Farris Enterprises Inc. Blog

`

Find the needs of local customers, educate them on the problem and offer solutions.

Today’s sales approach is vastly different from even a decade ago, but the method of owning your territory still remains the same. Home field advantage is held in high regard when it comes to sports. Teams fight and claw their way through the regular season to make sure that when it counts they’re playing in front of the home crowd. Similarly, in sales, winning over local customers has a definite edge over competition.

What has the greatest impact on sales—is it low price, convenience, saving time or low environmental impact? What is going to get consumers’ attention and inspire them to spend their money? Any or all of the above factors impact sales; however, none are effective without proper presentation. Sales are often made because of a presentation.

An example is the presentation of a meal. The picture on a menu and the narrative or description by the wait staff influences what is ordered. The same is true when buying clothes. How the mannequin looks or how the clothes are coordinated on the shelf either entices people to stop and shop or carry on. The presentation of a home from a picture, writeup or view from the curb will motivate the prospective buyer to either want to see more or pass. Attention is captured, impressions are made and decisions are influenced by presentations.

Society has become conditioned to expect more than a stranger’s say-so, and will not believe an item is the greatest simply because the advertisement said so. People are ever more cautious, requiring evidence and endorsements before making a decision to buy. Additionally, the majority of people are tactile or visual learners; subsequently, it has become more important than ever that presentations are interactive, tangible and fast paced.

Consumer attention is captured and kept by those who do the best presentations. When presenting a concept, product or service, there are guidelines that should be considered. Although some of these are rather elementary, these points are often missed and deals are lost, particularly in water treatment sales.

Everything counts. Everything done, said, shown and implied
will either help or hinder sales. The presentation must be relevant to that particular customer’s specific desires and needs.

1. What is the objective? The objective is to help a family receive all the benefits of conditioned water. This is achieved by identifying what benefits a family wants and presenting those benefits to them. This is done one family at a time. The only customer you have is the one in front of you. The presentation is done for that family, not to that family. It’s all about them and for them.

2. Who is the prospect? To help customers get what they want, it is first necessary to know what they want. Discovery is an essential process to understanding how the customer makes buying decisions, what they do now to receive the benefits of conditioned water and how that is working for them. This is the pertinent information you will need to make the connection and relate with your customer.

3. Think it through. Plan the presentation from concept to completion, including the timing, setting, type of customers, visual aids, questions, follow-up answers, potential problems and the outcome. Planning and preparation are critical to success. Use and follow a well-planned presentation. As an example, having the customers wash their hands to compare the feel of conditioned water only works properly if you have a mini that works, the ability to hook up the mini to a tap and use real soap; furthermore, you need to be in a hard water market. You need to plan each section and segue from one section to another following a logical order.

4. Break it down. Presentation content should be broken down into specific segments or points and benefits relevant to that specific audience. Ask questions and confirm understanding or agreement after presenting each point or benefit throughout the presentation. If you are presenting water that smells better than their tap water, ask if they can smell the improvement in conditioned water. If you present a difference in taste, ask if they can taste how conditioned water would be a benefit. If you present the difference in how the water feels, ask if they can feel how conditioned water would be a benefit. These are small, clear and easy decisions for the customer to make. It is important to close or confirm one point before moving on to the next. This process opens, confirms and closes each point before segueing to the next point, which makes the summary obvious and clear.

5. Plant seeds. The subtle things you do not say or do are as powerful as the things you do. Consumers are informed and intelligent. They do not need to know everything you know about water. Nor do consumers need to be reminded of the many disparaging things they may have heard or seen in the media about tap water. Stick to the aesthetics and let the customer experience the benefits firsthand so they can make an informed decision based on the positive benefits presented.

6. Use visuals. Present or demonstrate facts, data and evidence using the senses that the customer can relate to and that will stir their emotions. Ask questions to gauge the customer’s understanding, agreement and experience. When presenting savings, demonstrate how they will save money with conditioned water and a drinking water system and, more importantly, demonstrate the savings for them, so their decision will be based on their experience from your interactive presentation. Then ask if they can see how conditioned water will save them money. Utilize tangibles and their senses.

7. Impressions. Consider the entire presentation—look the part, dress appropriately for the audience and come prepared. Visual aids such as a demonstration kit and flip book must all be professional. Everything said, done or brought is part of the presentation and either adds or diminishes credibility.

8. Practice and rehearse. Nothing makes perfect like practice. Once the presentation is laid out, practice presenting it. Practice the flow, emphasis and pauses. Practice the questions and answers. Practice how to use the test kit and each of the tests. Practicing and rehearsing creates quality and the opportunity to improve before anything is presented, when it counts. Know what to do, say, ask and when to be quiet from the beginning to the end of your presentation.

9. Why you and your company? Credibility is either earned or lost based on the knowledge, relevance and connection made with the customer. Demonstrating an understanding of the problem and experience in delivering a solution suited to the customer wins their attention and earns their business. Knowing the issues pertaining to the water in their particular market brings you closer to them and the whole point of the presentation is to help them make a decision that is right for them.

10. Outcome. Every good presentation follows a logical flow, identifying points and benefits relevant to the customer’s interest and wants, with a result. The objective is to provide the customer with knowledge and first-hand experience to help them make an informed decision best suited to their needs. Ask the customer if, based on their experience, this is the kind of water they would like to have.

A professional presentation such as a television commercial can tell a story with a call to action in 30 seconds. A live presentation should certainly be able to make a point in 10 minutes. A comprehensive presentation with multiple points such as an in-home sales presentation should be less than an hour, allowing the customer time to ask questions, make a decision and look after the paperwork. Keep it short, concise and to the point. As you can see, a great presentation is not an impromptu show, it is a tactical process.

In many cases, it is beneficial to have a “leave behind” for the customer so they have a reminder of the highlights or key benefit points of the presentation to refer to afterward. My preference is their copy of the sales agreement.

Finish the presentation with a summary of what was presented, highlighting the key benefits and points that were relevant and of particular interest to the customer. Confirm with the customer that these are the benefits they want and then help them get it.

By: Ric Harry
Water Quality Products Magazine

We often hear from dealers that they are having trouble competing with big box stores; however, we feel there is nothing to fear if they do a good job presenting value. If you worry about big box stores, read on and see if you can take steps to restore some of your confidence.

Provide Help in Any Department

You offer services that the big box stores do not and cannot. Try this test. Go to a big box store near you and go to the softener aisle. Many stores display a sign that says, “This softener designed for ferrous iron and this softener designed for ferric iron.” Ask the helpful staff to explain the difference. We have been told by one employee that ferrous is just the Spanish version. This test should give you confidence that the big box stores will never replace the services you provide your customers—even when they have the exact product you carry!

Target the Right Market

Remember that only a small portion of the market would ever consider going to a big box store and installing equipment themselves. Think about the problems. First, they have to diagnose the problem—the old ferric/ferrous problem. Then they need a truck to pick it up. Then they need to have the time, tools and expertise to install it. Who has all this? Do attorneys and dentists in your town enjoy crawling under cupboards on the weekend sweating pipe? Do they look forward to dropping hot flux on their skin so they can show their wounds on Monday at the office?

If you sell to call-ins from ads or if you sell to do-it-yourselfers, you are asking for competition from everyone, including the big box stores. If customers call after seeing your Yellow Pages ad, they probably called four or five dealers and visited a big box store. There is no money to be made there; however, if you prospect—particularly in a municipal upscale area—you will find very few who change their own oil, cut their own hair or install their own water equipment.

Sell the Entire Package

Most do-it-yourselfers will only buy one piece of equipment at the big box store, but they need far more. Offer them a custom package that solves all their water challenges, including a mixed-media conditioner, an RO, ultraviolet light, ozone or whole-house carbon. If you can show them a complete package that suits their needs, very few will attempt to install it all. If you miss the softener sale, maybe you can sell the rest of the package. Just talking about these advanced solutions will help them realize how little they know about solving their entire problem.

People who buy from the big box stores are missing a great demonstration. If you do a great demonstration, your total package will have far more than what they can get at the big box store. Also, be sure to talk in dollars per month, as this makes a difference to do-it-yourself customers.

Highlight Your Skills

Sometimes we forget all the skills and assets we have that “civilians” just don’t have. Take a simple example: Does Mr. Homeowner have a tool to cut copper pipe? If he does, how old is the blade? If he hasn’t used the blade in three years, will it make a nice clean cut? If he needs a blade, that’s another trip to the store and more time. While he is there, he buys the pipe. Should he get the exact amount or 12 ft too much in case he is short? When he is done installing the RO, can he test the TDS? No, he has no meter. Would he buy one for just one installation?

The fact is that the homeowner probably needs more than $600 in tools, four trips to the store and much more in assets even if he has the skills to do it right the first time. How much is his time worth?

If you do the math, you will see that your professional installation is a bargain—even if you don’t count the emergency room visits he will probably be making.

Focus on Service

You need to point out to the homeowner all the value you provide. Not only do you provide a diagnosis of the water problem and a custom solution, you provide factory-trained installers. If the homeowner’s equipment fails to function, does he bring it back to the big box store? No, he ships it to the manufacturer. What does that cost? How long does it take for a solution? If it is improperly installed, does that invalidate the warranty? If the manufacturer sends him a faulty part replacement under warranty, can he install and test it?

If the homeowner fails to diagnose the water problem properly and needs to get different equipment, will the big box store take back what he already purchased? If there is a problem at 2 a.m., what is the value of making a phone call and getting help on the way? What is the value of not hearing your spouse say, “I told you so” when something goes wrong? We think it’s priceless.

Today’s buyer wants recourse and that is what you provide. Quick response times, parts and tools, manufacturer warranty, financial backing, no hassle: These are all valuable to the right customer.

Interestingly, we find that dealers who rely on call-ins for sales and who sell based on price have a problem with the big box stores. Dealers who have great service, who generate leads and who do full demonstrations have no problem at all.

So, sell yourself on your value and then go forth without fear to battle the big box stores.

If you do not have the time or dedication to do it right the first time, what makes you think you will have the time or opportunity to do it twice? In the water treatment industry, there are many shortcuts available. They may look appealing at first; however, the long-term result could be the erosion of your reputation and customer base.

We are all familiar with low-quality products and undersized systems advertised at prices so low it is hard to understand how a legitimate business could keep its doors open selling them. The truth is, the end users who purchase these water conditioning products often find themselves searching for an alternate system when the product fails prematurely and the selling company is unable to provide service.

Establishing a Reputation

Key factors when buying or selling include finding a trusted name, a reputation for quality and evidence of an established, legitimate business operation with a long-term focus. People flock to big-box stores like Home Depot for flooring, roofing and other similar services, because Home Depot, like many large retailers, has a trusted name, a solid reputation and is well established.

Sylvia’s Flooring and Wallpaper may provide superior service at lower prices, but Sylvia’s is at a disadvantage. It can improve its position by maintaining a professional showroom, being licensed, bonded and certified, and providing a readily available list of referrals.

Like most people, I am willing to pay higher prices for items I perceive to be from a legitimate seller or an established merchant. I do not buy tamales from the back of someone’s car or stereo systems from a sidewalk vendor.

Do not battle over offering the lowest price or matching another supplier’s ambiguous offers. Instead, sell by doing it right the first time and providing a sense of quality, value and security. Stand behind the design, installation and ongoing maintenance of the product. Do not be afraid to lose a job if the only way to salvage it is by cutting corners—do it right or pass it up. Losing a job occasionally may have a perceived immediate negative impact, but the long term will be filled with business generated by a stellar reputation for providing consistent value and fantastic customer service.

Listening to Your Customers

You can use your professional experience to provide recommendations, but in the end, be sure to have a thorough understanding of what customers need, want and expect. If they have lived with a water softener and enjoy its benefits, be careful about selling them an alternative. Many softener alternatives are effective and offer desirable benefits, but they do not currently provide all the features of a traditional softener.

If the customers are looking to eliminate spotting on shower doors and other surfaces, offer clear information prior to the sale. While softeners and some alternate systems will make spotting less obtrusive, they will not prevent it completely. Spotting is the result of minerals left behind after evaporation. Softened water may not contain “hardness” minerals, but the overall quantity of minerals is essentially the same as in hard water. The spots will be easier to clean, but they will not magically fail to appear. Spot-free water is typically accomplished using reverse osmosis (RO) and/or demineralization.

A customer might desire “pure” drinking water with no waste to the drain. You could offer a three-stage filter culminating in an ultrafiltration (UF) membrane. This is an excellent point-of-use filtration system, but it will not provide bottled-quality water. UF removes most suspended matter, and when combined with carbon filtration makes a superb drinking water system, but the customer expects significant reduction of total dissolved solids. This is typically accomplished using an under-sink RO system.

Unfortunately, most residential RO systems waste 3 to 12 gal for every gallon produced, so this would not meet the customer’s parameter of no wastewater. There are zero-waste RO systems that run the concentrate back into the hot water side of the home, so this may be an option. Other systems are highly efficient and may be an acceptable compromise. It is important to listen to the customer’s desires and provide guidance based on your professional experience.

Knowing Water Quality

Whether you rely on a lab or onsite testing, it is critical to know the influent water conditions you are battling. It is a waste to install a filter to remove a specific contaminant, only to have the filter completely fail due to interfering contaminants. Know what you are dealing with before going all in. Accurately sizing and configuring systems is a significant advantage you can offer.

It is fortunate that water treatment is complex, as it creates a separation between the professionals and the pretenders. Improperly sizing a point-of-entry carbon filter will result in diminished removal performance and compromise the long-term capacity of the media. With 13-grains-per-gal influent, you could easily install a single 0.5-cu-ft-capacity softener and it would work. However, there are other factors to consider, such as system longevity, efficiency and the reserve capacity required for most single-meter-initiated systems.

Understanding this provides you with the opportunity to offer the correct system for the application. It may be a single system sized large enough to mitigate the capacity loss due to the reserve capacity setting. Or, it could be a single system incorporating proportional brining that calculates the percentage of capacity remaining and adjusts the salt use based on the capacity actually depleted. Then there is the twin alternating softener that in theory uses almost all of the available capacity before switching to the alternate tank. These advanced systems are only as good as the setup and initial configuration.

Introducing New Products

Be careful when taking on new products. Make sure they are properly tested under various conditions and that they come from reputable companies with track records for quality. Understand that even small components like carbon filter cartridges can vary vastly in quality. In some areas you can be open to fines and litigation simply by using carbon or other components that are “non-compliant.” It is critical to source items from trusted distributors performing due diligence to ensure their products perform consistently and comply with basic legislative requirements.

Follow plumbing codes and proper installation procedures to impress the customer, encourage future referrals and provide a sense of security. The last things you want are second thoughts or anxiety about whether a job was done incorrectly and may result in a leak or other failure. Leak detection devices will automatically shut off the water supply when a leak is detected and are available in a wide range of sizes. Any failure that does occur should be a rare, unexpected anomaly.

A properly configured and sized system with a professional installation will go a long way toward making your water improvement business a success. The way you operate your business is both a conscious decision and a decision of conscience.

Author:  Jerry Horner
Source: Water Quality Products Magazine
Date:  March 2012

Good Customer Service Made Simple

Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long.

Good customer service is all about bringing customers back. And about sending them away happy – happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers.

If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you’ll ever be able to sell that person anything else. The essence of good customer service is forming a relationship with customers – a relationship that that individual customer feels that he would like to pursue.

How do you go about forming such a relationship? By remembering the one true secret of good customer service and acting accordingly; “You will be judged by what you do, not what you say.”

I know this verges on the kind of statement that’s often seen on a sampler, but providing good customer service IS a simple thing. If you truly want to have good customer service, all you have to do is ensure that your business consistently does these things:

1) Answer your phone.

Get call forwarding. Or an answering service. Hire staff if you need to. But make sure that someone is picking up the phone when someone calls your business. (Notice I say “someone”. People who call want to talk to a live person, not a fake “recorded robot”.)

2) Don’t make promises unless you will keep them.

Not plan to keep them. Will keep them. Reliability is one of the keys to any good relationship, and good customer service is no exception. If you say, “Your new bedroom furniture will be delivered on Tuesday”, make sure it is delivered on Tuesday. Otherwise, don’t say it. The same rule applies to client appointments, deadlines, etc.. Think before you give any promise – because nothing annoys customers more than a broken one.

3) Listen to your customers.

Is there anything more exasperating than telling someone what you want or what your problem is and then discovering that that person hasn’t been paying attention and needs to have it explained again? From a customer’s point of view, I doubt it. Can the sales pitches and the product babble. Let your customer talk and show him that you are listening by making the appropriate responses, such as suggesting how to solve the problem.

4) Deal with complaints.

No one likes hearing complaints, and many of us have developed a reflex shrug, saying, “You can’t please all the people all the time”. Maybe not, but if you give the complaint your attention, you may be able to please this one person this one time – and position your business to reap the benefits of good customer service.

5) Be helpful – even if there’s no immediate profit in it.

The other day I popped into a local watch shop because I had lost the small piece that clips the pieces of my watch band together. When I explained the problem, the proprietor said that he thought he might have one lying around. He found it, attached it to my watch band – and charged me nothing! Where do you think I’ll go when I need a new watch band or even a new watch? And how many people do you think I’ve told this story to?

6) Train your staff (if you have any) to be always helpful, courteous, and knowledgeable.

Do it yourself or hire someone to train them. Talk to them about good customer service and what it is (and isn’t) regularly. Most importantly, give every member of your staff enough information and power to make those small customer-pleasing decisions, so he never has to say, “I don’t know, but so-and-so will be back at…”

7) Take the extra step.

For instance, if someone walks into your store and asks you to help them find something, don’t just say, “It’s in Aisle 3″. Lead the customer to the item. Better yet, wait and see if he has questions about it, or further needs. Whatever the extra step may be, if you want to provide good customer service, take it. They may not say so to you, but people notice when people make an extra effort and will tell other people.

8) Throw in something extra.

Whether it’s a coupon for a future discount, additional information on how to use the product, or a genuine smile, people love to get more than they thought they were getting. And don’t think that a gesture has to be large to be effective. The local art framer that we use attaches a package of picture hangers to every picture he frames. A small thing, but so appreciated.

If you apply these eight simple rules consistently, your business will become known for its good customer service. And the best part? The irony of good customer service is that over time it will bring in more new customers than promotions and price slashing ever did!

By Susan Ward, About.com Guide

• Printed directly on 1/8″ white PVC board
• Water resistant for outdoor use
• Free customization with your company logo
• Available in 3 sizes

Size Options:

16″ x 20″   $59.00*
20″ x 30″  $79.00*
24″ x 36″  $95.00*