Would you consider yourself a ‘sales professional’ or a ‘quotes professional’?
What, never heard the phrase ‘quotes professional’ before? Well believe it or not, there are many more quote professionals than sales professionals in today’s economy, and one of the main purposes of this blog is to help readers understand their current sales identity and then move to embrace a new way of seeing themselves as well as their profession.
We’re All In Sales
But before I go on, let me also mention that everyone, and I really do mean EVERYONE, is in the profession of sales. The subject applies to anyone with a heartbeat that breaths oxygen and then releases carbon dioxide. This fact is especially true with any type of small biz owner, entrepreneur, and the like. And when a professional starts attaching the word ‘sales’ to their job title, along with all of their other positions, then great results are bound to happen.
But I digress. Let’s get back to this quote thing. In the swimming pool industry of which I am part of, the process is relatively simple for most companies. Pool shoppers call the pool store and request a ‘quote’. Once an appointment is set, the ‘pool guy’ goes out to the house and either leaves the homeowner with a quote/estimate or they send the homeowner the quote after a few days. I have literally discussed this process with pool companies across the United States and for 99%, things are done in this exact manner. And let me just say now, I think the process is absolutely crazy. It makes no sense to me. And it’s a process that applies to many, many industries outside of swimming pools.
First of all, why most pool contractors don’t bother giving their prospects all the numbers on the first visit is baffling to me. Although there are certain cases that require additional research for pricing (especially in some 100k+ jobs), the majority have no need for such a delay. Notwithstanding, every day in North America pool shoppers sit down with pool guys, get excited about their products, and then are told to look for the quote in a few days via email.
What the Heck is Wrong with this Picture???
Now, for the sales professionals in this industry that actually do give all their numbers upon the first visit, many of these persons sadly have no intent on earning the customer’s business that day. Literally, the majority of these pool guys simply give out quotes without the first intention of the homeowner being able to make a decision at that time.
Again, this is bonkers.
Some of you may be thinking the flaws of swimming pool sales professionals have nothing to do with your business. But let me assure you, this mentality of giving out quotes to prospects and customers is a cancer that runs deep throughout small and large businesses all over the world.
My studies and surveys with pool professionals have concluded that the average closing rate for sales is about 25-30%. In other words, less than one out of every three sales calls that a pool guy goes on ends up in a sale. And of this 30%, only about 25% of those sales are closed on the first visit. Frankly, these numbers are very disturbing.
In the case of my company, we are closing about 60% of all our appointments so far this year. And of these sales, roughly 50% occur on the first visit. Now please don’t misread this so as to think I’m trying to toot mine or my company’s horn. Actually, what I’m really doing with this article is telling our competitors (many of which absolutely read this blog)and everyone else in and out of the swimming pool business, that customers are much more capable of making ‘quick’ decisions than we believe them to be. And no, slick words and manipulative techniques have no place in such a sales methodology. In fact, I believe this process is really based on 2 pillars:
- A Web/Marketing 2.0 Mentality
- Honesty of Purpose
As far as Web and Marketing 2.0 is concerned, we have discussed at great lengths in recent weeks just what this entails. When it comes to today’s consumer, if we give them enough valuable content and information, we will in-turn build a relationship of trust with the prospect before we’ve ever even met. For a quick review, here are a few examples of Web and Marketing 2.0 tools:
- Powerful Blog Articles
- Informative Videos (especially YouTube)
- Company/Product DVDs
- eBooks
- Informative, Content Driven Websites
What is ‘Honesty of Purpose’?
Although there are many, many more tools I could list, we’ll just stick with these essentials for now, as I want to turn our thoughts to the concept of Honesty of Purpose.
Although many sales and marketing professionals are starting to get on the 2.0 train when it comes to the tools they’re using, the majority are still unclear or unaware of the power of Honesty of Purpose when it comes to helping prospects make decisions. Let me give an example.
About a week ago, I got a message to call a lead that said:
‘This lady stayed up to 11pm watching the DVD last night. She said it was awesome and she’s ready to have you come out right away….’
Such a simple message, yet so profound and telling. Just these two statements showed me that this lady was:
- Extremely informed regarding our company and products (Our company DVD is over an hour long. No other pool company has produced anything like it up to this point and it takes prospects to new levels of understanding and information).
- Very serious about buying a pool. (Otherwise, why would she sacrifice sleep to watch a swimming pool DVD?)
- Very excited in general about the becoming a swimming pool owner. (She wasn’t excited about shopping for a pool, she was excited about owning a pool.)
Understanding clearly these three things, I called the lady on the phone, we’ll call her ‘Jane’, and this is exactly how the conversation went.
Me: Hello Jane, I was calling because I received a message from my gal in the office that you were interested in a swimming pool.
Jane: I am! Will you come to my house and give me a quote?
Me: (with a smile in my voice) I’m sorry Jane. I don’t give quotes. But I’d love to come out there and sell you a pool!
Jane: Well OK then. Sounds great. When are you coming?
Needless to say, I went out to Jane’s house just a few days later and without even asking for her business at the end of our appointment, she went and got her checkbook when I was done giving her all of the pricing and scheduling information.
We are Sales Professionals, not Quote Professionals
Now I know many of you may be thinking I’m exaggerating regarding our initial phone conversation, but please understand that this is exactly how it occurred. Keep in mind the whole reason I was able to be so bold with her was because she had already done the leg work. I knew she was informed. I knew she liked our company. Heck, by the sound in her voice, it was obvious that she was excited and ready to own a pool. This is why, without any discomfort whatsoever, I was able to tell her I wouldn’t give her a quote, but I’d be happy to sell her a pool.
I’ve literally told hundreds and hundreds of prospects this same thing after they’ve asked if I’ll come to their home and give them a quote. But the reason I can make such a statement is because, due to all the Web and Marketing 2.0 tools I’ve already given to the consumer, I’ve clearly earned that right. Because I’ve taken the time to produce so much valuable and informative content to help that consumer to be as informed as possible, it’s a natural right I have as a professional to let the person know that when I do come out to their house and sit down with them, it is my goal to earn their business. But after all, don’t they know that’s my purpose anyway? Heck, that’s why they’ve invited me out. Therefore, I’m only being honest. And honesty is always the best solution when it comes to selling.
A New Paradigm
I have a friend who is in sales and despite her Web 2.0 mentality, had a terrible closing rate before 2010. Once we discussed her situation, it was obvious to me what her problem was. She wasn’t being honest with the homeowners and she wasn’t expecting to get a check when she went out on a sales call. This simple flaw in her paradigm has literally cost her thousands and thousands of dollars until this year. But now, as she tells every customer “I’m coming to earn your business. Please understand that.”, she has closing rates over 50% and has never been happier.
But her story is no different than the potential of any sales professional. Everyone has the potential to follow this simple process. By embracing the information age with all its tools, and then by being honest to our prospects, we will experience an increase in sales and business we never thought previously possible. I have seen these two little steps work time and time again and I’d simply ask anyone that may be saying, “It’ll never work in my industry with my clients.” to simply be open to change. Be open to the possibilities. Embrace the new Sales 2.0 paradigm. Besides, who likes giving quotes? I certainly don’t. I like making sales. That’s what I do. It’s what I expect. And we should all expect such as we put ourselves in a position to succeed.
To close, I want to reiterate this final thought:
If you have given your customers enough valuable information, it is your absolute right to expect them, and therefore inform them, that it is your goal to earn their business.
Questions? Comments? Agree? Disagree? As always, I’d love to hear your thoughts on this topic of sales honesty.
{ 10 comments… read them below or add one }
Marcus, time and time again this methodology proves itself in our business. It goes to show that the consumer is hungry for two things: information and honesty. This philosophy is like a breath of fresh air to them. Great job!
THIS IS WHAT IS WRONG WITH THE SWIMMING POOL INDUSTRY!
I have never met a custom home builder, who if you showed them a “pretty picture,” would quote you a finished project on the spot. They would require all of the details, materials, installation practices, engineering, appliances, etc before they even gave a “ballpark.” The swimming pool industry is still operating under the misconception that we are selling an assembly line mass-produced one-size fits-all consumer commodity. When in fact, each & every site and client are different.
Providing a “quote on the spot” and closing the sale “right there” absolutely ridiculous premise. This means that on the “cold call,” the salesman is:
a) designing & defining the project.
b) sourcing & specifying the finish materials.
c) drilling soil sample borings & performing a geological analysis of the soils conditions.
d) after reviewing the results of the geological report, performing the structural engineering, to ensure that the structure is of sufficient strength for the site’s soil conditions.
e) designing & calculating the hydraulic systems (line velocities, turnover rates, etc.), then selecting pumps, filter & support equipment.
f) crunching all of the numbers for every facet of the project: permits (estimates only), layout & excavation, plumbing, reinforcing steel, shotcrete, masonry & tile, plaster/tile mosaics, support equipment, refuse & clean-up, & profit.
THIS IS WHAT IS WRONG WITH THE SWIMMING POOL INDUSTRY…. “salesmen” who are untrained in the fields of geology, structural engineering, fluid mechanics/hydraulics, design, and proper construction practices are being allowed to define an entire project in one meeting at the client’s kitchen table!
There is ABSOLUTELY NO WAY that a salesman can ascertain the soils conditions UNDER the back lawn, by merely looking at the surface soils (unless he has the analytical x-ray vision of a superhero).
Without the geological report there is ABSOLUTELY NO WAY to properly design the structural engineering to overcome the soils conditions on that site Therefore the pool company will use inferior generic structural engineering, that is in almost all cases substandard for the soil conditions – the “build it & pray” mentality.
Without calculating the lengths of piping, number of fittings, pool volume, turnover rates, line velocities, there is ABSOLUTELY NO WAY to properly select a pump & filter combination. The results are a system that will consume excess energy, create undue noise, and present suction entrapment hazards.
There is ABSOLUTELY NO WAY the sales person can create a “custom design” utilizing a generic computer design program or drawing templates at the kitchen table.
There also is ABSOLUTELY NO WAY that unique finish materials can be sourced or specified, as the salesman is expected to define them “then & there.” Thus the property owner is limited to finish materials that have been “preselected” and are in the salesman’s “fast food menu” of materials – hardly custom or unique.
THIS IS WHAT IS WRONG WITH THE SWIMMING POOL INDUSTRY – salesmen trying to DESIGN & SELL a pool at the kitchen table in ONE meeting.
THE RESULTS, ARE AN INDUSTRY THAT 99% OF THE TIME, DELIVERS A POORLY DESIGNED, SPECIFIED & BUILT PRODUCT, THAT FAIL TO EVEN MEET IT’S OWN INDUSTRY AND TRADE PERFORMANCE STANDARDS… and thus, the government has to mandate regulations upon the industry (e.g. Graeme-Baker, CA – Title 24, etc.).
What you are saying, is that YOUR company (and 99% of the swimming pool industry) is delivering a substandard product, has no regard for the soils conditions, delivers generic non-site specific structural engineering, specifies a “rule of thumb” hydraulic system, and offers a limited menu of finish materials to buy “by the square foot,” JUST TO MAKE THE SALE!
Why does the dollar amount of the project (your $100k+ threshold) dictate when these practices are escalated to follow the “proper procedures?”
Aren’t all consumers entitled to a properly built project that meets industry standards? Or only those who can afford it??
Wow Paolo what world are you living in? This looks like a feeble attempt to discredit what Marcus is trying to teach sales people in the pool industry. I happen to subscribe to Marcus’s blog and have used his techniques and believe me they not only work the home owner is very happy to have a pool that they can afford. From your rambling on of writing with all the technical phrases you could muster up I believe you would not even step foot in a neighborhood where the houses are between a quarter million to one million dollars.
Let’s just take a look at all this jargon you are spewing out.
Like the following:
a) Designing & defining the project.
b) Sourcing & specifying the finish materials.
c) Drilling soil sample borings & performing a geological analysis of the soils conditions.
d) After reviewing the results of the geological report, performing the structural engineering, to ensure that the structure is of sufficient strength for the site’s soil conditions.
e) Designing & calculating the hydraulic systems (line velocities, turnover rates, etc.), then selecting pumps, filter & support equipment.
f) crunching all of the numbers for every facet of the project: permits (estimates only), layout & excavation, plumbing, reinforcing steel, shotcrete, masonry & tile, plaster/tile mosaics, support equipment, refuse & clean-up, & profit.
You have already priced yourself out of the average Americans budget, and you are obviously not talking about the average pool in America either.
Then you ramble on about “salesmen” who are untrained in the fields of geology, structural engineering, fluid mechanics/hydraulics, design, and proper construction practices are being allowed to define an entire project in one meeting at the client’s kitchen table!
So do you have such geologist working for you and structural engineers on your payroll? For goodness sake we are talking about the middleclass homeowner here not multi millionaires. And by the way if my company was to take on a pool project that was in the 250K range and up we would take on a lot of the engineering and hydraulic design you talk about because it would be a project that probably required such. If we were dealing with a vanishing edge and water features with large bodies of water than yes I agree I would not give a price at the kitchen table. But most of the people in the pool industry deal with the 30K to 80K pool owners and we can give a price at the kitchen table.
Next time you try and rip someone who is trying to help the average pool builder like me try not to act so smug it only hurts you and try using Word as you do have flaws in you spelling. Not that my grammar is perfect, but I am just the average pool builder not the want to be expert that you propose to be.
Marcus I commend you for leaving his comment up it only shows Paolo’s arrogance and that is what is wrong with the pool industry want to be leaders today.
Paolo would you like a little cheese to go with your whine?
Paolo,
My name is Jason Hughes and I’m Marcus’ business partner. I attended the Genesis 3 Construction school in Forth Worth several years ago and remember you distinctly. I have great respect for you and all the guys at G3 for what you’re doing to elevate the industry. Heck, I was just on your site two weeks ago looking for inspiration for a design. I genuinely appreciate your passion; however, you are dead wrong on this one and I believe that utter embarrassment of a comment you left on Marc’s blog demonstrates what I, as well as the general consensus of other people who are familiar with you guys already know to be true: you guys are out of touch with the real world.
The predominant thing I took away from your course, besides construction knowledge, was the utter contempt you have for the $30-$60 pool market and what you call “cookie cutter” pools which, in case you guys haven’t noticed, comprises 99.9% of the pool industry.
But let me speak directly to your comment:
I just returned home from an appointment with a client, they didn’t exactly fly me to Greece to meet with them, but I digress. We discussed tile options, auto-cover specifics, and shot elevations together to establish the grade of the pool. We had fun as we stood inside the painted pool and imagined the sound of the water cascading from the spillover spa. This was my fourth 3-hour appointment with this client…..that Marcus closed on the first visit.
He never advocated sweeping the details under the rug; the major point of the article is that if a potential client does their homework and they are properly prepared before the visit, closing rates will go through the roof….which is exactly what happened with this customer. He showed up, they had already read and watched everything he had produced, and they made a commitment to go with us. Deal was made, details came later.
The fact is that we have well over 600 other clients just like this one on our reference list that we distribute for the world to see. If you think Marcus, and River Pools are the problem with the pool industry, then you need a freaking wake-up call buddy, because I have a news flash for you….we ain’t it!
The fact is that neither of us are the problem, our objective is the same: to elevate the industry. We may have different methodologies: You sell your tickets for $2,500 a pop and we distribute free information to the world on the most visited pool web site in the country, but I honestly believe both of our intentions are genuine. Our philosophy is what differs.
You think the problem in the industry is lack of structural integrity, we believe the problem is lack of moral integrity.
You think the problem is poor hydraulics, we believe it’s poor ethics.
You think the problem is pitiful catch basin design, we believe it’s pitiful customer service.
The real problem in this industry is the guy who takes $20k and skips town giving the rest of us a bad name, or the builder who doesn’t have the testicular fortitude to admit he made a mistake and do whatever it takes to fix it. The real problem in this industry is a lack of character not lack of technical know-how.
Does the average builder have room for improvement? Absolutely, and I’m the first to admit that I have a lot to learn. But any person, regardless of the industry, who has character and ambition will continue to better themselves and their companies. But I can guarantee one thing, no matter what success the future holds for myself or River Pools, I will never look down on anyone. Frankly I think you should be ashamed of that comment, and I think it’s time you and guys over at G3 get off your high horses and pay the good people of this industry a little respect.
Wow gentlemen, I had no idea that this post would create such a debate. Notwithstanding, thank you James and Jason for expressing what I’m sure many, many others are thinking regarding that read this blog regularly.
Paolo, I hate to say it man, but you come across as extremely jaded and grumpy. Is your glass always so empty? If you hate the people in the pool industry so much, why are you even a part of it? Your rant was literally one of the oddest things I’ve ever read.
Besides, the people in the swimming pool industry make up a very small portion of this blog’s readership. I write to help everyone who owns a biz , does sales and marketing, or has a heart rate. That’s my audience.
But for your sake man, smile a little will ya!?
Marcus, James & Jason, I’ve been self-employed for 34 years & you guys are a class act. Well said & well done. Marcus, I’m a big fan. Thanks. Dave Heinrich
Too kind Dave, but thanks
The marketing technique Marcus describes works. My wife and I studied River Pools & Spas website carefully. It conveyed a lot of information, and posibly even more importantly, conveyed the passion that River Pools & Spas has about their business, and those that they serve, their customers, who become friends I suspect, quite often. Marcus asked us for our business, and he had every right too, why else was he here? Marcus left our home last night with a sale. ‘Nuff said!
Kirby!!!! How unexpected it was to see you on here….and now you know all my secrets!
Seriously though, thank you so much for adding your words and thoughts here, as they are a true reflection of everything this article represents.
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