Selling the Documentation Package
Editor’s Note: In August 2007, Ira kicked off his series of education columns. This month, he stresses the importance of selling a documentation package to your clients.
You’re well on your way through the Companion Selling® process. You’ve had your initial meeting with the prospect. You’ve had your follow-up phone call. And now you’re having your third encounter. By this time, your prospect is ready to get started, so you need to set the rules of engagement.
Why is the prospect ready to sign? Because he has full information. You told him what you would provide with the Performance List. You proved your capabilities with your Secrets List, you proved you abide by market parity pricing, you told him how much the system costs by Ballparking and establishing a budget of $80K. And you’ve proven your enthusiasm for the project by calling back a day after meeting them with a few new ideas.
If the prospect doesn’t grant you this third encounter, then you’ve lost the job.
But if you’ve done your preliminary work right, they’re eagerly anticipating your arrival. And this is what you do: sell them a Documentation Package. And that’s all.
Your Only Sale
Here’s how it works. You show up for the meeting and review the Performance List, plus any changes from the past day. In our example, the client loved the idea of adding the master bath video system for $3K. You share information you’ve gathered from your subcontractors and internal staff. You reiterate the new budget, and you tell the prospect about your business practices, including:
2. Site management
These elements will be discussed shortly.
Do not offer a proposal. Do not hand over a price list, a parts list, or any list for that matter. All you do is talk about the system and establish a budget of $83K. Since the client welcomed you back, he’s ready to buy.