Don't Just Sell, Solve Problems
John Lennon is often credited with the phrase, “Life is what happens while you’re busy making other plans.” From a home improvement business perspective, the concept might be restated as: "Profits are what happen while you’re busy solving homeowners’ problems.”
In years past, the typical home improvement sale went something like this: A prospective Customer contacts the company to get a quote on a remodeling or repair project. The company promptly sends a sales rep who may or may not know a hammer from a hatchet, to gather information on the proposed job and attempt to influence or sell the homeowner on a more complex project than they need.
Over time, however, the industry has undergone a sea change. Today, the most successful home improvement providers focus on clearly defining the problem the homeowner is attempting to solve, understanding their overall situation, and then presenting several alternative solutions. Sometimes, this approach may even result in a less complex, more affordable (and less profitable) project. On the other hand, the ideal solution for a particular project and homeowner may involve using upgraded materials, expanding services, and increasing the overall scope of the project.
This style of selling has its roots as far back as the 1970s and has evolved into a process that involves asking open-ended questions to determine a potential Customer’s specific needs and desires. Next, one or more potential solutions are discussed to get feedback from the Customer to further tailor the solution. The goal is to align with the Customer’s expectations and requirements as closely as possible. In this way, the salesperson becomes a trusted advisor and develops a strong relationship with the homeowner.
Presenting the options clearly and honestly, and letting the homeowner decide, is likely to result in a delighted Customer who may come to you for help on a future project, provide positive reviews and brag about their improvement project to their friends.
The benefits you gain from solving problems and addressing pain points rather than simply selling, are almost certain to result in more than just higher profits. They are also likely to make your team feel a lot better about what they do every day. And that will inspire them to increase their efforts to keep doing what they are doing – creating happy Customers.