The World’s Finest Steps to a Sale
Become a Master of The Seven Steps to a Sale
If you don’t know where you are going you’ll never get there. And as Zig said, “There are no elevators to success. You have to take the stairs.”
You must perfect each step of the staircase to find yourself at the top with a closed sale. Know where you’re going. Every step has a specific purpose and a commitment you need to get from your customer. Every step will take you to the next step. This ensures you will get the ultimate yes at the end of your sales presentation… and the customer will have a smile on their face in anticipation of making the switch to solar with Got Watts.
Coffee’s for Closers… So grab a cup and start getting to work!
Magical Memorization
The first thing you‘ll do is memorize the seven steps to a sale, understand the purpose of each step and memorize the commitment questions.
Second step is to memorize the word tracks of each step and what you will say at each page of your sales presentation. Building the final sale with miniature closes along the way.
The third step will be memorizing closes to handle the typical objections we receive from customers. This step is where the Masters of the sale reside.
Overview of The Seven Steps to a Sale
1. Sexy Sincerity
PURPOSE: The pupose of this step is two fold. One, be prepared for your sales presentation before the appointment. Two, have true sincerity for your customer and spend time get to know them before your formal sales presentation. This stage is often called a warm up.
COMMITMENT: You will not ask your customer a question… you will ask yourself two questions before moving to step two. Does the customer trust me? Does the customer trust me enough to buy from me today? If you answer no to either question… continue to build report until you have an emotional connection and have established trust.
2. Setup
PURPOSE: To give them direction of the steps you will take them through today, which sets the customer at easy giving them confidence that you know what you’re doing. You must memorize the setup often called the agenda.
COMMITMENT: ‘…once you pick which option works best for you, we’ll get you approved and schedule your installation site survey today. Sound good…?”
3.Survey
PURPOSE: To find out what your customer’s needs are by figuring out their electric power usage and future energy needs. Plus, discussing their current problem paying some of the highest utility rates in the nation and having no control when it comes to the monopoly of PG&E.
COMMITMENT: “Do you believe PG&E rates will go down, stay the same or continue to go up? Do you want to continue paying some of the highest electric rates in the United States? If not, then let’s look at how much you’ll save switching to solar.”
4. Story
PURPOSE: To show them their how you designed their solar system and go over the installation process. Finally, go over the Got Watts’ Difference and the highest customer rating in the Easy Bay. Tell the story of our stellar customer reputation.
COMMITMENTS: “Is Got Watts the type of company you like to do business with?”
5. Solution
PURPOSE: Go over the design of the solar and energy storage system you designed for them. Ask, Are you confident that the solar system and energy storage system we designed for you? To show them how much money they will be saving and ask them… ”Do you agree that you’ll save money switching to solar… do you like saving money… how soon would you like to start saving money?”
COMMITMENT: Closing Statement: “Of these… which option is best for you… would you like to go with the Power Purchase Agreement… or the ownership model with HDM Capital?
6. Secure the Sale
PURPOSE: To close the sale with your closing statement and to handle any customer objections with the Four Cs of Closing.
COMMITMENT: “Of these… Which option is best for you… would you like to go with Power Purchase Agreement… or the ownership model with HDM?”
7. Sensational Service
PURPOSE: This is all about WOWing your customer... going above and beyond to give your customer an amazing experience. Think relationally not transactionally. Build lasting relationships with your customers. Highly satisfied customers are often the fastest way to your next sale!
- We call this getting some R&R... Referrals and Reviews!
COMMITMENT: Who do you know who would benefit from saving money… by making the switch to solar?
Step 1 - Sexy Sincerity
It’s About How You Feel About Yourself and How You Care for Others
Sexy: You will feel good about yourself when you are ultra prepared to succeed in your sales presentation.... you must be at the top of your game... an extreme expert in your field, the finest security advisor in your entire territory... better than any competitor… an easy choice for your client.
You must look your best, sharply dress, drive a clean car, get all your devices ready to present, sparkling before next your presentation. You need to eat well, exercise, get a good night’s sleep the night before and have sustaining energy to close business.
It’s all about charisma!
And, remember the sale happens before you arrive at the customer’s home… it’s all in your mind and what you believe will happen… happens!
Sincerity: You must truly love others and care about meeting your customer’s needs.
Your sincerity and emotional warmth will shine through. When you make an emotional connection with your customer it makes it very difficult to say no to you. And, very easy to say yes!
Step 2 - Setup
A small but very important step in a sale...
It is the transition from your warm up to your sales presentation. Often called an agenda and you should memorize it.
“It has been nice getting to know you… what I would like to do, is find out what your needs are (go over annual power usage)…. Do a site walk with you… tell you about the Got Watt difference… go over your solar system design… have you pick which option is best for you and schedule your installation site survey today… sound good?”
Transition after the agenda…
Presenting options: ”Of all the options available to make the switch to solar… there are two pathways to help you save the most money. “ “However, there are three main options you have for power…
- Option 1… Is to do NOTHING…. and keeping paying PG&E some of the highest utility rates in the United States.
- Option 2… Pay the least expensive rates for power available at wholesale pricing… with a zero down, solar power purchase agreement.
- Option 3… Most often homeowner’s favorite, is a solar system ownership model allowing you to benefit from large federal tax credits and incentives.”
“First let’s look at your PG&E Bill and current electric power usage.”
Step 3 - Survey
“Questions Are the Answer” —Zig Ziglar
Taking a customer survey is about doing a needs analysis by asking questions and listening to find out what your customer’s needs and hot buttons are. You must find out what they want and desire.
“Before we do a site walk…. I like to find out what your needs are….”
- Get out your notepad and take a few notes
Residential Solar Needs Analysis – Key Questions
1. Solar Goals & Motivation
- What’s motivating your interest in solar? (e.g., lowering bills, energy independence from your utility company, environmental impact, increasing home value)
- How long do you plan to stay in your current home? Is this your forever home or are you planning to sell in the next few years?
2. Roof Condition
- Has your roof been inspected recently?
- Do you know how old your roof is? Would you be open to a roof replacement if the current roof is not ideal for solar?
- Are there any shading issues from trees or nearby buildings?
3. System Preferences
- Do you prefer owning the solar system or are you interested in getting your power at the least expensive rate possible with a power purchase agreement?
- Do you experience many power outages each year? Would battery storage (for backup power or off-peak savings) be of interest to you?
- Are you interested in monitoring tools to track energy production and savings? Solar and home battery mobile app…?
4. Budget & Financial Considerations
- Are you looking to pay upfront, finance or explore tax incentives?
- Have you looked into the federal tax credits?
- If the monthly amount you are currently paying PG&E for electricity, would cover most or all of the investment cost for solar and power storage with home batteries… would it make sense to switch to solar?
5. Installation Timing & Expectations
- When are you hoping to have the system installed?
- Are there any upcoming events that could affect timing (e.g., roof work, remodeling, HOA approvals)?
- What would a successful solar experience look like for you?
6. Current & Future Energy Needs
- What’s your average monthly electric bill?
- Have you noticed any recent changes in your energy usage?
- Do you plan to increase energy consumption soon (e.g., adding an EV, pool, home addition)?
7. Do you love me? How much?
Once you get a feel for what the customer’s needs and wants are… it’s time to
KILL THE BILL!!!
Current Usage… Go into current annual and monthly usage
- Go over current rates being charged by PG&E
- Go over bill details of generation charges, delivery charges and the all the nickel and dime fees.
- Any potential increases in usage over the next few years (EV, Hot Tub, Electric Heat-Pump, etc)…?
- If so add additional power needs to solar design
- May want to create on option for a solar system to meet current needs and another option for a solar system to provide for current and added electrical needs.
- If so add additional power needs to solar design
Continual PG&E Rate Increases
- Problem with PG&E and historical rate increases
- What’s projected for future rate increases
Commitment Question
- “Do you believe PG&E rates will go down, stay the same or continue to go up?”
- “Do you want to continuing paying some of the highest electricity rates in the US?”
- Well… then, let’s look at how much you’ll save switching to solar.”
Step 4 - Story
It’s your story!
You must have joy, enthusiasm and passion about your company and what you provide... it’s contagious and customers will want to do business with you.
At the end of your company story, it should be so convincing... that your customer feels that they do not want to do business with anyone….. but you and Got Watts!
Transition from usage needs to designing a system…
“Earlier we went over the energy you are using and annual electric power you need. Not all homes qualify for solar. You have fantastic sun exposure and can definitely save a substantial amount of money making the switch to solar.”
- Go over the solar system design in Open Solar and Aurora to show them how you use solar software to accurately design a system that will meet all their electric power usage needs.
Timeline of Steps of Solar Installation
- Transition from design to installation…. ”The most important decision you’ll make switching to solar, is who you choose to do business with. The design of your solar system and the company you hire to install it are vital to your level of satisfaction.”
- Go over installation steps and timeline of the project.
Got Watts Difference
- “Our project managers, solar design engineers and installation team are fantastic!!! That is why Got Watts is the highest customer rated solar company in the East Bay. It’s our people!”
- Go over the Got Watts differences
- Go over Got Watts customer review sites
Commitment Question: “Is Got Watts the type of company you’d like to do business with?”
Step 5 - Solution
Provide the Solution to Your Customer’s ”Pain” of Paying PG&E’s Outrageous Rates
This is when you meet the needs of your client you discovered in Step 3. Solution selling is making sure you provide relief from your customer’s “pain points” and also meet their wants and desires.
Go over the production of the solar and energy storage system you designed for them… show them the realistic amount of energy they can produce and how it equates to meeting their electric usage needs.
- Commitment Question: “Are you confident that the solar system and energy storage system we designed for you, will meet your electric usage needs?”
Transition from the design of the solar system to the financial options and savings of making the switch to solar.
- “Of all the options available to make the switch to solar… there are two pathways to help you save the most money.”
- “Both of these options offer zero down and low monthly payments upon approved credit.”
- “Keep in mind… either of these options is far better than the third option of doing NOTHING and continuing to pay PG&E incredibly high rates.”
Option 1
“The first option is to just purchase the power at the lowest monthly payment available. This option immediately saves you the most money upfront.”
- “Since Goodleap owns the solar system, they are responsible to monitor performance and maintain the system including replacing any parts at no cost to you for the life of the system…. For 25 years they’ll maintain the system!!! Plus, they guarantee power production and will pay you if the system does not produce the guaranteed amount of annual electric power.”
- “SUPER EASY SETUP… with immediately savings and the lowest wholesale pricing for power.”
Option 2
“The second option is for those who want a pathway to own their solar system at the lowest price possible.”
- “This can be a cash purchase or can be financed with zero down and a low monthly payment upon approved credit.”
- “This option does not save as much immediate money as the power purchase agreement option, but does save you the most over the lifetime of the system… and you’ll own the system, so you’ve added equity value to your home.”
Write Out the Numbers as You Present
“The Standard Price for this system is $XXX,XXX”
“With the power purchase agreement… ZERO DOWN…. your monthly payment for 25 years of guaranteed power starts at just $XXX a month.”
“To own the system outright… day one, you can pay the standard price of $XXX,XXX via cash or financing.“
“However, to get the lowest price possible… you partner with HDM Renewable Finance.
You own the power the system creates day one. You give HDM ownership of the solar system for six years, they capitalize on the commercial tax advantages not available to you (they must monitor and maintain the solar system for six years to get all the tax incentives)… HDM transfers ownership of the equipment back to you at the end of year six.
HDM shares the tax benefits with you by giving you… a xx% up front discount saving you $XX,XXX on your system cost. Absolutely incredible!”
Making the cost of your system only $xx,xxx
You can either pay this in cash or with Go Green financing at zero down and $XXX a month
- Upon your approved credit the Go Green financing with Travis Credit Union is at 6.99% and is a 15 year term…. No pre-payment penalties.
Transition immediately to your closing statement
“Of these… Which option is best for you… would you like to go with the Power Purchase Agreement… or the ownership model with HDM Capital?”
Step 6 - Secure the Sale
A Fantastic Sales Presentation Will Always Be Your Finest Close!
Doing a phenomenal job on the first five steps of the sale... makes closing simple. However, the close is often where Sales Reps lose the sale and never ask for the order. There are three parts to your securing the sale and closing business.
Part 1
You must have a closing statement… that assumes the sale and moves through taking an order.
Part 2
Even when customers know they what to do business with you... they’ll often hesitate with a no... just to see if you will drop your price. This is where the negotiation begins! You must be able to handle customer objections.
Part 3
Most Sales Reps handle an objection by immediately trying to convince the customer otherwise.... and end up getting into a pissing contest.
- There’s a better way! The Four Cs >>>
***CLOSING STATEMENT AND ACTION CLOSE***
Immediate transition from Step 5…
“Of these… Which option is best for you… would you like to go with the Power Purchase Agreement… or the ownership model with HDM Capital?”
If they choose the Power Purchase Agreement…. Immediately transition to the order form/credit application
If they choose Ownership…
- Would you like to pay cash with a $1,000 down payment or finance it for zero down and $xx a month
- Smooth Transition: After they pick an option… transfer to order form/credit application
- “Perfect, we’ll do a great job for you (if you are in person… shake their hands to close the deal). Next step is to get you pre-approved and schedule your installation site survey?
- Start filling out the order: Let’s get you approved... and schedule your site survey… What is your legal name…. What email would you like to use for this account…? Etc…?
If they need some additional information about the difference of savings between the Power Purchase Agreement and HDM Capital Ownership model… use your spreadsheet (Financial Options and Estimated Savings)
If they give an objection to the sale and pick neither option…. Use Four Cs Closing Method
Handing Objections with Four Cs >>>
Step 7 - Sensational Service
At Your Service!!!
This is all about WOWing your customer... going above and beyond to give your customer an amazing experience. Think relationally not transactionally. Building lasting relationships with your customers will create repeat business and a customer base that refers you business.
- Highly satisfied customers are often the fastest way to your next sale!
- You need your customers to become your Ambassadors
- We call this getting some R&R... Referrals and Reviews!
Creating a WOW experience means going above and beyond what’s expected. Just doing a typical job is not enough. You must do things your competitors are not willing to do and make the entire customer experience a completely joy. Happy customers make great ambassadors!
Give a Top Shelf Experience
- Send a handwritten thank you note to your customer after the sale
- Follow up every week or bi-weekly throughout the project to give your customer an update of the progress of their solar project
- Visit at the time of the site-survey and especially on the installation day of the solar panels
- Follow up after the sale and see if they need assistance with their system mobile apps and how to monitor their system. See if there is anything else they need.
- After PTO (permission to operate): Send them a link about how to understand their new PG&E statement now that they have solar
- 30 days after PTO send your a gift of appreciation. Make sure your gift is of the highest quality of an item you can afford. Best gifts are items customer will use everyday and keep you ”top of mind” and remind them to refer you business.
Being kind, supportive and loving towards others tends to foster more love and support in return. If you give support, you are likely to receive it back. As the New Radical’s song says “You Get What You Give”.
Build Long-Term Relationships
Keep your relationships alive and touch base with each of your customers every 3-6 months. Keep your customer base informed of changes in the solar industry. You can do this via phone calls, email, text or mail them a letter.
A strong customer base can become a stable source of revenue and a driver of growth through loyalty, referrals and feedback.