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| Author: | Richard Kaller |
| Subject: | Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-06 14:52:02 |
Rules For Buying Windows For Your Home is an extraordinary thread.
Seems like we should have a sister thread Rules For Selling Windows.
I am new to this board. Found it while searching for Renewal By Anderson as part of developing a sales team for a new RBA dealer.
Most interesting was the thread berating a poster about being a purchasing agent, only being concerned about price, don’t waste our time, you people make us bash the competition, you people force salesmen into multiple discounts, our time is valuable, we come to get the sale.
As a salesperson for over 30 years, starting with windows in the late 1970’s, I understand how the rejections and frustrations can build up to trigger someone to write such a post. I doubt that post would be written if the poster was on a hot selling streak.
What I have learned about selling is the traditional sales process I was taught, (still mainly used today), is just not as effective as it once was.
The traditional “6 Sales To A Sale” developed in the 1950’s was designed for the GI generation. That generation had less education, were rushing after the war to build America, typical one income family with stay at home mom. At that time it was important to 1. Sell your way in. 2. Sell yourself, 3. Sell your company. 4. Sell your product. 5. Sell your price. 6. Sell your close.
Today, the Baby Boomer generation is much better educated and has access to all types of marketing materials on windows and has the Information Highway for research. They are more rushed than the GI generation. They are often two income families, and they don’t relate well with “6 Sales to A Sale” compared to the GI generation.
They don’t want us to tell them how great we are, how great our company is, how great our windows …because everyone is selling them the same line…”We are the best!” And...they don't want us to tell them they need their spouse to make a window purchase.
The reason the consumer shops around and gets multiple prices is not because they want to waste our time it is because we are wasting both theirs and our time with an outmoded sales process.
The traditional sales process fails to generate enough trust and confidence in the prospect so they feel comfortable pulling the trigger and making a purchase. The outmoded traditional sales approach says they need to trust us. Today, they need to trust both us and themselves to make an educated buying decision.
Today’s prospect prefers a consultative sales approach. Instead of pitching your company and product, get into the consumer’s shoes and look at the buying process from their eyes. Help them get all the information they need so they become empowered to make an intelligent buying decision. Do that and they will want to have the complete buying party present to meet you and they won't have to shop around.
Just my 2 cents.
Richard Kaller
| Author: | Guy |
| In Reply To: | Rules For Selling Windows In Today's Market (posted by Richard Kaller) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-06 15:46:06 |
Hey Richard, I can agree and disagree with your outlook. Meaning no disrespect to you at all. I come from a good background of sales and labor. My Uncle has been a Union BA for the Carpenters for 20 years and my Grandfather owned a Meat Market for 50 years. Talk about two far apart trades. I watched my Grandfather sell product all my life. He could sell stuff to people like nobody I ever seen. Everyone loved him and came for miles to get his product. They trusted and had great respect for him. He always kept his word and never took advantage of them. He passed away recently so I only have the memory! He taught me there are only two thing's to remember while selling. Your Honor and Respect. These are given to us to build and make into whatever we want. We control them from beginning to end. So we must do our best to keep these things real.
I think sales tactics used for years are still good in a way. I also know of people who have developed new ways that work great. One of my good friends owns a Kirby Dealership. These guys are good!! He's not pushy or persistant. He spends more time listening to their questions and what they want. He then uses these things to educate and sell. He also lets the product sell itself. He compares them to each other. Not by bashing or smack talk. He shows the customer different machines and where the difference is. This is the way I sell my windows. I have around 20 window samples. Samples I've purchased of all the other manufacturer's. If my customer has doubts out they come. They can see the difference for themself. I don't have to bahs other manufacturers. I can just show them all the pro's and con's of each unit. This works great!
I don't think todays problems are based off the old sales tactics used back in the earlier part of our life. I think they go back to that good old Con Man!! How many horror stories over the past twenty years have we heard? Maybe over a million. This scam that scam and the greatest of all, "I gave them money down and never saw them again". Here's an example. Our earlier generation lived and died by the Sears Catalog. It was well respected and everyone used it. They always gave you the best deal and price on everything. Not today! Now they prey on the older Americans who so proudly made them the power they are today. They sell a window that cost them $100 for $1000. What a mark up! It's the crooks and thieves who have destroyed your sales tactics. You hit it right on the head when you said "TRUST". The customer has to trust and feel comfortable with you. They have to feel comfortable that your not scamming them out of their money. They also want to make sure they are getting the best bang for their buck. Today people shop prices around to find the best value for their dollar. I bet the people on this board can back that up!
My biggest sales pitch every time is "Get other quotes and bids". I don't want them to sign today. I want my customer to spend the time educating themselves on what they are buying. I feel confident in what I sell and how I put it in. It hardly ever fails me. The only time I loose a job is when someone can't afford what I'm selling. They choose the bottom of the barrel brand. Cheap garbage that I generally go out and replace later.
Consumers are wise to a lot of the BS people try and sell them. They always have that consumer shield up until they feel good. It's up to us as sales people and installers to honor all our promises with pride and respect. Remember - This is what America was built on. A handshake was all we needed. I bet our forefathers are rolling in their graves from what they see today! Just my two cents!!!!
| Author: | Another TIM |
| In Reply To: | Rules For Selling Windows In Today's Market (posted by Richard Kaller) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-06 16:46:37 |
Thank you, Richard, for a very intellegent and timely post. Nice to hear other opinions for a change.
| Author: | Richard Kaller |
| In Reply To: | RE: Rules For Selling Windows In Today's Market (posted by Guy) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-06 16:53:30 |
Guy,
You make some excellent points.
It is great you have 20 window samples and you can provide that type of almost one-stop shopping to see the differences in windows. There is a style of person (maybe an engineer) or technical type that needs that level of information to have trust and confidence to buy, but they are a small part of the population buying windows.
My experience has been, supported by numerous surveys over the years, the majority of consumers do not buy a product and they do not buy a price. The consumer buys based on trust and confidence they are making the right buying decision. Product and price are just elements of the buying decision.
With today’s buyer there are two, not one trust points. They must trust the window vendor, PLUS they must also have trust and confidence they are making an educated buying decision.
We need to remember most consumers have never bought a replacement window before in their lives, and they were not born with a replacement window manual in their brain.
I bet the people that bought from your Grandfather bought based on “trust and confidence” in your Grandfather and that he would not give them a bad deal, not that his product was a little different, or priced differently.
With traditional in-home selling the emphasis is placed on the salesperson, the company the product, and the close. It has been my experience that the consumer doesn’t want that jammed down their throat.
What I have discovered is they first want to determine
1) How do they define their specific window needs?
There are a lot of reasons to buy windows. Need new windows, energy savings, comfort, esthetics, Jonesitis, etc.
2) How do they determine what are the best products to satisfy those needs?
There are lots of manufacturers and lots of window options.
3) How do they determine their contractor selection criteria?
How important is adequate insurance, how important is quality craftsmen, how important is performance of the window, how important is the staying power of the contractor to back of their work,or install additional windows at a later date, how important is a worthwhile warranty instead of a worthless piece of paper, how important is the contractor’s reputation in the community, BBB, consumer protection agencies, how important is the contractors track record for providing a quality contracting experience for it’s customers, etc. etc..
4) How can they have trust and confidence in the investment amount?
Has the contractor installed windows in the local community for price comparison? How do they balance quality, price, value and achieving 100% satisfaction with the end result?
When they get satisfactory answers to those four categories of questions they buy. We all buy when we have trust and confidence in those four areas.
My point is with a consultative sales process the consumer can gain those answers and have enough trust and confidence to buy…without shopping. With the information they know if they shop they will find higher and lower prices, and different styles of windows.
For the most part today’s consumer does not have time to shop. Do you have time to shop, or are you looking for a vendor with whom you have complete trust and confidence?
When is the best time to make a buying decision, is it, when all the facts and figures are fresh in our mind (following a consultative process), or days later when normal "memory loss" has cuased us to forget most of the details?
Richard Kaller
| Author: | Guy |
| In Reply To: | RE: Rules For Selling Windows In Today's Market (posted by Richard Kaller) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-06 20:48:52 |
All your points are well taken and admired Richard! I really think it's where we sell and who we're selling to. I know what sells here and what won't. So I try and stay in that area. I'm sure many people looking here will see a side of sales they don't see everyday. The post above explains it all. A new face and opinion are great to see. I think they get bored with us same old posters. So another option or as I call them "words of wisdom". Thanks for the information. I always have an open mind to new things. You have some very valid ones for me to try
Thanks Guy
| Author: | Richard Kaller |
| In Reply To: | RE: Rules For Selling Windows In Today's Market (posted by Guy) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-06 21:09:00 |
Guy,
Thanks and I’d like to share that finding this BB and seeing the quality of the posts and professional even balance of responses is quite refreshing. As you probably know other BBs are often reduced to stupid bashing and flaming.
You are right. Whatever sales process works best for you is the best process. You know your market.
Your contributions to this board are part of what makes this a great BB. I bet I have read 100 of the posts. I’m impressed. You all have done a great job of building an information channel of high value.
The consumer side very much interests me. I am a little surprised there are so many high pressure and multiple discount issues, as well, as the consumer having to shop around at four or more places to find the product they want.
Business gurus tell us to “get close to the customer” but that is easier said than done. With this format it is easy for the customer to share their feelings and for those interested to learn from them.
The service you professionals are providing for the consumer is fantastic. I’m sure they appreciate it.
Richard
| Author: | Guy |
| In Reply To: | RE: Rules For Selling Windows In Today's Market (posted by Richard Kaller) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-07 01:08:54 |
Thanks Rick, If I can help you in any way. Feel free to email me.
Guy
guy@installationmastersinc.com
| Author: | Get a room |
| In Reply To: | RE: Rules For Selling Windows In Today's Market (posted by Guy) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-08 18:31:14 |
Thank you, no thank you, no thank you... gee whiz.
| Author: | Seymour Butts |
| In Reply To: | RE: Rules For Selling Windows In Today's Market (posted by Get a room) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-09 11:54:32 |
get a room. It's a-holes like you who screw up this board. So take it and place it! FAH-Q
| Author: | RCasement |
| In Reply To: | Rules For Selling Windows In Today's Market (posted by Richard Kaller) |
| Subject: | RE: Rules For Selling Windows In Today's Market |
| Posted At: | 2004-09-09 21:02:03 |
Did I see you on TV doing a 1 hour commercial for some oven.
You were cooking all kinds of stuff and everybody was clapping and getting excited over it.
just kidding
RCasement