This Closes Deals -- WITHOUT Feeling Salesy

I'm going to show you how to close like a natural without coming across as being salesy, sleazy, or pushy. I remember sitting in this homeowner's house when I was new in roofing sales and it was behind two other roofing companies. And the first guy, of course, said he'd send an estimate over, never did in. The second one didn't show up on time. This homeowner didn't like roofers, and here I am coming in behind them. So I spent all of my time and energy being a great human being, educating them on their options, explaining their options, and helping them feel comfortable making a great decision. But I left that house without a signed deal, and therefore I ended up not getting the sale at all because I was overcompensating for being a nice person and not wanting to fall into the category of what people think of as a roofer. And the stakes are high. And if you are someone who prides yourself on giving an amazing experience to your customers, which I hope you do, you also have to realize that if someone comes in behind you and does a better job doing what I'm about to show you, you're going to lose the sale to them. So watch this video all the way through because I'm going to break down the psychology of closing and then give you two questions to ask as you warm up for the close. That's going to make closing deals even easier and even more natural without coming across as salesy, sleazy, or pushy. All right, now we're going to get real up close and personal because it is time to talk about the psychology of closing. When you know, or someone who's really, really good at sales knows the psychology of what drives buying decisions, they become a natural closer because the I'll call them gimmicky, forceful salespeople, they'll watch videos online. There's a lot of great content, a lot of smart people in sales, but what they think they can use is some sort of trick, hack, or gimmick that's going to coerce or manipulate or my least favorite word like persuade or influence someone into making a buying decision using these Jedi mind tricks. And they really do fall short. Because at the end of the day, humans make buying decisions for very specific reasons, one of which, and the biggest one, I'm going to get to here in a minute. And when you understand what's behind the buying decision, when a homeowner says yes to you or chooses you as the roofer or contractor to work on their home, it is because of this one thing. So I want to cover the psychology of that right now. And then I'm going to wrap this video up with bringing this all to life into a practical application. Then you can start using in the very next appointment you run to start closing even more sales. So let's talk about the number one factor that influences buying decisions. What is it? What do you think it is? It is certainty. People want to know that if I give you my money, I am guaranteed to get the results that I want. And this is why when you watch infomercials like the Ginsu knife thing, they do product demonstrations to show you how sharp the knife is. They remove your fear of if it doesn't work, am I going to be stuck with it? No, you know, free 30 day money back guarantee. Use it, you'll be satisfied. If you're not, send it back and we'll return every penny that you invested with us. So what? What strong marketers and strong salespeople do is they deliver certainty. I'm going to show you it working and remove the fear. There's absolutely no possible way that you're going to lose out. But when we sell roofs, we don't have the ability to do a product demonstration in the traditional sense. I know you can, like build a roof with a kitchen table. You can send people test reviews or talk to other customers, even say, hey, go look at our roof at our neighbor's house. All of that is very effective. But we don't have that in our back pocket on every single sale. And still it doesn't deliver certainty. So your ability to close sales is dependent upon your ability to create certainty. Now I want to ask you a question. What do you think is the number one thing that keeps people from buying? Naturally, it's uncertainty. So if someone is uncertain, they will not buy from you. Now let me ask you another question. What is the number one cause of uncertainty? What do you think it is the number one cause of uncertainty? It is unanswered questions. Now, there's two types of unanswered questions. These are questions that people have but they didn't ask yet. They are questions that people don't know they have. They are unconscious. So we have two camps. We have conscious and unconscious questions, aware and not aware questions. Okay, now what happens, Give you an example. See, I worked with a attorney and I know attorneys, especially private injury attorneys, which is the one that I worked with, don't have a really good wrap and they work on this little thing called contingency agreement. Which is very similar to many roofers work on this little thing called a contingency agreement. You can see where I'm going with this and my job. And you'll hear me talk more about this on my channel. When I took a slight break from roofing, I stayed as a direct sales consultant, marketer, and copywriter. So I worked on with companies to structure their ads and their train their sales team. So I was like the bridge of sales and marketing. So this law firm I start working with, personal injury law firm, by the way, their goal was to increase their close rate from people that called up with an injury to a closed case. And yes, everything in life is sales, so they had to close cases. And I work with the intake team and the first thing I did was I listened to the calls. So I'm listening to these calls coming in and I'm finding that like 30, 45 minutes into the call, it was the same question. What do you think it was? What is this going to cost me? So here we have a prospect who has this nagging itch of uncertainty. I'm uncertain how much this costs. I am uncertain. And if I can afford it, I am uncertain if it is worth it. So again, that would come up for 30 to 45 minutes. So what do you think that the prospect who is calling in was thinking about for 30 to 45 minutes? You nailed it. They were thinking about their unanswered question. So let's bring this to you for a minute. I want to bring you back to high school. And the reason I'm bringing you back to high school is because if you're like me and you're in roofing now, that tells me that you struggled in school. So go back to whatever curriculum you struggled with for me. I was in the same math class three years in a row. I'll pick math for you. It might be science, history, whatever. Okay, now think of a time that you're in school learning and your teacher tells is teaching you something. And you're like, what? I'm so lost. So you do what you were taught to do and you raise your hand with the question. Now, while your hand is up, the teacher keeps lecturing because not all of the kids in class are as special as you and me were. So she keeps talking for another 5 minutes and 10 minutes and finally calls on you because she's got to wrap up the lesson. Now, I want to ask you this. Do you remember a single thing from when you raised your hand to when she called on you five or even ten Minutes later. And the answer is a resounding no, you don't, because you were fixated on this question. So what's happening in the prospect's mind, your homeowner, or when they have questions known or unknown, is they are fixated on them. Which means two things. One, they are not paying attention. But two, the most important one is they are uncertain. So this is what's going to lead us to the final step that I'm going to be teaching you is these two powerful questions you can ask that will create certainty. So you can ask for the business enclosed like a natural, without coming across as sleazy, certainly salesy or pushy. And here's how it all fits together. So we know that certainty is what drives buying decisions and we know that unanswered questions create uncertainty. So I'm going to pave the way to a easy, green light, natural closing process for you. First, our objective is to clear any questions. If you go in to ask for the business using any trick or technique you learned, whether it's through your company's training, your own training, maybe you just trying to ask for the business or close the deal, whatever it is, you come across as being pushy because the homeowner is in a state of uncertainty and you're asking them to make a commitment that they are uncomfortable with. And that's what creates the feeling of being pushy or aggressive in sales. So we're going to do is remove all of those barriers, which I promise you is going to make you close, looking natural really comfortably without being salesy, sleazy or pushy. So, so again, we're going to clear any questions which will create a clear path to certainty. Now, the first question that you are going to ask to clear questions is this. At the end of your presentation, you say, hey, Mr. Homeowner, I know I covered a lot. Do you have any questions for me? Do you have any questions for me? Now, of course this is going to lead to one of two answers because the close ended question, which means they're going to answer yes or no. And if they say no, I don't have any other questions, I'm going to continue to question number two, which I'll teach you in a second. But if they do have questions, I'm going to answer them. And what you'll find is people will ask questions oftentimes of things you already covered, but you covered a lot. They need a little more clarity. Now after you answer the questions, you say, great, do you have any other questions for me? So I'm going to go through this cycle. Do you have any questions for me? If they do, I'm going to answer them and then I'll go back to the drawing board. Great. Do you have any other questions for me? Only then, once I've cleared all the questions will I move on to the next question. Question number two, which is your pre close warm up and that is, hey, Mr. Homeowner, I know we covered a lot of stuff here and you had great questions. Here it is. Does everything make sense? Does everything make sense? Now if you're a discerning person, which I know you are, you're probably being like, dude, you just said do you have any questions? And then asking does everything make sense? Like you're being condescending and repeating yourself. No, because with the right tone, I'm going to give you, without the pauses and the teaching is give you the role play. Hey John, listen, I know we covered a lot. Do you have any questions for me so far? No. Great. All right. Does everything make sense? Do you see that it leans in with compassion? But the reason that I ask the follow up question, which is does everything make sense? Is what you will find is many people, their knee jerk defensive mechanism. When you say, do you have any questions? Is they say no because they're not thinking of them. But after you ask them if they have questions, what's going on in their head is they're thinking about questions. So when you say, hey, does everything make sense? What you're doing is giving them an opportunity to confirm whether or not they have other questions. And you will be amazed how many times it will go like this. Hey John, listen, I know we covered a lot. Do you have any questions for me? No. Excellent. Does everything that I covered make sense? And John goes, actually, can you, can you tell me about how you guys are going to protect my hot tub? It's a brand new hot tub and I really don't want that thing destroyed. And these actually questions are what's called buying motivated questions, meaning the homeowner is 99% to a buying decision and what they are is just uncertain about this last little piece. And if you can create certainty, give them certainty that you can take care of whatever it is that their question or concern or problem is, then they're going to go with you. So those buying motivated questions are usually on product timeline, install, things like that. Okay? Now anytime these come up, we're going to reset. We always go back to the beginning. So if John says, actually, I want to know what's Going to happen with the hot tub. I say, hey, John, great question. I explained the hot tub, and I'm going to go to the beginning. Question one. John, do you have any other questions for me? No. Excellent. Does everything still make sense? Yes. Now I have the green light to close. Once I have cleared all of the questions, I have created certainty there is nothing holding them back. And this is what provides the pathway for me to ask for the business. And again, many salespeople get concerned about asking for the business. They feel like they're being too forward or pushy or salesy. And what happens is this, like, inner conflict of who you see yourself as in. This fear of how you'll be received keeps you from asking for the business. So many people are like, okay, great, here's my business card. Like, yada yada. Or they'll say, I just leave it up to the homeowner to choose. No, you need to tell people what to do or give them an easy path to saying yes. No one ever got married. Like, dancing around the idea you have to ask your wife, partner, husband, whatever significant other to marry you. It's a direct question. How do you get a date? You ask someone to go on a date. Like sales and dating, they're the same. They're very. They're not the same. Of course they're. They're very similar. So I'm going to teach you a way to be very direct. That's super easy. Hey, great. Are you comfortable moving forward? I call it the comfort close. And I dropped it on you like that. How did that feel? How did that feel to hear the comfort close? Great. Are you comfortable moving forward? And you can put your own spin on it. You can say, hey, are you comfortable choosing me as your roofer choice? Are you comfortable getting your project started? Are you comfortable picking colors? Okay. You can use the comfort close with what's called a modified options close, being like, great. Are you more comfortable paying by cash or taking advantage of our financing option? Great. Are you comfortable getting your claim called in? Great. Are you comfortable calling for a re inspection? Great. Are you comfortable choosing me as your roofing hero and bringing some humor to it. There's so many different variations, but the big idea is that you say, are you comfortable blank whatever the next steps are. And there is my go to closing technique and everything you need to know to warm up the clothes so you can close like a natural. And now if you want to learn my entire closing formula, jump into the car park closing formula. I'll teach you it step by step right in this video.