In this week's episode of the MegaMarketer Coachcast, hosts Justin Jacob and China Morissette talks about the most important word in the English language, yes! Justin and China talk about different ways that you can get to that final yes.
Main Questions Asked:
- What are the different stages of saying yes?
Key Lessons Learned:
Getting To Yes
- The final yes is actually a series of yes's that build up to the customer choosing you to be their contractor.
- The process starts with everyone and everything in your business. Every team member and marketing piece should be a part of your sales team that is helping you get to yes.
- When you realize that everyone that interacts with your customers has a part to play in making sure that customer stays a customer, then you will always be closing throughout the process.
- The marketing process is the first step in getting your customer to say yes to your business in the form of a click or a call. This is essentially your customer raising their hand and saying they are interested.
- For every opportunity to get a yes, you also have an opportunity to hear a no. Try to remove all the hurdles that you can and avoid answering the phone with a negative attitude in your voice. If you have phone calls coming in and they don't convert to appointments, you can't blame the media. You have another issue with the sales process.
- Everyone in your organization should understand your value proposition and why a customer should choose your business.
- You don't want to overpromise and underdeliver, but if you can be the first person to schedule an appointment and commit to fixing their problem, the better your chances of standing out and making a good impression.
- Letting the customer know you're willing to work for them by being flexible with your hours can be quite effective.
- Not every customer is basing their choice on price, for those customers their main consideration is usually how convenient you can make it for them.
- The next yes for a customer is allowing a contractor into their home. Be careful with who you are hiring, your CSR is going to be the face of your company for that customer.
- A knowledgeable and friendly CSR can be very powerful in building trust.
- The big yes is where your business lives or dies. It's where your customer trusts your knowledge over their own or their competitors. You have to maintain your designation as an expert in the eyes of your customer but be careful about selling against your competitors.
- Ask questions at that point, questions that convey that you understand their problem and also have their solution. Refocus their attention on the problem and not the cost of the service. Make sure the customer knows that you are there to help and fix their problem, not to pressure them on the sale.
- The reality is that most customers go into this conversation a little jaded and think that you are trying to take advantage of them. Do what you can to give them more confidence in what you can do for them and that you are not there to pressure them. You will probably get the work because you are there on the scene and showing them the problem.
- Your customers should never feel like you are presenting a solution with a big price tag because you are motivated by the commission.
- You also have to fight against the person's natural inertia and preference for the status quo. Paint the picture for them about the cost of their problem over time and why your solution adds more value than the cost to them.
- Make it so that there are so many benefits to choosing you that it becomes the default option. Don't oversell fear but present all the benefits of working with you.
- Remember the solution is going to hurt, and the job of the CSR is to make the solution hurt less and that the cost of not doing something will far outway the negatives of dealing with their problem. Show them the hidden costs of inaction.
- A risk reducer is a good way to get the close. Guarantees and warranties can be the final nudge for the customer to say yes.
- Don't wait until the final yes to be closing, throughout the conversation you should be getting buy in from the customer with simple questions like "does that make sense?".
- Doing an assumptive sale once it seems like the customer has made the decision to work with you is a good way to close. Give the customer options where both answers are yes. People like options but be careful with giving too many, you customer will choose none of the above if they feel overwhelmed.
- There are micro yes's at every stage of the process. Once you've got the big yes it's time to ask for the referral and if they is anything you can improve on.
- Asking what you can do better is a no-lose proposition. If they say yes, that's great. If they say no, you now have a chance and the knowledge to improve.
- Some customers will say no and that's okay. When you find you have lost to a competitor, take note on what they did and if it's something you can duplicate.
- Maybe is really just a "yes, if…". Phrase your pitch in a way that leaves them the opportunity to say what they are concerned about and that gives you the opportunity to earn their trust again.
- Remember that it's also okay to say no to a customer, sometimes you are not the best choice for the customer and that's alright. You can go a long way with those customers by helping them find the solution they need with someone else.
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Links to Resources Mentioned
justin@hudsonink.com
china@hudsonink.com
