Believe it or not, in this line of work, no one REALLY wants to spend their hard earned money. We actually only get sales because homeowners NEED to get their windows and doors replaced. Not because they just fancied a change and had £10k burning a hole in their back pocket. So, how do we make spending thousands and thousands of pounds that little bit easier? Well it all lies in the buying experience.
No One Wants To Feel Rushed
I know it can be frustrating as a sales person to have to wait for a decision from the customer, but that is life, and if you try and hassle the client into a decision, he/she/they are going to feel pressured and the novelty of the purchase is going to very quickly erode away.
This is something I had to do myself. I have been dealing with a particular client for the past couple of weeks that has been meandering between various options for new windows and doors. Now I was fairly confident that I was going to get the order, and I knew that if I wanted to, I could probably hurry them into making a decision to go with me. But, the type of people these were, and the ethics we run our business by, I worked at their pace, allowed them to change their minds as many times as they needed to, and waited until they were completely comfortable before I asked for their order. Which they duly gave me.
It’s important to take your time with your client, whether it be for one windows, ten windows, an orangery, a car or any other major purchase. As I said above, no one really likes spending a huge wedge of cash. But by taking your time and guiding the customer rather than rushing, they are going to feel more valued and therefore the perception of the purchase is improved.
Tailored To Suit Them
I always feel more valued and more special to a business when I know that what I have bought has been designed and built to my requirements. It’s aspirational and it’s exciting. You know what isn’t exciting though? Giving your customers a range of products and options that everyone else has got. Where’s the fun and excitement in that?
A better buying experience comes when the product you are selling is tailored to the person you are selling it to. No one wants what their neighbour or family members want. They want something individual to them and their requirements and tastes. In an industry bursting at the seams with choice and variety, this should be a fairly simple task.
For example, these are doors you may have seen before, that we have designed from the ground up, with the help of the customer:
The Art Of Communication
Most industry lead times are around 4-6 weeks from the point of product ordering. This is a fairly significant amount of time, and time which should not be filled with silence.
Communication with the client is absolutely key to a great buying experience. No one wants to feel ignored once they have placed their deposit. It’s always a good idea to speak with the customer regularly at all stages of the process. It stops them thinking that you were only after their deposit and sale!
It might sound very obvious, but regular phone calls does genuinely make a difference. When I make my way to a lead and I think I’m only going to be a few minutes late, I still always ring ahead. They are always surprised that I have taken the time to contact them. I think most expect you to not give a s**t!
Extra Nuggets Of Appreciation
Some give out wine, some give out thank you cards and some give out vouchers. But either way, little ways of saying “thanks for your business” go a long way with the customer.
Most expect to not see much of your company once the fitters have been and carried out the last stage of the buying process. They will hand over their remaining balance and probably never see you again. However, you can always counteract that preconception by giving the homeowner something in return to thank them for their business.
It doesn’t have to be expensive, it can be just something of novelty value, like a thank you card or flowers. But this small act of hospitality lets your customer know that you appreciate their business and that they are indeed valued within the business.
Hopefully you don’t think I’m telling you to suck eggs here! But you’d be surprised how many businesses still don’t pay attention to the buying experience. It means a great deal to the customer and if it is ignored it can potentially mean lost future business and a lack of recommendations to family and friends.
These are just a few of my own points about creating a quality buying experience. If you have your own, please leave them in the comments section below.