This and other key points for Psychology and Strategy of Sales are addressed by Shawn McCadden in a recent spot on Remodeling TV. In the short excerpt from his seminar, McCadden points out that a real understanding of sales, understanding “the psychology of this dance that’s going on,” can make a world of difference to your company.

As McCadden summarized, “The questions that you ask will be far more valuable in proving your value — the difference that you bring to the table — than the answers you give.”

McCadden covered several other points in this excerpt (part 1 of the seminar), but there was one other which I found to be especially pertinent. It involved “Determining Your Niche.” That is, know who it is you want to sell to and where they are. Just as important as paying attention to a prospect and asking questions is, it is equally important as a contractor or business to know what you want as well.

In other words, find your niche, find who you want to sell to and focus your attention there. It may take longer to put things in motion, but a localized and focused selling process will reap strong benefits, says McCadden, such as referrals and repeat business — very important facets of business in dark economic times. And as hard as it may be to get the “niche” ball rolling, it will be equally hard to stop once on the move.

1. Always answer your phone with energy and a smile on your face, not to mention with a professional attitude. Homeowners want to work with happy contractors who are polite and professional.
2. When an appointment is scheduled, don’t forget to confirm that both homeowners will be there: no “one-leggers” if possible. This is to ensure that concerns and questions from all parties will be answered directly by you. More importantly, it enables you to close the job on the spot.
3. Inform the homeowners that you will be sending an email with your contact information. This way, if anything changes on their end, they will be able to inform you ahead of time. When you send the email, confirm the estimate details, including the day, time, and length of the appointment. Also, thank the homeowners for the opportunity to earn their business. As a whole, this email communicates more about what you do, proving that you’re prompt and professional at the same time.
4. Call before you show to confirm they are there. If you are ever running late, even by just 1 minute, call 15-20 minutes beforehand to let them know.
5. If anything changes in your schedule, remember to just communicate with your potential client. Communication is key!