3. Resolution of Concerns. Concerns about your credentials as the salesperson or service provider. Experience, background or dependability of your company. Previous experience with your company. They will not move to the Decision step until all concerns are resolved in their minds. 4. The Decision. In making the decision the customer has to reach a level of confidence that they are comfortable with having your company install new equipment in their home that fills their needs. 5. Implementation. The closing of the sale and completion of the installation is the opening of the next purchase the customer makes from the installing dealer. It is the beginning of the creation of a lifetime relationship with the customer and all the benefits that produces. The most successful sales people, with the highest closing rates, highest dollar value sales and highest gross margins understand the 5 steps the buyer makes in reaching a decision and match the Buyers Process with a 5-step Selling Process. 1. Establishing Trust and Credibility. “The customer will not buy your product or service until they first buy you and your company.” The most successful salespeople and companies understand this principle and begin the selling process by giving the buyer “reasons” why they should choose their company. Years in business; qualifications of service and installation people; testimonials from satisfied customers; references;
Bob Gee Robert Gee & Associates
Selling comfort is easy……selling equipment is more difficult. Let’s start with this simple principle. HVAC companies are
selling equipment. Buyers are buying comfort.
Selling comfort is easy if we know how buyers buy and match the selling process to the customer’s buying process. Research shows us that customers, over time, generally take five steps in making a decision to purchase a new HVAC system. 1. Recognition of a Need . The buyer can make this decision on their own, based on dissatisfaction with their current system. Or as the result of a recommendation of a service provider after a failure. The customer will not make the decision to purchase a new system until they recognize, “feel” the need to do so. 2. Evaluation of Options. Those options might include repair or replace? Replace a component or a complete system? Your company or another company? Which system to choose.
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