Double Your Sales Closing Rate! A Simple Guide for Contractors

S2 E3 - Double Your Sales Closing Rate! A Simple Guide for Contractors

The Importance of Marketing and Sales in Scaling Your Business

If you're looking to scale your company, the journey begins with marketing and sales. This article breaks down valuable insights from a conversation with Corey Parks, the owner of HydroHelp911, a company based in North Carolina specializing in foundation, concrete, and crawl space repair. Corey shares his experiences and strategies for achieving success in this fiercely competitive industry.

The Journey from Firefighting to Business Ownership

Corey's career didn't begin in the construction industry. Before starting his business, he served as a full-time fireman for over a decade. He never had prior experience in the field of crawl space and foundation repair. His journey into this industry began out of sheer boredom on his days off and the failure of his first business venture. Eventually, this side gig evolved into HydroHelp911, a thriving company today.

The Need for Training in the Construction Industry

Learning from Firefighting

Corey emphasizes the importance of continuous training, drawing from his experience as a firefighter. To maintain high standards and abide by ethical values in his business, Corey realized his team needed consistent training. He drew from the culture of relentless training in firefighting and applied it to his company. At HydroHelp911, they recognized their employees are the face of their company, and providing them with knowledge and tools to maintain high standards is essential.

Investing in Sales Training

HydroHelp911 has invested between $50,000 to $75,000 in sales training over the past few years. Instead of hiring expensive consultants for each new hire, they developed their training program. This program is a combination of learnings from various sales consultants and industry experts. Their approach includes continuous testing and evaluation to refine their sales strategies.

Sales Training for Contractors

Starting With the Right Mindset

One of the main challenges in sales training is allowing individuals to clear their minds and be open to learning new approaches. Corey emphasizes the need to step away from old habits and truly embrace new methods that have been proven to drive success. For him, adopting a mindset of constant improvement is key to growth.

Onboarding and Continuous Improvement

HydroHelp911 has a well-defined 30-day onboarding process for new sales reps. They set clear key performance indicators (KPIs) and goals, ensuring new hires understand what is expected of them. The training includes learning the industry, mastering the sales process, and understanding financing options. After this period, if sales reps are not meeting their targets, they are let go. This structured approach ensures that only the best fit within the company.

The Role of Data and AI

HydroHelp911 uses recording software, such as R (a conversation intelligence platform), which helps analyze and refine their sales process. This software records sales interactions, allowing sales managers to review conversations, identify strengths and areas for improvement, and provide tailored feedback to sales reps. This approach helps improve training efficiency and continuously enhances the sales process.

Connecting With Homeowners

Understanding the Homeowner’s Needs

Corey revealed that the key to successful sales lies in understanding and connecting with the homeowner. It's about asking the right questions and identifying the homeowner’s specific needs. This consultative approach helps in building trust and crafting solutions that resonate with the customers. His early attempts where he hoped to avoid interactions and simply send an email had a very low close rate. Transitioning to an in-depth, educational approach dramatically improved their success.

The Importance of Spending Quality Time

Corey’s sales reps now focus on quality over quantity. Reducing the number of leads they pursue each week allows them to spend more time with each customer, increasing the likelihood of closing a sale. One of his sales reps demonstrated this by spending four hours with a customer, closing a $28,000 job on the spot, and earning a significant commission. The key takeaway here is investing sufficient time with each lead to address all their concerns and provide comprehensive solutions.

Asking for the Business

A common fear among contractors is the closing aspect of sales. Corey addresses this by emphasizing the need to ask for the business and help homeowners avoid mistakes, such as choosing the cheapest option, which can lead to poor results and higher costs in the long run. It's not about hard-selling but guiding the homeowner towards making an informed decision.

Hiring the Right Sales People

Identifying Sales Talent

HydroHelp911 uses personality assessments, like the DISC profile, to identify potential sales talent. They look for individuals with dominant (D) and influencing (I) personality traits, as these are indicators of strong sales capabilities. The DISC assessment helps identify candidates with the right blend of dominance and influence, essential for persuading customers.

The 30-Day Onboarding Process

Corey’s company has a rigid 30-day onboarding process where new hires are evaluated based on their performance and their ability to meet the set goals. Sales reps who demonstrate strong work ethic, good communication skills, and the ability to connect with homeowners are likely to succeed. It’s crucial to identify weak performers early on to minimize time and resource investments in unproductive employees.

Performance and Continuation Training

Even experienced sales reps can hit a slump. To address this, HydroHelp911 has incorporated continuous training and feedback loops. They monitor performance metrics, review recorded sales interactions, and provide specific training to address weak areas. Through continual improvement, they ensure their sales team remains effective and motivated.

Scaling Through Quality Leads

Marketing Smart

Corey’s approach to scaling business focuses on generating quality leads over quantity. He relies on data to track marketing effectiveness and avoids platforms that generate unqualified leads, such as Angie's List and Thumbtack. By focusing on quality over quantity, sales reps have a higher chance of converting leads into sales, leading to more efficient use of time and resources.

The Personal Touch

Reducing the number of leads allows sales reps to focus on ensuring every customer interaction is meaningful. Spending more time and providing thorough proposals on the spot helps double closing odds. Corey’s methodology proves that taking the time to educate and consult with homeowners results in higher satisfaction rates, more recommendations, and ultimately more business.

Conclusion: The Future of Sales Training and Continuous Improvement

Corey Parks’ journey from a firefighter to a successful business owner underscores the importance of sales training and continuous improvement. By investing in training, using data-driven insights, and focusing on quality customer interactions, HydroHelp911 has grown significantly in a competitive market. Corey’s emphasis on constant learning and adaptation serves as an inspiring blueprint for other contractors looking to scale their businesses.

For more insights into sales training and business growth, you can connect with Corey Parks on social media or via the HydroHelp911 website. As industries evolve, adopting robust sales processes and continuous improvement strategies will be key to staying ahead and ensuring sustained success.