I’ll start with this question… What is your closing ratio? Out of 10 valid jobs (closable jobs), how many of those do you turn into clients? If you don’t know your closing ratio, you are in trouble. You are missing out on one of the most important metrics in your company. What if you could close an extra 1 to 5 jobs a month? Well I am about to share with you my strategy.
I started out as a one man operation and as I grew, I always focused on selling the jobs. My closing ratio is 9.5 out of 10, or 95%. Almost every job that I go to, we sign up. I was the guy out in the field locking in the clients for a long time. Once I grew past a certain point, I decided I would have my technicians start doing the selling. What a mistake that was. I trained my technicians to sell the flood jobs and I had specific scripts that worked (I believe 100% that you should have scripts to train your people). I got them very good at selling jobs. The only problem was the technicians weren’t as good as me.
So what does it cost you to have your technicians sell a job? Well, if you sell 8 out of 10 jobs and your tech sells 6 out of 10, that is 2 jobs less a month. If your average job is $4,000, that is $8,000 a month lost. Over 12 months that is $96,000 a year that you lost from not having your best guy sell the jobs. What do you do, when you are the owner of a company, and you do not want to sell the jobs? Hire a salesperson! Hire a salesperson whose job is specifically to sign up jobs. The amount of money you will save from a professional salesperson closing your jobs will make up for his salary and more. Technicians are there to be on jobs. They are not hired to sell the jobs and they typically do not have the sales skills required.
When I changed my model from having my technicians selling the jobs to a full time salesperson, our numbers went through the roof. We have been doing this for 3 years and our closing ratio is still 95%. I believe it is so important to have your #1 guy go out and sell the jobs. Why would you ever send anyone in your company who is not the absolute best at selling a job? It doesn’t make any sense. Is your GM the best closer? Send him. This has been a game changer for us and will be for you too.
P.S. If you need any help with sales scripts feel free to contact me. Selling is an art and it’s important that you practice saying the right things at the right time.