In Home Sales The Boss Way
 
 

 

You work hard in this industry. This line of work can be brutal both physically and mentally. The demands of staying on schedule, satisfying customers and pursuing success can be frustrating at times.  What our company hopes to demonstrate to you with our In Home Sales System is the dramatic difference you can make in your personal income by solving problems for clients while you are in there home.

We do not wish to turn you into a salesman. There is plenty of profit to be made just by solving problems for people. 

There is a belief system that is very rare in our industry. In fact , only a small percentage of the people in the industry have been truly exposed to it. And most of the people who have been exposed are either working for the major companies or have previously worked for the major companies in our industry. 

  Coit
  Stanley Steamer
  Service Master
  ZeroRez

These are all examples of business who have not only been exposed to the belief system but have absolutely mastered it. It is the same belief system that you see demonstrated in most successful retail companies in this country. I can summarize the belief system in 1 simple phrase..........

 

Creating a fanatical customer is 3 times more profitable then making a happy customer.

              

    A fanatical customer  
     
       
        
Generates  Referrals      Generates Easy  In Home Sales  

 

 

The truth is there allot of carpet cleaning companies who create happy customers. Very few have the ability to create fanatical customers. Customers who are true fans of theirs.

 

Here is the difference in behavior between a happy customer and a fanatical customer..

Customer Behavior  Happy Client  Fanatical  Client
Will likely use you again  Yes if marketed  Will only use you and seek you out
Will tell friends and relatives about you  Yes if they ask  Will call closest to them to brag about you. And encourage them to try you.
Will take your advice when you recommend products or services to help them. Yes if you have rapport with the client and if you give a detailed sales explanation and it solves a problem for them or creates an advantage for them. And if you don't sound like a salesman. And if they have expendable income that allows them to afford it. Yes, almost always if they can afford it.
Is prone to scrutinize your work   sometimes  Almost never
Will request more services while you are in their home.  Rarely Very Likely                          
 (If they think you have time to do it)
Will tell friends and relatives about you  Yes if they ask Will call closest to them to brag about you. And encourage them to try you.
Will take your advice when you recommend products or services to help them. Yes if you have rapport with the client and if you give a detailed sales explanation and it solves a problem for them or creates an advantage for them. And if you don't sound like a salesman. And if they have expendable income that allows them to afford it. Yes, almost always if they can afford it.
Is prone to scrutinize your work   sometimes Almost never
Will request more services while you are in their home.  Rarely Very Likely                          
(If they think you have time to do it)
     
     
     
     
     
 What we want to teach you are the basic elements that create fanatical customers. And to help you view your service as your customer does.

The difference between good and great is in small details. These details create behavior in clients that create "profit multiplication".

 

 

 

 
Phase 1           Arriving at the job And Selling The  Messenger       First 50% of the job.
The act of creating in home sales is rooted in communicating messages to customers. Before we can communicate these messages effectively, we must sell the messenger, Which is you.

 

 

 

A large percentage of our customers are women.  And in there 1st impression of you they  are evaluating  you multiple levels. Both businesswise and personal. Whether you realize it or not customers have definitive views and opinions about you within minutes of meeting you. These views and opinions greatly determine their behavior while you are in there home.

O-They are evaluating you in detail from the minute you arrive at there home.  And they are evaluating you in ways they would be embarrassed to admit...

They notice.... If you didn't shave.
  If Your shoes are dirty
  If your shirt is untucked
  Your cleanliness
  Your smell

Its unspoken but its real, its just human nature.......

But its also a pride thing. You see, the customer picked you. They could have had anyone come and clean their carpet and they picked you.  Throughout the job there assessing " there selection".

O-In there first impression, the customer starts mentally determining there behavior towards you.......

For better or for worse !...........Our mission with in home sales is to make the customer feel a sense of "exceeded expectations" when it comes to their impression of you. If we can create this effect immediately, we have set the stage for a dramatic increase in income.

Again, before we can sell any "messages" we must first sell the messenger, which is you.

 
 

 

Here are the 5 ways we sell the messenger to the  client...

 Uniform complete, sharp and clean.

It sounds corny but this is critical on so many levels. The customer is comparing you to every Tech they have ever been exposed to. Stand out here and the customer is already moving towards fanatical. This is one of the easiest and most bulletproof ways to start creating the perception we want.

Equipment clean and well cared for looking.

Think your customer doesn't notice that grime on your wand. Your wrong. Customers see and notice the smallest details. They will probably never mention it to you. But they do. And it affects their view of you the messenger.

 
The Van clean and neat. With Boss Magnet.

Your van is a messenger in itself. It talks to every customer who sees it. The majors pay great attention to the appearance of there vehicles because they realize the profit multiplication of this. Customers can not help but want to see what the van looks like while you are there. Its inevitable.

 
Your Attitude.. Your customer wants to know you care. If you care more then her, she's in heaven. But you can't fake caring. Either its genuine or its not.

Its much easier to care more and have a great attitude when you realize the public is willing to reward you and pay a premium for it.

Think about this for a second....allot of your happiness with what you do is tied to what your being compensated for doing it. Remember the last time you did a job that was very profitable? Did it "feel different" then other jobs you have done.  In Home Sales helps you be rewarded at a high level for performing at a high level.
  Your Workmanship.. Its simple, extraordinary results are like a cheer squad standing next to the customer telling her how great you are during the entire service.

When you apply In Home Sales, your workmanship becomes a money printing press that you own.

In the first 30 minutes of a job we want to exceed the customers expectations with our cleaning results. When we do this, magic happens in In Home Sales.
Basically we want to look new better and different then what they are accustomed to! We want that wow first impression! We want them to be impressed with the messenger.  You

 

 

 

 

 

Once we have effectively sold the messenger we move to phase 2.........

 

 

 

Phase 2         Find problems the customer is living with.                  At least 50% through the job.
  Every home has "Problems"  the customer is living with.  Something that if they had your ability and know how, they would probably not be living with.

 

At about the half way point through the job. (Once we have sold the messenger)  start looking around for problems that the customer is clearly living with.  Be sure to think in terms of problems you  can  definitely  solve  for  them. 
Again, ask yourself  If I lived here what would bother me, knowing what I know......

    

 
Here are some examples of problems a customer may be living with...
                   
High traffic areas, which soil much faster then the rest of the carpet. Pet stains that are the predominant reason they keep cleaning the carpet.    Dirty Upholstery Carpets that are really very clean with the exception of a few stains.  Dusty Drapery.

 

While you are cleaning determine at least 1 problem you want to solve for the customer. Ideally 2 or 3 problems you want to solve.

                   (But no more than 3)

 

 

  Next  (While you continue to work)  Voice the problem in a comment manner to the customer.

Example..."Your carpet is in really great shape, the only real problem I see is spots and stains"

Example..."Your carpet is in really good shape the biggest problem I see is you just have high traffic areas"

Example...."If it wasn't for the pet stains the carpet would really look great"

Example...."Wow you must get allot of dust in this area I noticed allot of dust behind the doors on the carpet and even on the drapery in the living room.  But looks like the carpets cleaning up great for you..."

Notice how its done very passively as just normal conversation and it's said in passing.....

This is mostly a physiological technique. It helps the to define a problem that the customer is living with and it also helps the customer to think in terms of what is actually the root of their items looking dirty.   Instead of the customer thinking....

                                      

  My carpet is dirty.......

It helps the customer see why her carpet looks dirty

My carpet looks dirty because of the pet stain problem I have.......

And more importantly, now a problem has been clearly defined! The simple act of you clearly stating a problem you see. (In a passive comment manner. Sets the stage for a solution to be offered.)

 

      Do not offer a solution at this point!

        Simply, go back to cleaning.

 
 

   

 

 

 

Go back to cleaning and wait a few minutes........

 

 

 

 

 

 

   I think I have a solution to keep these    traffic areas cleaner longer for you. Ill Give you a quote on something maybe you can have done on your next cleaning to solve that.....  

 

Then simply let the customer know that you have a solution for the problem you mentioned earlier and you  will give them a quote for future reference.

 

By  emphasizing that the quote is for future reference the customer is completely put at ease. And is completely open to hearing more because the sales pressure has been completely turned off.

 

 

We  are now ready for the 3rd and final phase...... giving the customer a quote

 

 

Phase 3         Give the customer a quote with incentives.                  Upon service completion
   

Now that we have permission to give the client a quote. We want to finish the service that you are performing. Then before putting your hoses away we want create a quote for the customer that has 2 options : 

O-An "anytime price" that is good whenever the client wants the service done.

O-And a "right now" price that is lower since we are already in the home. (This price will also include an incentive)

As a general rule go out to your van and take your time preparing this. We want the quote to be very well written so it is easy to read and very clear.

Keep in mind: The goal of the written quote is to let it be the tool for explaining  the offer to the customer.

Your company issued In Home Sales Price Guide shows level 2 "Right Now" prices. Anytime price (would be 20% higher).   To determine anytime price simply take your price guide price and add 26% to it.  This will create a 20% margin between the two quotes.

 

 

 
Here is the quote I promised  you.  This  is  a  Teflon coating  that  can  be  put  on your carpet. Its almost like having a sheet of plastic over your carpet to keep it clean.   It  makes  the carpet resist stains and soiling and  it  just keeps it looking cleaner   allot longer  for you.   Normally the price is $175.95   we can do that price pretty much anytime you would like.

If you want to have it done now while I'm here there is no service charge so its only $139.95 and I don't know if its in your budget but if you want to do it today we can include 1 mini area for free.

But i really think this will help solve the problem of those traffic areas getting dirty so much faster then the rest of the carpet and hopefully you can go longer in between cleanings.

 

 

 
 Now simply give the client your quote and give a brief explanation of the difference between the 2 prices and  explain what kind of results they can expect....
     

 

 

 

 

To recap, this simple system is 6 easy steps...
    1           2     3     4     5    6
               
We wowed the customer with our personal professionalism. We wowed her with our cleaning results We found a problem the customer was living with. At the midway point of the job we voiced the problem as a comment.  To clearly define a the problem in the clients mind. We later offered the customer a free price quote for future reference. Implying a future solution to the problem. We produced a quote that has 2 prices. An anytime price. And a  right now price with no service charge. And with an incentive.

 

         Steps                                        Why It Works?
1.) First impress the customer with you and your workmanship. Make this the first "wow" they experience. This is critical ! Because you first must sell the messenger before you give messages. And because the cleaning results you achieve will actually create natural "curiosity" and "intrigue" that will be huge  in step 5. Shocking a customer with results creates massive curiosity and intrigue about "what else could I clean???" .......or ....."How else could I improve my home???"
2.) Look for problems they are living with. If you lived there "knowing what you know" what would bug you?
3.) Make the customer consciousness of the specific  problem with a neutral, passive statement. In this sense you are using your expertise to help them understand what specifically is the problem that makes the item not look good. Because the customer thinks in general terms like "my carpet is dirty" you can help her see it in specific terms like "My carpet looks dirty because of my 3 high traffic areas" or my various "stains" . You are defining a specific problem they are "living with".
4.) Tell the customer you have a solution for that problem but discuss it in future tense.
Example: "I have a great solution for that traffic area problem ill leave you a quote so you can maybe try it next time we come out..."		 Because this is very comfortable for the customer. By talking about it in in "future tense" your implying they don't have to buy today...Which removes the pressure and opens them up to exploring the idea with no stress or feeling of sales pressure.  And by them learning more in this "comfortable state", curiosity and intrigue can be created in a natural way.
5.)  Offer the customer a free price quote for "future reference' and use the boss quote form to create incentive to take action now.  You simply explain the form.... Because this creates "comfortable incentive" for the customer to act now....Please keep in mind......step 2 through 5 are just mechanics of creating a comfortable scenario for the customer to explore the idea of buying......WHETHER THEY BUY, IS MOSTLY DETERMINED BY STEP 1!!!!!!!!

 

 

 Here is a quick tip about offering Dupont Teflon to customers.....  Always use the term "re-apply" or "renew" not "apply".  Both phrases reinforce the fact that the carpet originally had a sealer applied at the mill. Most customers do not comprehend that you are offering a treatment that the carpet was designed to have reapplied through its lifetime. By using "re-apply" or "renew" you are emphasizing this.