g/o sales summit: selling home services to consumers in the digital space

2016 Sales Leadership Summit Powered by G/O DIGITAL 1#GoSummit2016

How To Sell Services In The Digital SpaceApril 2016


Agenda

1. Selling a Product vs. Service Online2. The Consumer Buying Journey 3. The Solutions4. Being an Industry-Educated Sales

Consultant


The 3 P’s of a Product-based Business.

Product People Process


The 3 P’s of a Service Business.

Physical Evidence People Process


Selling A Service OnlinePhysical Evidence:Any touch point with a customer that communicates your service, its benefits and delivery

Customer & provider interaction

Environment of service delivery

Collateral, videos, etc.

SellingtheInvisible


Selling A Service Online

Must demonstrate service product online:

Detailed descriptions

Videos

Before/After Photos

Must position themselves as the best:

Testimonials

Knowledgeable/thought leadership

Team/Experience


Selling A Service Online

Must be available:

Website

Telephone

Email

In-Person Appointments

• Create a tangible of the intangible

• Answer questions

• Clear and concise communications

• Describe the people and experience

• Describe the equipment and process

• Deliver a beneficial outcome


The Consumer Buying Journey

Awareness

Evaluation

Consideration Selection

Experience

Loyalty


It all starts with a need…


How Consumers Buy Services

WhyismyACnotworking?



Whyismyroofleaking?



Whyismygroutugly?


How Consumers Buy ServicesConsumerswithinthismicromomentarecompletingresearch.

• Whatiswrong?• Whatisthemethodtoresolve?• CanIfixthismyself?• Whoaretheexpertsinmylocation?



Tileandgroutguys



Roofingcompaniesnearme


How Consumers Buy ServicesConsumerscompletedtheirresearchandarelookingforasolution

• Whoisnearme?• Whoisthebestquality?• Howmuchisthisgoingtocost?• Whohasthebestservice?• Howfastcanitbecompleted?


The Solutions


Building The Foundation

Creating the foundation of the brand and expertise in the marketplace will lead to being the service provider of choice

• Website• Expertise (content)• Local Listing & Social Profiles• Traditional & Digital (brand

recognition)


Visibility is Key


Selling Yourself & Online ReputationConsumers look at your reputation, validate you have one, and ask others online

• Online reviews• Testimonials (video and written)• Social media• Being a prominent brand in

marketplace adds validation


What are the top 3 criteria you use to select homeservice providers?

Online and personal recommendationsare equally important.

SOCIAL


Proof Of PerformanceYour product is your service and past work. Demonstrate it online to make you a contender.

• Before/After photos• Video walk-thru’s• Testimonials• Studies & stats (transparency)


Positioning Yourself As The Expert OnlineSelling the invisible – You must demonstrate your quality, team experience and your expertise

• Educational content (videos, blogs, infographics)• Certifications & Training• Team experience• Equipment & products


Being AccessibleConsumers within the micro-moments want information immediately, including being able to communicate with service providers

• Have your phone working and someone who will answer it!• Online contact forms and quick-response to emails• Online chat adds instant gratification and appointment

setting!


Being An Industry-Educated Sales Consultant


Win Loss Survey

UnderstandingthebusinessisKEY

1 Priceisn’talwaysafactor

2

Needtobeclearonexpectations

3 4 First6monthsarecritical


Understanding Business Is KEY

Buyers can tell when G/O Digital cares, and it is not just another call.

40% of Losses and 38% of Wins stated G/O lost/won the business due to the sales reps product knowledge. This also shows that when you take time to describe the offerings, the buyers react positively. If not, they choose someone else.

WHYWEWIN

Understandingyourbusinessneeds 75%

Product knowledge 38%

Responsiveness 38%

WHYWELOSE

Experienceworkingwithsimilarclients inmyindustry

60%

Understandingyourbusinessneeds 60%

Productknowledge 40%


Pain Points & Needs

• Competition: It’s a crowded playing field. Dozens of contractors competing for the same customers.

• Branding: 74% of consumers are not looking for a specific business when they are in their micro-moment.

• Seasonality: High seasonality means they need to change their product/service being advertised and maximize dollars.


The Home Services Seasonal Calendar