Residential Systems & the Close Boise ID

The Close: Sounds like a John Grisham book or a Matt Damon blockbuster. But in the residential systems world, The Close is a critical component of every projectthe official handshake. Its the stage where a client trusts you enough to invite you into their home, or building site, tangle with architects, plumbers, feng shui consultants, and install the A/V system of their dreams. The Close is also the fun stage where you get paid, at least a deposit, and ask the client to sign an agreement or contract.

Management structures differ from company to company. Often it is personality, rather than standards, that dictate day-to-day operations. So how does a custom firm take the voodoo out of sales and make closing a natural, systematic processone that isnt based on luck, but a consistent, repeatable result of sound business practice? Even for a primarily referral-based business, what skills are necessary to turn a potential client into a satisfied customer, every single time?

According to Joe Piccirilli, AVADs managing director, a successful close is actually determined before the home stretch. Seem bizarre? Not really. The way Piccirilli sees it, what guarantees closing consistency is a sales culture devoted to one thing: exceptional customer service.

The salesman must be a good listener and totally understand their clients needs, so that the closing becomes a simple, natural end, he stated. Be an active listener by asking the right questions. The control of the sales process actually lies with the person asking the questions, rather than talking at customers.

To explore the sales process, he compared custom technology to other professions, such as medicine and law. Watching how good doctors work is helpful, because of how much time they spend in the diagnostic phase. So much energy is spent learning the patients history and symptoms to ascertain the ailment.

Conversely, lawyers seem disturbed when witnesses ask them questions, not because they cant answer them, but because they lose control of the situation. Control is important, Piccirilli said, because its essential to guide the process of learning and drawing out the client needs, rather than inserting yourself into the sale. Taking yourself out of the sale sounds easy enough, but since most custom dealers entered the market because of their love of A/V, its easy to let passion get in the way.

Furthermore, why guess what clients want when you could ask them? Dont be surprised at the end of a diagnostic session. Address early issues of lifestyle and A/V enjoymentwhere and how often do they listen to music? Whats the center of activitya living room, kitchen, distinct entertaining space? Is the home designed for indoor/outdoor living?

Room configuration is often the wild card in audio performance, so ask about each relevant roomis there glass, a thick rug? Are there columns or a proscenium? Take the guesswork out of the sale by teasing out important details in the qualification stage.

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