THE SIX COMMON CONCERNS CLOSE

By Steve Johns

Over the years I’ve observed that there are six common concerns that homeowners have when selecting a contractor to work on their home. Here is a simple, yet very effective, technique that will help you win more remodeling projects. It’s called the Six Common Concerns Close.

You set it up by asking, “In our many years in the remodeling business we have discovered that there a six major concerns that homeowners have when it comes to selecting a contractor that they would trust enough to work on their homes. Let’s go through them one at a time.”

Write each concern down on paper as you are speaking to your prospects

COMPANY: “People want to be as certain as they can that the company they select will deliver on all of their promises, complete the project on time and be there for them when needed.”

PRODUCT: “Because of today’s world of product similarity, homeowners can become quite confused about which product they should choose. The one thing they want to be sure of  is that the product that they select is durable, long-lasting, and will maintains its beauty for years to come.”

INSTALLATION: “Most people agree that you can have the very best product, but unless it’s properly installed it’s no good and can be a waste of money. As a result, homeowners want to make sure that their product will be installed by a highly skilled craftsman. And it’s installed according to manufacturers specifications.”

WARRANTY: “As we all know a warranty is only as good as the product and the company that is issuing it. And unless it’s fair to both the buyer and the seller, it has no value – regardless of how extensive the warranty might be. Most people agree that a warranty should protect them from manufacturing defects as well as human error and carelessness.”

 

                                                                                               

The Six Common Concerns is an excerpt from The DNA of Selling e-book.

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SERVICE: “This is an area where people have considerable concern. They want to be certain that the company they select will be there for them in their time of need. If there’s a problem with the product they don’t want explanations or excuses – they expect immediate and definite action taken.”

$ INVESTMENT: (Make a dollar sign on the paper) “And last of all, they are concerned about the investment that they will be making to get what they want. Most people want to feel that they haven’t paid too much or too little to get the most value from their remodeling dollar.”

 “John and Mary would you agree that these are the same concerns you have in selecting the right company to work on your home?

Are there any others that you would add to this list?

Great! Let’s carefully go through these concerns one by one and see if our company can earn your trust today, okay?”

You then go down the list handling each concern. After you’ve completed each one, you look at the prospects and make a statement in the form of a question.

“Does this answer your question concerning our company and its reputation? (if they answer yes) Ask, “May I remove the concern regarding company?”

As you ask the question, assume a positive response and literally cross it out.

Continue down the list of concerns until you’ve covered them one at a time. The concept of this close is that you will naturally end up with Investment as the only remaining concern. Handle that one by saying, “John and Mary, other than the investment involved would there be anything that would prevent you from selecting our company as your contractor of choice this evening?” This question will usually smoke out any lingering concerns the prospects have that you must address before moving to the next stage of the presentation.

You want to be sure that you end each concern by confirming that it can be eliminated before proceeding to the next one. A, “yeah I guess”, or an, “I suppose so” won’t cut it. For this close to work your prospect has to confirm that each concern can be removed. Anything short of that, you need to stay in that area until the concern can be eliminated.

As with any newly acquired selling technique, you should practice, drill and rehearse the Six Common Concerns Close until you feel comfortable, confident and competent enough to use it in the home.

Until next time…get out there and Sell ‘em Up!

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