Creating Desire by Being Creative
Editor’s Note: In August 2007, Ira kicked off his series of education columns. This month, he encourages you to be creative and to share your enthusiasm with your clients.
n Part 12:
At this point in the Companion Selling process you’ve discussed the project with your prospect. You’ve shared some of your Secrets List. You’ve developed a Performance List, you’ve Ballparked, and you’ve established a budget the client is comfortable with. Refer back to previous columns in this magazine (or at www.customretailer.net) for a refresher.
Time to Build Desire
Companion Selling is a shared process. You are the trail leader walking through the forest, and your prospect is following behind.
The best trail guides walk the path as if it were their first time—with wonderment and awe for the beauty of nature. This enthusiasm is contagious, and they want their hikers to revel in the awesomeness with them.
You must do the same. As soon as you take the client’s check, the first part of the hike is over. And that’s just not fun.
So after you’ve established a working budget with your prospect you announce you need some time to think through the system. You want to call the cabinet maker and get his input. You want to check with your staff so they’re comfortable installing lighting control into a single zone. And you want some time to think of a few clever ideas you can add to the system to enhance its functionality, and save a few dollars.
Tell the prospect you’ll call back tomorrow with more questions.
Now Be Creative
Certainly there was something the client mentioned you had forgotten to take into consideration. Perhaps you noticed something in their house that triggered a creative idea. Whatever it is, dig deeper into the project, and find a few unique and clever twists to add. Call your subcontractors and ask them for input.