In Home Sales TrainingIn Home Sales TrainingIn Home Sales Training

The The The Ten Ten Ten StepsStepsSteps •1-The Incoming Call

•Handle the incoming call. Put the customer at ease. Lower their resistance. Take ALL

of their contact information and book the appointment

•2-The Pre-Mailer

•Mail the customer a personal profile of who will be at their home. Include information

about Stonemakers and your company. References and photos of your work should be

included.

•3-The Introduction-Arrive and Greet

•Arrive at the customer’s property, introduce yourself. Tell them briefly about yourself,

your company and the process

•4-The Interview

•Build a “Wish List” by interviewing the customer. Write down their ideas and make

their “vision” a “reality”.

•5-The Inspection

•Take measurement and make a sketch. Discuss shape, color, texture and finish.

•6-The Vision

•Whether by hand sketch or computer, convey the customer’s “vision”.

•7- The Close

•Ask for the sale.

•8-The Proposal

•Put together the written estimate for the customer.

•9-The Close

•Ask the customer for their business. By now they should want to “buy” from you not

be “sold” by you. Now is the time to overcome any further objections.

•10-Follow-up

•Keep in touch with the customer. Phone calls, emails and thank you cards.

Step 1.Step 1.Step 1.

The Incoming CallThe Incoming CallThe Incoming Call

I can not stress enough the importance of how that

initial phone call from a prospective client is han-

dled. You only have one chance at making a “first”

impression. If the person representing your com-

pany is not cheerful, helpful and glad to be answer-

ing the prospective client, then you will either lose

the customer before you’ve even started or have

an uphill battle changing their minds about you.

We are all human, but being on the phone all day

is like being a talk show radio host. You put on

your “stage voice” and play the role. Save the ban-

ter and complaining for the water cooler or your

lunch break. Your office should be a professional

and calm environment. Customers should not hear

people bickering in the background or idle chatter.

It is crucial that ALL of the information is obtained

from the customer. E-mail addresses should be

part of this initial intake. The majority of the popu-

lation has an email address. If someone does not

for what ever the reason, make note of it in the

customer’s profile. You will be sending a pre-mailer

to all clients who book an estimate, and you will

save considerable amounts of money, if it is sent

electronically rather than by “snail mail”. Remind

the client that you will be sending them infor-

mation about your company and their representa-

tive. This will prevent them from ignoring your

email and deleting it before reading.

Another crucial part of the intake is to lower sales

resistance as much as possible. Let the perspective

client know they made the right decision by calling

your company. This is conveyed to them by the

confidence in your voice. At the end of the call re-

mind the customer that you will be emailing them

and calling them 2 days prior to their appointment,

to remind them that we will be coming out to their

home. Also tell them that Monday appointments

will be confirmed on Friday.

So the phone is ringing, what do you say? “Good

morning! It’s a great day at Stonemakers! My

name is_______. I can help you.” Don’t ASK “may

I help you?” They have called you and need your

assistance. Have the confidence to let them know

that they made the right decision by calling your

company. By Saying “I can help” reinforces that.

Now it’s time to collect the customer’s information

and set the appointment. “You’d like an appoint-

ment for an estimate? Well you’ve called the right

place, we’re the largest hardscaping company in

the Northeast. Let me take some information from

you and then we’ll set up an appointment. Can I

have the address of the property we’ll be coming

out to? Can I have your name? (first & last have

the customer spell it, then spell it back.) And your

home phone # ? (repeat back). Do you have an

email address, so we can send you information

about our company and your representative? And

do you have an alternative phone # like a cell or

work # ? (repeat back) Fax #? (if Real Estate or

Property Manager). How did you hear about our

company? (internet, truck, etc.). What is the zip

code and city of the property? (repeat city back)

Are you the owner? (if not, find out who is). What

is the color and style of the house? (white, Victori-

an, etc.). Which type of project are you interested

in? Ok let me put you on hold to see when our next

available appointment is. Just to let you know, the

average appointment takes about 90 minutes.”

After customer agrees with date and time: “Your

Appointment will be with (full name of specialist.)

(Specialists first name) (has been with our compa-

ny for _____ years,) he is a Certified Hardscaping

Professional and an excellent technician. He’ll

(She’ll) inspect your outdoor living space, explain

to you exactly how we can accomplish your goals,

and provide you with a free written estimate. He’s

(she’s) a nice person, our customers really like him

(her) and I think you will too. I’m going to send

you a personal Profile with a picture of (name of

specialist), the date and time of the appointment,

some customer referrals, and a some information

about our company for you to look through before

we come out. Ok, your all set! We’ll see you on

(appointment date and time) with (specialists

name.) Thank you for calling. Have a great day!

It is very simple and whoever is currently booking

your estimates will adapt to it quickly. Try posting

the script as a reminder.

Step 2. What Do I send to my Customers as Part of the PreStep 2. What Do I send to my Customers as Part of the PreStep 2. What Do I send to my Customers as Part of the Pre---mailer?mailer?mailer?

Personal Profile

Company Profile

Personal Reference

Company Reference

When the customer opens the Pre-mailing envelop they should see the salesperson’s

Personal Profile on top, then the company profile and the referrals on the bottom.

Step 3. CredibilityStep 3. CredibilityStep 3. Credibility---the Warmthe Warmthe Warm---Up Up Up

Remember that CREDIBILITY needs to exist and be built at every step of

the sale. Introduce yourself to the client. Ask if they received our packet in

the mail or by email. Find out if they had a chance to review it. Start your

“rapport building” process by saying “Homeowner, our customers say that

it’s important for them to know about the company and the representative

they are working with, and we feel that is important also. So I’d like to take

a moment to tell you about my company and myself. Would that be O.K.?”

Our company has been focused on masonry work for over 10 years. We av-

erage 3 to 5 improvement projects a week and have over 5000 customers

in your area. We belong to the Stonemakers™ national dealer network,

which is a network of highly qualified hardscapers in the U.S. This is im-

portant to you because we all share our experience, resources and

knowledge and pool those resources to create the best products and meth-

ods in the industry, and as you may know we have a great reputation!

As Far as myself, I am a certified Stonemakers™ Technician through the

Stonemakers™ National Dealer Network. I have been with our company for

5 years, and I really love my job and helping people create the outdoor liv-

ing space they always wanted. Do we sound like a company you’d be com-

fortable with so far? Tell the customer what you’re going to do and what to

expect from your visit.

I have a plan for our meeting today. I have a list of questions I’d like to ask

you. This way you can tell me all about what YOU would like to accomplish,

and it ensures I don’t miss anything. Then TOGETHER, you and I will make

a short list of specific things you want me to accomplish for you This is im-

portant because I’ll know exactly what you want to have done, and you’ll

know exactly what I can accomplish for you. Then I’ll carefully inspect and

measure the areas we will be focusing on. We can then sit down, and I’ll

show you how we can make it happen and exactly how much it will cost.

Then if it makes sense to you, and you are comfortable with the company

and O.K. with the price we can schedule an install date. O.K.? Great let’s

get started.

Step3: Building CredibilityStep3: Building CredibilityStep3: Building Credibility The Introduction-Building Credibility through Your Company and You

Did you receive our “packet” in the mail or by email?

Have you had a chance to read it?

“Homeowner, our customers say that it’s important for them to know about

the company and the representative they are working with and we feel that is

important also. “

“So I’d like to take a moment to tell you about my company and myself.

Would that be O.K.?”

Company Credentials

Personal Credentials

1.

2.

3.

4.

1.

2.

3.

4.

We Build Rapport with

1. VOICE

2. COMMONALITY

3. LEADING

4. PROXIMITY

I knew there’d be questions!

Step 4. The InterviewStep 4. The InterviewStep 4. The Interview

Determining the customer’s wants, needs and desires is critical to Determining the customer’s wants, needs and desires is critical to Determining the customer’s wants, needs and desires is critical to

the sales process. Purchases are driven by emotion. Ask the the sales process. Purchases are driven by emotion. Ask the the sales process. Purchases are driven by emotion. Ask the

questions, and you will find that consumers are more than willing questions, and you will find that consumers are more than willing questions, and you will find that consumers are more than willing

to share with you. It is critical to do this in a friendly manner. Mir-to share with you. It is critical to do this in a friendly manner. Mir-to share with you. It is critical to do this in a friendly manner. Mir-

ror the customer’s persona. If the person is reserved, you are re-ror the customer’s persona. If the person is reserved, you are re-ror the customer’s persona. If the person is reserved, you are re-

served. If the customer is talkative and outgoing, then so are served. If the customer is talkative and outgoing, then so are served. If the customer is talkative and outgoing, then so are

you. Consumers are more comfortable making purchases from you. Consumers are more comfortable making purchases from you. Consumers are more comfortable making purchases from

people like themselves. Build an accomplish list from the ques-people like themselves. Build an accomplish list from the ques-people like themselves. Build an accomplish list from the ques-

tions you ask.tions you ask.tions you ask.

The objective is to discover and document the client’s wants and The objective is to discover and document the client’s wants and The objective is to discover and document the client’s wants and

to develop an Accomplish List with the client to determine what to develop an Accomplish List with the client to determine what to develop an Accomplish List with the client to determine what

they want to achieve with their outdoor living space.they want to achieve with their outdoor living space.they want to achieve with their outdoor living space.

All you need is a client with a desire to improve their home, and a All you need is a client with a desire to improve their home, and a All you need is a client with a desire to improve their home, and a

salesperson who is punctual, friendly, who can ask the right ques-salesperson who is punctual, friendly, who can ask the right ques-salesperson who is punctual, friendly, who can ask the right ques-

tions and can listen. A folio with their materials, a pen and the tions and can listen. A folio with their materials, a pen and the tions and can listen. A folio with their materials, a pen and the

desire to sell. desire to sell. desire to sell.

Echo: If they say they want to fix it “pretty soon”, then echo Echo: If they say they want to fix it “pretty soon”, then echo Echo: If they say they want to fix it “pretty soon”, then echo

“pretty soon?” Use silence: Give the client time to speak, and “pretty soon?” Use silence: Give the client time to speak, and “pretty soon?” Use silence: Give the client time to speak, and

they will fill in the blanks for you. How do you mean?: “This patio they will fill in the blanks for you. How do you mean?: “This patio they will fill in the blanks for you. How do you mean?: “This patio

is not a place I’d want to entertain my friends?” How do you is not a place I’d want to entertain my friends?” How do you is not a place I’d want to entertain my friends?” How do you

mean? If you ask a question and don’t receive a response, ask mean? If you ask a question and don’t receive a response, ask mean? If you ask a question and don’t receive a response, ask

again with concern. The client needs to know that the questions again with concern. The client needs to know that the questions again with concern. The client needs to know that the questions

are being asked for a reason and that an answer is expected.are being asked for a reason and that an answer is expected.are being asked for a reason and that an answer is expected.

Preface questions: Tell them why the answer is so important. Use Preface questions: Tell them why the answer is so important. Use Preface questions: Tell them why the answer is so important. Use

the phrase, “In order to help you best, I need to know” “So that I the phrase, “In order to help you best, I need to know” “So that I the phrase, “In order to help you best, I need to know” “So that I

understand what you want”understand what you want”understand what you want”

Helpful Tips

1.Fact Finding Sheet 1. How long have you lived here?

2. How long have you been considering this project?

3. What about the project concerns you?

4. How long do you plan on living here?

5. What would you like to see in your yard?

6. Do you plan on landscaping also?

7. When do you want to have the work done?

8. What is the most important thing you would like to accomplish?

9. Have you had any other professional advice?

10. Do you have a budget set aside for this project?

11. Is there another decision maker involved in this project?

12. Are they as motivated as you to complete this project?

13. Are you satisfied with your existing hardscape features?

Now what do I do with all of these answers?Now what do I do with all of these answers?Now what do I do with all of these answers?

Create an Accomplishment List!Create an Accomplishment List!Create an Accomplishment List!

When you are asking the client questions you are listening atten-When you are asking the client questions you are listening atten-When you are asking the client questions you are listening atten-

tively to the answers and when it’s time you make them the cli-tively to the answers and when it’s time you make them the cli-tively to the answers and when it’s time you make them the cli-

ent’s accomplishment list.ent’s accomplishment list.ent’s accomplishment list.

When you have heard and seen enough to support that the client When you have heard and seen enough to support that the client When you have heard and seen enough to support that the client

wants to complete their project, you can ask the question: “It wants to complete their project, you can ask the question: “It wants to complete their project, you can ask the question: “It

seems like you would really like to see this project take place. Is seems like you would really like to see this project take place. Is seems like you would really like to see this project take place. Is

this something you want me to help you achieve?” this something you want me to help you achieve?” this something you want me to help you achieve?”

This is a powerful question and usually the client will say “YES”. This is a powerful question and usually the client will say “YES”. This is a powerful question and usually the client will say “YES”.

At this moment the client doesn’t know how you will make it, they At this moment the client doesn’t know how you will make it, they At this moment the client doesn’t know how you will make it, they

just know that they want it to happen. During your presentation just know that they want it to happen. During your presentation just know that they want it to happen. During your presentation

they will learn how it will happen.they will learn how it will happen.they will learn how it will happen.

What would you like to see when you look at the outside of your What would you like to see when you look at the outside of your What would you like to see when you look at the outside of your

home?home?home?

Do you entertain outdoors often?Do you entertain outdoors often?Do you entertain outdoors often?

Are you interested in replacing an existing retaining wall or fence?Are you interested in replacing an existing retaining wall or fence?Are you interested in replacing an existing retaining wall or fence?

Would you like an entry way to your home that blends aestheti-Would you like an entry way to your home that blends aestheti-Would you like an entry way to your home that blends aestheti-

cally with your landscaping?cally with your landscaping?cally with your landscaping?

Do you have plans to have a water feature installed in the future Do you have plans to have a water feature installed in the future Do you have plans to have a water feature installed in the future

or if there is an existing pool wouldn’t it be improved with a water or if there is an existing pool wouldn’t it be improved with a water or if there is an existing pool wouldn’t it be improved with a water

feature?feature?feature?

What type of a look are they interested in achieving?What type of a look are they interested in achieving?What type of a look are they interested in achieving?

Determine color preferences and the type of stone patterns that Determine color preferences and the type of stone patterns that Determine color preferences and the type of stone patterns that

are appealing to the client.are appealing to the client.are appealing to the client.

Step 5. The Inspection

Inspection Checklist

Shopping

RULE OF THUMB:

It is very important that the salesper-

son presents the price, ask for the sale

and assumes the sale. This alone will

eliminate most objections that the

homeowner may have. Allow them to

disclose the essential objections that

need to be overcome.

Could it be as simple as asking for the job?

Once you have presented all of the products both from the client’s wish list and

the perfect solution list, then it is time to review: “Client, we have developed a

plan to accomplish the goals you want to achieve. Does all of it make sense to

you?

Assume the sale. “The next step is to get this scheduled. O.K.?” If the client ob-

jects review the payment options with them. Close the sentence out with “which

is best for you?”

If the client still hesitates, then ask: “May I ask you a question? If it was free

would you take it?” Let them tell you what the answer. Objections could be the

company, you, the project or the price. This will pin point if it is money.

But what if the presentation takes a nose dive?

It is not unusual for a homeowner to lose excitement during the

presentation. Initially they are very excited to see What it will cost

to complete their dream project. As the salesperson

presents each component, the homeowner can se the price going

up and up and up. If the salesperson isn’t observant and doesn’t

realize that the homeowner is getting uptight and uncomfortable,

the homeowner will feel they’ve lost control. STOP! Give control back to

the homeowner.

Example:

Salesperson: “Homeowner, I can see that you are getting uncomfortable. Is it the

price?”

Homeowner: “Yes”

Salesperson: “Homeowner, you can make the price whatever you want it to be. It has

to make sense to you. This is your home and if you like the products I’m showing you,

you can buy them. If not, you don’t have to buy them, OK?”

Homeowner: “OK.”

Salesperson: “If you want, we can go through your Accomplishment List and you can

see exactly what it will cost. Then in the end, we can work with it, OK?”

Homeowner: “Sure.”

Giving control back to the homeowner when they feel overwhelmed is critical. You

must address the homeowner’s fears and feelings during the presentation and the

Close. If it is done correctly, the homeowner should feel good about the salesperson

coming to their home and being given a solution that needs their wants and needs.

WARNING!

If the homeowner is depressed after the visit because they didn’t realize the expense

of the project, the salesperson overlooked the homeowner’s feelings. When the home-

owner takes an emotional nose dive, it is up to the salesperson to pull the homeowner

up by giving them back control. This way, the homeowner feels positive at the end of

the presentation.

“

The Payment Options

The Thermometer Test “On a scale of one to ten, one being you’re not

interested and ten being you want to move forward

now, where are you?”

“I’m an 8.”

“What do you need to see or hear to get you to a ten?”

The Homeowner Responds….

The salesperson needs to:

Clarify the homeowner’s answer by repeating their answers back.

“You don’t know if you want to spend $8,500?”

Rephrase their answers.

“So you want to move forward, but you don’t know if spending

$8,500 for this project right now is a good decision?”

Isolate the objection.

“OK, is there anything else that is holding you back from moving

forward.”

Satisfy the homeowner’s objections.

The Thermometer Test converts I”I want to think about it”

into an actual objection. By identifying what the objections

are you can overcome them.

The “One Legger”

The Money ObjectionThe Money ObjectionThe Money Objection

The Money Objection-Continued

The Money Objection-Continued

“I got a cheaper price!”

“I just don’t know if it’s worth it!”

Call in “The Property Value Close”

The GAP You must create it in the Homeowner’s MindYou must create it in the Homeowner’s MindYou must create it in the Homeowner’s Mind

If the client does not see the divide between where they

are and where they could be by buying from you, then

they will not buy from you. You must be an expert at

showing them where they are now, and how their situa-

tion will improve by signing with you. By pointing out the

potential issues that are present now and by fixing those

problems by hiring you.

You have now travelled well down the closing path!

Closing is the natural end result to a well laid out sales process. If

you are having difficulty closing, you need to look at your sales

presentation process and rework your strategy.

These things may seem so basic that you may feel they

are not important. You must master the basics because

excellence in these basics will determine whether you

close or don’t close the job. Until you get these skills right

there is no point in learning anything else. Most salespeo-

ple focus on having a “great close”, but it will not save you

if the client feels you know some about your product but

not a lot about your product.

Trust You must make the client trust you. Consumers buy from

people they trust and like. They will NOT make a purchase

from someone they don’t trust or like. When it comes to

building trust everything counts. How you present your-

self, how you speak, how you handle difficult questions,

the questions you ask and how you listen to the respons-

es, the quality of your presentation and the materials used

in that presentation, your product knowledge and your

tone all count. If the client doesn’t trust you, they will not

buy from you. Remember the client is buying from you.

You are NOT selling them.

People Skills Your people skills are what will help you build the rapport

with the client. Your behavior must be flexible. People are

different. You will meet all kinds of different people, and

you have your own style. Remember there is no right or

wrong. Adapt. People feel more comfortable with people

who are like them. If the client is indirect and you are very

direct, the client may not feel comfortable and may not by.

The key is for you to be flexible in your behavior. You are

the one that will need to modify your personality to mesh

with the client’s personality. How do you accomplish this?

It’s quite easy. Be self aware. Now your own personality.

Next be aware of the client’s personality style. It doesn’t

have to be something complex, all you’ll have to do is

match their body language and tone. Proximity is im-

portant if the client stands close to you don’t move away.

If the client keeps their distance don’t invade their space.

Without rapport, you can not lead them because they will

not follow you.

Questioning Skills Part of building trust is asking questions that are pertinent.

If a client feels you do not understand them, they will not

trust you and will not buy from you. Depending on the cli-

ent’s personality, the person who is more open may volun-

teer information freely and those who are more closed

need to be invited to give you that information. You must

ask questions in the beginning, during and at the end of

your visit. You must also observe the client watching their

expression during the visit. If they seem confused or frus-

trated, use your people skills to clarify things for the client.

If the client’s concerns or frustrations aren’t addressed,

you’ve lost the sale. Whether to buy or not to buy is an

emotional decision no matter how logical the person is.

Listening Skills Listening is one of the most powerful ways to build trust.

If you don’t listen to a client and hear them out, and in-

stead talk too much you will not make the sale. Don’t be

defensive in your listening skills. Hear the person out,

then ask why they feel that way or why they said that. You

will build trust this way, and when you speak they will lis-

ten. Show the customer that you are listening though

body language and eye contact. Lean in a bit and nod your

head to show them that you are listening. As with any

question, once it is asked, be quiet and listen.

Technical Knowledge You need to know your stuff. If a client can see by your re-

action to their questions, that he is testing the limits of

your abilities, then he will not have faith in you. No faith,

no trust. On the other hand if the client senses that you

know your stuff cold, he will feels he is in good hands.

Knowing all that you can about your job will build trust.

Training builds your confidence and your confidence builds

trust.

Presentation Materials We are always being judged by others. Everything counts

when someone is handing over their hard earned money

and allowing you into their home.

Your presentation materials aren’t just brochures and lap-

top presentations. It is your car and how clean it is. Your

personal appearance and how neat you are. How you take

care of the tools you have in your “bag”. Remember no

mater what you bring with you to a call, nothing will sur-

pass your listening skills and knowledge.

People know you are there to make a sale. Sales people

don’t have the best reputations. Everyone has heard the

horror stories about sales people that lie, cheat, exagger-

ate and don’t follow through. The client is looking for any

red flag and trying to defend themselves. Don’t give it to

them!

The Ten Steps on the Closing PathThe Ten Steps on the Closing PathThe Ten Steps on the Closing Path Having a set structure to your sales process is critical to know where you are each step of the way. You must see things from the clients perspective. You are taking them on a journey from “I am somewhat interested in up-dating my outdoor living space” to “I am confident I want to hire this com-pany to handle my project.” When it’s time for the close you almost always hear objections, but a professional salesperson expects them and has a plan to handle each one.

The sale could occur at anytime during the presentation, at which point you will write up the contract and schedule an install date. Or the presentation may jump around from one part to another depending upon what the home-owner comes up with. That is why knowing your presentation inside and out is so important. With a well laid plan you can move about with ease and lead the customer back to the closing path as needed.

It may seem complicated, but it isn’t. Once you know each part, it will flow smoothly.

One Last Look at the Path:One Last Look at the Path:One Last Look at the Path: Prepare to Close

Assume the Sale

The Money

If it was Free

Payment Options

The Value

Uncovering Objections

One Legger

Shopping Around

The Gap

The Dreaded Answering MachineThe Dreaded Answering MachineThe Dreaded Answering Machine

What do you do if you get the answering machine instead

of the client? DON’T HANG UP! Introduce yourself and let

the client know that they wanted you to call them. Most

people will not feel pressured by this but instead they will

remember that you are doing what they wanted. Keep a

smile in your voice when leaving the message. Your tone

should be upbeat, positive and pleasant, just as you were

during your presentation.

OH NO! I GOT

THE ANSWERING

MACHINE!

I SOLD the Job! You’ve sold the job because you are the best at what you do, but it’s not

over yet!

Follow up is the salesperson’s job before, during and after the sale. Why

you ask? For referrals. A referral is the best type of lead a salesperson

could ask for. Typically there will be no bids from other competitors to con-

tend with. Your credibility is already known to the client because their

friend or family member has already done business with you and your com-

pany.

The ideal time to follow up after a job has been completed no less than 3

days and no more than 10 days after the project is completed. The 3 day

waiting period is crucial in case there is any cleanup or adjustments needed

after completion of the project. You want to speak to them before the 10

day period has passed so that the experience is fresh in their minds.

When you speak to the customer, ask them how everything went. The cli-

ent will tell you the job went great. Find out what in particular they liked

about the job. The client may mention how neat they were or how efficient

they were. This is the time to let the client know about the referral pro-

gram. Tell the customer that you are happy that the project went well and

that we exceeded your expectations. Ask them if they know anyone else

who could use your services. If they do know anyone let them know that

their friend, co-worker or family member will receive the same great ser-

vice that they did, and you will personally take care of them. Chances are

that they will refer someone. Mail the referral forms (at least 4) to the cli-

ent. The client will read the forms and see that they will receive $100 for

each referral that becomes a sold job.