In this engaging discussion, Joe Crisara, America’s service sales coach, shares his vast expertise in construction sales. He reveals common sales pitfalls that contractors face, emphasizing the importance of understanding consumer value. Joe narrates a personal sales failure story, highlighting lessons learned. He stresses the need for personalized service, effective communication, and a strong company culture. Joe shares four key strategies to stop losing sales, such as building relationships and offering varied pricing options. Tune in for practical insights to boost your sales success!
Contractors often diminish service value by giving freebies, necessitating an emphasis on demonstrating substantial service value instead of reducing prices.
Sales presentations should prioritize personal connections and emotional bonds over technical details to effectively convey the value of services offered.
Fostering a company-wide sales culture encourages all employees to recognize client needs and contribute to sales efforts, enhancing overall profitability.
Deep dives
The Impact of Free Offerings
Giving away services or products for free can inadvertently diminish their perceived value. Many contractors mistakenly believe they are providing value by offering freebies, but this often leads clients to undervalue the service. When clients perceive a price as too high, it is frequently due to a lack of demonstrated value, rather than the price itself. Contractors should consider that clients are often more impressed when they see an abundance of service rather than a reduction in price.
Learning from Sales Failures
A contractor's story highlights the common issue of assuming high prices equate to a lack of sales. After mistakenly lowering a price to secure a contract, the contractor lost the job to a competitor who provided additional value and services, illustrating the importance of understanding client needs. The contractor’s realization that providing more than what was asked offers a competitive edge emphasizes the necessity of not just competing on price. Every sales interaction should be viewed as an opportunity to assess and amplify the value provided.
Personalizing the Sales Approach
Sales presentations should emphasize the people involved rather than focusing solely on technical specifications. By highlighting how the proposed solutions will positively impact the client’s life, contractors can create a more compelling case for their services. Sharing personal anecdotes that connect the service to the client’s needs fosters an emotional bond and shows genuine care. This not only builds trust but also reinforces the contractor’s commitment to delivering tailored solutions.
Differentiation through Options
Contractors should provide clients with multiple choices, such as premium, mid-range, and economy options, to cater to varying budgets and levels of service. This strategy allows clients to see the differences in what they would receive at each price point, fostering a clearer understanding of value. By framing discussions around these options, contractors can guide clients towards options that include more comprehensive services instead of simply relying on price comparisons. This approach creates opportunities for upselling and enhances client satisfaction.
Collaborative Sales Culture
Building a sales culture within the organization means that every team member, not just sales staff, should be engaged in promoting the brand and services. Training all employees to recognize and communicate additional needs during service can lead to increased revenue opportunities. Encouraging employees to contribute to sales efforts further establishes a sense of accountability and teamwork. Ultimately, embracing a company-wide sales mentality can significantly contribute to driving profitability.
Curious why your sales might be slipping away? Join Martin & Khalil, with America’s service sales coach, Joe Crisara, as they delve into common sales pitfalls and practical tips to boost your game.
Time Stamps
02:04 - Episode Intro
02:57 - Joe's Iconic Sales Failure Story
13:58 - Lessons Learned from Sales Failures
19:20 - Creating Value and Personalizing Service
30:06 - Sales Rhythm and Company Culture
33:46 - Importance of Certifications and Safety
38:52 - Communicating Value and Differentiation in Sales
42:34 - Building Relationships and Closing Sales
44:43 - 4 Things to Do to Stop Losing Sales
49:00 - Episode Outro & Takeaways
Snippets from the Episode
“People are more important than things.” - Joe Crisara
“Your ego is not your amigo.” - Joe Crisara
“I don't lower the price anymore ever. I'd rather give you more service.” - Joe Crisara
“More for the same instead of the same for less.” -Martin Holland
“The worst thing I could do to my worst enemy is putting them in the construction business without any training.” - Joe Crisara
“You're not going to do things right unless you find out the wrong way first.” - Joe Crisara