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T J LLC
OOLEY
OHN T J
LLC
OOLEY
OHN
John Tooley Office: 919.837.2555 Mobile: 919.210.8308
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©John Tooley, LLC 2018 All Rights Reserved
Creating Customer Value and Closing the Deal
T J LLC
OOLEY
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Our Agenda
Purpose and Value
The Science of Persuasion Consult Me The Customer
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Introductions
Name Company Number of years in sales What do You or your company sell?
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Pyramid of Power
Think in $$
Think in things
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Who Has a BA, Masters, or Doctorate
Degree in Sales?
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VAL
UABL
E
NOT UNIQUE
Not Valuable Not Unique
Valuable Not Unique
Not Valuable But Unique
NOT
VAL
UABL
E
UNIQUE
Valuable & Unique
6 Where is our company positioned?
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A person who helps customers identify wants and needs and helps them buy what they want and what’s best for them.
Trusted Advisor
Customer/Supplier Relationship
CONTRACTOR
CREDIBLE SOURCE
TRUSTED ADVISOR
PROBLEM SOLVER
Cus
tom
er’s
vie
w o
f the
re
latio
nshi
p
Your view of the relationship
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• C credibility • R reliability • I intimacy
Unique & Valuable
• T trusted advisor
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We need to stand out in the crowd 9
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Purpose and Value
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What are we selling?
Value Value Value
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Why do you do what you do?
WHY?
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HOW
WHAT Install, Design, Test
Experience, Certification, Quality,
Equipment VALUE PROPOSITION
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Our (WHY) Mission is… (Why do we exist?)
To help establish a higher quality of life through managing the indoor climate
To deliver affordable comfort To design dreams To measure value To spread the power of true
comfort To inspire healthier living
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WHY
HOW
WHAT
Not what… 14
Reverse the message
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What motivates our company motivates our people and must motivate our customers
MISSION OR VISION
Starbucks -
Apple -
Harley-Davidson Tattoo anyone?
USAA Insurance
Tesla – “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles –”
They all fit into the lifestyle of certain people
- “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.“
– “We want to challenge the status quo”
Its not about coffee-
Its not about computers or phones
HOW MANY KINDS OF COFFEE?
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OOLEY
OHN T J
LLC
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OHN
Take out the 3X5 card
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The Science of Persuasion
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We are Movers
Survival of the fittest demands it
Compliance Practitioners… Getting others to say yes
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Science of Persuasion
To Persuade? To gain confidence To coax To advise To influence
Opposite of Persuasion To assert power To pressure To coerce To force
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Brutal
Gentle
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Linguistic MRI….Sales persons
pushy difficult
yuck ugh hard sleazy
annoying slimy
dishonest necessary
manipulative
boring
challenging
tough
ick
fake
uncomfortable
aggressive
painful cheesy
7,000 Adults – To sell is Human – Dan Pink
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21 Sales Person Knows More Than the Consumer
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22 Customer Knows More Than the Sales Person
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We must have a different approach
Different knowledge Different skills Different abilities
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SUCCESS
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The Science of Persuasion 24
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SOCIAL NORM
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Telling a story 26
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Aristotle – The job of a story teller is:
“Create a gap between what should be and what is.”
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Relatability Novelty
Sweet Spot
A Good Story =
Too Much
Too Little O
positive tension
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A good sales person must be good at telling the story and selling it 28
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Consult Me
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-
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Consult Me…
If I were coming to town to start a business what are a few things I must do to be successful?
1. __________ 2. __________ 3. __________
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A Forgotten Group
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2050
Population Age 65 and Over
2015
20% or more
Less than 20%
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The Customer of The Future
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Boomer population by county
Cedar Rapids, Iowa
http://www.governing.com/gov-data/baby-boomers-county-population-map.html
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Boomers are connected
96% of baby boomers participate in word-of-mouth or viral marketing by passing product or service information on to friends (ThirdAge and JWT Boom).
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Cedar Rapids
706 Homes for sale
405 Homes for rent
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Magazine 42
What is the best project for cost recouping according to remodeling magazine?
EAST NORTH CENTRAL 2017 NATIONAL AVERAGES
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The Customer
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CUSTOMER A customer is the most important visitor on our premises. He is not dependent upon us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. -Gandhi
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A homeowner, had a beautiful view of the mountains, until a new neighbor purchased the lot below his house and built a new home.
The new home was 18 inches higher than the ordinances would allow, so the homeowner with a view got mad about his lost view, went to the city to make sure they enforced the lower roof line ordinance.
The new neighbor had to drop the roof line, at great expense.
Recently, the first homeowner called the city again, and informed them that his new neighbor had installed some vents on the side of his home and he did not like them.
When the city went to see what the vents looked like, this is what they found ...
ANGRY HOMEOWNERS = LOSS 45
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The commitment of customer intimacy is…. 46
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Quality Trumps Price
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Loyal customers are advocates for your company (They Are Our Sales Staff)
REAL FINANCIAL CONSEQUENCES!
=
Own The Customer Experience
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“Profit in business comes from repeat customers, customers that boast about your project or service, and that bring friends with them.” -W. Edwards Deming
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Loyalty
Customer satisfaction is a feeling Customer loyalty is a behavior
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Dissatisfied customers Dissatisfied employees Reduction in referrals Loss of market share Loss of money
One call back can cause
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Source: 2002 J.D. Power and Associates New Home Builder Customer Satisfaction Study
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10 9 8 7 6 5 4 3 2 1
89%
64%
30%
9% 3% 2% 0% 0% 0% 0%
Increased Word of Mouth
Overall Satisfaction with Contractor
Decline in Word of Mouth Based on Decline in Customer Satisfaction
Unacceptable Outstanding Average
% D
efin
itely
will
Rec
omm
end
Hom
e Pe
rfor
man
ce C
ompa
ny
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With an increase in positive recommendations, Home Performance Contractors have the potential to
significantly increase retrofit sales.
= $35,000 Additional Revenue
-Per advocate
-Loyal Customer
-Sales person
X 1/8 = 7 Additional Sales
$5,000 Average Sale Price X + .56 Additional Recommendations per satisfied customer
X 100 = 56
Average Homes per Contractor
$
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Is your Company Remarkable?
Re-mark-a-ble: Worthy of being or likely to be remarked about favorably
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After the sale
Contact must be through the person having the relationship Quality assurance E-Surveys
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References
Start With Why, Simon Sinek
The Loyalty Effect, Frederick F. Reichheld
Loyalty Rules, Frederick F. Reichheld
Loyalty Leap, Bryan Pearson
Drive, Daniel H. Pink
To Sell Is Human, Daniel H. Pink
Ackoff’s Best, Russell L. Ackoff Customer Intimacy, Fred Wiersema
The Prime Solution, Jeff Thull Satisfaction, James D. Powers IV Influence, (The Psychology of
Persuasion), Robert B. Cialdini, Ph.D.
What’s Your Customer’s Problem, Fred Wiersema
How to Win Customers & Keep Them for Life, Michael LeBoeuf
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QUESTIONS 60
?
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