How Preventing These Sales Mistakes Can Help You Build a Sustainable Business

As an experienced contractor, you know sales is about more than just prospecting, cold calling and generating leads. The core of a successful sales program is building trust with your customer base. Building relationships with customers not only creates loyalty but also increases the chances that they’ll recommend your business to a family member or friend. While sales may seem straightforward, it’s easy to make mistakes that result in a loss of customers or money.

Here are seven sales mistakes and how to avoid them to help your company succeed.

1. Using outdated pricing

Due to the pandemic, pricing is changing way more frequently than it used to. A common mistake contractors make is adding pricing to their system once, but not updating it as prices change. This results in charging customers less than necessary. A good rule of thumb is to check your prices at least once a month. You can connect with distributors to understand how long pricing is held or use myABCsupply to check current pricing on the building materials you order from ABC Supply.

2. Excluding sales escalation clauses

Documenting price increases in contracts is crucial. As costs fluctuate, excluding sales escalation clauses in your contracts can result in a loss of money. Make sure you stand your ground when sharing price increases with customers and keep letters from manufacturers and distributors documenting cost increases. Contractors can find manufacturer price increase announcements on ABC Supply’s website.

3. Not qualifying bids

Customers want to understand the reasoning behind your estimates. Contractors who fail to explain their estimates have a difficult time addressing issues that arise. Sharing what you understood the project to include and giving several bid options shows that you have flexibility and care about your customers’ needs.

4. Failing to integrate software

It’s no secret that automating processes increases efficiency and thus your company’s bottom line. Not integrating software into your business means you’ll be left behind. Combining several programs into one will help you keep details organized and impress your customers. Some examples of software contractors can use include AccuLynx, an all-in-one software designed to streamline every aspect of a roofing business, and Salesforce, a customer relationship management software.

5. Not being present in customer meetings

Being physically present and mentally present are two different things. Customers can tell when you’re not fully engaged during a meeting. Come prepared with questions but actively listen to show you’re really hearing your customers’ wants, needs and challenges. You can actively listen by putting aside distracting thoughts and using your body language to show you’re engaged.

6. Focusing on features and not benefits

Customers are interested in how you can solve their problems. However, contractors often focus on the features of the products they recommend as opposed to the value that they provide. For example, by simply saying, “I recommend metal roofing,” customers aren’t aware of the benefit. To avoid this mistake, focus on how your solution will help the customer achieve their desired outcome. Saying, “I recommend metal roofing because it reflects solar radiant heat, which can reduce cooling costs” highlights the benefit the customer will receive.

7. Being too “sales-y”

Customers want to feel like you understand them and their world. Taking the time to get to know your customers can dictate how and when you engage with them. Additionally, only talking about products won’t create the foundation necessary to form a long-lasting customer relationship. Focus on who you’re selling to rather than what you’re selling.

When done right, sales techniques play a key role in the success of your business. To learn more about fostering meaningful customer connections, read how social media platforms such as LinkedIn and Facebook can help.