While the rising
crime rate means that proper access control is now a necessity rather than the
luxury it was in decades past, security equipment is still not exactly something
that leaps off the shelves like, say, the latest iPhone. For most, it’s still
very much a grudge purchase; something that has to work extra hard to get
consumers to reach for their cheque books (do people even still use those?).
As an installer
of
security and
access control equipment, selling probably constitutes a
significant part of your job and is at least as important as the actual
installation of the equipment. So, the question remains, how does one awaken
desire in that homeowner that’s on the fence
about whether or not he really needs that alarm system? How does one make him
really
want that
gate operator and go
gaga for a new
garage door motor?
In this, the
first article in our Installer Series, we’ve compiled a list of sure-fire tips
to help you sell, curated from our resident sales guru Scott Wilson.
The “closing the deal” misnomer
According to
Scott, too many salespeople focus on the “closing” part of the transaction, but
often neglect to do all the prep work needed to get there, sort of like wanting
to cross the finish line without doing the race. This lack of preparation and
groundwork can lead to the transaction falling through, as no initial trust and
rapport is established with the potential client.
You sell yourself, not the product
“The minute you
sell, you come across as a salesperson, and most people turn their back on a
salesperson” Scott explains. He emphasises the importance (in fact, he refers
to these points as “non-negotiables”) of arriving on time, notifying the client
in advance if you’re going to be late, appearing presentable and providing
accurate and up-to-date documentation to accompany your installation. It’s all
about first impressions.
Satisfy their needs
“Take a step
back, and ask yourself why you would not
buy from somebody” Scott advises, citing not having their needs met – and not
price - as the main reason that consumers won’t use a particular product or
service.
Price is a
negotiable factor and consumers tend to opt for the solution or service provider
that adds the most value, even if the price is slightly higher.
Ask questions (the “why” factor)
Why does the
client want a gate motor? Why does he want that particular gate motor? The more
information you have, the better you’ll be able to provide a solution to give
the customer what he or she needs (tying in with the point above).
Handle objections
“When people try
and close deals, the biggest problem is that they haven’t handled objections”
warns Scott.
If there are any
objections, they need to be handled first, because if the customer doesn’t
place the order there and then, it means that there is something that they are
still not completely convinced about. This can be remedied by asking questions
about the customer’s situation (see the point above), and ensuring that the
customer is happy with and understands your responses to his or her objections.
Sell them the whole package
Scott goes on to
say that while the gate motor or access control product might provide the user
with the initial answer, the whole package comes back to the installer. “The
package deal that the installer offers the homeowner or the company, is
actually what these people are looking for. They’re not looking for someone
just to install a gate motor and walk away. They’re looking for someone who can
offer more than the next person, and that “more” tends to be the small things
that don’t have a monetary value”.
Sell them on the benefits
Terms like
“rising and falling edge” and “dry contact” mean precious little to the man (or
woman) on the street. Even ubiquitous jargon like “battery backup” has the
tendency to elicit looks of blank confusion or plain indifference. If the
response to your pitch is “so what?” you may need to tweak your approach a
little.
Remember, the
average homeowner doesn’t give a hoot about the gate motor’s capacious remote
control memory or its high duty cycle; he only cares about how owning one is
going to benefit him. Focus on the fact that he’ll no longer have to get out of
his car in the pouring rain to open the gate and, even better, he’ll
significantly reduce the likelihood of getting hijacked in his driveway.
Sell them support
When it comes to
technology, competent after-sales support (or the lack thereof) plays a
significant role in the consumer’s decision to adopt (or avoid) a certain
solution or brand. Make sure that your customer knows that you’ll be there for
them long after the installation has been completed.
References (or referrals) are critical
Put yourself in
your customer’s shoes. Would you be comfortable giving your hard-earned money
to someone who you know nothing about? Unlikely.
Presenting the
homeowner with your references before beginning the quoting process, helps you
build trust and rapport with your potential customer and will help put his mind
at ease about the transaction.
Stay tuned for more useful sales tips and tricks - only on the official Centurion Systems blog!
