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<DIV><FONT face=Arial size=2>This is how I deal with full disclosure. Several
years ago, I took the Dale Carnegie Sales Course. (To be a sales
professional, you need training and the DCSC has my highest recommendation.)
Step 3 in the 5-step DCSC selling process states, "Give your prospects
enough facts, and no more, about your product and how it will benefit them, to
convince them they are justified in buying." This doesn't mean
withholding information that could hurt your prospect. It simply
means be brief. Don't tell prospects about how your price your
products, or how solar cells are manufactured, etc. It won't help you
close the sale. You may think that you are showing how much PV knowledge
you have, but what really counts is your knowledge of your
prospect's needs.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>When prospects ask me for a parts list, I
tell them that their PV system will have x number of brand y
modules on an engineered mounting structure feeding into a brand z
inverter plus all the required wiring, conduit, and safety switches needed
to meet state rebate requirements, the National Electrical Code, and the
building inspector's needs. If they ask for a written parts list, I ask them,
"Why? Are you going to use the list to shop around?" Then I usually end up
telling them politely, "I'm sorry, but I do not design PV systems for
free. If you want parts lists and wiring diagrams, then buy my
book."</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>Dealing with competition. In California, State
agencies repeatedly recommend getting at least 3 quotations from licensed
solar contractors. Elsewhere prospects are getting the same advice so it's
highly likely your prospects have talked to other contractors,
searched the internet, and read about PV. You can use their learning and
shopping around to your advantage. Ask them questions like "Have your gotten any
other quotations?" "Do you mind me asking from whom?" "What did
they have that you liked or did not like?" In other words, show
interest in their needs.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>Dealing with price. If your prospect says they
saw lower prices on the internet, ask if he or she is going to
install their system themselves. That's what plumbers ask
when prospects say they can buy a hot water heater at Home Depot for
$275. In other words, qualify your prospects. Do they want an
installed system or just parts.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>The last DCSC sales process step ends by stating,
"Then ask for the order." Name your price and shut up. The silence may seem to
last forever, but say nothing after you ask for the order. Finally, your
prospect start talking. Listen carefully for buying motives. Smoke out hidden
objections. Close the deal. Get the deposit.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>I was taught how to sell PV by William Lamb, a very
successful car salesman who became the world's first PV distributor. Bill said
"Sell the product not the price." In fact, he told me not to
tell prospects the price until they asked for it at least 3 times. It
was weird deflecting their direct question, "How much does it cost, already?"
but I did what the Master told me and it worked, but it wasn't my
style.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>Now I prefer to use price to pre-qualify prospects.
I ask up-front what is their PV system budget. Usually, they don't know, or have
a vague $/watt idea from what they heard or read, or don't want to reveal their
budget. But I need to know their budget so I can design something they can
afford. So I ask my prospect if they have read anything about PV. If
they read my book, I ask them how their PV system compares to some
specific system in the book. The systems in my book have retail
prices, so if they say, "This system is what I want" or "Something
like that system but about half the size," then I know their budget
and can design a PV system that will suit their needs. You can
use</FONT><FONT face=Arial size=2> your own sample
systems and prices to focus the discussion on price and benefits, not
cost.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>Here's another tip. If I have
a prospect who asks a lot of questions, I sell them my book. Doing
so accomplishes at least 3 goals. First, it makes them responsible
for learning about PV (or they can pay me a consultant fee to
teach them). Second, it gets them started and
comfortable giving me money (this is a business). Third, when
they ask questions, I can refer them to the book that they bought. For
example, just recently a prospect asked how much venting batteries need, I
referred him to page 224. I know other professional salespeople who
use their own books or literature or other author's books as sales
tools.</FONT></DIV>
<DIV><FONT face=Arial size=2></FONT> </DIV>
<DIV><FONT face=Arial size=2>Joel Davidson</FONT></DIV>
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