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Contractor Development Series

Commercial Service Agreement Sales

Unlock the Potential to Earn Greater Profits

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The Contractor Support System has prepared this overview of the fundamentals of selling for HVAC/R commercial contractors. This program is geared towards the commercial contractor salesperson. The purpose of this program is to help:

• New salespeople to develop selling skills

• Experienced salespeople to sharpen their skills

• Your company target and maximize its selling effort

Learn how to grow your commercial service department by identifying key markets, developing prospecting strategies, and utilizing a thorough sales process. This Commercial Service Agreement Sales course will teach you how to track your progress, in detail, for new business development. We will introduce you to the term "Business Acumen" and strategies that encourage long-term relationships combined with “competition-reducing” approaches for success in commercial service agreement sales.

 

Business Acumen — What Is It?  Business acumen is an understanding of what it takes for a company to make money. It involves financial literacy, which is an ability to interpret the numbers on financial statements, as well as an understanding of the business strategies that impact these numbers. Higher level of involvement, ability to think strategically and the capability to position your company’s products and services within your customers’ business context are just a few of the positive outcomes of business acumen. Source: Ray Green - Paradigm Learning

Winning More Sales with Business Acumen Volume I of III

Learn the Traits of a High Achiever Salesperson.

• Understand what core and skill specific competencies constitute a high achiever

• Understand the importance of knowledge of your markets, products/services, competitors and the sales skills to successfully position yourself with your customers.

• Understand how to self assess your sales skills to identify areas for skill development.

Honesty and integrity are "core competencies" - behaviors required across all job function types.

Consultive selling is a "skill specific competency" - behavior that is required to be successful in the sales job function.

This program demonstrates a step-by-step system that gives contractors the tools and support documents they need to grow commercial service business.

Topics covered:

• Introduction to Conceptual Selling

• Service Agreement Marketing Approach

• Service Agreement Sales Process Overview

• Planning & Prospecting Strategies

• Setting Appointments & First Structured Meetings (Role Play)

• Qualifying, Surveying, Estimating & Operating Cost Analysis

• Confirming Information & Financials (Role Play)

• Proposal Generating and Presenting

• Closing, Gaining Agreement (Role Play)

• Delivery, Activity Management & Performance Review (Implementation)

The Importance of Sales Training and Skill Development

Sales training and skill level development are the critical factors that influence productivity and improve efficiency of any sales force.  Without knowledgeable and up-to-date salespeople, organizations that deal with building owners and operators cannot compete in today’s complex marketing environment.  This sales training program is designed to be flexible enough to meet your individual needs while providing the greatest return on your time investment.

Regardless of how long you have worked with building owners and operators, this program will allow you to attain new standards of professional excellence.  Individuals who are new to the sales position and even veteran sales reps who feel they have reached a plateau will have the opportunity to make a huge impact in their performance.

Why Master Face-to-Face Selling Fundamentals?

HVAC/R customer no longer buy products or services in a vacuum, they don’t want to be told what to buy. They want to be shown, assured, asked, answered, reassured, respected, served, and then sold.  This requires that you master face-to-face selling skills.

The heart of face-to-face selling is consultative problem solving while working together with your customer to identify concerns and to find solutions where your product or service can serve.  Consultative selling does not require you to learn a set of sales pitches, but rather rely on adding your sales skills and brainpower to those of the prospect to solve problems.  This program will allow you to practice the basics of face-to-face selling.  Once you have practiced them a few times you will find selling increasingly more exciting.

In this Bootcamp we will address how you can develop your own unique power via these and other important face-to-face selling factors such as:

• Your personal image

• Your attention to your customers needs

• Your business and technical expertise

• Your in-depth product or service knowledge

• Your willingness to work with your customer to develop benefits and uses for your products and services

The Importance of Role Playing in Learning Fundamentals

Role-playing is a special type of demonstration tool that is useful for developing people skills.  The purpose of role-playing is to practice what you can say during a given sales situation.  In this program we will use it for conducting short informal “low-key” practice situations.

At the end of each of the fundamental skill areas you will break out into small groups of usually three participants.  Each breakout will give you enough time to prepare and present.  Two members of the group will practice the situation as salesperson and prospect while the third is the observer who keeps discussions on track and provides feedback on performance. Each group member will get the chance to participate in all three roles:

• Setting Appointments & First Structured Meetings

• Confirming Information & Financials (Owning & Operating Costs Analysis)

• Closing, Gaining Agreement

The focus of this exercise is for each group member to practice fundamental selling skills and you are encouraged to concentrate on these skills only and not the participant’s product or business knowledge.

How Sales 101 Fits Into This Program

Sales 101 provides you with the selling skill fundamentals while the rest of the program provides you with the business and technical aspects of the commercial service agreement sales skill requirements.  We know that no two people or their territory opportunities are the same.  It is for this reason that we designed this and the rest of the program to allow for different selling styles and market approaches.

This training program is designed to increase your selling effectiveness and overall sales productivity.  Both of these attributes will positively impact your organization and your own personal bottom line. This course will help you get, and stay, on the right side of the 80/20 rule.

YOU WILL LEARN…

Salesperson Functions & Responsibilities

• Understand what and why your primary function is new business development.

• Understand how and why you need to act as the customer’s consultant. Problem solver.

• Approach selling from the customer’s point of view.

• Importance of knowing your product/service.

• Understand the importance of effective listening.

Understanding the Sales Process

• Understand the purpose of the sales process

• Be able to identify the seven basic steps in the sales process

Pre-Call Planning

• Understand the purpose of the planning the call before it takes place.

• Understand the major activities used to prepare for sales calls.

• Understand why it is important to know your markets and its competitors.

• Understand why it is important to assess your company’s capabilities.

• Understand why it is important to develop a call plan before each call.

• Understand how to develop a clear set of deal qualification questions

Establishing Rapport

• Understand how your personal image is just as important as your product/service offering

• Understand how to use your Opening Statement to set the limits of the call and to focus the prospect on the area to be explored.

• Understand why it is important to give the prospect a reason or benefit for spending time with you.

• To develop your first call “Capabilities Statement” to explain how you and your firm’s services can help with prospect needs.

• To develop a second call recap summary of past efforts on prospect’s behalf and your formal proposal presentation.

Probing for Wants and Needs

• Understand why probe for problems.

• Understand the criteria for designing probe questions

• Listen while the prospect responds.

• Understand the types of probing strategies.

• Understand when and how to use probing.

Exploring Options

• Understand how to use exploring options to help differentiate your offerings

• Understand how exploring options elevates you to adviser versus peddler.

• Understand how exploring options allows the prospect to select or buy versus being sold.

• Develop a range of options for any problem.

Presenting Solutions

• Understand the importance of features and benefits when presenting solutions

• Link the prospect’s problems to your products/services benefits.

• Structure effective informal and formal presentations.

Handling Objections

• Understand what an objection is.

• Understand why prospects raise objections.

• Understand what an objection is telling you.

• Understand how an objection can be a sales helper.

• Know how to tell the difference between real and insincere objections.

• Know when to respond to an objection.

Closing

• Understand the importance of a direct close versus a manipulating close.

• Understand the guidelines of an effective close.

• Understand when to close.

• Understand how to close.

Sales Terminology

Below are some basic sales terms you should be familiar with before you begin this program.

Prospect

A potential buyer of your HVAC/R service agreement who:

1. Has a perceived need for your services

2. Can and will buy your type of services

3. Has the authority or access to the authority to buy

4. Has the money to buy your services

Qualifying a Prospect

To ask a series of questions to determine whether or not the prospect actually is a potential buyer.  

Qualified Prospect 

A potential buyer who meets all the above PROSPECT criteria and who:

1. Has an appropriate fit with your service offering

2. Has an opportunity where your product can compete in the area of:

   a).    Performance

   b).    Pricing

   c).    Timing

   d).    Implementation

   e).    Servicing the account

Probing  

The questioning, listening and confirming activity vital in the sales process to get in-depth information about the situation, problems, and needs of the prospect.

1. Questioning by asking open-ended “in-depth” questions that require more than a simple yes or no answer.  The questions should require the prospect to evaluate, analyze, diagnose, speculate, or express feelings.

2. Listening by remaining actively focused on the customers needs revealed in words and body language.

3. Confirming by summarizing and checking for prospects understanding.

Exploring Options

Exploring options is the activity of finding ways to package your offering to better match the prospects needs.  It is synonymous to negotiating.  You use exploring options to:

1. Help differentiate your offerings from the competition.

2. Elevate yourself as an adviser versus peddler.

3. Help your prospect to select or buy versus being sold.

4. Develop a range of options for any problem.

Presenting    

Presenting is the process of listening for customer’s problems and presenting how they can be solved by your offerings. Presentations stating a benefit of one or more of your product’s features that solve the prospects problem or allow him/her to meet a goal. 

There are three steps to presenting:

1. First you uncover the prospects needs.

2. Next you tell the prospect what you’ve got that will fill those needs.

3. Last you ask the prospect to try it – close the call.

Closing the Sale        

Closing is the activity that occurs after you have completely identified all the prospects’ problems, explored options, address all objections.  Closing is the process of leading the prospect to the buying decision by asking in a direct manner for the order.

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