You really learn a lot when you’re face to face across the kitchen table.  Besides learning Pop’s take on the most recent news stories (especially the ones involving politics and religion) and Mom’s excuses for the house, the furniture, the mess, the kids, etc., you learn this:  Their point-of-view does not make or break the sale… yours does!  When I first started in in-home sales, I thought I was just there as the narrator for the various bullet points and pictures in my pitch book.  I figured that Mom & Pop were the decision makers and I had no more impact on their decision than a fan has over the outcome of a ball game.  If you take only one thing from this article to make your own, make it this:  You are the decision maker of your own sales presentations!  Your attitude, your enthusiasm, your ideas and your responses will make or break that sale.  It’s really not up to them… they already want what you’ve got or you wouldn’t be there in the first place.  It’s up to you to enthusiastically show them how what you have is the best and most affordable solution to whatever they perceive as their problem or desire.  Now, here are a few things I’ve learned along the way that might make that job a little easier:

1. Purchases are made emotionally but defended logically.  It almost doesn’t matter what kind of purchase we’re talking about:  New shoes, a used car, a pack of gum or driveway resurfacing.  People make what seem to them to be logical buying decisions, but logic is not what usually motivates their choices… they get emotionally attached to the object of their interest.  And, your enthusiasm (or lack of it) will effect their emotions.

The rub occurs when Hank, their nosey neighbor, comes sauntering into their garage and blurts out something like, “what the heck d’you do that for, Bob?!  Must ‘a cost more than a small country!”  It’s at that point that Bob will start groping around for logical justifications.  You know the dialogue, you’ve been there yourself.  Hank is not going to go away if Bob simply says, “’cause we fell in love with it.”  That may indeed be the truth; but, about the only question that answer goes unchallenged for is, “why’d you pick her to marry?”  (Logic never works for this one!)

The point here is that once you uncover your customer’s perceived need or desire for a CTi’d driveway, enthusiastically talk to their emotions.  “You’ll love how it looks!’  “Yours will be the best looking house on the block!”  “You’ll love how it protects your driveway in the winter.” “The soles of your feet will love it in the summer.”  The emotional attraction will, in most cases, make the sale (that’s how wedding planers stay in business).  But, you’ll need to give your prospects the ammo they need to logically justify their choice:  “Cti is the only product that can withstand 60 freeze/thaw cycles in a twenty-four hour period.”  “Tearing out and replacing your concrete may well fix your problem, but won’t add even one dollar to the value of your home.”  “Not only does it look great, but it cleans up with a garden hose!”  Again, make sure they have ammo as well as sizzle.

2. If you haven’t sold Momma, you haven’t sold the job!  This one took some time to really appreciate.  I thought if I were talking home improvements, Dad was the decision maker.  Not so!  I have sold jobs that Momma wanted and Dad really didn’t.  But, I have never sold a job that Dad wanted if Momma wasn’t on board, too.  Maybe it has to do with the emotional aspects of any sale; maybe Momma is more tightly tied to the household purse strings; maybe it’s a control issue.  Remember… to get (and keep) a job, Momma has to understand it and give her okay.  Make sure you pay particular attention to Mom at the kitchen table.  Do what she wouldn’t expect any man to do:  listen to her!  Make her questions important… and, respond respectfully.

3. Don’t do one-legged sits!  Another one for which I was a slow learner.  I used to figure that if I had to give up my dinner and drive forty-five minutes for a lead, I was going to talk to somebody!  Don’t do it.  If Mom and Pop are not both home for the full appointment, tell whoever you meet that you’ll take some measurements (and, perhaps, some pictures) and you’ll reschedule the appointment for when they’re both home.  Tell them there are just too many important considerations to discuss (colors, patterns, textures, etc.).  But, now that you have the dimensions and an accurate picture of the job site, when you return you’ll be able to give them a realistic price after they both choose the other options.  And besides, you may have given the greatest sales presentation in the history of concrete resurfacing, but there is one objection you can not overcome which guarantees your going home empty handed:  “It sounds great, but I have to talk it over with my wife.”  I say again:  Do NOT do one-legged sits!

4. Don’t give “ball park” quotes! If you’re asked for a “ball park” figure, tell them “Yankee Stadium – $100,000,000!”   Seriously, if you give Bob a “ball park” figure, here’s what’s going to happen when Mary gets home:  “Hi, Mary, that guy was here about the driveway.”  “What did he say, dear?”  “He said it would be $4,500.00.”  “You’re kidding!… I’m glad I wasn’t here when he showed up.”  Bingo, you’ve just been shot through the heart and you’re thirty miles away!

By the way, if many of your appointments wind up as one-leggers, it’s because you’re doing something wrong in the appointment making process.  Colors, patterns, textures, etc. are important considerations which require both Mom & Pop to be there.  Don’t be afraid to require it for an appointment.  You’re a busy person and there are too many other customers out there wanting your time.  I say again:  Do NOT give “ball park” quotes!

5. Nervousness.  Have you ever heard someone get up to speak to a room full of people and hear their voice cracking as they got started?  Usually their nervousness will subside by the middle of their speech.  The reason they’re nervous is because they have a secret they’re afraid will be uncovered, a secret they don’t want anyone to know:  They’re Nervous!!

Everyone is nervous when they meet and have to speak with new people for the first time.  No difference between an in-home sit and your first high school date (although the outcome is, hopefully, different).  You’re nervous, and your ego is afraid that someone will find out!  Well, guess what, when someone opens the door to their house for a person they haven’t met before, they’re nervous, too.  It’s okay.  It’s the human condition.  My Dad spoke to large groups for decades, and he was always nervous when he was introduced to speak… even when he personally knew everyone in the room.

There are two important things to truly know and understand to be a successful franchisee.

First, you must know your customer and their specific needs very well.  For example, in the home improvement sector you might ask — What are they trying to achieve?  What is the style of their home and trends in the neighborhood?  Are they more interested in cost savings, or are they focused on lasting beauty and low maintenance?  When you understand your customers you can better tailor your sales pitch to their specific needs, greatly improving your closing rates.

Second, you must fully understand your product down to the smallest detail.  You should be able to talk to a novice as well as a professional with great ease.  Having examples and success stories at the ready help demonstrate your knowledge giving you credibility.  Know the styles, colors and features.  Understand the best way to install the product.  Be familiar with any potential issues that may come up over time so you can stay ahead of the game and solve any problems that may arise quickly and keep your customers happy.

Finding the right franchise to buy can make all the difference.  Look for a company with a product that you believe in with a solid track record of success over time.  A company that has been around, has a large installed base, and is still growing.  You also want to find a franchisor who understand that training and support are critical to the success of their franchisees.  Look for a company that provides extensive training on how to understand your customer’s needs and how to present the product line so your customers understand how it meets their needs.

Many franchisors will talk a good game.  They tout all the national advertising they buy.  That is important, but you also want to know how they are going to help you at home in your local market.  What are they doing to help get you started and become successful?  The right company will help you put together a marketing plan and provide ongoing support and training.  Starting out on the right foot is the quickest way to get a return on your investment.

While businesses like McDonald’s, UPS, and H&R Block all offer different services and products, they all have one thing in common–they’re franchises.

Much like these companies, CTI offers a way for people to build a successful business by giving them access to a well-established brand and business model, as well as training and superior product. What sets CTI apart from the rest however, is the low cost of the initial investment and no franchise fees or royalties of any kind.

Our average price tag of $19,500 includes our top of the line products, equipment, and advertising materials. We don’t charge any franchise fees or royalty fees. Many other companies do however. In fact, if you’ve been looking into owning your own franchise, you’ve probably realized just how high the costs are.

According to Business Insider, you’ll need at least $750,000 in liquid assets to open either a McDonald’s or Taco Bell restaurant. Or, if you’re more interested in selling fried chicken, you’ll need have a minimum net worth of $1.5 million, plus $750,000 in liquid assets, to open a KFC.  Of course that initial fee doesn’t include the royalty fee (a percentage of yearly gross revenue sales) or the franchise fee. For some chains, the royalty fee can be as high as 12 percent. The franchise fee is around $40,000 for some of the more popular chains, like Wendy’s. There’s more though. Some chains charge both a service and advertising fee–about 5 percent of gross sales.

What we offer at CTI isn’t technically a “turnkey” franchise. We offer dealer packages, which are 100% backed with inventory, equipment, and marketing and offer a quick and accessible pathway to owning your own business–with all the perks and support of a franchise, but with increased autonomy and no fees.

So what is a dealership?  Essentially, it’s an agreement that allows you to sell our product and services, often with exclusive rights in a specific area. The most classic example is a car dealership, though RadioShack is another example.

Are you thinking about becoming a dealer for us? It’s a great opportunity! We invite you to learn more about our product and dealer packages at www.flycti.com