Sharon Koehler

Artistic Stone Design

Recently, I participated in a series of webinars on business and customer interaction. There were four webinars in the series but this one struck home, because, first of all, I think people have difficulty saying “No.” And secondly, I think there needs to be a clear, easy path to the customer saying “Yes.”

We are all in business to make a profit. Not just to make money, but to have money left over after the bills, taxes and employees are paid.  Unfortunately, not every job is profitable, but the key, obviously, is to have more gains than losses. One way to do this is to screen your leads and potential customers.

You should make a habit of screening your leads. Not every customer is your type of customer and not every job is your type of job. Lead screening saves time, increases your close ratio and maximizes your ROI. In this case ROI is time invested in the client and your knowledge and professionalism.

Sometimes you make more money on the projects you don’t get.

When you are talking to a potential customer for the first time, ask these essential questions:

  • Who needs to be involved to make the decision?  Depending on the circumstances it could be just one person, a couple or a group of people. That person(s) needs to be present at all the meetings/discussions. Don’t spin your wheels talking to the wrong person.

  • Does the customer understand your services?
    Occasionally you will get someone through the door who doesn’t understand what you do. Be clear about the scopes of work your company handles, i.e. you can install stone countertops but you don’t do solid surface (Corian, Hi Macs, etc.) countertops, or you install tile backsplash, but not tile floors.

  • What is the timeline? |

  • What is stopping them from moving forward right now?

  • What does their budget look like? Is it flexible? 

Depending on your industry, there may be others.

Once you discuss the essential questions and you determine they are your type of customer or your type of job – GREAT! If they are not for you, don’t be afraid to say “No.” Be nice. There are ways to say no without alienating anyone. They may be a potential customer down the road. Example: “I don’t think our company is a good fit for the challenges of  your project.”

Or, “I would rather disappoint you before we get started than start something we could not follow through with. It’s an interesting project and we wish you the best of luck.”

The point is be polite and listen. Apologize that you have to decline the job. If at all possible, refer them to someone who can help them.

The Keepers

Now, if you ask the essential questions and find they are a good fit for you or your company, there are some guidelines to follow. 

DO NOT procrastinate. Call them as soon as possible. DO NOT wait even one day to contact them. Do not text or e-mail. Let your first contact be by phone or in person if at all possible. E-mails and text can follow but the first interaction should be a human one.

Take the lead – show the customer you are knowledgeable and the professional in this situation. If you don’t know, say you don’t know but you will find out. Don’t use words like “well or um.” They make you appear unsure.

Educate the customer. Help them make choices that will be good for them. Just because they want something doesn’t mean it’s what’s really right for them. Example: The customer loves the look of White Carrara, but it comes out in conversation that they have three kids under the age of 8. There will be spills and accidents for years to come. You know from experience that they might be happier with less stain-prone quartz look-alike instead. That is why you are the professional.

Build trust with the customer. LISTEN to them and don’t interrupt. If they say something wrong, wait until they are done to interrupt. If they say something right, STILL wait until they are done.  Make sure the customer gets some “skin in the game.” This can be money or time or both. The more one on one time the customer spends with you the less likely they are to bolt.       

Your company should have some sort of “lead sheet” – for gathering information and the beginning analysis of the “Essential Questions.” Also,very early in the process, alignment needs to happen. That means getting everyone on the same page. Repeat what the customer says in summary fashion to make sure everyone is clear. Address hurdles in the beginning – make the process as easy for them as possible. Get a deposit on the job. A deposit means commitment on their part and is a good faith gesture that they are ready, willing and able to do the job.

Gaining Trust is Key 

A personal connection is paramount to trust. Put your face picture on your profile. Meet with people face to face. Talk on the phone. 

Offer references. Share your success stories. Don’t be shy, brag about yourself. Show off your job pictures and your testimonials. If you have awards for ANYTHING, no matter how small, brag about it. Make it a big deal. Build trust. 

Don’t leave a meeting or a phone call without setting up a time for the next step. Don’t be vague (I will call you in a day or two to discuss…). Set a time and date (I will call you Thursday March the 16th at 3p.m. to discuss…) and make sure you do it. Keeping your word builds trust. 

Follow Up

After the job is complete and everyone is happy, add them to your newsletter mailing list so you can keep in touch and keep your name in front of them. 

Lastly – keep in mind that the customer who shops price over value and service might not be your customer. Let it go! Saying “NO” just gives you more time for the good ones!

Sharon Koehler is a 10-year veteran of the stone industry and currently head of marketing for Artistic Stone Design in Richmond, Virginia. She has been a regular contributor to various trade magazines for several years. Please send your thoughts on this article to Sharon@asdrva.rocks.