Home Improvement Sales and the Trust Component
Successful home improvement sales organizations are populated with trustworthy people, especially those who demonstrate and sell the product.
You've probably heard the old adage many times, "People buy things from people that they like and trust. The "and" is there for a reason; it takes both sides of the equation. One without the other doesn't work.
While the whole "like" thing can't be taught, a home improvement sales team can learn to be more trustworthy by gaining an understanding that trust in a home improvement sales situation has two main components; conscious trust and subconscious trust.
Conscious Trust in a Home Improvement Sales Scenario
In what we do, conscious trust is earned in several ways, maybe the most important of which is being perceived as an expert in what we do, without being a know it all. Today's home improvement customer has done hours of research BEFORE ever agreeing to have you come to their home. There are two ramifications for the whole conscious trust thing at play here.
First, they called us...with all the information available on the internet and other sources for homeowners today, they still call us and invite us into their homes to help them find solutions to their problems. The most successful home improvement sales companies insure that anyone that deals with homeowners understands their products and what they can do for a homeowner, and, maybe more importantly, can communicate those things in such a way as to be perceived as an expert, and not a jerk.
Secondly, conscious trust is earned by a home improvement sales professional when they are totally guided by a customer focus. One of the easiest ways to spot this is when a home improvement salesperson seeks to determine if their product will solve their customers problems PRIOR to telling them how great their product is. We call that "Utility before Quality."
Subconscious Trust is About Expectations
Expectations are funny things...from a trust standpoint, sometimes it's just as important to not meet expectations, as it is to meet and exceed them in a home improvement sales situation.
One of the biggest expectations that a customer has before you get to their home is that you're going to be one of those pushy, unethical home improvement salespeople that they've heard and read so much about. Obviously, this is the one that you don't want to meet.
How do you do that, you might ask? By creating a different expectation and meeting that.
We coach our HIMP customers and their salespeople to work to put a potential customers mind at ease by asking a simple question, "Hey folks...did our people tell you exactly how the appointment was going to go today?"
This gives the home improvement sales professional the opportunity to put the customers mind at ease by setting the agenda. Subconscious trust is earned by the salesperson proceeding to do exactly what they told the customer they would do.
Trust is never something that you walk into the customers home with. If you walk out of their home with it, chances are good you just made a sale. Are you and your home improvement sales team consistently working on earning trust?