Sit back, have your coffee or tea handy, and sip with me… I am sitting in the office, sipping coffee, and thinking back to the estimates I went to with Steve.
I can recall:
Mr. Purdy wanted no overspray from the pool cage we were painting to his newly painted roof.
Mrs. Corona wanted to make sure her kitties did not escape while we were painting her interior.
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Mr. Moore desired that we keep a clean and tidy work space upon the close of each night.
(names changed to protect privacy)
What do all these responses have in common?
They are answers to the #1 Question we used to Double Our Close Ratio.
I’ll tell what the question is, but first,
let me tell you why you need this question.
When you are going on estimate after estimate, trying to be awarded the project on the spot, what sets you apart?
What is your USP – Unique Selling Proposition?
I can guarantee, no customer hired a contractor because they were the only contractor who promised to paint the room well, provide clean cut lines, and finish the job to completion.
Every contractor says they will do that and should do so.
What is IT that all customers want?
It’s the answer to this QUESTION that sets apart the projects awarded on the spot and those that need to think it over and get more estimates.
So, WHAT IS THE #1 QUESTION?
“Mr. Williams, what does an excellent painting EXPERIENCE look like to you?”
What’s the key word here?
Many times, the first words out of their mouth will be,
“Wow, no one has ever asked me that. I would have to say _____(write down with extreme attention to their words everything that they say next!!!)_____.”
For many, it won’t have a thing to do with what makes a professional painting company.
It won’t be:
- painters that show up on time
- a fresh new coat of paint applied with precision
- a company that has documented insurance and licenses
- has worked for 20+ years
- provides numerous services
They EXPECT that. But isn’t that what we all want to put all over our vehicles?
Take a look next time you are in traffic, on what gets put on company vehicles.
Now, take a look at what you are putting in your estimate or proposal to share with clients.
If you make this small but enormously powerful change to your estimating procedure, document their response, and repeat their response back to them when going over your proposal, you’ve just reaffirmed to your potential clients exactly why they should hire you!
Watch what happens to your close ratio.
Key: Remember to have a system for sharing your customer responses to your team so they are aware of how they can hit it out of the park with each and every client! After all, you make the promise and it’s your team that delivers! So, make sure to thank them for keeping your promises!
Next Step: Write this question down on your next scheduled estimate, re-read it as you walk to the door, ask at the end of your walk around, before you start writing up the proposal. Comment below with they key word in this powerful question. GO!
This is one of those things that differentiate one from the completion…another silver bullet brought to you courtesy of Steve Burnett.