MRE-Edition-1-Powerline-2017-REV6-FlippingBooks

Understanding Residential Sales

By: Kyle Miller

A t PowerCon, the Residential Sales Advanced Topic session focused on strategic and tactical methods of increasing revenue. The core strategy is to provide uniqueness or differentiation from the competition. The Mr. Electric® strategy being to utilize our systems, processes and resources to outperform the competition in serving customers. It is the owner’s responsibility to consistently create the environment that provides differentiation and separation in the marketplace. This should be accomplished through training and implementation of the Mr. Electric model. We discussed the philosophy behind the Mr. Electric model and ways to coach and reinforce our systems and processes. Premium pricing demands premium service. If we leave steps out, we short-circuit the system and it doesn’t function the way it’s designed. The customer’s perception is our reality. The Mr. Electric approach is to sell the experience. Engage, slow down, ask questions, develop trust, demonstrate expertise and professionalism. When followed, the system provides the natural process flow to deliver the best experience the customer has ever had with a contractor. Remember who we are as Mr. Electric Service Professionals. We want to have ESP, or a perceptive nature, concerning our customers. That is, to be E…Educators, S… Safety Focused and P…Problem Solvers. The Mr. Electric Service Professional should know when and how to communicate knowledge that demonstrates their expertise. They need to show genuine concern for the safety of the home and always introduce the complimentary Safety Checkup. Solving problems involves asking the “why” question to understand the behaviors associated with the issue at hand. The class session also summarized CUSTOMER and paying attention to the accumulation of details to build value and earn the right to offer our price. CUSTOMER is the hallmark of our Mr. Electric system and guides how we demonstrate our values, conduct business and treat the customer.

We also reviewed LOCK . A simple formula that can help Service Professionals maximize every call and engage customers at the highest level. LOCK stands for Listen, Observe, Communicate and Kindness…four simple actions that can make a big impact. The most basic and powerful way to connect to another person is to just listen. Connecting with our customers is essential and giving someone our full attention is one of the most important things we can offer. Since observation is the act of careful watching and listening, developing good listening skills will allow you to observe important information. Without good observation skills and being aware of your surroundings, you may very well offer irrelevant ideas or advice. This will also help in identification of customer personality types or behaviors that could guide your recommendations. Remember that effective communication involves more than just words. It is your non-verbal appearance, actions and gestures that say something about who you are. We know that people buy from people they know, like and trust. Talking, asking questions, listening, telling stories, smiling, emotional expressions are all forms of communication that need to be utilized. Be winsome and create valuable connections with your customers. There is no reason why we should not show kindness during every customer engagement. Not only is it the right approach, but being kind will create trust and leave our customers with a great feeling….and that’s what lasts! Because people buy from emotion, we must establish emotional connections. Gallup research defines emotional connection with customers by: 1. Does the company deliver on what it promises? 2. Is the person proud to be a customer? 3. Do customers describe their relationship with the organization irreplaceable and a perfect fit? According to Gallup, it is the greatest source of untapped potential for businesses today.

The most basic and powerful way to connect to another person is to just listen.

POWERLINE® | EDITION 1 2017 31

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