Honestly, I’m not a huge country music fan. I’m more of a classic rock kind of guy. But there’s a country song from a few years ago that I chuckle about every time I think of today’s topic.

The words “Let’s talk about me…” were repeated over and over again. Well, today we FINALLY get to talk about us.

If you’ve been following this series, we’ve been reviewing a sales strategy that we teach to our dealer partners and their sales teams that’s called “Educate, Differentiate, Articulate.” This technique is designed to help put the homeowner’s needs front and center and to help resist a salesperson’s natural tendency to, well, sell.

Educating is all about beginning to understand how your customer might benefit from your product. Differentiating is not about you demonstrating that you are better than your competition, but rather helping your homeowner understand the different ways that they can go about acquiring the benefits that you both identified during the educational conversation.

Think about that process and how that makes you different. You’re not immediately beating your chest and talking about how great you are and how bad they are. Plus, you are talking about the customer rather than yourself. Imagine the difference in the potential level of trust that you would have in a salesperson that operated this way, vs. the “in your face” guy.

At this point you’ve “earned” the right to talk about your products and services. So, what’s the best way to articulate?

• Transition—Wherever possible, transition from differentiating to articulating by using an analogy that’s relatable, and phrase it in the form of a question. “What’s the best insulated door in your home?” and “If I’ve got a tire with three holes and I only plug two of the holes, what have I got?” are great ways to refocus the homeowner’s thought process and pique their curiosity.

• Memory Lane—Remember differentiation. Remind the homeowner of the different ways that you previously discussed of accomplishing the goals that they had and how you believe your process is a better fit for them.

• Prove it—This is the place for your third-party proofs (or “kill” pieces if you can’t let that one go). This is sort of the button-up for the entire process. When personally applying this methodology, I’ve often found that homeowners breezed through that third-party information because I’d built up so much trust already.

Need more sales? Build more trust and “-ate” your way to success.

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