7 Sales Techniques to Avoid

By ABC Supply. 

Better ways to sell that contribute to a more sustainable business.  

Making sales is more than cold calling and generating leads. Any experienced contractor will tell you that the key to making successful sales is building customer relationships. Building trust with your customer base increases the chances of referrals to family and friends and the likelihood that the customer will return to your business. Making sales can be deceivingly straightforward, especially when mistakes can cost your business money or a loss of customers. Read on to learn about seven sales mistakes and what to do instead to help your business succeed.  

1 - Using outdated pricing 

Due to the pandemic, pricing is changing way more frequently than it used to. A common mistake contractors make is adding pricing to their system once, but not updating it as prices change. This results in charging customers less than necessary. A good rule of thumb is to check your prices at least once a month. You can connect with distributors to understand how long pricing is held or use myABCsupply to check current pricing on the building materials you order from ABC Supply. 

2 - Excluding sales escalation clauses 

Documenting price increases in contracts is crucial. As costs fluctuate, excluding sales escalation clauses in your contracts can result in a loss of money. Make sure you stand your ground when sharing price increases with customers and keep letters from manufacturers and distributors documenting cost increases. Contractors can find manufacturer price increase announcements on ABC Supply’s website.  

3 - Not qualifying bids 

Customers want to understand the reasoning behind your estimates. Contractors who fail to explain their estimates have a difficult time addressing issues that arise. Sharing what you understood the project to include and giving several bid options shows that you have flexibility and care about your customers’ needs. 

4 - Failing to integrate software 

It’s no secret that automating processes increases efficiency and thus your company’s bottom line. Not integrating software into your business means you’ll be left behind. Combining several programs into one will help you keep details organized and impress your customers. Some examples of software contractors can use include AccuLynx, an all-in-one software designed to streamline every aspect of a roofing business, and Salesforce, a customer relationship management software. 

5 - Not being present in customer meetings 

Being physically present and mentally present are two different things. Customers can tell when you’re not fully engaged during a meeting. Come prepared with questions but actively listen to show you’re really hearing your customers’ wants, needs and challenges. You can actively listen by putting aside distracting thoughts and using your body language to show you’re engaged. 

6 - Focusing on features and not benefits 

Customers are interested in how you can solve their problems. However, contractors often focus on the features of the products they recommend as opposed to the value that they provide. For example, by simply saying, “I recommend metal roofing,” customers aren’t aware of the benefit. To avoid this mistake, focus on how your solution will help the customer achieve their desired outcome. Saying, “I recommend metal roofing because it reflects solar radiant heat, which can reduce cooling costs” highlights the benefit the customer will receive. 

7 - Being too “sales-y” 

Customers want to feel like you understand them and their world. Taking the time to get to know your customers can dictate how and when you engage with them. Additionally, only talking about products won’t create the foundation necessary to form a long-lasting customer relationship. Focus on who you’re selling to rather than what you’re selling. 

When done right, sales techniques play a key role in the success of your business. 

Learn more about ABC Supply in their RoofersCoffeeShop® Directory or visit www.abcsupply.com.   

Original article source: ABC Supply