Dealer Keys to Success
by Joe Mills
August 1st, 2019

I Want it Now

Understanding that the Millennial generation represents a huge opportunity for our dealer partners, I spend a lot of time trying to gain insight into their thought processes and buying habits. In the process, one of the things that I read a lot about includes the concept of “delayed gratification.” While this isn’t just the purview of the 23-38 year age group, one writer summed it up this way: “Today, telling a Millennial to wait for something is like insulting their urge to exist.”

I often wonder how that will translate to our businesses, as more and more of this age group purchases homes and looks to do some remodeling. And that leads me to the final topic in my series about making salespeople great again: urgency.

You may remember a few months back when I described how the organization I worked for when I was in retail gathered leads—cold call telemarketing. Part of the scripting for the telemarketers included how to handle the objection of a homeowner that they didn’t need any exterior remodeling work. It went something like this: “I certainly understand, Mr. Jones. However, we’re going to have some of our design professionals in your area on Saturday. These folks can stop in, take a few minutes to assess your situation and give you a cost estimate that would be good for a year. That way when you’re ready, you already know what it’s going to cost. Doesn’t that make sense?”

One day I was in a meeting where the sales manager was NOT in a good mood. We were reviewing the “No’s” from the previous day’s demos. After about the third, “Well, once I showed them the price for today, they told me that the telemarketer had promised them that the price I gave them would be good for a year. How am I supposed to close that?” the sales manager exploded.

The answer was: “Getting you to the door is what they get paid for. Closing the sale is what you get paid for. Guess who makes more money?”

You see, the great salespeople recognize that urgency has very little to do with a “day of demonstration” discount.

And to that I say try something. Tonight, when you get home, be mindful and take notice of some things around your own home that need fixing up. I bet that you could come up with at least four or five things.

Why haven’t you gotten them taken care of already? Heck, you’re in that business!

It’s simple, there’s not enough pain surrounding those things that would cause you to take action, on top of the fact that they aren’t front of mind.

Urgency to commit is in direct proportion to how much pain the homeowner feels. (Selling a new air conditioning system amid a heat wave, when the existing system is broken might be the easiest sale possible!)

The salesperson running a telemarketing lead had to do two things—bring the issue to the front of the homeowner’s mind, and then drive home the pain of what doing nothing might cost them.

Today, with so many more leads reaching out to you, half the battle is done. They obviously feel some level of pain already; you’ve just got to create the urgency to do it now.

One of the best ways to do this is the lost art of the “walk around.” The homeowner HAS to see the problem for themselves so that you can communicate all the potential pains associated with what they’re seeing. It’s almost a natural leap from there to understand that it’s not going to get any better if they continue putting it off.

Once this part is done, just do some of the rest of the things that we’ve talked about, and the sale will take care of itself.

Pro Tip: Right before you show them the price, remind them of the pain, and tell them how little it’s going to cost to get rid of it.

Whether it’s a Millennial, a Boomer like myself, or any other group, creating urgency by offering to help them deal with pains now is the ultimate way you can serve your customer.

Next time, we’ll start a series of definitive guides on how to do effective digital marketing for window and door professionals.

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