Construction in the Summer of COVID: Pt. III The Sales Process

A lot has been upended in the last few months and the sales process is no exception. We are operating in a time where social norms are being rethought to ensure safety. The sales process has become more fluid in these times. We are adjusting and adapting our policies each day we encounter the challenges of operating in a pandemic. Contractors must be open and communicative with potential clients about their safety policies. You are showing the client that you are able to set reasonable guidelines and expectations.This will set a great precedent for your project.

Pre-Meeting procedure

Setting the right expectation with ample communication is your first step. This includes showing a mastery of digital tools prior to your on site meeting will help make this new selling reality more successful. Decreasing contacts and increasing efficiency in the sale process is all about how you start the relationship. Clear standards and confidence in your process, even if currently feels unnatural, will set your sales team apart.

With sales you are making a number of contacts with the employee. The house visit and the handshake are two elements that are many of are rightfully critical of at the moment. While being respectful of the homeowner you must set the standard before. Sending over your COVID company policies, like ours https://fleschnerconstruction.com/covid-19-response/. This will give clients an idea of how the house visit will be faciliated. All employees on the walk will be wearing masks and gloves. They will refrain from making physical contact with anyone or anything if possible. There will also be no handshakes as a greeting or as a departing gesture.

On Site Procedures

Once you are on site, it can be difficult to understand the client if both have masks on. Audio levels are muted and facial expressions can’t be deciphered as easily. These challenges necessitate an adjustment. Speaking louder and clearer with simpler term to avoid confusion is key. Using a lot of industry specific terms could confuse your client and/or they may not be able to fully digest your communication. If they have trouble understanding you without seeing much of your face, this can cause a miscommunication that could torpedo your sale.

Getting initial measurements and/or confirming drawing dimensions can be laborious, regardless of COVID. Depending on the size of the project, measurements can take up to an hour on a site visit. A sales partner can help take pictures and notes and assist with more difficult tasks will speed up the process. Make sure to alert the client of the number of people joining you so they can communicate their comfort level.

With the initial meeting done you should have enough to start the clients estimate. The majority of future meetings will move to a digital platform to increase safety and communication efficiency.

Post Meeting Tasks

After the on site meeting is when the real selling begins. Whether it is a large whole house remodel or a small bathroom you want transparency. Disseminating all of the information in to the correct places is your first step. The client should be able to see the process to give them more input is how the project is developed. We like to produce a Rough Order of Magnitude (ROM) sheet that gives clients a quick overview of pricing. This will be adjust as bids roll in, but it helps get the conversation on budget off the ground. This, along with their use of the CoConstruct management system will have them intrigued immediately. Clients will be able to see the project developing in real time and review the progress as they make selections.

Selections

Once they are included in the sales process finalizing selections is important. A word about client selections: you are only as good as your vendors. We spoke about this in a previous post, but its important to remember. With the clients retained, a team of competent and knowledgeable vendors will help get your clients prepared. Although many clients will want to supply their own materials, an introduction can help focus their ideas.

Moving this process along briskly will help control your pre-project costs low. It will also keep your sales pipeline moving, which is even more important with the uncertainty in the market. With these locked in giving the client a realistic estimate on the schedule is more important than ever. Materials are harder to order quickly and with increased safety precautions jobs will slow down. This doesn’t mean that all projects will take three times longer, but setting that expectation early will save on headaches

Post Meeting Tasks

All of our sales processes will be different, regardless of pandemics. We have found that the steps we take help save us time and set expectation early. Too often companies chase down sales that aren’t rock solid and don’t know it until the contract is signed. Installing rock solid policies will make clients feel that you understand how to control an environment and deliver on promises. Consistency is key is times of unrest and taking these steps in the sales process will create a positive effect throughout your company, regardless of uncontrollable elements.

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