If you happen to be sailing around the world you would come to the Doldrums, an area around the equator where there is little or no wind. In old-world sailing vessel days, being caught there often meant days and weeks of simply not going anywhere. Today the term also refers to a mental state describing “being stuck” and not knowing what to do to move forward.
Both references to the term are applicable to our business. When the weather stops driving sales, our industry mostly stops. And when homeowners stop buying, our comfort advisors mostly stop too.
We can’t control the weather, but we can control our attitude and actions. Here are some steps you can take to get out of the doldrums:
- Every customer you gave a proposal/bid/estimate/quote to this summer is eventually going to buy from someone. Follow up appropriately until they say yes, that they bought from someone else or that they are waiting until next year. You will get some who are ready to buy now.
- For customers who tell you they want to wait, offer them a 0% 12-24-36-48-60 month financing program. Even if you only have 12 months to offer then your story is that they can get it done and take a year to pay. I like 60 months because that is how consumers are now conditioned to buy cars. People pay a lot more for a car each month than they would for even our best systems. You have to absorb the dealer points but that’s a marketing issue, not a sales issue. Call me if you need clarification on this point.
- Take this time to ride-along with your technicians. These reluctant sales lead generators need to know that you are going to be nice to their customers or they will never give you a lead. Plus you can coach them on how to spot problems, such as undersized return air or duct leakage, and educate the customer on the consequence of that. Once comfortable with you and your coaching, the technician will generate more and better-qualified leads for you.
- Go to a sales training workshop. Have you ever not learned something at a workshop that made you more money? Training immediately before the heating season kicks in will prepare you to increase sales, close rates, be more comfortable with objections and get your attitude back on a positive track. I have one in October. Check out our new Accelerate! program.
Remember that small efforts like these have big leverage on your results. The difference between a baseball player who hits .250 Vs. 300 is only 5 more hits out of 100 at-bats. Each time you step up to the plate is a new opportunity. Make the most out of it.