Not Amputees
“One legger” is a term of anger and disdain. The companies in this industry that do the best job of converting those scenarios into sales use a different term. They call them “One step” appointments because, if they’re handled properly, the company is one step closer to a sale.
People are busier than ever today. There are more dual incomes, more activities that involve parents and kids. If you think every call involves two people sitting in the living room with a pot of hot coffee waiting for you, you’re in the wrong business. After all, when you ran into them at Sam’s Club they were there to buy pickles. So chances are you’re going to encounter one-step calls.
Wrong way to handle them: React with surprise, or, worse, irritation.
Right way: Don’t act surprised. Greet the homeowner with warmth and enthusiasm. In the first few minutes, don’t even ask where the other spouse is. Then, when the time’s appropriate, say something like: “I noticed there’s a John Jones as well, is he going to be available?”
From there, do a needs assessment, including measurements. Discuss the products briefly. Leave behind references, brochures, and other pre-positioning materials. All this helps instill a strong desire to schedule the followup visit where the full product demonstration will take place. If the homeowner wants to know why you need to talk with both parties, the best thing to do is answer the question with a question. Ask the prospect if he or she has ever heard of the Better Business Bureau. Then explain that your company follows guidelines suggested by the Better Business Bureau, which recommends that all parties be there.
Handle With Care
The home improvement industry is good at generating leads. Many companies have databases loaded with the names of homeowners who wanted windows, siding, or a roof, who didn’t buy because of the rigid way in which their inquiry was handled.
Today, the cost of an issued lead is roughly $250, and industrywide about 70% of issued leads convert to demos. That makes it critical for you to streamline your procedure for confirming leads, and for handling all manner of in-home mishaps. After all, you already paid for the lead. You can either cash that check or tear it up and throw it away.
?Sales and marketing consultant Tony Hoty has been a home improvement salesperson and company owner. Reach him at tony@tonyhoty.com or 888.447.3969.