"Helpful Harry" vs. "Salesman Sam" and "Tell 'Em What They Get!"

Erik's success (see his posts below) inspired me to pass on a couple of very workable techniques that apply to direct sales (face-to-face selling to homeowners). These two techniques have served me well over the years.

The first could be called "Helpful Harry" or "Helpful Harriet".

One of my sales mentors pointed out that he always makes helpful suggestions to his prospects whenever he notices something about their house or grounds that needs attention --- things that have nothing to do with what he is attempting to sell them.

For example, suppose you're doing an estimate to repair a certain homeowner's deck, and you notice that one of their outside faucets is leaking. You simply point it out: "By the way, I noiced that you have a leaking faucet over there on the right side of the house. Might be a good idea to get that fixed ... it'd probably save you some money on your water bill."

Or "Did you know that one of your gutters is pulling away from the fascia? If you get that fixed now, it'd probably cost a lot less then if it falls off in the middle of the rainy season."

Most of the time the homeowner is not aware of these little problems. But in almost all cases, they REALLY appreciate your pointing it out. Often they will ask "Do you know someone who does that kind of work?"

In my own case, more often than not, I don't have anyone I can reccommend to do the work, and I think that's somewhat of an advantage. I'm just being "Helpful Harry", not "Salesman Sam". I'm not trying to sell them anything. I take the point of view of "What would I want to know about if this were MY house?"

The second tip is most important. There comes a time in the sales process when you've calculated the final answer, and the homeowner wants to know "How much?".

Never, ever, just give them the price!

In other words, don't answer "How much?" with "Oh, that'll be $350.00." Always tell them, in as much detail as possible, what they are going to be getting FIRST, before you give them the price.

Example: Homeowner: "How much?" You: "OK, here's what we're going to do with your deck: First, we'll sweep off all the big dirt and debris. Then we'll replace any loose nails or screws. Once that's done, we're going to take a wire brush and sand paper, remove all the ground in dirt and get down to the bare wood. If that exposes any large problem areas, we'll fill them in with our Amazing Filler Material. There's one rotted board over there in the far corner that we're going to replace. When that's all done, we'll lay down our first coat of Super-Duper Deck Sealant. Then, after it dries, we'll put down the 7-Year top coat, and.... etc., etc., etc." --- all said in a matter-of-fact, this-is-what-we-do-all-the-time manner --- followed by something like "and for that we're looking at $350.00"

To that, the homeowner usually says "When can you do it?" And you've got the sale.

"Tell 'Em What They Get!" works because people place a high value on their money. If you don't tell them exactly what they're going to get before you give them the price, they won't have anything to compare the high value of their money to. On the other hand, if you give them the nitty-gritty details, you establish exchange value for their money, and they become willing to give it to you --- because they perceive what they are getting has the same high value as their money.

---- Hugh

P.S. I'm not in the deck renewal business, so don't count on my description of that process as being very accurate!

> Example: Homeowner: "How much?"
> You: "OK, here's what we're going to do
> with your deck: First, we'll sweep off all
> the big dirt and debris. Then we'll replace
> any loose nails or screws. Once that's done,
> we're going to take a wire brush and sand
> paper, remove all the ground in dirt and get
> down to the bare wood. If that exposes any
> large problem areas, we'll fill them in with
> our Amazing Filler Material. There's one
> rotted board over there in the far corner
> that we're going to replace. When that's all
> done, we'll lay down our first coat of
> Super-Duper Deck Sealant. Then, after it
> dries, we'll put down the 7-Year top coat,
> and.... etc., etc., etc." --- all said
> in a matter-of-fact,
> this-is-what-we-do-all-the-time manner ---
> followed by something like "and for
> that we're looking at $350.00"

Just one problem, Hugh. There's no way all that's happening for $350 :)

I learned deck restoration from is a great guy named Bruce. Great sense of humor.

As we did a huge deck, he told me he charged $275 the last time he did it. We go into a conversation of how much I would charge. I say around $1000. He thinks that's way too high... then adds, "but then again, I come from Miami, the home of cheap labor".

So that's my little deck guy story. Kinda sucky, huh?

I (and probably many of you) think it's funny I talk as if I am a supreme numero uno expert on the subject of deck renewal.

Well, darn it, I am.

I learned fast that I'm doing top quality work, better than people expect, better than the competition.

I have an attention to detail that cannot be shut off. I'm willing to go the extra mile to make it look great. I have a steady hand for the powerwasher and a hatred for algae that guides my every action.

Ok, ok, so I've only done around 10 decks. I have other projects.

More on decks for the 2 of you who are still reading:

No homeowner wants to pay an arm and a leg to have their deck done. Oh, but also, every homeowner recoils in horror at the very thought of the last time they stained the deck themselves.

(I'm just having a problem with one husband and wife. Great family. Great house. I quoted the enthusiastic wife a price of $220 to powerwash 2 balconies. She was thrilled. Was getting the cold shoulder from the husband (who looks like Dean Cain). Then hours later message about husband wanting to make sure quote is for cleaning AND sealing. Hell no, it wasn't! Probably hopes I'll back down. Anyway, the funny thing is he probably remembers how god awful staining those beasts was the last time so it all comes down to a battle in his mind between my price - which he pays by sitting in an air conditioned office - or him doing it himself)

Everyone's opinion on stain is just BS they read in a brochure. Yes, everyone's. Most sealers are basically the same. Just don’t use Thompson’s.

Yes, some can last 7 years. But algae will cover them in 2. And that's the problem. It's implied when people think about it that the decks will continue to look perfect for 7 years. Or that at least they'll remain algae free.

Enough deck gossip.

Hugh, You're giving us tools anyone can use to make a bootstrap biz work. And work to whatever tune someone wants it to. I, for one, appreciate it. And I'm sure many others on the forum echo those sentiments.

Success,

Erik

> Just one problem, Hugh. There's no way all
> that's happening for $350 :)

Hah! I knew that! :)

At first I put down $1,350. Don't know why I changed it to $350 --- anyway, I stand by my disclaimer. I know nothing about deck restoration!

> I learned fast that I'm doing top quality
> work, better than people expect, better than
> the competition.

> I have an attention to detail that cannot be
> shut off. I'm willing to go the extra mile
> to make it look great. I have a steady hand
> for the powerwasher and a hatred for algae
> that guides my every action.

No doubt you're up against some guys (the "competition") who are in it "for the money". They're really no competition at all for a guy who hates algae!

Attention to detail is the sign of a true professional --- and you don't have to be in a business 10 years to BE professional.

When I started to learn how to put up gutters, I was better than many others on my very first day on the job. Not said to brag, but it's because of attention to detail and dedication to doing the best possible job, no matter what it takes.

When you ARE professional, you don't even have to say anything about the quality of your work when talking with a homeowner. It (your intention to to the best possible job) will automatically communicate to them when you tell them what you are going to do for them.

> No homeowner wants to pay an arm and a leg
> to have their deck done.

True, but they don't want a sloppy job either. Just curious...have you tried going into detail about what you are going to do for them before giving the price? I'm serious. The guy who taught me how to do that had to pound on me to get me to do it the first time. But I'd listen to him as he talked to homeowners on the phone (he owned a roofing company). Homeowner: "How much is it going to cost me?" Chuck: "OK, here's what we're going to do: First, we're going to ... then we're going to...blah, blah, blah, and so on, and so on." And when he finally gave them the price, they almost always said "When can you do it?"

No pressure, no hype. Just "Here's what you're getting for your dough."

Try it. It works like a bomb against price resistance!

> Hugh, You're giving us tools anyone can use
> to make a bootstrap biz work. And work to
> whatever tune someone wants it to. I, for
> one, appreciate it. And I'm sure many others
> on the forum echo those sentiments.

Thanks for that Erik.

--- Hugh