Problem #3
Lack of a Crafted Compelling Offer to Close the Sale
Do you have a selling process for selling an air conditioner or furnace? So, why not have a selling process for the extra product you want your techs to sell? And, I don’t mean just a manufacturer brochure to leave behind. At the very least, have a special price available if they decide while your tech is in the home. Even better, why not have an order form just for duct cleaning that provides ‘talking points’ for your tech to ‘guide’ the customer to a desirable outcome? Very simply, your order form should:
- Review the benefits of the product – in this case the benefits of having their home’s ductwork cleaned
- Describes your offer including the price, any incentives to create urgency to respond today, and any guarantees you include
- Tells them exactly how to respond and emphasizes any urgency deadlines
Why should we expect customers to buy if they are not given an offer and provided with a compelling reason to do so? Without a selling process, we just leave it up to chance or how the customer feels on a given day. Now, granted, a customer is only going to buy something if they want to. But, if they are not buying from you, then who are they buying from?
Does it sound odd to do this amount of work for each product? What I have described above is the minimum that QVC and other shopping channels do for every single product they feature! We need to step up our game, because the real competition for our customer’s money is not the other people in the HVAC industry – it’s the marketers like QVC who craft a reason to buy.
A video sales tool – like 3 Brutal Reasons Why Your Home’s Ductwork Should Be Cleaned – can do the ‘heavy lifting’ for your tech. All he has to do is to make the video sales tool available to the customer and then hand them an order form to help close the deal.
I will include a template order form as a closing aid for the tech to use if you take advantage of our...