Yes Response
In August’s newsletter I went through the introduction script, in September I addressed the “transition question” and last month we discussed how to handle a prospect’s “NO” response to the transition question, “No problem, can I ask you a question? Have you ever had an estimate before?” This month I’ll outline how to handle the “YES” response.
The transition question allows you to identify two different prospects, those that may not recognize they have a need (those who respond “No” they haven’t had an estimate) and those that have already recognized their need (those who respond “Yes”). The “NO” response is designed to flush out the prospect’s needs. On the other hand, the “YES” response is designed to differentiate you from the competition; the company or companies they’ve receive a quote from but didn’t buy. The majority of the time your canvasser will get a “NO” response to the transition question though they will get the occasional “YES” and the following script will prepare you.
The Yes Response Scripted
Prospect: “No, I’m not interested.”
Canvasser: “No problem, let me ask you a question, have you ever had an estimate before?”
Prospect: “Yes, I have had estimates.”
Canvasser: “From whom? How long ago was that? Do you remember how much the estimate was?”
Prospect: [Responses]
Canvasser: “No wonder you did not get the work done! I completely understand how you feel, many of our customers have felt the same way. They had several estimates from other companies and were not satisfied. Then they spoke with us and found out that we are a unique company because we do not advertise (entirely) on TV and Radio. Instead we use people like me to advertise by passing out fliers around our job sites. By doing this we are able to pass on SAVINGS where as those other companies pass on those advertising COSTS.”
Canvasser: “In addition the folks on the flier took advantage of our exposure home program. They simply let us advertise the completed job of their home by allowing us to put a job sign in their yard for 30 days, take before and after pictures, send out mailers, and pass out these fliers with their address on them in the neighborhood. By helping us to advertise we were able to provide them with a SUBSTANTIAL SAVINGS. We are looking for someone else on this street to take advantage of this same program. With that in mind, when is the best time to show you that program, are evenings good, or are weekends better? (Nod)”
Here’s How The YES Rebuttal Breaks Down
You’ll notice the three questions asked are all open-ended. It’s not normally wise to ask open-ended questions though in this case it’s really irrelevant what the prospect’s answers are. The prospect could tell you they got an estimate from XYZ Company last spring and the entire house sided would cost a total of $3.00. It won’t matter.
There’s a reason why the prospect didn’t have the work done; they may tell you the reason and they may not… it doesn’t matter. Regardless of what their responses are to the questions you say, “No wonder you did not get the work done!”
What it establishes:
You’ve identified that they have gotten estimates before, but they haven’t had it done.
“I completely understand how you feel, many of our customers have felt the same way. They had several estimates from other companies and were not satisfied. Then they spoke with us and found out that we are a unique company because we do not advertise (entirely) on TV and Radio….”
It’s easiest to remember the next segment as the feel, felt, found section. Here’s the psychology behind the technique.
- You first empathize with them by stating that you understand how they feel.
- You then tell them about somebody who felt the same way they did.
- You then tell them how the other person found ‘the solution’ to actually get it done by talking to us.
Here’s why it works:
By empathizing with how the prospect feels, you’re establishing a harmony with them in order to create rapport. When you talk about how somebody else felt, you shift the prospect’s focus to a more objective place, which they’re more likely to trust. This also links them to a “like” group and don’t feel alone.
When they’re attached to that group, you then move the whole group by telling how the person in the group changed their mind. Therefore, the prospect, being attached to the group, should also change their mind.
You’ll notice that entirely is in parentheses. Depending on how your company advertises will dictate whether you use the “entirely” or not. If you do not advertise on radio and television, then remove it. If you do, keep it.
The first part of this paragraph is designed to connect you with the prospect and separate you in the mind of the prospect from the competition; including those companies they received an estimate from.
“…Instead we use people like me to advertise by passing out fliers around our job sites. By doing this we are able to pass on SAVINGS where as those other companies pass on those advertising COSTS.”
The last portion of the paragraph demonstrates how you’re different and why the prospect should want to listen to what you offer.
The prospect has already taken the effort to have someone come out and give them an estimate. They’ve established this by answering, “YES”; all the canvasser must do is differentiate your company from the one who’s given the estimate already.
After the canvasser asked, “Have you ever had an estimate before?”, on very rare occasions, the prospect will say, “Yes, I’ve had an estimate before, but what makes your company different, why should I listen to, or do business with your company?”
The unprepared, inexperienced canvasser will talk about the quality of the product, the dependability of service, how long the company’s been in business, pricing, or warranty. Every company will claim these. They won’t differentiate you in the mind of the prospect. If you’re canvassers are justifying at the door all the prospect will hear is, “blah, blah, blah.”
Steal The Thunder Back From The Prospect
There’s only one-way to respond to a prospect who challenges your canvasser to “convince them” on the spot. Your canvasser looks the prospect square in the eyes, points at themselves and says, “ME!” and then shuts up for at least five seconds.
This response will do two things. First, it’ll catch the prospect off guard. They won’t expect that kind of response. They’ll expect, “We have the best product in the industry, the best warranty, the best whatever…”. They know if they hear that they’re dealing with an amateur.
Second, the pause is very important. During the silence the prospect will be asking themselves, “What are you talking about?” They’ll try to comprehend what they just heard.
After about five seconds the canvasser continues by saying, “The difference between my company and everyone else is I’m out here passing out fliers around our job site! If people want to get estimates we’re more than happy to schedule an appointment for the estimate. That’s how you’re going to get in contact with my company, that’s how you’re going to know about us and hopefully do business with us. You’ll probably find out about those other companies in the newspaper, on the radio or television. How much more expensive do you think it is to be on TV or radio than it is to pay me to pass out these fliers?”
The last sentence is a rhetorical question. Regardless if the prospect answers or not your canvasser continues, “Who do you think has to pay for those advertising cost? You do! That’s what separates us. You get a good price, a quality product and great service without having to pay for the high advertising costs.”
In addition to differentiating your company it also establishes trust and credibility because you do have a job site in the area the prospect can check out.
Create Urgency For The Prospect To Take Advantage Now!
The second paragraph is optional depending on if your company offers this type of program.
“In addition the folks on the flier took advantage of our “exposure home program” (or “model home program”). They simply let us advertise the completed job of their home by allowing us to put a job sign in their yard for 30 days, take before and after pictures, send out mailers, and pass out these fliers with their address on them in the neighborhood. By helping us to advertise we were able to provide them with a SUBSTANTIAL SAVINGS. We are looking for someone else on this street to take advantage of this same program. With that in mind, when is the best time to show you that program, are evenings good, or are weekends better? (Nod)”
The objective of this paragraph is to set up the sales rep in the home. It creates the urgency as to why the prospect should take a look at it now. You then close with the alternate choice question, “With that in mind, when is the best time to show you that program, are evenings good, or are weekends better” and Nod YES!
That’s the entire “YES” rebuttal. The first paragraph is designed to differentiate your company from the competitors, and the second creates the urgency for the prospect to take advantage now (“We’re looking for someone to take advantage of our Exposure Home Program”).
Combine the introduction script (August issue), the transition question (September’s issue), the “NO” rebuttal (October’s issue) along with the “YES” rebuttal and you’ll have the tools to dramatically increase your scheduled appointments.
Next month I’ll discuss the “You’re Invited” flier and how it ties into your canvassing script.
To learn the advanced principles behind my successful canvassing methods and take advantage of the pre made canvassing and recruiting scripts for virtually all the home remodeling industries call me at 216-588-1337.