Every member of your team needs to answer the following questions for your client on each call.
1) What are you recommending?
2) Why should I buy it?
3) Why should I buy it from you?
4) How can I pay for it?
5) When should I buy it?
The challenge we face is that sometimes our clients do not ask these questions so we must address them up-front for the customer. If you fail to answer any one of the five questions in the client’s mind, the question they ultimately will ask you is: Why does your service cost so much?
With the proper training, answering these five questions should not be difficult for any member of your team. To help you in your training ventures, below are some messages you can use to work with your call taker/customer service representatives to answer those key questions.
“It’s a great day at Smith’s Electrical Co. This is Mary. How can we make you smile today?” This phrase helps to communicate with your potential customer that you and your company are different. Your goal is to try and get them to smile and eliminate some of their frustration due to something needing repair in their home.
After the client shares his or her problem, make sure you acknowledge the issue and show concern. A little empathy and reassurance can go a long way with people, which makes them want to give you their business.
When you ask simple questions about the age of their home, what the problem is, etc., you establish yourself as an authority. Clients love to buy from those who know what to ask.
What are you recommending, and why should I buy it?
These two questions are built into the value building statement. You must convey to the customer you know his or her time is valuable, and that by choosing your professional services, there is added value. “My technician does a thorough examination, helps you understand what caused the problem, and reviews the proper procedure to repair it correctly.” Clients will pay for a professional to come to their door and provide a complete evaluation.
When should I buy it?
“(Client’s name), I can have a technician out to your home between (date and time) or would (date and time) work better for you?” At this point, it’s also important to explain any fees you will charge. If you have delivered this message with enthusiasm and confidence, the only questions left unanswered is…
How can I pay for it?
Clients enjoy having choices on how to pay for unexpected expenses, so clearly communicate all the options you offer. Also, remember to verify all the information you collected and thank the client for the opportunity to serve them. By doing so, you seal in the client’s mind why he or she want to buy it from you.
Remember to use the words “I, we, and my.” Using these words personalizes the call and shows ownership in helping the client solve his or her problem.
You can apply this same exercise around the scripts for your technician and in-home sales team. Train your team for greater performance by using these five critical questions to reinforce what they are saying, asking, and doing with every client interaction. When your team members know why and test their script in answering the five critical questions, their performance will improve.
Kennedy started Mister Sparky in 1996 in Atlanta. That location is now one of the largest and most successful residential electrical service companies in the Direct Energy Services portfolio, based on sales volume. Kennedy currently owns and operates the Mister Sparky franchise serving the greater Sarasota, Fla., area. He can be reached at [email protected].
