BUSINESS
SALES IS DIFFERENT TO MARKETING ...BUT JUST AS IMPORTANT!
Sales: just the thought of selling seems to be like public speaking for many. But it really doesn’t have to be like that. Sure, there are questioning techniques and processes that we can talk about later; but really, it’s about being present, being engaging, knowing your customer, building rapport and communicating. People often put sales and marketing in the same category. Many spend a pretty penny on marketing (google ad words, websites, advertisements, signwriting on your vehicles, to name just a few examples) but forget to brush up on the sales skills needed to get a customer over the line. All the money spent on marketing could be wasted when a potential customer reaches out to a business and doesn’t get a good first impression. Make no mistake, you are always being judged.
Being Present – Initial Contact Most customers, like everyone else, are time poor, so it’s important that you make it easy for them to contact you. Make sure you have your phone number prominent and easily accessible; for example, put your phone number at the top of your webpage and include a click to call button. Customers want prompt responses so being available is vital. Even if you have to call them back, not picking up the phone when it rings is where many still fail. How you answer the phone needs to be cheerful and professional. Always answer with your company name and your own name: “Good Morning ABC Plumbing, Ben speaking. How can I help?” If you miss the phone your answer phone message needs to promote professionalism and include your company name and your name. Listen to your own message and get feedback from others: does it sound approachable and professional? Instant texts from missed calls are a good idea as well. “Hi, Ben here, from ABC Plumbing. Sorry I missed your call; I’m working with a customer right now, but can call you shortly”.
Being Engaging Once you have the opportunity to proceed with a quote communication is key. Let your customer know if you are running late, for example, even if
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| MASTER PLUMBER MAGAZINE May/June 2020
it’s just a few minutes. When you arrive be presentable and clean. Offer to show licenses, show them that you are an MPAQ member and our code of ethics, and ask them about what they want to achieve. This is where you want them to do most of the talking, and you do the listening. This time is all about your customer.
Knowing Your Customer Who is the decision maker? Quick tip: try to find out if there is anyone else involved with making a decision (for example, two business partners or a husband and wife). If there is and you are currently only speaking to one party, try to make yourself available to answer any questions with the absent party.
Building Rapport If you have listened to the customer, now is the time to let them know you have and that you understand what it is they want to achieve. If we want to use a sales term, this is called paraphrasing. Simply put it is repeating back what the customer has told you. It doesn’t matter if you get it slightly wrong, in fact this is a good time to iron out any miscommunications. Customers like to know they have been understood; this builds trust. Further rapport building is being relatable, finding common ground, being empathic, and sharing experiences.
Communicating Explain how the job will be completed and what materials you will be using. It’s sometimes hard to remember that people don’t know what you know, so be open to answer questions. Let them know in advance if the work will be particularly noisy, require a lot of space, or be dirty. Give reassurance that this will be kept to a minimum and that you will do your best to work with them. Providing a quote as soon as possible that is clear and accurate is paramount. And the number one tip that often gets neglected: follow up. Following up absolutely wins jobs. MPAQ is here to help your business thrive. If you would like to know more about the resources we have available for members, you can call the MPAQ office on 07 3273 0800. Article written by Leah Govorko – MPAQ, Sales and Membership Specialist
