Hey Jim,
Selling is primarily a information seeking process.
The more information you have the easier it will be to handle objections and close a deal.
The 5Ws which is traditionally used in journalism schools have been used for decades in selling.
In any problem-solving scenario, gathering the 5 Ws is essential in fixing the problem. As roofers, unless you are in new construction, you are solving the problem of a damaged roof.
Many times objections come up because the information wasn’t clear to the prospect.
The 5W’s is a tactic in selling that allows you to gather the right information in order to qualify the lead.
Think of selling as a disqualification process and getting the 5W’s allows you to disqualify prospects and save you time.
You should train everybody who answers the phone in your business with the 5Ws tactic.
A lot of sales organizations have two people involved in the selling process. One to pick up the phone and qualify the lead and the other to close the deal.
I’m not saying that you need two people to make a sale. Some roofing companies just have one person involved in the entire selling process.
It’s up to you to see what works best in your business.
Here are the 5 W's. These questions allow you to qualify or disqualify a prospect.
Who- You first have to know who you are talking to. If you don’t know who you are talking then you won’t be able to call back.
It’s important that whoever answers the phone gets the contact information of the person calling.
This way in case the calls get disconnected or they have to call back you can call them at a later time.
You should get the name, phone number, and email address.
What- Here you can ask questions on the type of roof. Commercial or residential. Flat, or pitched roof. Metal, TPO, etc...
When - When do you need this problem fixed?
Where- Where can our field inspectors meet? What’s your home or property address?
Why- Why are you calling? What’s the scope of the damage?
This information helps your salespeople set up their appointments and helps facilitate sales.
Sometimes there is 6th question that can thrown in the 5W’s mix. The 6th question is How.
How?- How did this happen?
The how question is not always necessary but the more information you gather the easier it will be handle objections in the future.
The 5W’s questions allow you to gather the right information and qualify your leads.
PS- If you want to start getting more inbound leads for your sales team then we should talk
Click Here to Schedule a Free Strategy Session
Mauricio Cardenal
Roofing Marketing Pros
Sent to: jim@riverbendroofingnd.com
Roofing Marketing Pros, 401 Ocean Dr., 722, Miami Beach, Fl 33139, United States
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