Residential Sales Playbook

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  • 3

    Step 1: Prepare ........................................................................................................... 4

    Step 2: Build Rapport .................................................................................................. 6

    Step 3: Identify Needs ................................................................................................. 8

    Step 4: Align Features, Advantages & Benefits .........................................................10

    Step 5: Overcome Objections ....................................................................................12

    Step 6: Close the Sale ...............................................................................................14

    After the Sales Call ....................................................................................................16

    INTRODUCTION This playbook is based on the concept of needs-based selling. People buy what they need, but they dont always know exactly what it is they need or what you have to offer them. The needs-based selling concept helps you identify the specific needs of each customer so you can customize your approach to their specific needs. This workbook will take you through the six steps of the ServiceMaster Sales System. For detailed information on how to sell specific services, such as carpet cleaning, wood floors, and tile, refer to the specific add-on sales manual for each service.

  • 4

    In order to increase your chances of making the sale, knowing some key information about your target audience is absolutely essential. In this step, your goal is to do your homework to gain an understanding of your prospects and their needs, which gives you insight into how to build the relationship.

    In our Residential business, we know the following about our customer base:

    1. Purchasers are primarily women living in dual-income households.

    2. More than 80% are homeowners.

    3. About 60% have lived in their homes for more than five years.

    4. The majority of buyers are over the age of 40.

    5. More than 70% live in homes valued at $100,000+.

    All prospects should be logged into Contact Manager on Marketing Connection. For instructions on logging customer and prospect info into Contact Manager, this can be found under the following path: Marketing Connection >> Marketing Assets >> Marketing Connection Training >> Contact Manager.

  • 5

    Personal Appearance

    When we as ServiceMaster Clean... Customers will...

    Wear clean, pressed uniforms instead of jean, non ServiceMaster hats, or ill-fitting poplin shirts

    Know we take pride in ourselves and our work

    Set the standard in personal hygiene by having clean-cut haircuts, removing earring and body piercings

    Not be influenced by preconceived prejudices

    Have mouthwash, mints and deodorant in our trucks and utilize them when necessary

    Receive a positive first impression with our initial greeting

    Have our shirts neatly tucked in Recognize that we care about our personal appearance

    Make sure our hands are clean See we pay attention to detail and cleanliness

    Preparing Yourself and Your Vehicle- Appearance Counts! Customers quickly form opinions based on a technicians appearance. This first impression has an impact on their overall customer experience. Here are some guidelines to making sure you are prepared to present yourself in a way that creates a favorable first impression.

    Your vehicle also serves as a form of marketing to your customers. Here are some guidelines to creating a favorable first impression when you pull up to the house.

    Vehicle Appearance

    When we as ServiceMaster Clean... Customers will...

    Leave for the jobsite with enough time Not see us speeding

    Allow others the right of way Perceive us as friendly

    Keep vehicle exterior clean and neat windows included

    See we value our equipment and will value their home

    Keep dash boards clear See we are organized

    Keep vehicle interior clean and neat Know we care about our company

    Dont play loud music anytime Not be offended by our actions

    Have working air conditioning Not have to see sweat soaked crews

    Keep our vehicles in good repair with no dents or leaking oil

    Wont be worried about staining their driveway with oil spots

  • 6

    The goal when building rapport is to establish trust. People buy from people they trust and like. It begins with making a positive first impression. Before you ever open your mouth, the prospect will have already formed an opinion of you based on the way you look and present yourself. To make the best first impression, follow these simple guidelines when arriving at the customers home.

    1) Be on time for customer jobs.

    2) After ringing the bell or knocking, step back from the door, greet the customer by name and offer a handshake.

    3) Always smile when addressing the customer.

    4) Make sure the customer receives a business card.

    5) Ask permission questions, such as:

    Is it okay to leave my car parked there?

    Would you please show me the areas that need to be cleaned?

    Where would you like me to start?

    6) Find some common ground and break the ice with the customer.

    Compliment them on their home, decorations, or floor plan.

    Get the customers attention by broaching a subject of mutual interest (lighthouses, Dalmatians, or anything you see displayed in the home).

    You will quickly lose credibility if you sound too rehearsed, so tailor your approach to each individual customer. Be genuine and sincere in your approach. List some statements you might use to greet a customer and/or break the ice.

  • 7

    What other actions will help build rapport?

    Communications and Actions

    Communications/Actions

    When we as ServiceMaster Clean... Customers will...

    Get out of the vehicle immediately once at the jobsite so as not to make the customer uncomfortable by remaining in the vehicle

    Know we are purposeful in our actions and ready to serve them

    Stand three feet away from the door, make eye contact and SMILE when the customer opens the door

    Feel comfortable within their personal space and not be intimidated

    Greet the customer by name and extend our hand for a handshake to introduce both ourselves and our helper

    Know you know their name and have self confidence in the job to be accomplished

    Thank the customer for the opportunity to serve them and give them a yellow rose or cupcake

    Feel they are valued

    Present the customer with our business card Feel at ease that they are working with a professional company

    Put down a walk off mat inside the door Care about tracking dirt and debris into their home

    Slip on booties once in the home Begin to feel ServiceMaster Clean is not just another cleaning company

    Put corner guards on to protect against damage

    Care about their home and value their investment

  • 8

    Identifying needs is a critical step in the selling process. If performed correctly, you can effectively reduce objections through targeted questioning and listening. As a member of the ServiceMaster Clean/Restore selling team, you are expected to understand your audience and make suggestions on the specific services that will best fit the customers needs. This can only be done effectively if you ask probing questions and identify the customers buying motives. A buying motive is the rationale a person uses to make a purchase. Examples include:

    Ask open-ended questions to help identify needs.

    Listen 70% of the time, talk 30% of the time.

    Put away your smart phone, iPad, and laptop, and give the speaker your undivided attention.

    Maintain eye contact.

    Dont plan your response while the customer is speaking.

    Avoid passing judgment on what your customer is saying.

    Pay attention to the persons body language and non-verbal cues.

    Summarize to confirm understanding.

    Improve safety of the home Save time and labor Convenience

    Less mess and interruption Removal of dirt and allergens Clean, fresh feel of a home

  • 9

    Example: So what I hear you

    say is that XYZ is a concern of yours and you would view it as a benefit if we can address it. Correct?

    Focus in on the process to derive their needs:

    The issues that need addressed

    The cost The time frame

    Steer the conversation where YOU want it to go.

    Focus the questions on their current process.

    Identifying Needs Process Flow

    Repeat the process until you have two to three confirmed needs. When you have at least two needs and you feel that the client has covered their bases, restate the needs and gain a final confirmation. See page 17 for specific questions you can ask to identify needs.

  • 10

    Once you have identified your prospects needs, focus on making the connection between what they need and what you can offer them. This is the point at which you clearly demonstrate why your service is the best option. This is also your opportunity to distinguish yourself from the competition.

    Too often, sales people bombard customers with features without giving any advantages or benefits. No matter how many features you give a customers, its unlikely you will make a sale without the customer understanding the benefits or value the service brings to them. Just because you as the salesperson understand the benefits of your service doesnt mean the customer does. The feature of a product or s