Pella Sales Process - Module 2 - Take 2

Yeah, the paella by horns selling process.

Select target accounts.

Our sales managers, with the assistance of sales representatives identify

the highest value targets for our new business development efforts.

We research to learn as much as possible about the

prospective customers such as who is the owner, Who are

the key employees areas of specialization or expertise?

Price range of projects, geographic area of influence and reputation

for quality and service.

It's interesting that most often these target accounts mirror the

qualities of our best current customers.

They share our passion for integrity and all.

We do.

Target account lists are finite and they are focused.

It is our expectation that we will have to devote

months and even years in some cases to win these

accounts, create and deploy weapons for the sales attack to

earn a prospect's business.

We deploy tools or weapons for success.

Okay. Our sales story.

This is the language we use whenever we speak to

a customer or prospect about the value of our company.

The sales story is compelling, differentiated customer focused.

It positions held by Horn sales representatives experts, value creators

who problem solvers.

We practice our sales story regularly until we own it

paella by Horn serves building professionals For over 60 years.

Michigan builders and architects have chosen us for superior window

and door solutions.

These building pros turn to paella by Horn because we

are experts who focus on just one product.

We warranty every product we sell and we service every

product we sell paella is the number one preferred brand

of windows and doors in America.

And builders and architects in michigan know that paella by

Horn backs up those products with sound advice and trusted

service. Our list of client issues addressed is the list

of the reason our current customers choose to do business

with the alibi Horn.

This list is like having a catalogue of third party

referrals for why our prospects to consider pala by horn.

Mhm. Our customers choose paella because they want a window

brand that enhances their reputation.

Our list of differentiators is a list of the key

things that make paella by Horn the very best choice

for windows and doors.

This list identifies what makes us exceptional builders who use

paella. No, we are different because paella has stood the

test of time.

Pella Corporation is nearly 100 years old and paella by

Horn has represented Paella in Michigan for nearly 60 years.

Our list of probing questions.

This is the most powerful tool we have in our

arsenal. We will use these questions to uncover the problems

issues, paint points, missed opportunities and aspirations of our prospect.

We will dig and probe until we find the true

reasons why we can help our prospect to be more

successful and therefore become a part of her team.

Questions fall into four general categories.

Situational questions are questions that define the current state of

affairs for your prospects.

Problem questions are the questions we used to identify the

issues and problems of prospect is facing implication.

Questions are the questions we used to highlight the consequences

to the prospect when one of the problem occurs and

lastly needs payoff.

Questions are the questions we used to help the prospect

understand and appreciate what real solutions can mean for their

business. Our list of common objections and responses are part

of our sales attack because no salesperson can be prepared

for every possible objection.

However, we know there are many frequently used objections prospects

challenge us to answer.

We are prepared by practicing appropriate responses to these objections.

John I tried to tell a few years back and

I had nothing but problems.

I really don't want to go through that again.

Byron. I'm really sorry to hear that.

You know, like other companies sometimes we fall down.

I can honestly say that I do business with dozens

of builders who choose me because they know that when

they call me, I'm going to take care of the

issues that come up.

Among the tools we use in our sales attack is

our portfolio of products samples, marketing, literature, videos, webinars, white

papers and industry experts, trade shows, facility tours, case studies

and references to use in the quest for new business.

Each tool has its place in the paella by horn

sales process.

We must learn to use these tools effectively plan and

execute the attack.

Earning a face to face appointment is a step often

performed on the telephone and at other times in person.

Our process includes becoming comfortable with our step by step

method for convincing a prospect is worth her time to

give us a face to face meeting.

We employ certain phrases in a particular sequence to accomplish

this objective.

Our success rate is high, but we do run into

a lot of roadblocks and there are times we have

to try multiple times before getting the appointment.

This is Byron.

Hello brought Byron.

This is john esterbrook.

I'm calling from Pella windows and doors.

How are you today?

I'm doing great john what's going on Byron?

I I've been noticing your wonderful projects all over the

grand Rapids area and I can't help but think man,

they'd look great with some Pella windows, you can talk

about that, john that's very kind of you to say

that I'm pretty happy with the guy that I've had

has been around for 10, 15 years and so yeah,

I appreciate you saying that though.

Well, I'll tell you what, I certainly respect a good

relationship between the supplier and a builder.

I know they're kind of hard to come by, but

you know, there are many reasons that our customers choose

paella over other brands.

For example, a lot of times they want, a salesperson

is truly a specialist and expert on windows and doors,

you know, to help them deal with all the complexity

of, you know, that particular product.

I does that sound like something that would be helpful

to you?

Well, I don't know.

I thought of my guy knew plenty about windows.

He's been around for 10 or 15 years and and

um I would assume that he knows a fair amount

about windows.

Uh what what would make you different?

Well, I think that again, I go back to the

notion that all I do is focus on one brand

of windows every day of my life.

And I think you can appreciate the whole window and

door category has gotten extremely complex with all the different

choices, the different product lines and so forth.

And I think my job is kind of the look

out for my builders and keep them out of trouble,

make sure they make good decisions and and of course

there are always problems and when those problems come up

they rely on me to fix them.

Well what do I have to pay to get all

that john it seems like paella is a little bit

more expensive than what I would, what I would be

putting in my uh my homes right now, I can

appreciate what you're saying.

We certainly are not the lowest price window on the

market, but tell us a very different company today than

it was a few years ago, we have nine different

brands of windows, different materials, different price points.

So what I find is that we almost always have

a product that fits the budget of a given of

a given project.

Now, not everyone.

But certainly I've looked at the homes that you're building

and those are the kind of homes that we supply

windows to all the time.

Uh, I can appreciate and understand that, john, I'm, I'm

just not sure that my customers really care that much

about the windows that I choose.

Is there any evidence to the contrary?

You know, I hear that quite frequently and, uh, you

know, a lot of customers are not well educated about

windows. They don't realize the kinds of problems that they

can run into with windows and doors.

And, you know what I find is that when we

make the windows an important consideration, it becomes an important

consideration for the consumer.

So my builders generally use the paella brand and its

reputation as a way that.

Pella Sales Process - Module 2 - Take 2 - Part 1

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