What is a Proven One-Call Sales Close Process For In-Home Sales?
In B2B sales, we often have a longer sales process where we build relationships and trust while demonstrating competence. Eventually, we get the opportunity to help propose a solution to our B2B customer. B2B sales can have cycles from weeks to years depending on the industry, product, and economic climate.B2C in-home sales are very different, requiring a different sales mindset, process, and expectation. If a salesperson attempts to close sales in an in-home sales environment like a B2B sale, they will not succeed. Yes, the sales skills are transferable, but we must close the sale in one meeting with a specific process, not a series of conversations over weeks or months.
In our last post, The Power of the One Call Close, we shared industry statistics on why perfecting your sales team’s one-call close skills is critical to driving profitable sales growth with B2C in-home sales.
As we shared in the last post, a salesperson must be highly prepared, skilled, and in tune with the customer’s needs to achieve a one-call close.
Here are some key steps salespeople must take to increase their chances of closing the deal during the in-home meeting:
- Pre-Call Preparation
We train salespeople to build rapport and trust from the first call when they book the in-home meeting. We train salespeople to ask qualifying and discovery questions early, which helps eliminate the 20% who have no plans to buy soon. We help establish expectations for the in-home meeting and confirm that all the decision makers will be at the meeting. We ask the customers’ goals, objectives, timeline, where they are in their buying process, when they want the product installed or delivered, and budget so we can come prepared. Confirm the meeting date and time. Send an email and text reminder after you book the meeting, and 24 hours before the meeting, and include your picture in the text and email.
- Build Rapport Quickly
Establishing trust and rapport right from the start is critical. The customer must feel comfortable with you and trust that you have their best interests in mind. Spend time connecting personally before diving into the proposed solution. For example, arriving on time is key to building trust. Please be sure to come dressed professionally and well-groomed. We recommend a company logo shirt and jacket with khaki pants ( not jeans).
Please share what the customer said on the appointment setting call to show that you listened and understood their needs and objectives. Have shoes covered before entering the home, and park on the street, not in their driveway. Please ask if you should knock or ring the doorbell when you arrive, and share that you will text them when you arrive. ( Small things that mean a great deal in demonstrating competence and building trust)
- Understand the Customer’s Needs
Conduct a thorough discovery to understand the customer’s pain points and needs. Ask open-ended questions to draw out their concerns and desires so you can tailor your presentation. Discover what else they have done, who else they have met with, and where they are in the buying process. The more we can understand what they desire to achieve and collaborate with them, the higher our conversion rate becomes. We often take measurements for in-home use, even if the consumer gives us their measurements. Measurements by our trained salesperson ensure an accurate quote and that the installation is correct the first time.
- Present Clear, Personalized Solutions
Rather than delivering a generic pitch, present a solution specific to the customer’s unique situation. Use the information you’ve gathered during discovery to show how your product or service solves their need and objectives.
“How you sell is more important than what you sell to improve home closing rates.”
The customer should feel you understand them, their needs, timeline, and targeted budget. We train home sales teams to suggest cross-selling and upselling items. For example, one team we worked with sold countertops, and we always ask if they have already picked out a sink, if they would like ideas for the backsplash, and if they would like other products and services that they will need in the completion of the remodel. Again, we train home salespeople to be industry expert consultants, often sharing things the consumer may not have considered, to ensure they have the best experience and outcome.
- Create a Sense of Urgency and Share Value
You must answer these questions:
Why you?
Why your company?
Why this product or service solution?
Why now?
Building urgency is essential for the one-call close. Give the customer a compelling reason to act now, whether through reaching their desired installation timeline, limited-time promotions, pricing benefits, or highlighting the consequences of delaying the decision. We train salespeople to use the calendar close, where we explain that we need the order now to order materials and schedule installers to meet their desired installation timeline. We must equip salespeople with a strong value proposal that answers why consumers should buy from them and your company. If the salesperson fails to communicate value, they may be the best salesperson for your competition. They helped train the customer, gave them free consulting advice, but without a strong reason to buy now and from you, they may want other quotes. (Your salesperson may be the best for your competition if they can’t deliver a strong value statement.)
- Handle Objections Effectively and Professionally
Be prepared to address objections calmly and confidently. Please anticipate common objections (price, timing, need for more information, financing options) and have responses confirming your solution’s value.
For example, in home sales, we train to ask for payment upfront. Far too many companies spend way too much time chasing payments needlessly. Why would you extend credit to a stranger you may never sell again? If the payment is an objective, is it the amount, the timing when payment is due or how do they plan to pay it? We often provide cash incentives; we charge an extra 3% for credit cards, and my clients secure third-party financing for consumers who wish to make payments over time.
- Leverage Proof
Share testimonials, case studies, pictures, and examples of other customers who were satisfied with your product or service. This builds credibility and can help sway a hesitant customer. Here, we train salespeople to have strong storytelling skills so consumers can see themselves as happy customers in their stories.
- Ask for the Sale
A common mistake salespeople make is failing to ask for the close. They follow every sales process step but fail to ask for the order. There are often two reasons this occurs. First, they have not been trained on how to close professionally. The second is a belief issue. They fear seeming too manipulative and pushy, so they provide a quote and believe the customer will buy when they are ready. 67% of salespeople struggle with closing skills. Ensure you confidently ask for the sale immediately once you’ve built value and addressed any objections.
- Confirm the Next Steps
After closing the sale, ensure the customer understands what will happen next. Clarify the details of the delivery, installation, or next steps so there is no confusion. Are there others on your team with whom they will interact? Who are they? What is their role? When should they expect to speak with them? This helps ensure a smooth transition and reinforces the customer’s buying decision.
- Express Gratitude
Thank the customer sincerely for their trust and business. This final touch reinforces the positive interaction and sets the stage for future referrals or repeat business. A thank-you call or email solidifies the relationship and keeps the door open for future interactions. We train teams to send a handwritten note of appreciation
- Follow-Up
Even after the one-call close, following up with the customer post-sale ensures their satisfaction and helps prevent buyer’s remorse. Here, we have the salesperson or someone on the team call and confirm the installation date. We review what the customer should expect, how long we will be there, and if there is any preparation they need to do beforehand.
- Ask for referrals
Research shows that a happy customer would provide over 80% of referrals when asked, but sadly, less than 20% of salespeople ask for referrals.
Often, when a consumer has a new kitchen remodel or roof, others in the neighborhood with homes of a similar age are considering a similar project.
One client who designs and installs multi-level decks would give their customers a gift card to a local wine store, pay for wine for a party the customer would have, and share their new deck with their neighbors and friends. This created several new sales in the same neighborhood.
Another client in the kitchen remodeling and countertop industry provides catered food and cheese plates if their customer has a party in the next thirty days. It is not unusual to serve entire neighborhoods from these referral parties. (They found most customers had planned a party to show off their new kitchen, so why not equip your customers to increase referrals? )
A roofing client would provide a $250 gift card if they could place a sign in the customer’s yard the week of new roof installation, and for each neighbor that also buys a new roof for 30 days.
How many in-home visits does your sales team have per day?
What is your team’s in-home close rate today?
How would it impact your net income to improve your in-home close rate by 15%-20%?
What is your current process for asking for referrals?
Does anyone on your in-home sales team have a close rate less than 40%?
What is your plan to improve their in-home close rate?
The one-call close is a powerful technique in in-home B2C sales that can dramatically boost a salesperson’s close rate. By building rapport, uncovering the customer’s needs, presenting a tailored solution, and confidently asking for the sale, salespeople can significantly increase their chances of success in the first meeting. When done effectively, the one-call close increases efficiency, maximizes revenue, and leaves customers satisfied with their decision.
Let’s schedule a call if you want to train your sales team to improve the close rate of their in-home sales skills.