133: How To Escape The Price-Driven Sale with John DeRosa

My salespeople had a favorite “Whine”—"Homeowners only care about the price and we’re too expensive.” When in fact, survey after survey tells us that price is rarely the main reason why homeowners select a particular contractor. In today’s interview, I discuss the sales process you need to get your price, with expert John DeRosa.
What you’ll hear in this episode:
John’s work as director of contractor training and customer experience at SRS Distribution, including travel and seminars
His 25 years in the building material industry after initial training to be a chef
The focus on customers’ needs in a consulting role
Focusing on customer success with their business skills
Changing the consumer’s perception of contractors and the price-driven sale
Showing the homeowner the value you bring to the process
Why you can’t let the decision come down solely to price
Show the differentiation between you and the competition
Ask the questions—and then, LISTEN!
Show the homeowner that all contractors are not created equal
Closing the sale and making the homeowner feel like they are getting a great deal
Improving sales skills
The #1 reason contractors fail? Not charging enough
The upcoming IRE in New Orleans and John’s topics: Keys to Escape the Price-driven Sale and Priorities that Drive Profitability
How to overcome the phenomenon of “sales guilt”
Working with the homeowner in structuring their affordable roof system
John’s best sales advice: Learn to de-brief after every sales interaction
Resources:
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Find John’s video on LinkedIn, “Stop Whining and Start Selling”
Email John: jderosa@srsdistribution.com
John’s YouTube channel