Many of you know that we consider the ability to get into the consumers home one of the best ways to place yourself in the running for getting the work. After all, the home is an intimate space that many people do not want to open up; getting there first may mean less competition for the job.
Our 4M Measure Guide explains this in detail, but let’s look at some of the more important pieces of this concept.
Did you qualify the prospect for an in-home visit?
If you followed the sales process detailed in the 4M Meet Guide, you asked for a commitment from the prospect before actually setting up the in-home visit. While the guide gives you some verbiage to format those questions, something needs to be exchanged for your time at their home.
One way to phrase this would be, “since I see that you’re serious about this project, I would be willing to come to your home to review your style, take measurements and photos, and gather other information about your plan. If I take that time and am able to provide you with the right plan, would you be willing to purchase from me?”
Getting this early commitment is that last necessary step in the qualifying process.
You’re in the House, Now What?
Well, for one thing, you have a tremendous advantage. Consider that one of your biggest competitors does not do in-home sales. That’s right, big box stores don’t send out sales people to measure.
Some of you may counter with the fact that they do provide a contractor to do the measure (usually for a fee). While that may be well and good, and even necessary for some jobs (structural or mechanical changes), it shouldn’t happen exclusive of the individual designing the project.
You have the unique ability to understand the why behind the buy when you’re in this intimate space. They may have asked for a chef’s kitchen in the showroom but, once there, you realize they don’t even cook. In Texas Holdem, we call that a “tell.”
You also have the unique advantage of expanding the sale once you see the layout. “Want to continue that trim line into the dining room? Have a bath that needs to be updated? Could you use organization in your mud-room? We can handle all of those.”
You should also verify your competition at this stage of the sale. Ask if anyone else has been out to the house, or if they already have other pricing. Knowing if others have been there, who they were and whether they have pricing can dictate how much time you want to spend in design.
Stay tuned for part two of this article, where we’ll discuss more important aspects of the in-home measure. If you’d like to discuss the in-home measure with other industry professionals, join us for our Dealer’s Voice tweetchat this Friday at 11:00am EST.
