[InfoGraphic] The Valve Stem Sales Strategy:
Close More Sales Using Story & Trust,
Without Sales Tactics
Full BlogCast explainer video available here.
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BlogCast Explainer Video
The Valve Stem Sales Strategy explained step by step in my own words!
https://youtu.be/762o2_CfUag
Read More About It
I’ve seen roofers do it on $10,000 projects. I’ve seen electricians do it because they thought their electrical work which is hidden doesn’t matter to anyone. I’ve seen sales people across all trades do it because they have no sales training… and some avoid the sales training altogether because they aren’t comfortable with sales tactics. <—- At one point I was that.
Don’t be that guy
I had no sales training. My education was in accounting, so I was not in the least bit a ‘natural born’ sales person, and I didn’t want to become one. Even to this day, I don’t like sales people.
But I needed to step up my in-person sales skills. Time and time again I was hit with the ‘we will think about it’ or worse ‘thanks for your time’. My knowledge, confidence, and professionalism were on point, but I needed to sell more. I need to grow my contracting business.
That’s when I developed The Center Price Sales Strategy.
It’s intended to be low pressure and take down the customers ‘just say no’ barrier. It’s been my experience that customers are conditioned to ‘just say no’ after you give them the price. It’s easy to be knowledgeable, and professional but getting around no is a challenge. This is where great sales people excel, and amateurs fall flat on their face. In nearly all cases, there’s no real objection to overcome, the customer simply wants to wait until long enough to feel as though they came to the decision on their own and not be sold or they’re sticker shocked.
There are generally 3 ways you can get beyond the barrier and close.
- Brute force. Either doing the ‘what objections do you have’ or just hammer them your self until they kick you out, or some type of intimidation.
- Scarcity. This is the today only deals.
- Pricing Games. Negotiation. Fiddle with the numbers until the customer feels as though they are getting a good enough deal. This is usually paired with #2.
All of the above aren’t for me. So here’s what works. Step by step through my on-site sales appointment.
The Valve Stem Sales Strategy
1) After the pleasantries ask “Do you know anyone that we’ve done any work for before?”.
If yes ——> “Awesome so you already know we do things a quite a bit different then the typical contractor”.
If No —-> “You’re going to see how to we do things different then a lot of contractors.
2) Discuss the project. Explain every step in detail, even the ‘implied’ stuff. Justify the ‘different’ from point 1. A good question to ask as you explain the steps in detail is “has anyone else mentioned that to you?”
3) Drop a price. Non whole number. No $5000. Make it $5082. Scratch some numbers on a paper to make it seem calculated, even if you already know the price.
4) They’re sticker shocked. They’ve been conditioned to say no. This is where most contractors drop off with a “Nice meeting with you today. Call me if you have any questions.”
5) When the price drop has worn off say “let me know show you some similar projects we’ve done”. Have some project photos stored on a tablet and scroll through them. Tell a story about each one and relate it to their project. As you’re doing that navigate your way to some pictures (story) about the company. Tell that story. This is your ‘pitch’.
6) After 30 min of storytelling, they’ve dropped the ‘just say no barrier. Go for the close. What’s working for me and my sales guys is “Should we get this written up?”.
Why It Works
—> Here’s the big kicker: Traditionally the price drop comes at the end and from there it is nothing but obvious attempts to close. Using the Center Price Sales Strategy the price comes in the middle. From there you seemingly aren’t trying to get into closing. There’s no pressure that you need to give.
You’re using your past project portfolio to subconsciously build trust, and your story to differentiate yourself. Many sales people do that already, but it’s used up front, and then comes the price drop barrier comes up and it can’t be used as a tool to take it down. Here it is used after the price drop.
It takes the customer mind off the price and lets them arrive at hiring you. There’s no need for any closing techniques.
Give It A Try…
If traditional sales strategies aren’t your thing, give this Center Price Sales Strategy a try. I think you’ll find it a painless, comfortable (for both you and the customers) approach that is wildly effective at selling home services.