I Am a Salesperson
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Repeat after me: “I AM A SALESPERSON.”
During a roundtable discussion at the Remodeling Show last week, Shawn McCadden asked to see hands of those who had sales training. Of the 10-12 people there, three or four of us raised our hands. Later, in the cab to the airport, Michael Anschel stated that he doesn’t have a sales system. Further digging revealed that he actually does have a sales system, but his initial answer portrayed a not-unusual discomfort with the concept – or even the stigma – or “selling.”
At the Show, I mostly followed the Sustainable Building Track of sessions. Attendees were clearly intrigued by (or committed to) green remodeling, but a comment I heard often was: “Homeowners say they want it, but are not willing to pay more for it.”
I would surmise that the people who said this, or even thought it, do not have strong sales skills or a strong sales system.
Unfair Rap
The role of the salesperson has gotten a bad rap. Every product and service needs to be sold if the company that provides that product or service is to survive. Salespeople are nothing more than those who interface with the prospective buyer and facilitate a sale. They are not necessarily bad, conniving people.
You, as a remodeling contractor, are a salesperson whether you like the label or not. You might as well become a good one rather than continue to be a lousy one.
Matchmaker, Educator
To me, sales is not about persuasion. It is about educating prospective buyers so they can make the best decision for themselves, especially if it means they don’t hire me.
I’ve had sales training, and I admit it seems a little weird that I tell that to clients and prospects. I truly believe, though, that they are better off for it. I think of sales as matchmaking. As important as it is to find good client fits for your company, it is more important to identify bad fits – and quickly. They are not necessarily bad people, but if they’re poor fits for your company they deserve the courtesy of being advised not to hire you.
Nip the "bad fits" in the bud. You’ll be more efficient with your time and be able focus your attention on prospects who are good fits. They’ll get service so good that they want to brag about it to their friends.
Your Own Best Booster
Before you can sell anyone else on your company, you need to sell yourself. Educate yourself; get enthusiastic and passionate about what your company is doing. Know that your company is operating according to your principles and providing the service that thrills your client base.
The "salesperson" – whether you use this term or not – is the first person in your organization that the prospect meets, and around whom the prospect begins to form an opinion about your company. If that person is not professional, systems-oriented, and efficient, why should your prospects believe your design or production departments are professional, systems-oriented, and efficient?
So get over it. Being a good salesperson is a public service. It is not about persuasion. It is about educating the prospect and being efficient. Get good at it, and you might just put some money in your pocket as a side benefit…and you’ll deserve it.
Greg Antonioli is the president of Out of the Woods Construction & Cabinetry, a Massachusetts design/build firm that is committed to open-book management, a team-driven approach to decision-making, and a great relationship with homeowner clients. He blogs for REMODELING every week.
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