Industry Expert Gives His Take on Key Residential Sales StrategiesOctober 9th, 2019 by Emmariah Holcomb
Jonathan Thompson, owner of SunSational Solutions in San Antonio and Austin, gave his take on what you need to know for the residential side of the industry during his session at this year’s International Window Film Conference and Tint-Off, in Indianapolis, Ind.
He began by stating the importance of knowing and identifying your target market, according to Thompson, you do this to create a lasting partnership. He mentioned diversification with “sister businesses” can often aid your business’ sales strategy.
“We partner with a window treatment service because it’s related to our business and target audience. Think about it, how many homes have window treatments and how many have window film. We worked hand-in-hand with the companies and they send us clients and vice versa. It’s been beneficial thus far,” Thompson recalled.
Along with diversifying, having “top notch” communication will in some cases make or break a sale. Thompson gave the audience a story with one of his clients. He said there was a time when he was working with potential customers who were distracted about their daughter going off to college. When he called back to see if the couple would be taking his services he asked questions about how the process was going for their daughter and if she’d gotten into any of her top schools yet.
“Asking discovery questions and following up is what closed that sale and earned my company a new client,” said Thompson.
And when audience member questioned whether or not to offer discounts, he had a clever response.
“You should never give a discount without getting something in return. Why – because most people know a good quality product or service is worth the money. A lot of the time people just try to see if they can talk you into lowering your prices, but in the end your business has to work twice as hard to get and complete more jobs for every discount you allow,” said Thompson.
Following up, according to Thompson, is equally as important as finishing the job. He suggested making follow up calls to ensure the customer is satisfied with their service along with sending electronic surveys to see where you stand after each job.
What tips does your company follow on the residential side? Leave a comment below, or send an email to firstname.lastname@example.org.