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April 2019

POWER OF PRESENTATION

21 Mar 2019, Business Tips, Learn, Prove Your Know How

Quit losing the sales that you should be getting for the wrong reasons

You’re a great builder and you know your stuff, but when it comes to winning jobs, you lose out – to a better looking or better presented company. Yet, their finished product is no better than yours (in some cases it’s not as good), and your price is about right. Does this happen to you? If so, read on!

So, why do they win the jobs? Do customers really get taken in by appearances and presentation? Perhaps unfortunately, or unfairly, the answer is often yes. However, this tendency isn’t limited to building clients. It’s likely something you do as well, either knowingly or subconsciously. For example:

Imagine you are purchasing a truck and choosing between two that are identical in every way except that one is covered in mud and the other is spotlessly clean. Which would you choose? Most likely you would choose the bright and shiny one – even though both have the same performance characteristics and you’ll get it dirty anyway.

There is no doubt in marketing – appearances can have a huge impact on purchasing decisions.

The truth is, we believe more of what we see than what we hear!

So, to help you even the odds, here are five things you can do to morph into that “bright and shiny” builder from whom your customers will happily purchase.

YOUR VEHICLE

Your vehicle doesn’t need to be new to create a good impression (in some areas a new vehicle may even give the wrong impression). But it does need to be clean, tidy and in good repair.

You see, your vehicle may be the first thing your prospect sees.

So, take a look at it now. Does it show you care? That you pay attention to detail? Or does it indicate indifference? Are bits missing? Are there dents unrepaired? [Now, of course, if your prospect is an off-roading fan, turning up in a dusty, battered and mean 4X4 may be just the thing! It’s often about knowing your audience but, if you’re not sure, it’s best to err on the side of caution and have you vehicle neat and tidy.]

So, make cleaning and checking your vehicles a weekly habit.

YOURSELF

If you work mainly on the tools, then you probably think of yourself as a builder. And you are – when you are on the tools.

However, when you are in conversation with your potential client, prior to starting any building work, they need you to be someone else!

At this stage they do not need a builder. What they need is someone who will help them ask the right questions and locate the right solutions. They need an advisor.

Moreover, because you are probably discussing their largest financial asset, they need to know you can be trusted! That you are a professional advisor.

If you talk like an advisor, but you look like a tradesman, they may not believe you. Your appearance could be getting in the way. If the clothing you are wearing gives the wrong impression, it can undo everything you say.

So, how do you present? How does a professional advisor dress? We recommend tidy pants and a button up shirt, or similar.

SALES MATERIALS

The only way your potential client can come to believe that you will do a quality job for them then (ie, in the future) is by observing the quality of the experience they have with you now – during your first meetings.

Your sales materials can say a whole lot about what they can expect. Poor quality materials could suggest that you might be happy to accept a lower-quality standard of workmanship. On the other hand, excellent quality materials could suggest a higher-quality standard of workmanship. This is not necessarily true, but the sales process can often be affected by perception.

So, check out your brochures and forms, and make sure they are assets that you are proud to present.

QUESTIONS

Some inexperienced building company owners act as though over-talking about their company and its services will convince potential clients to purchase. Experienced building company owners simply ask a series of carefully thought out questions, that lead to a clearly defined problem for which a solution can then be found.

The thing is, good questions unlock imagination, and imagination is best expressed visually.

When you have asked good questions you can produce a visual rendition of some possible solutions. This is much more powerful than simply taking notes and verbalising the solution. Whereas if you do not visualise, then your idea of the solution may be quite different to what your potential client imagined. You may think you have heard them clearly, but until you produce a visual representation, it’s unlikely you’ll really know.

So, ask and sketch, ask and sketch until you start finding your potential client saying “yes.” This will demonstrate that you are a problem solver and help you win the job if you want it.

Once the visual is underway, keep the interaction going with questions like these:

“Is this what you had in mind?”

“Can you picture this plan working?”

“If we could build something along these lines, would that achieve your vision?”

PUNCTUALITY

There is nothing that dents your potential client’s opinion of you more than having them stare at their watch, waiting for you to turn up. Or having them wait while you finish with someone else, or (worse still) talk on the phone!

In western culture it’s courteous to be a couple of minutes late, but it is rude to be much longer.

So, to ensure you start off on the right foot, make sure to show up on time for meetings.

Takeaway: Remember, how you treat your potential customer during the sales process is important, as it forecasts how you will treat them during the build. How you act now shows them how you are likely to act then.

Graeme Owen is a builders’ business coach at thesuccessfulbuilder.com Since 2006, he has helped builders throughout New Zealand get off the tools, make decent money, and get more time in their lives. Grab a copy of his free book: The 15 Minute Sales Call Guaranteed To Increase Your Conversion Rate or join Trademates and connect with builders who are scaling too.


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2 Comments

  1. dpmal@slingshot.co.nz says:

    workmanship

  2. jimpember51@gmail.com says:

    presentation etc

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