Four Steps to Building Client Trust and Making the Upsell

Dec 17

Written by: Todd Anthony Puma
12/17/2013 3:38 PM  RssIcon

Building a client's trust in your company is critical to so many aspects of our business, including referrals, on-going work, and upselling.

Upselling is particularly critical to improving profitability. We all stock extra product on our trucks, give our techs bonuses for an upsell, and present customers (new and existing) with all of the exciting new products that would work well in their systems. I have, over time, noticed that there is a four-step process to building the client's trust and managing the upsell:

1). Initial Meeting
First impressions always matter, so be sure to present yourself in the best possible light. Dress appropriately for the image you want your business to portray and arrive on time (or preferably early). Listen carefully and ask clarifying questions.

2). Building Confidence
Follow up on your initial meeting quickly and accurately (make sure that there are no math or spelling mistakes in the quote.) Always be courteous to your client and the other trades. Research any client questions so you can answer them accurately; it's OK to say, “I haven't had that come up in a little while, let me check on that and get back to you.” It's better than being wrong or sounding less than confident. Be prompt and courteous in all responses to the client. Be sure to spell check and “grammar check” everything. Schedule the work and show up for the scheduled install date.

3). Demonstrating
Seeing is believing. You can talk to a client about the benefits of a product until you are blue in the face, but it will never beat seeing it in action. If you don't have a showroom, have the product available at your own home. Or even better yet, install it at the client's home for a pre-determined period of time. For example, I had a situation where my clients wanted to use the Crestron iOS app with iPads and iPad mini's throughout the home for control, but I felt that in their situation (a five-story townhome), dedicated control devices would be better. We had a couple of discussions and I just said to them, “I'll tell you what, I believe so strongly that this is the right solution, that I will install a Crestron TSW—on me—for a two-week period. If you don't think it is a better solution than the iPads and iPort mounts, I will take it back.” They loved the TSW because it was always on and ready for them to execute a command; it acted as a dedicated intercom throughout the home; there were no distractions from other apps interrupting (texts or phone calls); and there were the same comfortable swiping and scrolling gestures that they were accustomed to from their mobile devices.

I've now sold three Crestron TSWs to this customer, at margins much better than the 0% earned on an iPad, and they are happier with the user experience. What's more, a Crestron TSW doesn't really cost more than an iPad with the iPort dock and app. A true win-win. You can use the demonstration with almost anything, but control systems and streaming devices are probably the best. For instance:

- Dedicated universal remotes. Once a client presses “Watch Movie” and the magic happens, she will never want to juggle three or more remotes again. Let her use it for a week or two. I bet she won't let it go for the life of them.

- Streaming media devices. Show your client an Apple TV or Roku box and see his eyes light up. While it may not be super profitable, it makes the client happy and leads to some labor profit.

- Wireless audio systems. Bring over a Sonos Play3 or Connect or a Nuvo Media System and a pair of small bookshelf speakers and show your client how easy it is. Let her use it for a week, and she will realize how amazing it is to have music at the push of a button, anywhere she wants it.

4). Closing
Yes, these strategies do require a bit of extra work and investment in inventory and may not always pay off as you try to close the deal, but they will pay off more often not and can lead to even more referrals and work. When their friends hear that you let them try out product in their home at no cost, who do you think they're going to call next time they want some AV work done?
 
 
 
 
+Todd Anthony Puma is president of The Source Home Theater Installation in New York City.
 
 
 


Your name:
Gravatar Preview
Your email:
(Optional) Email used only to show Gravatar.
Your website:
Title:
Comment:
Security Code
CAPTCHA image
Enter the code shown above in the box below
Add Comment   Cancel 

 

Archive
<March 2015>
SunMonTueWedThuFriSat
22232425262728
1234567
891011121314
15161718192021
22232425262728
2930311234
Monthly
March 2015 (13)
February 2015 (11)
January 2015 (16)
December 2014 (12)
November 2014 (10)
October 2014 (19)
September 2014 (21)
August 2014 (13)
July 2014 (15)
June 2014 (12)
May 2014 (12)
April 2014 (14)
March 2014 (15)
February 2014 (14)
January 2014 (24)
December 2013 (11)
November 2013 (12)
October 2013 (15)
September 2013 (19)
August 2013 (18)
July 2013 (19)
June 2013 (12)
May 2013 (18)
April 2013 (17)
March 2013 (13)
February 2013 (16)
January 2013 (26)
December 2012 (9)
November 2012 (11)
October 2012 (16)
September 2012 (11)
August 2012 (15)
July 2012 (13)
June 2012 (8)
May 2012 (9)
April 2012 (10)
March 2012 (7)
February 2012 (11)
January 2012 (14)
December 2011 (5)
November 2011 (12)
October 2011 (8)
September 2011 (4)
August 2011 (7)
July 2011 (11)
June 2011 (12)
May 2011 (8)
April 2011 (6)
March 2011 (9)
February 2011 (10)
January 2011 (9)
December 2010 (4)
November 2010 (7)
October 2010 (4)
September 2010 (9)
August 2010 (7)
July 2010 (8)
June 2010 (12)
May 2010 (6)
April 2010 (8)
March 2010 (10)
February 2010 (11)
January 2010 (1)
December 2009 (6)
November 2009 (6)
October 2009 (11)
September 2009 (6)
August 2009 (4)
July 2009 (4)
June 2009 (5)
May 2009 (7)
April 2009 (9)
March 2009 (7)
February 2009 (9)
January 2009 (8)
December 2008 (9)
November 2008 (6)
October 2008 (7)
September 2008 (7)
August 2008 (3)
July 2008 (5)
May 2008 (1)
April 2008 (4)
March 2008 (3)
February 2008 (5)
January 2008 (2)
November 2007 (1)
October 2007 (4)
September 2007 (2)
August 2007 (3)
July 2007 (4)
June 2007 (6)
May 2007 (6)
April 2007 (4)
March 2007 (4)

 

Skip Navigation Links.
Skip Navigation Links.
download

What the AV Industry Can Learn from 5-Star Hospitality
Read More»
By John Sciacca

Extra! Extra! It is Now Okay to Buy 4K!
Read More»
By Heather L. Sidorowicz

Bill Anderson: A Story of a Friendship and Community
Read More»
By Bill Skaer

For Azione Members Business is Good and Change is Coming
Read More»
By Jeremy J. Glowacki

Why Every AV Integrator Should Have a Process in Place
Read More»
By Todd Anthony Puma

Slide Show
Slide Show

Audio Video Systems, Plainview, NY
Slide Show

Station Earth, Fergus, Ontario, Canada
Slide Show

Audio Command Systems, Westbury, NY
Slide Show

Evolution Video and Sound, Calgary, Alberta, Canada
How For Weight Loss With The Wii Game Console
Read More»
Madden 11 Cheats: Redefining The Knowledge Of Football
Read More»
Ncaa Roster Editors - What To Be Able To For
Read More»
Ten Main Reasons Why You Shouldn't Ever Buy The Actual Madden '07
Read More»
The Top Ten Wii Fitness Games
Read More»
Madden Nfl 10 Pro Tak
Read More»
10 Best Fitness Games For The Nintendo Wii
Read More»
Facts About Turning House Relocation Quick and Easy
Read More»
The Best Xbox 360 Games For Teens
Read More»
How to Make Shifting a Happy Relocation
Read More»