom Line• Trust & Confidence

▫ In You

▫ In Your Company

Th • That you are:

▫ Knowledgeable

▫ Skilled

▫ Experienced

▫ Priced right

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Sales Persons Job


Sales Persons Job

Roofing Sales StylesBidder - Schmoozer – Client Empowerment

(Psychologically Connecting-The-Dots)

Connect-The-Dots

Nice Person

Schmoozer

Bidder StyleMust Be Price Competitive

Highly Vulnerable To Losing Jobs Over PriceOver Price

Highly Susceptible To Lowering Price To “Buy Jobs”, to Keep Busy

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Schmoozer StyleMust Be Priced Somewhat

Competitive

Highly Vulnerable To Losing Jobs IfHighly Vulnerable To Losing Jobs If Significant Price Difference If They

Did Not Connect The Dots.

May Blame Price For Losing The Job.

Nice Person

Schmoozer

Connect-The-Dots

Client EmpowermentWith Connect-The-Dots You Don’t Have To Be

Price Competitive, Because Of

Differentiation.

When Contractors Are Different The Decision

Is Made On Value Not Price.

96

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Salesperson’s Job• Develop trust & confidence

▫ Reduce their fears

▫ Uncover the real pain & provide the best solutionp p

▫ Demonstrate how they will gain

▫ Create an emotional experience

1st Step in Sales Process

• Inbound lead – appointment setting

▫ Different from your competition

▫ More than just setting a date & time

▫ Initial diagnosis

• Pre-Approach

▫ Appointment setting letter

▫ How to Make A Successful Construction Investment Brochure or similar third party document

What is the Prospect’s Mindset?• The prospect does NOT know much about

you/your company at this point

• Expectations have been set by others –probably low

• Doesn’t want to deal with contractors

• Fearful of the experience

• Result – Everything is scrutinized!

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Pre Approach package


Pre Approach package

The Prospect is Thinking…• Can this company/guy solve my problem?• Can I trust him?• Does he/she have knowledge of my problem?• Does he have information that will help me p

make a decision?• Will I get ripped off?• How am I going to save money?• Will my life be easier or more difficult?• How will my project turn out?

Pre-Approach Package

• Provides information to alleviate their fears

• Provides information that sets you apart from the competition p

▫ It’s not all about YOU…It’s about THEM

• Establishes YOU as the professional

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Pre-Approach LetterConfirmation paragraph:Confirmation paragraph:Following our phone conversation, please allow me to confirm that John Smith, our estimator will meet with you on May 18, 2011 at 10:00am at your house at (address). (insert picture)

P hP hPurpose paragraph:Purpose paragraph:The purpose of the meeting is to determine the best way to protect your house from future roof leaks. We’ll pay particular attention to what is contributing to your current leaks, the effect of current ventilation to the life of your roof and how to choose the best solution for your peace of mind.

Pre-Approach LetterBenefit paragraph:Benefit paragraph:• During our meeting, I am confident we can

identify how your life, like that of all our other customers, can be a whole lot easier other customers, can be a whole lot easier in the following benefit areas... Other people who are enjoying similar benefits such as (customer reference) are extremely happy with the solutions we’ve provided.

Pre-Approach Letter

Risk paragraph:Risk paragraph:• Enclosed is a recent consumer survey published in

Qualified Remodeler magazine indicating the extraordinary risk of dealing with contractors extraordinary risk of dealing with contractors. (48% would not rehire their contractors)

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Pre-Approach LetterConsumer protection paragraph:Consumer protection paragraph:• Also enclosed is a consumer information booklet

“How to Make A Successful Construction Investment” that will help you avoid being one of the 48% and a victim of an unqualified the 48% and a victim of an unqualified contractor. You will find this information will help you achieve a satisfactory contracting experience, regardless of who you choose.

Closure paragraph:Closure paragraph:• We look forward to meeting with you.

Pre-Approach Letter

• P.S. Don’t forget to ask _____ about our Same As Cash Program!

CCN Special Edition Toolbox Customer Satisfaction Survey

• Establishes the risk of dealing with contractors

• Shows favorable results • Shows favorable results of surveys by consumers with CCN contractors

• Points out key predictors of customer satisfaction

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Important Points

How to Make A Successful Construction Investment Brochure • Third party documentation is a critical

1st step in the Sales process. (Doesn’t have to be CCN’s, just use a third party such as GAF)such as GAF)

• Explains what to expect from a professional contractor

• Tells client what is expected from them• Helps set the follow up appointment • Empowers Client to disqualify

competition.

Needs Assessment


Needs ssess e t

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Needs Assessment: Goals• Measure the prospect

▫ Pain/need?

▫ Sense of urgency?

▫ Purchasing capacity?

h h i b▫ What they are going to buy?

▫ Why are they going to buy now?

▫ Why are they going to buy from me?

▫ Possible objections?• Measure the job

▫ Actual measurements

▫ Additional opportunities

Needs AssessmentGolden RulesGolden Rules

•#1 – Do NOT Sell

•#2 – LISTEN

What we do on this callcan Make or Break a sale

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First Meeting

•Show up on time•Knock on Door•Move back from Door•Move back from Door•Greet person with standard greeting•Ask them for permission to ask questions

The Needs Assessment Call• Is NOT about asking

questions

• IS about getting the answers you need to answers you need to solve the prospect’s problem

Avoid being Robo-Salesperson• Symptoms:

▫ Forget to be themselves

▫ Plan their next question instead of listening

▫ Lack sincerity▫ Lack sincerity

▫ Respond inappropriately

▫ Sound sales-y

▫ Miss opportunities to build relationships

▫ Depend on the approach and can’t think on their feet

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How to Become Robo-Salesperson

• Eagerness

▫ Can’t wait to try what was just learned

• Fear• Fear

▫ Not confident in ability to connect without a script

• One size fits all

▫ All questions fit everyone

How to Ask the Right Questions• Avoid rapid fire questioning

▫ Causes prospects to withdraw or to become angry

P f l lik h i d d i h ▫ Prospects feel like they are pinned down with questions

▫ Prospects feel like they are being manipulated

• Phrase each question so that it has only one clearly focused purpose

Use the Basic Questions to…

• Gain insights about

▫ OWNER’S NEED

▫ POSSIBLE DESIRES

▫ SENSE OF URGENCY

▫ FINANCIAL CAPABILITY

▫ OWNER’S KNOWLEDGE

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Tip of the Iceberg• The Needs Assessment questions are really a

starting point

What the prospect What the prospect will tell you

What the prospect is really thinking &

feeling

Why Do I Need to Probe More?• If you are often left in a state of shock when you

lose a sale you thought you had,• Never hear back from a certain prospect who

you thought was great fit or if you’re spending your you thought was great fit or if you re spending your time guessing, hypothesizing, wondering and justifying why a prospect fell into the growing abyss of lost selling opportunities and stalled sales,

• I can guarantee you this; it’s because you’re not asking the deeper questions that need to be

asked.

How Do You Know You’re Not Digging Deep Enough?

▫ Pain/need? Need a new roof

▫ Sense of urgency?

▫ Why are they going to buy now?

They have leaks

Wh h i High

▫ Purchasing capacity? Requesting SAC

▫ What they are going to buy?

A new roof

▫ Why are they going to buy from me?

We’re the best company in town

▫ Possible objections? Price

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Some Probing Questions• Use open ended questions to get an understanding of

the problem• Use closed ended questions to get more specific

information• Probe for clarification: What exactly…What

specifically specifically …• Probe for purpose: Why did you …, • Probe for relevance: How is this related …• Probe for examples: Give me an example of …• Probe for extension: Tell me more …• Probe for evaluation: What are the strengths and

weaknesses• Probe for emotion: And how did you feel when …

Fundamental of Sales• You can’t make a sale without addressing a

prospect’s needs• Think like a doctor• Prescription without diagnoses = malpractice

Another Fundamental of Sales

LISTENThe prospect should do about 70% of the talking

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What is your problem? • POSSIBLE INSIGHT:

▫ BASIC BUYING MOTIVATION

▫ CLARIFY OWNER’S GOALS

▫ DEPTH OF THOUGHT

▫ PREVIOUS EXPERIENCEWhat do you like about what you have?• POSSIBLE INSIGHT:

▫ IDENTIFY BUYING CLUES

▫ CLARIFY OWNER’S GOALS

▫ DEPTH OF THOUGHT

▫ PREVIOUS EXPERIENCE

What do you dislike about what you have?

• POSSIBLE INSIGHT

▫ CONSIDERATE PROFESSIONAL QUESTION

▫ LEARN WHAT TO AVOID

▫ OTHER CONSIDERATIONS

WHY DID YOU CALL NOW?• POSSIBLE INSIGHT

▫ BASIC MOTIVATION BUYING CLUE

▫ IMPROVED FINANCES

▫ KEEP UP WITH THE JONES’

▫ CHANGE OF FAMILY SITUATION

How long have you been thinking about this?

• POSSIBLE INSIGHT:

▫ IS THIS A PROCRASTINATOR


▫ BUYING HABITS

▫ MIGHT EXPOSE LIMITED PAIN

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Have you tried any alternatives?• POSSIBLE INSIGHT:

▫ ARE THEY SHOPPERS?

▫ TRYING TO DO IT ON THE CHEAP?

▫ CREATIVE PROBLEM SOLVERS?

▫ THINKING PROCESS

▫ INTELLIGENCE

Did the alternatives work?▫ POSSIBLE INSIGHT:

INTELLIGENCE

TOLERANCE FOR NOT BEING RIGHT

HUMAN TENDENCY TO REPEAT

Is there a product/color/style that you like?


▫ AMOUNT OF SHOPPING TO DATE

▫ LEVEL OF COMPETITION

▫ CREATIVE SELLING STRATEGY

▫ KEYS TO SALES PRESENTATION

What do others recommend?• POSSIBLE INSIGHT:

▫ SHOPPING LEVEL

▫ LEVEL OF CONFIDENCE IN ME

▫ SELLING STRATEGY

CLUE YOU INTO WHO ELSE IS INVOLVED IN THIS BUYING DECISION▫ CLUE YOU INTO WHO ELSE IS INVOLVED IN THIS BUYING DECISION

Do you accept any of these ideas?


▫ KEYS TO RELATIONSHIPS

▫ POSITIVE OR NEGATIVE

▫ SHOPPING EXPERIENCE SO FAR

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Who else besides you will be involved in making this decision?


▫ OUTSIDE INFLUENCE

▫ MAY UNCOVER THAT THEY ARE NOT A BUYER

▫ FORECAST POSSIBLE CLOSING OBJECTIONS

▫ PLAY KEY PART IN STRATEGY FOR SETTING THE FOLLOW UP APPOINTMENT

▫ THE SALES PRESENTATION…CLOSING

If we can solve your problem within your budget, when can you get started?


▫ DEGREE OF DECISIVENESS QUALIFIER▫ DEGREE OF DECISIVENESS QUALIFIER

▫ PREDETERMINE CLOSING OBJECTIONS


▫ PRODUCE KNOWLEDGE

Is there any reason to cause you not to go ahead?


▫ GETTING OBJECTIONS IN ADVANCE


▫ IDENTIFY MAJOR OBJECTION

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How much have you budgeted to solve these problems?


▫ OPENESS

▫ DESIRE TO GET IT DONE▫ DESIRE TO GET IT DONE

▫ TELLS YOU IF YOU HAVE A DANCER

▫ DEGREE OF PLANNING

▫ TALKING WITH AN EXPERT

▫ TALKING WITH THE NEIGHBOR

How would you like the bid prepared?

• POSSIBLE INSIGHTS:

▫ ESTABLISHES CREDIBILITY

▫ DIFFERENTIATE MYSELF FROM THE COMPETITION

▫ MAKES IT EASY TO BUY

▫ SIMILAR TO CAR OR HOUSE PURCHASE

▫ KEY TO BUYING HABITS

How long have you lived here?



▫ LOOKING FOR “HIDDEN MOVE”

▫ CROSS CHECK PHYSICAL OBSERVATIONS

▫ PREVIOUS CONTRACTING EXPERIENCE

▫ ESTABLISH CONTRACTING RELATIONSHIPS

▫ DON’T OWE YOU NOTHIN..END OF THE ROPE

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Why did you choose this area to live?• POSSIBLE INSIGHTS:

▫ COMMITMENT TO THE HOUSE


What business is your spouse in?• POSSIBLE INSIGHTS:


▫ COMMITMENT TO THE AREA

▫ HYPOTHETICAL SITUATIONS

▫ KNOW PREVIOUS CUSTOMERS

Do you work also?• POSSIBLE INSIGHTS:

▫ POSSIBLE PROBLEM SETTING SALES APPOINTMENT

▫ POSSIBLE LIMITED BUYING TIME

▫ COROBORATION OF ANSWERS ABOUT HUSBAND


Do you have children? Age?• POSSIBLE INSIGHTS:

▫ COMMITMENT TO HOUSE, SCHOOLS

▫ MAY IMPACT DESIGN, PRODUCT

▫ SIGN OF PROFESSIONAL EVALUATION


Have you bought contracting services before?


▫ SIMILAR SITUATION FOR SALES CALL

▫ BUYING PATTERNS

▫ KNUCKLEHEAD FACTOR FOR PRICING

▫ LEVEL OF COMPETITION

▫ PRIDE OF OWNERSHIP

How did it work out?• POSSIBLE INSIGHTS:

▫ TOLERENCE LEVEL

▫ BUYING PATTERNS

▫ COMPATABILITY

▫ EXPERIENCE DEALING WITH CONTRACTORS

▫ SOMETHING WRONG WITH THEM?

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What other work might be appropriate to do at the same time?


▫ PROFESSIONAL ANALYSIS

▫ ESTABLISH “ALTERNATIVE OF CHOICE”

▫ MAXIMIZE CUSTOMER SATISFACTION


What is the best location for storage materials


▫ PROFESSIONAL QUESTION

▫ UNFORESEEN PRICING FACTORS

▫ COMPATIBILITY

▫ TRIAL CLOSEWill there always be access to the work area?• POSSIBLE INSIGHTS:

▫ CONSIDERATION QUESTION


▫ COMPATIBILITY

Will sanitation facilities be available?


▫ PROFESSIONAL CONSIDERATION

▫ POSSIBLE PRICING FACTOR

▫ COMPATIBILITY

Where will the electrical connection be?• POSSIBLE INSIGHTS:


▫ POSSIBLE UNFORESEEN PRICING FACTORS

▫ CONTRACTOR COMPATIBILITY

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Any special noise or parking considerations?


▫ PROFESSIONAL QUESTION


▫ CONTRACTOR COMPATABILITY

▫ NEIGHBORHOOD RELATIONS

Where should we place the dumpster for debris removal?



▫ POSSIBLE UNFORESEEN PRICING FACTOR

COMPATIBILITY▫ COMPATIBILITY

Water availability?• POSSIBLE INSIGHTS:


▫ POSSIBLE UNFORESEEN PRICING FACTOR

▫ COMPATIBILITY

Needs Assessment Bottom Line

• You’ve asked the questions that will give you answers that create “Wizard Leverage”

Y t l t t th t t th • You can create a sales strategy that meets the prospect’s needs

• You can create a proposal that meets the prospect’s needs

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Summary• Buyer’s▫ WIFM

▫ Contrast

• Pre-Approach▫ All about them▫ Different from competition▫ Letter, reprint, brochure

• Needs Assessment

▫ Tangible

• Needs Assessment▫ All about them & their problem▫ Different from competition

Needs Assessment


Needs ssess e t

Debriefing

Our Job• Connect the dots

What the prospect needs/wants

What you offer

Why you are the best choice

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Debriefing the Needs Assessment• What are the prospect’s needs or pains?

• What is the prospect going to buy?

• Why are they going to buy now? (Sense of urgency)

• Why are they going to buy from me over anyone else?

• What is their financial capability?

• Why won’t they buy? (Objections)

CCN DEBRIEFING FORM

____________________________________________________________________________________ CUSTOMER NAME ADDRESS

What are the prospect’s needs or pain? 1. 2. 3. 4. 5.

What is the customer’s sense of urgency? 1. 2. 3. 4. 5. What is the customers purchasing capacity?

What are they going to buy? 1. 2. 3. 4. 5. Why are they going to buy now? 1.

2. 3. 4. 5.

Why are they going to buy from me? 1.

2. 3. 4. 5.

What are the possible objections? 1.

2. 3. 4. 5.

What are the prospect’s needs/pains?

• What questions did you ask to determine this?What are the prospect’s needsor pain?

What is your problem?

1. Afraid child will get hurt resulting from roof leak

2. Piece of ceiling fell What is your problem?Why did you call now?

3.

4.

5.

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What is the prospect going to buy?

What are they going to buy?

What do you like about what youcurrently have?

1. House has historical look

2. Current roof is different from others on street some have been

What do you dislike?

Is there a color, style, product youlike?

others on street, some have been replaced with boring shingles3. Dislike: color too light

4. Likes GAF Capstone

5.

Sense of urgency?

155

What is the customer’s sense ofurgency?

How long have you been thinking about this?How much have you budgeted

1. Just came up with recent storms but knew it would need to be done sometime in future2. Haven’t budgeted3. Neighbor recently had work d id d 15 000How much have you budgeted done, said around 15,0004.5.

Why are they going to buy now? 1. Child’s safety2. Don’t want further damage3.4.5.

Financial capability?

156

What is their financial capability?

How long have you lived here?What business is your spouse in?

1. Affluent neighborhood, new highend car, 2 jobs

2. Lived here 15 yearsy pDo you work also?How would you like the bid prepared?

3. Husband a surgeon

4. Wife is lawyer

5. Asked about SAC

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Why are they going to buy from me?

157

Why are they going to buyfrom me?

Have you bought

1. Remodeled kitchen 3 yrs ago –high end remodeler

2. Learned competition suggested slate replacement for roofHave you bought

contracting services before?What have others recommended

3.

4.

5.

Objections

158

What are the possiblebj ti ?

1. $ may be issue

objections?2. Need to hear back from anothercontractor3.

4.

5.

Marketing &

Lead Management

GAF Presentation

Power Buying

CCN's Roofing Selling Puzzle (c) 2-15-06

Buying Motive /

Why You?

Proposal & Price

Wants /Needs

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Creating a Proposal


Creating a Proposal

Contingency Agreement for Storm for Storm Work

Creating an Effect Sales Proposal• Our Objective:

▫ Win The Job – 100% Client Satisfaction

▫ Don’t Create A Situation That Forces Shopping

▫ Proactively Neutralize and Disqualify Competitive Proactively Neutralize and Disqualify Competitive Bids

▫ Empower Client To Make An Educated Decision

▫ Proactively Avoid Disputes

▫ Proactively Plan Cash Flow, Interim Payments, Substantial Completion Collection

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The The Prospect’s Prospect’s Contract MazeContract Maze163

All contractors look the same… how do I choose?

These prices are all different. Which is the

best choice?

I am not sure what quality of

I don’t understand this technical jargon!

How can I compare price…the jobs are all different?

what quality of material to

choose?

Do we really need an extended warranty?

164

You have connected the dots for me. You have

thoroughly explained what you are going to do. I Thanks for your

d it d

Connect the Dots!Connect the Dots!

appreciate you defining the details in your proposal

deposit and congratulations on

making a wise decision.

““Silent Salesperson”Silent Salesperson”

Proposal

What’s What’s

What s Included

NotIncluded

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InclusionsInclusions• Describe everything that you will be doing in detail

• Prepare Your Schedule Of Values So You Have Cash Flow Throughout The Project Especially If Weather Or Other Conditions Interfere With Completion.

▫ Chimney & Roof

▫ Interior and Exterior Painting

▫ Doors & Windows

▫ Waterproofing & Landscaping

▫ Framing & Interior

ExclusionsExclusions

• Proactively describe in your proposal “What is Not Included”.

• Remember The Client Can Easily Confuse What You Said With What Another Contractor Promised.

• WordTracks - “This Proposal includes everything that we have discussed. If there is something you want included that is not in this proposal, let’s include it now. Our agreement will be limited to what is within the four corners of this proposal. If it is not included in the proposal then it is not included in the estimate.”

Proposal Basics• Be different from your competition

• Meet your prospect’s needs, provide solutions with options

• Typed rather than hand writtenyp

• Should include features, then benefits

• Should be explained in “owner terms”

• Comply With Local and Federal Laws.

• Include “Terms & Conditions” To Protect and Preserve Your Legal Rights, as well as, Inform The Client Of Their Responsibilities.

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Payment Options• Cash, check• Credit card• Same As Cash• Zero Interest Loans

169

• Traditional financing• Clearly define payment schedules• Know your state’s laws regarding deposits

Why so much detail?• Detailed proposal with options builds trust and

confidence. (with technology proposals are easily

customized to the consumer’s specific project)

• Specifications make it easy to buy. Avoids most

Cultural Dialogue and prospect being uncomfortable.

• Reinforces that you are a professional

PersonalizedProfessional

Proposal

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172

Reasons to buy from you

Reduce ffears

173

Proof of insurance

Reduce fearsfears

Other Documents• Business Licenses (local, state, county)

• Certifications – Manufacturer, special

• Professional Organization certificates

174

• Current letters of good standing

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How and Why?

Simplifies Product Positioning

Advanced Protection …Leading Quality1.

2. 1. Patented Shingle Design1. 2. High Quality Raw Materials2. 3. Advanced Manufacturing3. 4. More Protection in Weathering Layer

176

General proposal information

177

Set Expectations

Address concerns from Measure Call

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178

Specific preparation

Written with benefitsbenefits

179

Explain what you’ll do

Include pictures to pictures to explain whenever possible

180

Educate the prospect

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181

Prospect Education

Third Party references

182

Lifetime Warranty

Simplify Our Shingle PositioningExample Laminate Shingle Positioning

ValueGood Timberline HD

Performance & LT

Warranty

Most Popular Look

183

Value

Value

Performance & LT

Warranty

Performance & LT

Warranty

Ultra-Premium Beauty, Style, &

Most Dimensional

Best

Better

Timberline Ultra HD &

Designer Value

Collection

Designer Ultra-

Premium Collection

Beauty, Style & More

Dimensional

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184

Provide options

Turn “yes” or “no” into “this one” or “that one”

185

Agreement page

186

Special Approval Pages

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187

188

We are We are NotNot YourYour AttorneyAttorneyThis Is Not Legal Advice. This Is...This Is...• Marketing, Sales & Closing Advice• Negotiating Advice• Dispute Resolution Advice

C h Fl & C ll ti Ad i• Cash Flow & Collection Advice• Client Education Additional Work Order Advice.• “Street Wise” Business Advice.• How To Make You Money & Save You Money• You Still Need To Act Proactively using Common

Sense

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190

Acceptance/Rejection - The Company reserves the right to reject or cancelall or part of this agreement due to unacceptable payment performance or credit rating of the Owner/Customer. The Company may accept late payments of partial payments, checks, bank drafts. or money orders marked "Paid in Full" without waving any of its rights related to this agreement.

Acceptance/RejectionAcceptance/Rejection

Company Company ResponsibilitiesResponsibilities

191

Company Responsibility - The Company shall provide necessary labor, materials and sales tax on materials to complete the project as specified. The Company may in its discretion substitute materials to be used in the work The Company may in its discretion substitute materials to be used in the work, provided all substituted materials are that of equal kind and quality All surplus or salvageable materials remain the property of the Company.

Company Company InsuranceInsurance

192

Company Insurance - The Company shall provide Workers Compensation, Public Liability, Property Damage and Complete Operations insurance for the protect unless such insurance in whole or in part is supplied by a general contractor sub contractor or owner Damage to the building or its contents contractor, sub-contractor or owner. Damage to the building or its contents, during or after construction or during the warranty period shall be covered by these insurances. The Company’s maximum liability is limited to the coverage provided.

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Substantial Substantial CompletionCompletion

193

Substantial Completion - Payment is due upon substantial completion of the work. If certain minor items OF WORK are incomplete, the cost of those items may be withheld from the substantial completion pay-PAYMENT at the Owner/Customer option until such items are complete.

SeverabilitySeverability

194

Severability - All conditions within this agreement are severable, and in the event a competent court shall hold any of them invalid, this agreement shall be interpreted as if such invalid agreements are not contained herein.

Summary• Debrief your measure call to determine what to

include in the proposal that meets the prospect’s needs

• Create a proposal that is

195

▫ clear, comprehensive,

▫ written in terms the prospect can understand,

▫ based on your prospect’s needs

▫ different from the competition’s

▫ written to protect both the company & the prospect from future disputes.

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Where We StartedNeed to address the

prospect’s WIFM

▫ Fear

▫ Gain/Loss

• Need for contrast

Need to be tangibleGain/Loss

▫ Pride

▫ Imitation

▫ Security/Protection

▫ Emotional satisfaction

▫ Comfort/convenience▫ Logic vs. Emotion

• Need to be tangible

• Focus on Beginning and End

• Needs to be Visual

• Need for Emotion

Creating an effective Sales Proposal

• Buyer’s▫ WIFM

▫ Contrast

▫ Tangible

• Pre-Approach▫ All about them▫ Different from competition▫ Letter, reprint, brochure

• Measure Call▫ All about them & their problem▫ Tangible

▫ Beginning & End

▫ Visual

▫ Emotion

All about them & their problem▫ Different from competition

• Effective Sales Proposal▫ 100% Client Satisfaction▫ Proactively Neutralize and Disqualify

Competitive Bids▫ Empower Client to Make an Educated

Decision

Creating a StrategyWhat are the prospect’s needs/pains?

• What questions did you ask to determine this?What are the prospect’s needsor pain?

What is your problem?

1. Afraid child will get hurt resulting from roof leak

What is your problem?Why did you call now?

What will your Strategy Be?

2. Piece of ceiling fell

1. Focus on Safety issues

2. What could happen when a roof is neglected too long

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Presentation


Create An Answer BookThe answer book should provide documents that answer all of the questions that you have raised in the slides that raised in the slides that address:

•The situation or problems that exist•The solution or materialsthat solve the problems•The contractor who will install the roof•The Investment or price paid for the roof

1.Water gets behind the

stucco or siding and destroys the wood behind it. Symptoms include cracks, discolored stucco and peeling paint on wood siding.

How water Gets In2.

Water leaks where slanted roofs meet walls. It spreads down and out in a cone-shape fashion all the way to the sill plate (where the house meets the foundation), rotting everything along the way.

3.Water gets into the wall at the point where the deck meets the house, rotting the area behind and below the deck.

4.Water leaks around windows, wetting the areas below, spreading into a mustache pattern of mold and rot.

Star TribuneJune 18, 2000

Wall and Valley Flashing

Effective water management should be built into every home. It helps keep interior wallsand your ATTICdry and free of water damage, rot, MOLD & mildew.

Deck Flashing

Kick OutFlashing

Flashing to divertwater away from the connection betweenthe deck and the house

WindowFlashing

Typical entry points for water are at the stile. Water can leakinto vertical recesses of thewindow frame.

Building paper overlappedshingle style

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What UnaddressedRoof Problems Can Do

Roofing Problems

St Paul

Maple Grove

Shingle Defects and Age

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Ice DamIssues

Installation Errors

Installation Errors

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Ventilation IssuesAnoka

Minneapolis

Minneapolis

Ventilation Solutions

SheathingProblemsProblems

Solution

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What Criteria are Required for Contractor Qualification and Selection?

Pioneer PressMarch 15, 2008

Your Team

Class A Installers; E i d E i S i liExperienced Exterior Specialists

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Contractor’s License

You Have Funding Options

VIP6 Months Same as Cash

OR

Same as Cash

Customer Reference Manual

1.1. ProvesProves Quality Is GreatQuality Is Great!! !! -- “Nobody could have “Nobody could have thi t l th lit i ht thi t l th lit i ht this many customers unless the quality was right. this many customers unless the quality was right. Look here Look here job after job job after job in the same neighborhood. in the same neighborhood. Look Here same customer Look Here same customer buying more than buying more than once!!”once!!”

2.2. ProvesProves Price Is Right!! Price Is Right!! -- “Nobody could have this “Nobody could have this many customers many customers unless the price was rightunless the price was right. . Some people might not have shopped, but some Some people might not have shopped, but some spent a lot of spent a lot of time and energy shopping and time and energy shopping and they still chose us!!”they still chose us!!”

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PresentationPresentationBuilding Trust & Confidence

Situation

Ed t th h t ti th h ld k f •Educate the owner what questions they should ask of any contractor

•Obviously, you will have the answers to these questions!

•Questions should focus on the problems they are experiencing and how it can be fixed, such as:

•Scope of work•Specifications needed•Risks of using the wrong people

Solutions

Center around the materials that you will use to solve their roof problem:

•Preparation needed•Proper materials•Manufacturer requirements•Styles available

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Contractor

•How long in business•Are they licensed and insured•Performed similar jobs•Certified by Manufacturer

Investment

•Do you know if the price is right?•Any unknown costs?•Is the proposal clear?•How do you fund the investment?

Objections


Object o s

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What about objections?• Rules• Objections gain control• Overcome objection ..win the battle lose war• Only one $Only one $• All others are excuses• Convert the objection to a question

Handling Objections

Common Objections

•Your Price Is Too HighYour Price Is Too High

•I need another estimate

•I need to think about it

Objections• “Your Price is Too High”

▫ Trial Close… Terms

▫ Question prospect about me, company, spec, and price

Cl if Obj ti $ ▫ Clarify Objection $

▫ Go over competitive advantages

▫ Become consultant (Different Hat)

▫ Warranty Question

▫ Bridging Questions

▫ Close

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Summary• Start with the right attitude• Send Pre-approach package• Conduct proper needs assessment• Debrief your assessment to determine what to include in the proposal

that meets the prospect’s needs• Create a proposal that is

▫ clear,

229

,

▫ comprehensive,

▫ written in terms the prospect can understand,

▫ based on your prospect’s needs

▫ different from the competition’s

▫ written to protect both the company & the prospect from future disputes.

• Presentation– Educate, don’t sell

• Use multiple strategies based on answers uncovered during the needs assessment

• Close using presentation and answer book

www.contractors.net/gaf

Do you want more……

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78

Fall ConferenceWashington DC Oct 13th – Oct 15th

Do you want more???

Registration Details

www.contractors.net

• Janine Driver – Body Language Expert - Mastering the Mind and Message for Sales Success

• Surprise Guest Speaker• Special Sales Mastermind

AgendaAgenda

• Sales, Production, Admin Breakout Sessions

• Marketing Mastermind• Introducing new “Done for You Lead

Generation System”

CCN Fall ConferenceCCN Fall ConferenceOctober 13October 13thth, 2011 , 2011 –– October 15October 15thth, 2011, 2011

Washington, DC (Dulles Airport)Washington, DC (Dulles Airport)One-time Extension of Early Bird Deadline until Friday y y

Platinum Members Only

3 Payments of $250 (August/September/October)Or

Single Payment of $725

Additional Employees / Partners $499 eachMust register by Friday!!!

Save $50

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[email protected]

www.contractors.net 800-396-1510