Weak Closers Have Skinny Kids
Zig Ziglar famously said, “If you can’t close, you’re gonna have skinny kids.”
Of course, effective closing requires overcoming objections and "areas of concern" for your homeowners and getting them comfortable enough to make a purchasing decision.
The key to effectively overcoming objections is to address the concerns before the homeowner even brings them up. This proactive approach can minimize conflict and stress during the call.
In my book, "Consistency Selling," I demonstrate how the "consistency principle" can be a powerful tool to help you close more business.
The consistency principle stands for a simple proposition: "public declarations dictate future actions." In essence, we humans tend to act in a manner consistent with our words. In other words, if you tell a friend you will pick them up at the mall at 3 PM, you are extremely likely to pick up your friend at the mall at 3 PM. Most of us strive to be consistent. That is to say, our actions are likely to be in alignment with our words.
Understanding this simple concept can be a powerful tool in your sales career. Consider this: what would it be like if within the first thirty minutes of a sales call, your homeowner told you that money is not the most important factor in their decision, they don’t need three bids, and they can make a final decision on that first call?
I am sure you would agree that your sales performance would dramatically improve if that was the attitude of your homeowners, as those "public declarations" would influence their decision to buy from you in a very positive fashion.
Well, there is good news, because with a little planning and crafting a few key questions, you can have your homeowner make those statements. And when they make those statements, they are inclined to act in a manner consistent with those statements at the end of the call and buy from you on the first call without having to get the cheapest price or obtain three competitive bids.
For example, if you Google "things to consider when buying a new HVAC system," you will find thousands of articles that outline what a homeowner should do when buying a new HVAC system. When I did this, I found articles from Consumer Reports and the US Department of Energy that state that there are more important things to consider than just a cheap price.
Then, when I am with a homeowner, I simply share the articles with them and then ask a simple question: “Mr. and Mrs. Homeowner, would you agree or disagree with Consumer Reports and the US Department of Energy that there are other factors more important than a cheap price?”
After reviewing the articles with me, it’s virtually impossible for them to disagree. In effect, I have gotten my homeowner to make the statement that price is not the most important factor in their decision. Having made that statement, human nature will move them toward acting in a manner consistent with their statement and make a purchasing decision without making price the most important factor.
I have essentially addressed the price objection before the homeowner even brought it up. Furthermore, if my homeowner does raise the objection again, I simply remind them of their previous statement that there are other factors more important than price. This gentle reminder is usually enough for them to influence their decision and move them to make the purchasing decision without making price the most important issue.
This simple and proactive strategy can be used to address any objection before the homeowner brings it up, thereby eliminating stress and conflict in the closing. The more effectively you overcome objections, the more effectively you will close the sale. And the more effectively you can close, the better the probability of not having skinny kids.
Weldon Long is a residential HVAC expert, professional speaker, and author of the NY Times bestseller, "The Power of Consistency" and the Amazon #1 bestseller, "Consistency Selling." Learn more at his personal website.