“No pressure selling” has become a buzz phrase for trainers, but it is total bullcrap. There is no such thing as “no pressure selling.” There may be “no pressure buying,” but there is no such thing as “no pressure selling.” RELATED – Sales Training for Techs
Most of the clients that you will have the opportunity to serve are not experts in your field. If you left the buying decision 100% up to your client, he would probably make the wrong choice. That places a heavy responsibility on your shoulders as the service plumber or hvac tech.
The Service Tech’s Responsibility
Help the client make the best decision.
The Service Tech’s Dilemma
Helping the client make a decision comes with some selling pressure.
Even though there is no such thing as “no pressure selling,” you can go through the sales process and produce very low pressure.
What creates the pressure?
The pressure in the selling process is created by 2 things:
- Heat: the heat is when you ask the client for a commitment of any kind. RELATED – How to Handle Objections
- Blocked Relief Valve: the relief valve is any function that reduces selling pressure. Relief valves are important. They are designed to let pressure out of a tank before it explodes. Your client has certain relief valves that you need to be aware of.
These 2 concepts are key in applying the 6 keys to low pressure selling.
6 keys to low pressure selling
#1 – Relationship
The greatest relief valve of pressure is relationship. With no relationship, you have 2 options:
- Never ask for the order.
- Have the opportunity blow-up in your face.
#2 – Value must be built before you ask the client for money
Mike Adamson of Steve’s Plumbing just won the award for most service agreements sold in a year (over 300). When he was asked the question, “What do you do when a client asks you ‘how much?’ and you are not ready?” he gave the perfect response:
“Never let the client pressure you into giving a price before you have built value.” – Mike Adamson
#3 – There is a difference between need and want.
You and the client want different things, and that is okay!
Service techs too often make the mistake of not addressing the client’s wants because, “I would never buy that!”
Instead, the service tech only focuses on what he thinks the client needs. That creates a lot of pressure for the client that wants more than the basic nuts and bolts solution.
#4 – Options are king when it comes to low pressure sells.
I heard it said that 13% of the buyers in the market are just cheap, and 20% of the buyers in the market just want the best.
Is that true? Well, I couldn’t find the source, so maybe, maybe not.
The percentages may be off, but my gut tells me the concept is true. So, what can you take from this?
- Some want the highest,
- Some want the lowest,
- Some want what’s in the middle
Unless you are 100% at predicting your client’s buying behavior, I recommend presenting multiple options.
#5 – You put more pressure on yourself than a client ever will.
Your relief valve is confidence in self, company, and price.
In a recent online training seminar, I asked a group of techs, “Do any of you have a problem with your price?”
One of the high producing techs started laughing. He said, “Yeah, I have a problem with the price. It’s too low! I’m worth more than what we are charging.”
I said, “Good. I’m glad you feel that way. I think you are worth more too.”
Great companies and service techs use this selling principle to their advantage. They understand a fundamental truth:
“If I think the price is more than fair, so will the client.”
#6 – SHUT-UP after you ask for the order.
This all about applied heat. Once you ask for the order, shut-up! If you continue to talk, you will apply unnecessary heat to the sell. This will increase pressure.
Let the client vent.
They may say all sorts of interesting things while they are venting.
“Good God! Are you serious!?”
“Oh my. We are going to have to sell one of the kids.”
“Honey, get the gun.”
Relax. If your relationship is strong, all of those statements can be simple pressure vents. No big deal. Stay quiet. Don’t speak until they ask you a direct question. Then you know it is time to talk.