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CURRENT NEWSLETTER
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Lindemann Chimney Supply sells wholesale only to the chimney and hearth industry.
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 October 2007
The Dreaded Stall
Homeowner: "I'd like to think it over."
You've just fallen victim to The Dreaded Stall.
Good news: You have gotten this far. The customer
has a need, you have a solution, and you are communicating.
Bad News: Something has caused him/her to stop the
buying decision now.
The odds are certainly stacked against you. Statistics
say 95% of these sales will not be closed by you,
even though half of them will never "shop around"
and few actually "think it over".
The underlying cause of the dreaded stall is conflict.
Your homeowner is at an impass, having the desire to
purchase, yet some uncertainty and anxiety. Simply
put, they don't have enough reason to buy NOW.
So, what do you do?
-Focus on Positive Emotions. They need to recognize
the benefits of what you offer, and get focused on
them.
-Satisfy the negative emotions. Find out what the
objections are, and counter them.
-If the reason is legitimate, set a new appointment
before you leave.
-Ask questions. If there is uncertainty, you must
uncover the real objection.
-Don't discount at this point in the game. If you
offered a fair price, and they are considering a cheaper
quote, discounting your price is not the answer. If
you lower your price now, they will just assume you
were overcharging to begin with, and work to destroy
the trust you have worked so hard to earn. Instead, if
you must lower your price, negotiate the discount for
a lesser service.
-Don't compromise your company to get the sale.
-Don't do less than the full job that needs to be done
for safety. Better to walk away from one job than to
ruin your reputation.
-Don't get frustrated! The last thing you want is to
lose control of the negotiation. Remember, the homeowner
doesn't have the expertise and industry knowledge
you have. As hard as it can be, it is your job to
make them understand why what you propose is the
best option for them.
If you keep your head, focus on the customer’s positive
feelings about your proposal, and satisfy the negative
emotions, your chances of closing the sale are
excellent.
And don't forget… once you have overcome "The
Dreaded Stall", and completed the job, ask your
homeowner if they will tell others about you. It's the
best advertising you can get… and it's free! Happy
selling!
Tech Tip
When installing a liner for a heating system,
always change the smokepipe. It is, after
all, the only part of the system the homeowner
can actually see. For the small
expense, it offers the customer peace of
mind, and reassures them the system is
new.
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BACK ISSUES OF OUR NEWSLETTERS
October 2007
September 2007
July 2007
June 2007
May 2007
April 2007
March 2007
Jan/Feb 2007
December 2006
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