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February 6, 2023
Want to boost your construction company’s revenue? Jason Forrest of the Forrest Performance Group, and his wife, Mary Marshall Forrest, along with several other sales experts recently presented at the International Builders’ Show several strategies they say can help you close more deals quickly by thinking about and acting and speaking differently to prospects.
Marshall Forrest told several hundred attendees to give potential clients multiple-choice questions, and that there are many ways to weave these questions into the conversation to quickly move the sales process forward.
You can start by asking them why they wanted to meet with you and give them three reasons. Then say, “Which one would you choose? That helps us have wins quicker,” she said. “If it is another reason, they’ll tell you.”
The Forrests also said you need to “reframe” why the potential clients need should make the purchase.
“You are reframing them into a happier emotional state,” Forrest said. “People who are happy buy things.”
Marshall Forrest provided these examples. The potential client says, “I am wanting to wait (to buy) because I think prices are going to drop.” You reframe their comment by saying, “So you want to make sure there is value in the (project) you are purchasing?’
The buyer also may say something like, “I am not sure about the price. It feels high.” You say, “So, you want to make sure you are being fiscally responsible?”
Reframes also help salespeople “protect their energy,” Marshall Forrest said, so “You are not battling all day with your clients, and you have energy for your family and friends when you go home.”
She recommended salespeople practice reframing questions with family and friends.
The buyer hardest to sell on is that “true just looking buyer,” Forrest said.
One approach is to keep them engaged.
“Selling is a game of minutes,” he said. “The more minutes you have solving their problem the more advantage (you have) over your customer.”
Forrest recommended the following steps to help win over these prospects:
1. Identify their resistance. Ask what their No. 1 reason is for resisting making the purchase.
2. Reframe their problem as an opportunity. “You want to get into agreement with them. You have to agree with them and get it out of them.”
3. “Deframe” their problem to separate yourself from the competition.
Forrest said you have to “unsell them” on what you are selling, providing this example: “Mr. customer, I totally agree. The last thing I want you to do is buy something that you don’t think is worth it.”
4. “Anchor” that you’re different. Tell the potential customer, “Unlike other salespeople you may have met lately, this is not my job, this is my career.” Then bring your hand to your heart. “You want to anchor that this is an important thing for you,” he said.
5. Lower the importance of buying from you. You can say, “If you haven’t decided on making a change today, don’t buy from a competitor. Instead let’s focus on whether it’s the right time to buy.”
One of the most important things to remember, Forrest said, is that you need to stay calm and in control of the sales process.
Also, “Be confident with your words so through your words, you can get them to take action,” Marshall Forrest said.
Editorial Director, ConstructioNext, WOC360, IRE360, Informa Markets
Jean Dimeo is an award-winning editor, writer and publication manager who has worked in construction publishing for 30 years. Dimeo was managing editor of Construction Dive, our sister publication about commercial construction, and the editor in chief of Builder, EcoHome and Building Products, all about residential building and remodeling. She also worked as an editor for a Spanish-language construction publication and as a building products expert for consumer magazines including Better Homes & Gardens SIPs.
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