WE HAVE TO TALK TO MORE CONTRACTORS The idea that the prospects need to talk with other contractors is often valid. It’s also a way to avoid making a decision. Just like the money objection, the “other contractors” objection doesn’t necessarily mean the end of the visit, unless you let it.
What it means is that you shift the line of questioning. If your prospects want to talk to other contractors, ask them this: “What are you hoping to hear in these other estimates?” Their answers will give you the information you need to zero in on their true objections or passion points.
Then, in the most polite and tactful way, ask who they’re planning to see and when, so you can get back to them after they’ve gotten those other prices. Many times, the “other contractor” objection is about price: they’re not completely satisfied that they’re getting full value for cost.
So now that you know it’s about price, you can step them point by point through your proposal and show them some ways the price might be reduced. Or they may say: “We are planning to talk to X company because our neighbor hired them and was really satisfied. In which case, you might say: “I see that referrals are really important to you in making a decision. We’ve done several jobs in this neighborhood. Would you like to talk with some of the people we’ve worked for?” Show them your video testimonials and supply them with phone numbers.
If they’re adamant about talking to other companies, respect their decision. You may have to do some homework and come back to them. But point out that three proposals are likely to result in a high price, a middle price, and a lowest price. So lay the groundwork for your next visit by asking: “Based on what you know now, and if our price was within range of the others, are we a company you would want to do business with?”
Don’t badmouth the other contractors who are scheduled to visit. Say: “I know both those companies. They’re good companies — although I feel ours is much better.” Let them ask you why.
WE NEED TO THINK THIS OVER This objection, like the others, comes in different forms: “We’re absolutely not going to buy tonight,” or, “We have to sit down and really think about this.” And so on.
Talking it over before committing is probably something the homeowners agreed to before you got to the door. They’ve already got their guard up. You could try to force a decision. It can sometimes work to say something like: “I’d like a yes or a no.”
But whatever tack you take, find out why they’re hesitating. Remember: You’ve been there for two hours and they haven’t actually had a chance to discuss your proposal without you being present. So say: “You know, I feel we’ve had a great conversation and there’s a good chance we may do this project together. If you don’t mind, I’m going step out and make a few final measurements.” Then leave the room. Give them 10 or 15 minutes to talk about their project and your proposal.
When you come back, ask if there are any additional questions. If you want to inject some urgency into the situation, also ask them about their timeline for the project. Is there an event or a specific date by which they want the project completed? People often have no idea how much time elapses between signing a contract and actually starting work. They may now realize that they don’t have all the time in the world.
You could try to close them hard. But if you’ve answered all their questions and there are no more, it’s probably time to ask the big one: “So, can I put you on the schedule?” If they’re still unsold, wrap it up and leave. If you force them into a decision they’re not really convinced of, you’re asking for rescission. And even if they don’t cancel, they could end up being the kind of clients who find fault with everything about the job because of buyer’s remorse. Let them come to that decision on their own. If they do, with your help, it will be a final decision. And you have the sale. —Dennis Schaefer, a remodeling and home improvement speaker and writer, sold his Michigan deck and outdoor living business to his employees several years ago. Reach him at me@dennisschaefer.com
On Budget How much a homeowner is willing, or wants, to spend on a project is often the first thing a salesperson wants to know. It’s also the last thing the prospect wants to reveal.
You can work your way through a sale without knowing that information, but if you have no idea what the homeowners expect or are willing to spend, it’s most likely going to be their objection later in the process. So it’s worth the effort to get an idea sooner rather than later. When they trust you sufficiently, they’ll probably be willing to talk about how much they’re budgeting for the project.
Homeowners don’t bring up budget or like to talk about it. That’s because they think that if they give you a number, you’re going to spend every dime of it. You have to find a way, at some point in the conversation, to comfortably raise the subject. Occasionally you’ll come across prospects who will tell you: We’re hoping to get these windows done for under $20,000. But that’s the rarity.
Knowing when homeowners are ready to talk about budget is, to some extent, intuitive. Don’t jump the gun. Some salespeople start by asking: “So, how much were you thinking of spending?” In many cases, your prospects will instantly raise their defenses. The last time you went to buy a car and the salesperson asked you that, how did you feel?
Information you gather in the home (its condition, furnishings, etc.) will give you an idea about what kind of spenders they are. But each prospect is different, and the time to approach this subject will vary. One approach you’ll find effective is to mention the prices of some of the projects you’re showing them or reviewing in your photo album. Watch their body language and how they interact. Remember: It’s their perception of value that gets the sale. —D.S.