by Michael C. Stone
"This is a powerful, practical book - loaded with great ideas to increase your sales and your profits!"
- endorsement by Brian Tracy, speaker, consultant, the most listened to audio author on personal and business success in the world today.
Michael's 30+ years of experience in residential remodeling and specialty sales is shared in his new book, Profitable Sales, A Contractor's Guide. The information provided is valuable for both the construction-related business owner and their sales staff.
In this book, Michael explains how to:
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- professionally represent your company when a new lead calls in
- determine if a lead is worth your time before you set the appointment
- establish ground rules with a potential client during the initial phone call
- address the three fears of every customer
- successfully ask the four questions you need answered, and how they relate to the three fears
- navigate through design agreements, letters of intent, and other documents that prevent you from wasting time
- help customers make selections
- turn a cancellation into a positive event
- find, train, motivate and compensate sales staff
- and much more
A significant portion of the book is devoted to "What if" scenarios. What if the customer wants you to fix something in their home during the appointment? What if they are distracted by the TV, by unruly kids, by neighbors who stop by? Michael discusses insurance calls, dealing with other professionals (attorneys, architects and designers, realtors, engineers, lenders) and issues that can arise after the contract is signed. The scenarios range from mildly humorous (arriving at a home to find homeowners inappropriately dressed) to frightening (handling firearms on a sales call).
"I got your sales book a couple of days ago and I've read it already. You did a great job blending theory with flexibility and realistic situations. I struggle with sales, not wanting to 'over-qualify' prospects, but at the same time not wanting to waste my time.
The point that hit me the most was setting guidelines and parameters, but remaining helpful and patient with potential customers. Your real-life experience is evident, as many of your stories and situational advice sounds like some of my sales calls. I enjoyed the book, and it will definitely help me on future sales calls. Thanks for being an advocate for all of us."
Chapters in the book are:
Chapter 1 - Attitude as Your Sales Foundation
Chapter 2 - Old Ghosts and New Concepts
Chapter 3 - The Salesperson
Chapter 4 - The All-Important Sales Lead
Chapter 5 - The Sales Call
Chapter 6 - Your Customer's Three Fears
Chapter 7 - The Four Basic Questions
Chapter 8 - Objections
Chapter 9 - Design Agreement and Letter of Intent
Chapter 10 - Callbacks and Rehashes
Chapter 11 - Estimating
Chapter 12 - Contracts
Chapter 13 - Missing the Sale and Cancellations
Chapter 14 - Employing A Salesperson
Chapter 15 - Make Every Possession Count
Chapter 16 - Sales "Opportunities"
Sample forms are included, along with access to downloads allowing you to save many of these forms on your computer for easy use. If you own the book, download forms here (login and password are found on page 284).
SPECIAL OFFER! Order the Profitable Sales video and receive the book for free!
Profitable Sales, A Contractor's Guide, published by Construction Programs and Results, 300 pages, 8-1/2 x 11.
