Systems and Sales

When you paint a house, you probably follow a system. You perform certain tasks in a specific order because you have found that process to be most effective and efficient to consistently accomplish your goal. The same principle applies to sales. If we want consistent results, then we should follow a system.

Effective sales isn’t about manipulating the customer into buying something he doesn’t want or need. It’s about playing the role of a consultant and helping the customer make a wise purchasing decision. It’s an educational process, and that education must be a two-way street to be effective.

First, we must allow the customer to educate us regarding his needs and desires. We must learn what he wants and why he called us to give us an estimate. And what he wants usually involves a lot more than simply putting paint on the walls. But we won’t know this unless we let the customer educate us.

Second, we must then educate the customer how we propose to satisfy those needs and desires. This involves much more than telling him what paint we are going to use or our methods of application. It means addressing the customer’s “hot buttons” and the values he seeks when hiring a contractor.

A sales system provides us with the steps required to consistently and effectively achieve
this. It provides us with a guide for obtaining the information we need. And then it provides us with a process for imparting the information we need to share with the customer.

To be clear, a sales system is not a robotic, canned speech. It is, like any system, a series of steps to be followed to achieve a desired result.

Selling paint jobs isn’t always fun. At times, it can be frustrating and disheartening. We hear “no” more often than “yes.” But if we follow the proper procedures, we can increase the frequency of “yes.” And more importantly, we will sell at price that is profitable.

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