My salespeople had a favorite “Whine”—"Homeowners only care about the price and we’re too expensive.” When in fact, survey after survey tells us that price is rarely the main reason why homeowners select a particular contractor. In today’s interview, I discuss the sales process you need to get your price, with expert John DeRosa.

What you’ll hear in this episode:

• John’s work as director of contractor training and customer experience at SRS Distribution, including travel and seminars
• His 25 years in the building material industry after initial training to be a chef
• The focus on customers’ needs in a consulting role
• Focusing on customer success with their business skills
• Changing the consumer’s perception of contractors and the price-driven sale
• Showing the homeowner the value you bring to the process
• Why you can’t let the decision come down solely to price
• Show the differentiation between you and the competition
• Ask the questions—and then, LISTEN!
• Show the homeowner that all contractors are not created equal
• Closing the sale and making the homeowner feel like they are getting a great deal
• Improving sales skills
• The #1 reason contractors fail? Not charging enough
• The upcoming IRE in New Orleans and John’s topics: Keys to Escape the Price-driven Sale and Priorities that Drive Profitability
• How to overcome the phenomenon of “sales guilt”
• Working with the homeowner in structuring their affordable roof system
• John’s best sales advice: Learn to de-brief after every sales interaction

Resources:

BBB (Ranks business types with the highest number of inquiries)

Find John’s video on LinkedIn, “Stop Whining and Start Selling”

Email John: [email protected]

John’s YouTube channel