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Bringing clients a bottle of champagne when a project starts can cement their good feelings and maintain a strong relationship.
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By Craig A. Shutt
Can you empathize with a slugger who goes into a 1-for-25 hitting slump because you've been there yourself? Remodelers can go through sales slumps just as any athlete can. The key for both is to review techniques, get back to basics and remain focused on the next opportunity. Jim Stiltner of Masterbilt Homes in Colorado Springs, Colo., has developed an approach that ensures contractors don't reach their last G.A.S.P.--an acronym for the preventive measures of Greet, Acquire, Sell and Protect.
"I found I'd make presentations to 10 people but get no sale," Jim says. "I couldn't figure out what was going on." With some critical consideration, though, he realized he wasn't following all the steps sequentially to build on past successes and ensure the smooth process that generates a sale.
"When you get to the point of asking for the sale, they already should be sold," he stresses.
To help builders and remodelers stay on track during their sales presentations, Jim devised his G.A.S.P. system. "A sale is not something you just 'get,' he says. "You have to earn it by assuring your customers that you understand what they need and will be with them through the entire process."
The four key steps of Jim's G.A.S.P. approach comprise:
- Greet. "Anyone can make a terrific first impression through appearance and attitude," he says. The key to making the greeting work in your favor is to take clues from everything around you to learn as much as you can immediately. "You have to find common ground, and their home, clothing and other clues can help," he says. "You have to quickly make them feel comfortable so they will give you the information you need to start the sales presentation."
Key clues can be any hobbies or sports paraphernalia that are apparent, as well as photos of vacation spots or diplomas. Their outfits also will provide direction in how they like to be addressed. Whether the couple is still dressed in business attire from work or is in t-shirts and jeans will give you insight into how you can talk with them.
- Acquire. Jim encourages remodelers to take psychology classes at local colleges or attend seminars at conventions that discuss personality types and learn how different people interact and communicate. "Any insight you can gain will help you make them feel comfortable." It's vital to learn what the couple's needs and wants are, but they sometimes aren't fully aware of those themselves. "The sales person has to become an investigator, to learn enough to help determine their needs and their budget," Jim says, adding that key questions, such as why they want to do the project now and what they dislike about their current situation, will help pin down the significant points better than asking for specifics immediately.
- Sell. "You have to promote what you do and show your pride," he says. He particularly recommends offering referrals and pointing to other projects in their neighborhood that have been completed. "Encourage them to talk to people who were your best customers," he says. He also ensures that if kids are present, he involves them in the discussion. He also suggests bringing premiums or small toys for the kids. "Anything that helps the family remember your visit as they talk with others will help them decide to come back to you."
- Protect. The sales person's job isn't done even after the contract is signed. After all, the homeowner doesn't know the lead carpenter or subcontractors; he knows the sales person. So the sales person must be ready to answer questions or solve problems. That extends after the project is completed, he stresses. "Your best marketing is your past customers," Jim points out. "Take care of them."
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