While the residential market may still be down, many forecasters agree that residential construction is beginning to turn around, particularly on the remodeling side. And what remodel would be complete without windows? However, with the economy still sluggish, it may be a challenge to convince a homeowner that now is the time to invest in that window renovation. To help sales personnel better understand what selling is like in this day and age with today’s consumer, Dave Yoho and Brian Smith of the consulting firm Dave Yoho Associates led a webinar recently focused on “the science of in-home selling.”

Smith focused on enabling salespeople to better understand why people buy or don’t buy, and discussed seven myths of in-home selling, explaining that most are unproven and are, for the most part, false in their meaning and interpretation. These myths are:

Selling is selling. Smith said this implies that since a person sold something at one time they should be able to go into a home and get another sale;

Talk the talk. People with the gift of gab make the best in-home salespeople. “This is implying that those who like to talk make better salespeople. Being a charismatic talker is helpful, but it does not impair your ability to succeed. Great salespeople are usually great listeners,” said Smith.

Under pressure. Many believe that most successful in home salespeople use high-pressure sales tactics. “While some do use high pressure, if the customer thinks you are high-pressure, you’re high-pressure, but it’s a myth to believe … that this quality is necessary to succeed,” said Smith. “If the customer feels you are high-pressure, you most likely won’t get the sale.”

Overcome objections. The inability to overcome objections, particularly price objections, represents the most common reason orders are lost to the competition.

What it’s worth. A salesperson can determine his effectiveness by measuring the number of leads he makes or produces versus the number of presentations that are made. “Successful people are efficient because they value your time,” says Smith. Yoho added, “If you want to determine your real efficiency take the number of leads you’re given and measure that against the sales you’ve made because engineering the proper use of those leads determines whether you will be a great closer.”

Selling smart. Prospects today are tougher than in years past. Smith explained that while customers today do have more information than they did in the past, many salespeople and those in management use this as an excuse. “The economy is what it is and people shopping for products/services have more information available to them than ever before … competent salespeople upgrade their skills to match these conditions,” said Smith.

And never forget … Once you learn to sell properly you never forget how to; it’s like riding a bike.

Yoho also talked about the challenge of price resistance. He said when faced with this use what “the total offer concept.” With the total offer concept you have to show customers what they will get from you that they can’t find anywhere else. This could include custom designs, unique fabrication, special parts, preparation techniques, exclusive extras, special warranties, insurance protection, etc.

“Remind them of the pluses that they get from you,” said Yoho.

Ellen Rogers is a contributing editor of DWM magazine.


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