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Company-Crushing Killer #8: “Winging it”

Part 8 in a series of 12 Company-Crushing Killers Lurking Inside Your Business Today…

By Brett Lloyd Abbott, Pool Builder Marketing LLC

A crucial step in the selling process is to educate your prospects on what your company is all about, and what makes you the better choice compared to all your competition. After “uncovering needs,” this is the most important function the salesperson can perform.

Your Sales Pitch is Different Every Time It’s Used

Sadly, in the swimming pool industry, this crucial step is rarely scripted. Not only does it vary from sales rep to sales rep, but also varies day-to-day and hour to hour for each individual sales rep. Depending on his/her mood, energy level, attitude, how late they stayed out last night, and 100 other things, every sales pitch is different.

The only exception I see to this is the business owner themselves, and even they vary from day to day. And if you’re trying to grow the company, that’s not never going to be scalable.

Hey, we’re all humans, not robots. It’s only natural for us to change our story a little every time we tell it. But that’s a problem if we’re trying to grow the company. How can we get consistent results in sales and marketing if everyone is saying something different every time they meet with a prospect?

Worse yet, how can we even begin to determine what’s working and what isn’t when we can’t observe these infinitely varying presentations today? We can’t standardize a presentation if we don’t know what’s working, and what’s not.

In the meantime, these inconsistent or improperly-delivered messages will lead to misunderstandings and ultimately missed sales. That’s a killer!

SOLUTION: 

What we need here is a uniform and consistently delivered message that is easy for the prospect to consume. 

Professionally-produced video is your best defense against this enemy.

Carefully-crafted educational and demonstration videos, delivered to every prospect, will ensure they have all the information they need to make faster, more confident buying decisions. 

Video ensures your message is delivered properly every time, so you know nothing is left out or overlooked.

Note that a single video is probably not the answer. Prospects need to hear different messages at different stages in the buying cycle, from the moment they first find you to the moment they sign on the dotted line.

A properly produced series of videos will teach your prospects:

  • Here’s what’s involved in getting a new inground pool…
  • Here are some of the options you should consider…
  • Here’s how to determine if a contractor is right for you…
  • Here’s what separates our company from all the competition…

Videos can go into much more detail while still keeping your prospects interested and engaged. Now they’ll become educated about you and your advantages at their own pace. 

These videos will then cause more prospects to contact you for a face-to-face meeting, and will improve the closing ratios of all of your salespeople – from the rookies to the pros.

And fortunately, all of these videos can be delivered through an automated process, each one being delivered at the appropriate time in the buying cycle.

Now, when your salespeople meet with a prospect, they can spend less time educating on details, and instead focus 100% on uncovering the individual prospect’s needs and closing the sale.

CONCLUSION:

Stop winging it. Set up an automated delivery of professional videos that makes the selling process easier and more productive for everyone.


NEXT WEEK – Company-Killer #8:

NON-STANDARDIZED SALES PRESENTATIONS (aka “Winging it”)

This article is part of a series designed to provide pool companies with unique insights that will help them address the modern marketplace challenges that their company may be facing. These insights, when applied, will virtually guarantee new growth, and get your company to the next level. 

If you find this information helpful, and would like to learn more, check out the short five minute video here.

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