Set the Appointment; Make the Sale

Stacey Freed
May 20, 2014
THE TALK... | Operations

Recently I spoke with several successful dealers to glean some sales conversion strategies. I spent a long time talking with Brian Elias, owner of Hansons, which does nearly $60 million in window, door, roofing and siding sales—“in one of the worst markets in the country,” he says: “Detroit.”

One of the things that Elias attributes to his success—99 percent one-sit close rate—is the control he and his sales people exercise in setting appointments and setting them quickly.

“Many people ask the customer, ‘What’s a good time for you?’ and the customer will say something like, ‘Wednesday before bowling is good,’ and before you know it, it’s Friday and some other company has already sold the job.”

Here’s how the conversation should go: “'I have openings between 4:00 and 6:00 today or tomorrow between 10:00 and 2:00. Which of those works for you?’ Think in terms of what’s best for you and give them a time slot that will get you there within 48 hours. Leads are like fish; when they get old they start to stink.”

And once you’ve set the appointment, show up on time. “Forty percent of people won’t buy from you just because you didn’t respect their time,” Elias says.

 

Survey Results for 05/21/2014 :

How long do you allow a prospect to wait between initial contact and first appointment?

We'll allow a three- to five-day gap.

  

 

43.48%

 

We almost always meet with people within 48 hours.

  

 

36.96%

 

Up to one week.

  

 

10.87%

 

Other.

  

 

8.70%

 

 

Freed is editor of Window & Door. Write her at sfreed@glass.org

Comments

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Great advice great article!

Thanks, Steve.

I appreciate hearing from readers. Let me know other topics you'd like to see in The Talk that would be helpful for your business.

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