Trying to be all things to all potential customers is counterproductive. It’s not about quantity; it’s about quality. That’s one of the lessons several BKBG Shareholders have learned by going to appointment only showrooms. Making customers make an appointment to speak to a salesperson or designer helps to eliminate tire kickers and those whose only concern is price. Requiring prospects to make appointments also enables your sales team to personalize interactions.
Creating noise for potential customers through too many emails and uninvited solicitations can turn prospects off. Instead, use your website, email campaigns and social media platforms to answer questions that customers ask most often and provide the tools that make decision making and interaction with your showroom easier. BKBG offers an easy button to do so through the weekly blog and the 10 smart buying guides that can be easily customized to reflect your brand.
Identify reasons why a prospect won’t buy from you. When you understand a prospect’s hesitancy or objections, you are in position to address them. You can draw out potential objections by asking prospects not only what they like, but also what they don’t like and empathizing by telling a prospect that you understand that creating a new dream kitchen or bath is a stressful and difficult decision. Ask prospects to share their concerns.
Create a sense of urgency can help prospects make a decision. The supply chain issues that currently exist not only in our industry but in many others can help create a sense of urgency. Additionally, top-producing sales professionals also make prospects feel comfortable buying from them. You can create comfort levels by showing positive reviews, identifying homeowners near the prospect that have purchased from you previously and highlighting awards that you have won for business practices, design or customer service.
Sales are lost because sales professionals don’t realize that features and benefits are not that important. Instead, understand how your prospect plans to use their new kitchen or bath and how they want it look and feel every time they cross the threshold. Explain how their new kitchen or bath will make their life easier, less stressful, more enjoyable, more beautiful, etc.
Failing to actively listen causes many prospects to walk out the door. When you are meeting with or talking to prospects, repeat back to them what you have heard to confirm your understanding. Make sure that your prospect does most of the talking. Ask open-ended questions about likes, dislikes, uses and users. Remember sales engagement is not a sprint. Take time to pause and allow prospects to consider the information that you have provided.
Determine if your processes need to be rebooted. If you find that you have too many prospects are walking out the door, determine why. Are you not properly qualifying prospects? Are you not responding to web-generated leads quickly enough? Are your sales professionals not listening actively enough? Review lost opportunities with your team to identify areas that could improve the customer journey.