The decision maker that you will never meet
For home service providers, a successful sales call often hinges on making a strong impression on both homeowners involved in the decision-making process. But a common challenge arises during in-home consultations: the missing spouse. Often, only one decision-maker is present when the service professional arrives, leaving the other half of the equation uninformed and potentially delaying the project.
This article addresses this scenario, offering valuable strategies for home service professionals to bridge the communication gap and effectively reach the “decision-maker you will never meet.”
Understanding the Dynamics:
There are several reasons why one decision-maker might be unavailable during a service call:
Work Schedules: Often, one partner’s work schedule conflicts with the service appointment.
Personal Responsibilities: One partner may be attending doctor appointments or perhaps taking care of a friend or family member.
Personal Preferences: Some individuals might prefer not to be present during the service call, leaving the other partner to handle the interaction.
Regardless of the reason, ignoring this absent individual weakens your position. Here are strategies to ensure your message reaches them, fostering informed decision-making.
The Importance of Both Decision-Makers
In a household, major decisions like home repairs or improvement projects often involve joint participation. Each partner might prioritize different aspects:
Technical details and functionality: This could be the domain of the one scheduling the appointment, potentially interested in warranties, efficiency ratings, and long-term cost savings.
Design preferences and aesthetics: The absent partner might be the one concerned with the repair or new installation, focusing on disruption to home comfort, noise, dirt and potential damage to the home.
Cost: The cost of any repair or installation is often discussed by both decision-makers. The higher the cost, the more it will be discussed between them. But ultimately one will make the final decision to go or not go forward.
Neglecting to communicate effectively with both individuals can lead to:
Delayed decision-making: The present spouse might hesitate to commit without the other’s input, leading to extended waiting periods.
Misunderstandings and dissatisfaction: Uninformed partners might feel uninvolved or surprised by final decisions, potentially hindering project satisfaction and future recommendations.
Pre-Appointment Communication:
Double Confirmation: When scheduling the appointment, emphasize the importance of both decision-makers being present. Offer options for a phone consultation if in-person attendance isn’t feasible.
Introductory Email: Before the visit, send an email to both partners. Introduce yourself, outline the purpose of the visit, and provide additional information about your services and company.
Digital Brochures: Provide a link to your website’s resources page. This allows the absent partner to learn about your offerings independently.
During the Presentation:
Emphasize Transparency: Clearly explain the service, its cost breakdown, and potential options. Use clear, non-technical language and avoid jargon.
Address Both Partners: Although physically present with only one individual, acknowledge the absent partner throughout the conversation. Use phrases like “We understand this is a joint decision” or “When your partner reviews this information…” Frame the service in terms of shared benefits. For example, mention increased comfort, energy savings, or improved safety aspects that would benefit the entire household.
Encourage Collaborative Discussion: Ask questions that prompt the present homeowner to consider their partner’s perspective. Encourage them to take notes or photos of the presentation materials to share with their partner later.
Be thorough: When making your presentation with just one of the decision-makers remember that they will relay what they learned to their partner later in in the day. The likelihood that the information is relayed correctly is questionable.
Leaving Behind Marketing Materials:
Leave-Behind Packet: Prepare a Pocket Folder that is professionally designed containing essential information like: Letter from the owner of the service company thanking the homeowner for the opportunity to meet with them Company brochure Customer testimonials Case studies demonstrating similar situations and solutions Insurance Certificate Refrigerator Magnet Business card QR code linking to your website or additional resources
Follow-Up is Key:
Send a Thank You Email: Express your appreciation for their valuable time and reiterate your availability to answer any questions, both for the present and absent homeowner.
Offer a Follow-Up Call: Suggest scheduling a brief follow-up call once they’ve discussed the service with their partner. This allows you to address any concerns and potentially finalize the deal.
Remember:
Professionalism is paramount.
Be respectful of the absent partner’s time and perspective.
Focus on clear communication and leaving informative materials.
Follow up proactively to demonstrate your commitment to earning their trust and securing the job.
By implementing these strategies, you can ensure that even when you only meet one decision-maker, you make a positive and lasting impression on both parties, increasing your chances of successfully closing the deal.
