November 24, 2022 at 6:00 a.m.
By ABC Supply.
Prevent your business from accidentally losing sales by steering clear of these common sales errors.
As a contractor, you know that sales are your bread and butter — they’re how you generate leads and build a sustainable business. The success of your sales program is essential to the success of your business as a whole. Happy customers will refer you to other jobs, which is why it is so crucial to build a sales program that helps you create trust and loyalty with your customer base. While sales can seem pretty straightforward, there are a couple of sales flubs that can cost you customers and money; here is how to avoid them.
1 – Using outdated pricing
Due to the pandemic, pricing is changing way more frequently than it used to. A common mistake contractors make is adding pricing to their system once but not updating it as prices change. This results in charging customers less than necessary. A good rule of thumb is to check your prices at least once a month. You can connect with distributors to understand how long pricing is held or use myABCsupply to check current pricing on the building materials you order from ABC Supply.
2 – Excluding sales escalation clauses
Documenting price increases in contracts is crucial. As costs fluctuate, excluding sales escalation clauses in your contracts can result in a loss of money. Make sure you stand your ground when sharing price increases with customers and keep letters from manufacturers and distributors documenting cost increases. Contractors can find manufacturer price increase announcements on ABC Supply’s website.
3 – Not qualifying bids
Customers want to understand the reasoning behind your estimates. Contractors who fail to explain their estimates have a difficult time addressing issues that arise. Sharing what you understood the project to include and giving several bid options shows that you have flexibility and care about your customers’ needs.
4 – Failing to integrate software
It’s no secret that automating processes increases efficiency and thus your company’s bottom line. Not integrating software into your business means you’ll be left behind. Combining several programs into one will help you keep details organized and impress your customers. Some examples of software contractors can use include AccuLynx, an all-in-one software designed to streamline every aspect of a roofing business, and Salesforce, a customer relationship management software.
5 – Not being present in customer meetings
Being physically and mentally present are two different things. Customers can tell when you’re not fully engaged during a meeting. Come prepared with questions but actively listen to show you’re really hearing your customers’ wants, needs and challenges. You can actively listen by putting aside distracting thoughts and using your body language to show you’re engaged.
6 – Focusing on features and not benefits
Customers are interested in how you can solve their problems. However, contractors often focus on the features of the products they recommend as opposed to the value that they provide. For example, by simply saying, “I recommend metal roofing,” customers aren’t aware of the benefit. To avoid this mistake, focus on how your solution will help the customer achieve their desired outcome. Saying, “I recommend metal roofing because it reflects solar radiant heat, which can reduce cooling costs” highlights the benefit the customer will receive.
7 – Being too “sales-y”
Customers want to feel like you understand them and their world. Taking the time to get to know your customers can dictate how and when you engage with them. Additionally, only talking about products won’t create the foundation necessary to form a long-lasting customer relationship. Focus on who you’re selling to rather than what you’re selling.
When done right, sales techniques play a key role in the success of your business and can help you build relationships with your customers. To learn even more ways you can foster meaningful customer connections, read how social media platforms such as LinkedIn and Facebook can help.
Original article source: ABC Supply