The latest marketing research about HVAC sales reveals that the length of time between replacement sales presentations and purchase decisions is lengthening. This makes the need for follow-up more critical than ever, but most contractors lack a formal follow up procedure.
People fail to buy on the spot for a variety of reasons. In some cases, the contractor gives one quote for one system and the consumers call others to get a choice. Some homeowners feel they lack enough knowledge and information for such an expensive decision. Others are getting quotes in shoulder season where mild weather reduces the urgency to act now.
The most common reason for the increase in decision time, however, is the rising price of replacements. Consumers need time to find the money. This is why it is critical for contractors to offer installment financing with extended terms to reduce payments to affordable levels.
Regardless, it is important to continue to follow up. In the long run, more sales will be credited to the person who follows up the most.
Here are eight practices that will improve your follow up and close more sales.
1. Open Quotes are Unsold Quotes
If the prospect has not bought from a competitor, the quote is still open. All open quotes should be followed up. Remember, timid salespeople have skinny kids.
2. Track Progress With an Open Quote Report
An open quote report can be as simple as a spreadsheet. It should identify the consumer, note what was quoted, the price of the job, the current status, when the last contact was made, and when the next contact is scheduled. Until a quote is closed or lost, it stays on the open quote report. This should be reviewed weekly, line by line.
Your role is to press people to buy the best system for their circumstances.
3. Ensure Accountability
Many times the owner of a contracting business is the salesperson. This means the salesperson is accountable to no one. If you are the owner and salesperson, assign sales management responsibility to someone else, such as the dispatcher. If you are accountable, you will perform better.
4. See Yourself as an Assistant Buyer
The late, great Tom McCart was a sales legend in the HVAC industry. When he pioneered many of the sales techniques we all use today as one of Ron Smith’s first retail salespeople at Modern Air, Tom had business cards printed with the job title, “Assistant Buyer.” When people asked, Tom said he was there to help the prospect buy the best air conditioning system for his circumstances.
While a clever play on words, Tom truly believed that was his role. Adopt a similar attitude. Your role is to press people to buy the best system for their circumstances.
5. Follow Up to Say Thanks
The first follow up on any sales presentation should be a thank you note for allowing the salesperson into the prospect’s home and for the time spent. In the past, this would have been considered being polite. Today, it’s standing out.
6. Offer New Information
If you failed to quote a financing option, follow up to offer it. Tell the prospect you found a new source of financing that you thought might interest him. In fact, it could result in a lower monthly payment.
Yes, talking with a person is more pressure. That’s the point. Emails are easy to delete. People are not.
If you suspect price is the primary inhibitor, tell the homeowner you’ve found an alternative system that might be interesting. If the company is starting a special promotion (e.g., a free connected thermostat or connected camera with every system), call every prospect to share the news.
7. Keep Control of the Ball
In the follow up process, never give the prospect the ball. Never say something like, “Call me when you’re read.” Instead, instruct the homeowner when you will check back. Say, “Great. So, I’ll check with you in a few days.”
In the first example, the ball is passed to the prospect and the salesperson may never get it back. In the second, the salesperson keeps possession. By keeping possession of the ball, the salesperson is staying top-of-mind.
8. Calls Trump Emails
There’s a tendency among contractors to use automated follow-up systems driven by field service management software. A digital, or even direct mail response is less effective than a quick phone call. Use software to trigger when to make the calls but keep the human touch. Yes, talking with a person is more pressure. That’s the point. Emails are easy to delete. People are not.
The bottom line is, a salesperson who lacks persistence will survive on subsistence. That’s a crappy way to live.
For more sales training and for sales forms and processes that can transform your and your team’s performance, join the Service Roundtable. Visit ServiceRoundtable.com or call 877.262.3341 for more information.