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Path of a Yes

Leading Your Customers down the Path of a Yes
By Michael Morrow, Consultant, IICRC Approved Instructor

Everything you do or say while in a customer’s home or business revolves around hearing this three letter word: “yes.” In the value-added service arena, a customer saying “yes” is very powerful. Therefore, I would like to share three powerful strategies on how lead your customers down the path of a “yes”:

1.    Identify the personality types of your customers
Understand that not all customers are alike. Did you know customers have personality types? Successful professionals understand that in order to “blow-up” an invoice, they must modulate their presentation to mirror the personality types of their customers. Below are three personality types I have observed in my customers:

  • Logic-centered: This customer must be reached through a logical presentation that appeals to them on a mental level.  
  • Sensitive-centered: This customer must be reached through an emotional presentation that appeals to them on an emotional level.
  • Straight to the Point-centered. This customer must be reached through presentation that appeals to their value of time.

All three customer types will react differently to your presentation. Experts agree that our personalities are linked to “hemispheric dominance.” Learn to navigate from the left to right hemisphere of your brain when giving a presentation. For example, if you tend to be logical person, you will close more of your logical customers due to commonality in personality. If your customers are mainly engineers and scientists, you will probably relate to these customers better than others. If you don’t have the luxury of focusing on one type of customer, then learning to shift your presentation to become more appealing matters.

2.    Learn to sense the temperature of the selling opportunity
Another way of leading a customer to a “yes” is your ability to sense the temperature of a selling opportunity. Whether the customer is cold to the idea of consenting to additional services or really hot, you must sense the temperature and make your request at the right moment. How do you sense the temperature? Moving a customer from a “no” to a “maybe” and eventually to a “yes” can be achieved by finding a way to make a difference to your customer. In short, you lead a customer to a “yes” by sincerely caring more about the customer’s needs than a sale. Customers who see that you genuinely care about them will say yes to you more freely. Understanding the customer’s decision process by identifying their personality type and ways to you can make a difference in their life will open selling opportunities that become a win-win for both you and your customers.

3.    Changing your attitude about the customers
Success can be achieved when employees and management have the right attitude toward their customers. Customers who like you will spend money for your services. One of the biggest challenges someone has to securing a “yes” is their inability to pierce through a customer’s force-field of resistance. Getting past a customer force filed of resistance can be overcome by managing the self-talk you have while at the home or business. I would like to share three powerful self-talk principles I share with cleaning techs:

  1. Ask this while walking to the door: “How can I make a difference to the customer?”  When you ask this question, you are directing your mind, heart and motivation to the customer’s needs. This prepares you to think only about your customer rather than how to manipulate a customer for profit or commission.
  2. Ask this when you are inside the home: “Why is the carpet soiled?” Most calls for services are triggered events. Slow down and listen carefully to a customer to discover why their carpeting, tile, wood and natural stone are soiled. If carpeting is soiled, it is due in part to hard surface transitions that need to be cleaned. You should be in the “fact finding” mode not “selling” mode. Fact finding efforts demonstrate to customers that you care about them. While staying in “selling” mode sends signals to your customers that you only care about making a sale.
  3. Ask this before presenting your estimate: “How can I make my customers smile?”   Your customers want great services at a price that makes sense to them. During the fact finding stage, think about ways to create an awesome cleaning experience. When you ask yourself how you can make your customer smile, this sentiment will radiate throughout their home or business. It gives them reasons to relax and say yes to your thoughtful suggestions. Customers will freely say yes when they see you care about them. When you do this, you provide your customer with world-class services.

Michael is an approved IICRC instructor and has been in the service industry for more than 30 years. He has extensive knowledge of the restoration sales process and cleaning methodologies. He currently works for Superior Disaster Co., Inc. in Arizona.

*For more helpful tips and resources to market your business, visit the Certified Firm only section of the IICRC website. If you don’t have your login information, enter your Certified Firm number as your username and the last four digits of your primary business phone number on record with the IICRC as your password. Please email if you need more information.

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