Sales Coaching & Sales Training Simplified Sales Training MD DC VA
HDX Sales Training
51
1 Follow me on Twitter @dougdeluca2 Facebook discussion group www.facebook.com/ vantagepointediscussion Get today’s presentation online!! Look for me on Email me at: doug_deluca@simonton. com
-
Upload
doug-deluca -
Category
Education
-
view
66 -
download
4
description
Overview of best practices for Home Depot Exteriors sales team
Transcript of HDX Sales Training
1
Follow me on Twitter@dougdeluca2
Facebook discussion groupwww.facebook.com/vantagepointediscussion
Get today’s presentation online!!
Look for me on
Email me at: [email protected]
2
Housekeeping• Restroom breaks – go as needed• In the interest of others, phone ringers off please• To minimize paper waste, this presentation is available online
Please withhold questions until end of each section if possible
Home Depot ExteriorsSimonton Review 2014
6
1. Increase Leads2. Increase AOV3. Increase Closing %
Sales overview
8
Knowing my customer’s mindset will increase my ability to help the “Buyer” buy
http://web.hbr.org/email/form/dailyalert/index.html
Decision making criteriaFour customer “Must-Haves”
1. Confidence in the
Manufacturer/Product
2. Confidence in the
Company/Local Service
Provider
3. Confidence in the Associate
4. Price/budget range
Why Manufacturer/Product?
• Do it right the first time• Financial staying power/warranty • Quality = longevity
Financial Stability
Fortune Brands Home and Security Division
FBHS#1 or #2 product nationally in every category
Financial Strength
Source: http://in.finance.yahoo.com/news/fortune-brands-home-security-reports-200200044.html
Why Company/Service Provider?• Staying power • Longevity = good business
• Support your local business
16
* Theirnetworth.com
• The WORLD’s largest home improvement retailer• $55B* net worth = financial strength• Nationwide infrastructure
Why the Associate?
• Salesperson vs. Advocate
• Credibility gains confidence
Most lost sales are lost here
Customer Behavior
18
You do this for a living, the customer doesn’t
Customer behavior
Customer behavior
“85% of your financial success is due to your personality and ability to negotiate and lead. Only
15% is due to your technical knowledge.”
~Carnegie Institute of Technology
Is your solution
the best option for
the customer?
Associate differentiators – Successful guides
Be a people person – John C. Maxwell
• Asking questions and getting others to talk about themselves makes them like you more
• Step by step guide to change communication approach to maximize ‘likeability’ factor
Associate differentiators – Successful guides
How to Win Friends and Influence People – Dale Carnegie 15M copies
• Become genuinely interested in other people.• Smile.• Remember that a person's name is, to that person, the
sweetest and most important sound in any language.
• Be a good listener. Encourage others to talk about themselves.
• Talk in terms of the other person's interest.• Make the other person feel important – and do it sincerely
Associate differentiators – Successful guides
Buff And Polish: A Practical Guide To Enhance Your Professional Image And Communication Style -
Kathryn J Volin
• Proper etiquette• Making a lasting first impression• How to remember a person’s name• Non-verbal communication skills
Ask Questions!Effectively gaining your customer’s confidence in you
Why are we here today?What do you hope to accomplish with this project?What don’t you like about your existing windows?
Follow up questions are necessary to dig deeper
Asking the right questions will uncover the customer’s hot buttons and teach YOU how to sell
to THEM
http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/
From Reverse Selling Psychology by David H. SandlerAsking questions is paramount to the salesperson’s success. The following
slides are some examples.
http://www.sellingpower.com/content/article/?a=8086/reverse-selling-psychology/
From Reverse Selling Psychology by David H. Sandler
Questions alone can sometimes appear harsh and arrogant. A softening statement creates a less defensive atmosphere for the prospect while ensuring a straight answer. Let's look at a few softening statements.
Example #2:"Good question.""I'm glad you asked me that.""That's a good point.""That seems to be an important question to you."
If you speak quietly and use softening statements, you will calm the prospect, and your questions will surface in a non-offensive way.
Asking the RIGHT questions
The wrong way
Customer: How do the locks work?Consultant: They are dual action cam locks. They pull the upper and lower sash apart as well as the meeting rail together. This, along with additional weather stripping at the meeting rail, creates a very tight seal.
Customer: Oh, I see. And they’re strong?Consultant: Yes. Our locks are very strong
If you do not know the motivation behind the question, ask questions first until you do.
Asking the RIGHT questions
The Right Way
Customer: How do the locks work?Consultant: That’s a great question, and I will show you. Why is that important to you?
Customer: I don’t think my existing locks are very good, and I want to see how these work.Consultant: This seems to be an important topic for you. What don’t you like about your existing locks?
Customer: My home was broken into last year. I want to make sure it doesn’t happen again.
Now you understand the motivation and can cater your presentation accordingly, directly addressing hot buttons
Asking the RIGHT questions
“Where did you grow up?”
This is a very emotional question. It immediately brings back thoughts of early childhood, siblings, parents, and hometowns. Oftentimes it’s different than the town you’re making a presentation in. Oftentimes it will reveal commonalities and similar interests. That one simple question will guide you to a beginning point of a relationship, and can easily be segued into brief customer history.~Jeffrey Gitomer, 5 Sales Tips To Cash In On
http://www.salesblog.com/5-sales-tips-to-cash-in-on/
31
Customer behavior – Third party
Research what the internet is saying about your competition
Keep web addresses for all negatives. If backed into a corner, direct customers to resource. Understand customer’s hot
buttons through online research
http://www.replacementwindowsreviews.co
Skill building exerciseFlash Card
81% stated that staying within a budget was very important.
72% stated that when shown high value they would definitely exceed budget by 20%
Value always trumps price.
Customer behavior - Budget
In a recent online survey:
Why Price/Budget?
Value always
trumps price Customers usually
have an idea of
budget rangeFinancing = easier pill
to swallow
Some interesting background:• People spend more when the $ sign is removed from the
quote¹• Anchoring and contrast means more customers will purchase
the middle option - approximately 80%²• Giving the customer a choice of selection, increases the
likelihood of the customer purchasing by 300%³
Pricing Strategies
¹ From Cornell University http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-15048.html
² From Peep Laja – “Pricing Experiments You Might Not Know, But Can Learn From” http://conversionxl.com/pricing-experiments-you-might-not-know-but-can-learn-from/#.
³ From Harvard Business – “Why you need to see two products before you’ll buy one”http://blogs.hbr.org/daily-stat/2013/08/why-you-need-to-see-two-produc.html
Buying Behavior
$$$ $$ $
What % choose B?
A B C
1. The most expensive (dream) option
2. Your target option
3. Their budget option
Position Yourself
$$$
$$
$
Option 1 – “Dream Option”
“If money was no object”
Bay/bow windowWood grainHardware upgradeFrench Door vs. Patio DoorEnergy Efficient glass upgrade
If you don’t present it they cannot choose it – and some will!
Option 2 – “Target Option”
• Meets needs• Exceeds budget 10-30%• “Best bang for the buck”
Value always trumps price
Done right, this is where most of your customers will end up
Option 3 – “Budget Option”
At least .01 below budget!
• Respect• Effort • Do it right
Price Summary
• The dream option can increase your average order value significantly. • Your target option is usually where you will land. • The budget option shows the customer the respect they expect from a consultant
with good character.• Include a financing option/monthly payment.
Presenting three options and monthly financed payments will significantly increase your closing percentage
What’s your take?
Are these the criteria you
need?
Manufacturer/ProductService Provider
Associate Budget
Speak the customer’s language
Benefits
Stories
Metaphors
Resources
Personal
Features VS. Benefits
“Which means to you…”
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”~Theodore Levitt
Value
Give the 72% a reason to spend more money
Features VS. Benefits
”A benefit is only a benefit if the customer sees value in it.”~Doug DeLuca
Double Hung
¾” Stainless Steel Constant-Force
Coil Balance Allows for a maintenance free, system
for sash stability.
Multiple Chambers Profile
Vinyl profiles are filled with 13 dead air chambers that increase window insulation
and aides structural integrality
Tilt in/Lift out SashAllow sash to tilt in for easy cleaning
Supercept Spacer SystemMakes for low conduction rates, moisture-resistance and thermal
efficiencyContoured Extruded Lift RailsAllows for easy opening –no matter how
big the window.
Flush Mounted Tilt LatchesFor a clean, smooth sash rail.
Dual Air LocksFor ventilation
Cam LockUnique designed secure
window lock
Fusion-Welded Frame and Sash
Profiles and sashes are fused together to create a weather tight, strong one-
piece unit.
Accessory GrooveFor the addition of decorative
trim & to aid in installation
3 ¼” FrameAllows to fit most
openings
⅞” Insulated Glass Unit
Double pane, Double strength glass with
Low E and Argon Gas for increased energy
performance
6500
Exterior Frame
Meeting RailMakes for a tight seal with
our patented Inter-locking/Over-lapping
design
Extruded ScreensFor strength and durability
Getting comfortable
Practice!!!
Research shows that it takes 21-28 days until a habit is formed. Try these actions for a month and it will become second nature to you.
Review
Crucial Points:• Four decision-making criteria – customer buy in• Three price options• Ask questions•Get comfortable
Put what you have learned here into practice over the next month and watch your closing percentage and AOV increase!
50
Questions?
51
Follow me on Twitter@dougdeluca2
Facebook discussion groupwww.facebook.com/vantagepointediscussion
Look for me on
Email me at: [email protected]
Get today’s presentation online!!
