Written by EGIA Contractor University Faculty & Marketplace Partners
More Calls, More Fails … More Sales
By Mark Matteson
Sales is an art and a science. The art constitutes the soft skills. The science deals with the numbers. How many calls do you make each day, each week, each month? I interviewed Pat McCarthy, author of The Nordstrom Way shortly after that amazing book was released. He told me over breakfast, "The turning point in my sales career came when I committed to making 40 calls a day, no matter what!" I don't care what you sell. If you make 40 calls a day, you will be wildly successful in sales. Pick a number. Five, ten, fifteen, twenty calls a day. The key, especially if you are new to sales, lies in making the calls.
Communicate with excellence. Isn't that what we want our technicians to do? Communicate with homeowners the opportunities for them to be comfortable, safe, healthy and how to save money. Imagine if your technician was so excellent in his or her communication skills that every homeowner they talked with completely understood all the possibilities available for them to take the best care of their family through their HVAC system. Had all the possibilities laid out for them so that all they had to do is make a decision. To give a simple yes or no. And be happy either way.
Contracting in the 21st century is a complicated business with many moving parts, and one of the critical success factors to be able to produce positive cash flow and a 20% + profit structure is pricing.
We must move beyond selling to homeowners and transition to serving homeowners. There are two reasons to make this change: the vast amount of knowledge and research homeowners do before purchasing a new HVAC system and the homeowner's contaminated perception of contractors. Our approach must consist of transparency, expertise, and an openness to present options based on the homeowner's needs and wants. This is an emotional purchase that exceeds logic, caused by the expense they are about to incur.
Do you remember Robert Zemeckis’s movie trilogy "Back to the Future" starring Michael J. Fox? The year was 1985. With the help of Dr. Emmett Brown, played perfectly by Christopher Lloyd, Marty McFly is transported back to 1955. When the car pulls up to the gas station and five young men run out to service the car. McFly stares at this odd scene with his mouth open. It’s clear he is some-WHEN else! A time warp. He has been transported back to a different time.