BUSINESS ADVICE
assume that the customer knows everything
they need to know to make their decision.
So, it’s your job to try to find out what
they understand and try to explain what’s
possible, without being patronising.
Although this largely comes from your
personality, try to exude confidence. It’s
not fair, but people who talk about possible
problems are much less convincing than
those who reassure the customer. Before
the prospect buys, they need lots of
reassurance. So, give it to them.
Behave with empathy
When you are an unknown quantity
to your potential customer you can be
a scary thought. They will be letting this
stranger into their home. That’s why it’s
a good idea to try to see where they are
coming from. If at any stage you have
to wash your hands they will want you
to take care so the sink doesn’t look like
it’s been used. Looking smart is always
helpful, it exudes a professional feeling.
You almost certainly know much more
about your trade than the homeowner you
are speaking to. But always listen before
you start telling them the answer. That’s
for several reasons.
It lets you understand how much they
know. It helps you realise what they want
and probably hear some nuance you
wouldn’t otherwise get. Also, people want
to have their chance to talk, they don’t
want to be cut across and made to feel
stupid.
You have two ears and only one mouth.
A ratio of two to one listening versus
speaking is always a good rule of thumb
for customers and prospects.
People buy from people like them, so if
you can find any common connection, it
helps. It might be football, something you
both like on TV or anything else. Just don’t
stretch things too far.
Tell them what they told you
If you let them, your customer will tell
you a lot about what they want or the
problem that needs fixing. It’s critical
that you understand what they tell you by
listening carefully.
After that it’s a really useful trick to
feedback what the customer has said
in your own words. This gives them
confidence in you and also lets them know
that you have heard them. Naturally, they
will agree with you!
About the author
Benjamin Dyer is CEO and cofounder
of Powered Now. Powered
Now’s mobile app aims to take the
pain out of paperwork for heating
and plumbing engineers as well as
other field trade businesses.
Don’t forget to thank them
Every opportunity to bid for work and
find a new customer is invaluable, so always
thank the prospect for considering you.
Even if you lose the bid, thank them. You
never know what the future holds so leave
the door open.
Of course, to do well you have to do a
good job. But to do that you have to win the
business in the first place. Making a good
first impression is a key to that success.
Finally, if you have done everything
already discussed, you will almost certainly
be asked to produce a quote. This is where it
is imperative to generate the quote quickly.
Keeping the customer waiting after they
have chosen you and are anticipating the
next step is the sure-fire way to undo all your
previous good work. All the best!
www.powerednow.com
JUL/AUG 2020
57
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