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How Flooring Contractors Can Overcome Sales Objections and Stalls

You didn’t become a contractor to spend your time working as a salesman, but it can seem like that’s all your job is at times. Sales can be frustrating, especially when you’re dealing with a lot of objections and stalls.

While you can’t completely avoid the frustration of objections, rejections, and stalls altogether, you do have options for overcoming them and decreasing their frequency. 

Here are our favorite strategies for overcoming sales objections and stalls as a flooring contractor:

Acknowledge Hesitancy and Relate to Concerns

When someone has a concern, the first thing you have to do is let them know that you see where they’re coming from. If customers don’t feel like you understand, they’re likely to continue feeling frustrated.

Try to be empathetic and put yourself in your potential customer’s shoes. Tell them exactly how you’re going to address their concerns.

For example, let’s say a customer is concerned about how new your business is. You could respond to this concern by saying, “I completely understand. Trusting a new business is hard to do. It’s your hard-earned money, after all, and you want to know that you’re going to get the finished product you want. That’s why I offer a workmanship warranty and a money-back guarantee.”

In this scenario, you’ve clearly shown the potential customer that you understand their concern and exactly how you’re going to help them feel more comfortable. 

Clearly Present Your Value Proposition

Any time you sell your services, you need to present your value proposition clearly. Your value proposition is the value you’re promising to give the customer. This isn’t just saying, “Hire me, and you’ll get new floors.” Your value proposition should explain why your customers should choose you over the competition and clearly convey what they’re getting at the end of the job.

To keep it simple, try saying, “When you choose me as your flooring contractor, you’re getting [value proposition].”

Here are some examples of value propositions:

  • Brand new floors installed in 24 hours
  • The quickest installers in the county
  • The cheapest installation in the area
  • Highly trained contractors with more than ten years of experience
  • A first-time customer discount of 15% off
  • A contractor who shares your values
  • Top-quality flooring materials and installation guarantees

The more unique your value proposition is (compared to your competitors), the easier it will be to sell to your customers.

Ask Questions to Determine Their Pain Points

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Occasionally, you may have to do some digging to figure out why they’re stalling. You can’t be afraid to ask questions in order to figure out their objections. Remember, be direct and ready to acknowledge and address their pain points.

To determine a potential customer’s pain points, you can ask questions like:

  • “I can sense some hesitancy; can you tell me what you’re concerned about?”
  • “Are you hung up on cost right now, or is it something else?”
  • “Is there any question I can answer for you to help you feel comfortable saying, yes?'”
  • “Is timing an issue? Should we try again another time?” 

Sometimes you’ll have to ask several questions to get to the root of their objections. Be patient and genuinely interested in understanding why they’re stalling, and their pain points should become clear.

Gather Reviews and Feedback from Satisfied Clients

Reviews are incredibly important. In fact, 72% of customers won’t move forward with purchasing services or products unless they’ve read reviews. So, take time to gather reviews and feedback from your satisfied customers.

If you haven’t already, you should also claim your Google Places and Yelp pages and create a Facebook page for your business, so customers can easily leave and read reviews.

If you’re having trouble getting your customers to give you reviews, offer them something in return, like a gift card or a discount on a future service. If you’re brand new and don’t have any reviews, consider doing a job or two at a discounted rate in exchange for a review.

During the sales process, always refer back to your positive reviews and let your past customers speak for you.

Use Warm and Hospitable Language When Following Up

Waiting for your potential customers to make a move can be frustrating. However, you cannot, under any circumstances, let them know you’re frustrated. Instead, be sure to follow up with warm and hospitable language.

Don’t be passive-aggressive and say things like, “I’ve been trying to reach you!” or “I haven’t heard back in more than a month. What’s going on?”

Instead, always be courteous, like it’s the first conversation and that it has the potential to be the last one.

Use Past Experience to Inform Future Sales Bottlenecks

Just like learning how to install floors, perfecting your sales process will take some trial and error. Take notes and try to identify patterns surrounding what’s causing you to lose sales. Pay attention to when and why people are turning you down. Figure out when the stalls start happening.

For example, maybe you lose most of your leads when you mention price. That could be an indication that your pricing is off. Perhaps you notice that customers tend to slip through your fingers when you don’t answer the phone right away. In that situation, it might be worth hiring an answering service.

Use your past experiences (wins and losses) to learn and understand how to improve your sales process, including objections and stalls. If you commit to improving your approach, you’ll see a decline in lost sales and stalls in no time.

At BuildDirect, we work directly with flooring contractors to make sure they get the high-quality floors they need at a price point that makes sense. From luxury vinyl planks and hardwood to carpet tiles and more, we have the largest selection of high-quality flooring materials on the market.

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