The Emergency Exit
Every once in awhile I get a great reader comment that turns into an article because the answer will be valuable for everybody reading.
I’m especially open to comments and questions related to selling more roofs with the same amount of energy.
This comment really got to me because fixing this little problem could really skyrocket his sales.
Here’s the comment:
I have recently lost 3 deals. They were on the same street, and it was obviously one of those neighborhoods where they all talk to each other.
You are suggesting that I find new ways to close, other than the obvious “free roof” close.
The problem I have is that these three deals were lost due to me suggesting upgrades. Everyone of them went for a different upgrade, and everyone of them was able to find it cheaper somewhere else.
One of them managed to get a metal company to do it for less than the insurance paid for their asphalt 3 tab!
My point? I have experienced anything fancy turning into let down and the car payment not being paid. What am I missing? – C. Williamson
First of all, I’m so sorry. Losing 3 deals in a row is like getting punched hard in the gut 3 times. It Hurts Bad!
On the other hand, I want to congratulate you for taking risks. You tried to get fancy and you lost. Your car payment hasn’t been paid, but you’ve learned something extremely valuable…
Risk takers don’t always win, but they always learn. Education that costs you money can be the best education of all. If you’re going to fail, fail faster and you’ll learn faster. You’ve certainly done that.
What’s The Problem?
I think you’ve clearly identified the problem, “…these deals were lost due to me suggesting upgrades.”
Although you know what the problem is, I don’t think you really understand why it is a problem. Let’s dive into it so that you won’t make the same mistake again in another area of your sales presentation.
Extra Variables
The easiest sale is always going to be the simplest sale. The KISS Principle (Keep It Simple Stupid) works best because it removes as many variables as possible.
Adding in extra variables, leads to additional decisions. Additional decisions leads to confusion. Confusion leads to buyer’s remorse.
At the end of the day, a confused mind seldom buys… even if you have a contract with them! Variables take time to process and fully understand.
I believe that closing a prospect before they understand everything causes subliminal resentment that translates into animosity. Often, that animosity leads to broken contracts and “going with the other guy”.
Underwear and Coffee
Your goal is to make the roof sale the easiest decision your prospect will make in a day… easier than choosing which pair of underwear to put on in the morning… easier than which coffee mug to pour their morning caffeine into… you want it easy as pie!
No stress, no pressure, no hassle, no fuss, no muss, no problem!
Every time you introduce a new decision into your sales presentation, you’re showing your prospect The Emergency Exit.
Why would you purposely shine a bright light on the exit door and entice your prospects to sneak away?
Here’s my suggestion…
Write out the basic framework of your sales presentation word-for-word. It is always going to change a little based on who you’re talking to, but write out the basic structure.
Once you have it written out, go through and eliminate anything that isn’t absolutely necessary for you to cover in order to make the sale. Once you’ve done that, go through it again and cut it one more time.
What you’ll be left with is the basic framework for your next sale.
Next time you present you’ll be very careful about adding anything extra in because you’ll know that every single variable is like The Emergency Exit.
What do you think?
Mike
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Mike Coday
Mike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.
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