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How to Handle Common Home Improvement Sales Objections

October 5, 2020

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“I’m still deciding.” 

A common phrase heard in the sales process. 

If you are in the home when this happens, it’s easy to determine WHY the homeowner said that phrase. 

Maybe they are looking at color options, shifting through a sample book. 

Maybe they are giving their spouse a side-glance, which could mean the price is too high. 

Or it could just mean that they flat out don’t like their rep. 

Those objections (and correctly responding to them) are the key to turning a lead into a customer. 

While it can take a keen eye and ear to discern those objections with context clues in person or over-the-phone, receiving that objection through text is actually much more straightforward. 

Our data shows that around 80% of contacts respond through text instead of email or phone. Texts are shorter, and often get directly to the point with as few words as possible. 

 

For home improvement teams, this means that the sales representatives and other team members need to be able to dig into conversations, discover the sales objection, and respond effectively...even if they have to do it all through text

In this post, we’ll dig into some of our favorite tips for handling objections during sales follow up over text. 

Surfacing Objections within Sales Follow Up

Sales Follow Up is when you reach out to leads that have received a quote, estimate, demo, or scope of project but did not buy. 

 

This can also be referred to as “Rehash” or “Revisits.”

The first goal with sales follow up is to surface any outstanding objections the prospect may have about moving forward. 

We recommend that companies send a series of text, email, and phone calls to engage the prospect following the appointment. The main goal of these messages is to get the prospect to respond with their reasons why they haven’t moved forward. 

Typically we find that prospect hasn’t moved forward for one of the following:

    1. Pricing - they weren’t expecting the price they received
    2. Timing - after learning more about the process they decide that maybe now isn’t the right time to complete the project
    3. Bad Experience with Company - “rep didn’t show up” or “rep was not respectful of my time”. While we hope this never happens, it shows up more than you might think. 
    4. Product Offering - have their heart set on a specific type of product that maybe is not offered by your company

Once you’ve discovered WHY the prospect has not moved forward, then it can become much easier to respond effectively. 

Responding to Objections During Sales Follow Up

Once you have successfully surfaced the objection, now it’s up to the team to respond effectively. 

It can be easy to see a text like “It was too expensive”, look at all the new leads coming in, and abandon the lead due to its potential challenges. 

But when a team does that, they will be leaving money on the table. 

Teams that have an effective rehash strategy can see a 7-10% increase in close rate

Let’s go back to that “It’s too expensive” example. 

Instead of casting it off as a lost lead, here are some ways to respond:

    1. Offer Financing - our partners at Hearth found that only 25% of customers will refuse financing if offered. Use that to your advantage to make project more affordable.
    2. Provide Education of Product - sticker shock is real. It could be that the prospect just wasn’t aware about how much a project might cost. Be a resource them and show them the value of the product they will receive.
    3. Provide social proof - if a customer is on the fence, sometimes showing them how their neighbors or other friends have moved forward can give them confidence to make a decision. 

We recently put together a guide that offers up specific examples of how teams in Hatch respond to pricing and timing objections during sales follow up. Check it out and use them in your business today! 

messaging-master-class

If you still would like to learn more about responding to objections during Sales Follow Up, check out our Messaging Master Class. This on-demand webinar takes teams through the entire Sales Follow Up Process - from creating follow up messaging to responding to objection. 

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