Few have put thought into what to leave behind after a call, and fewer still see it as a significant part of the sales process. It is. I’ll define “leave behind” as whatever you leave with the customers at the end of the call, whether you make the sale or not.

In the margin of this page write down what you always leave behind after you make a sale. Then write down what you always leave behind when you do not make the sale. I emphasized “always” because I’m interested in helping you create a standard practice, not an occasional and random one.

I’ll wager that many of you were stumped on the “always” requirement. Your list may include only product literature and a copy of your bid. For some of you the margin is blank. Whether you make the sale or not it’s vital that you leave behind appropriate information to either reinforce that the customer made the right decision in buying from you or, that they should buy from you.

People remember only 5 percent of what they hear after three days. It’s known as “short-term” memory. We remember a little more if we’ve seen something or, better yet, touched it. So to improve your customer’s recollection of you and all of your key points, it’s important to include as much active conversation as possible in your call (ask-listen-write down) and also show examples of your best attributes (company presentation book).

When you leave you still have to give them something that summarizes all of your value-adding points. The things that you leave behind are intended to create a reminder that your company is the right one to do business with.

Each of the following is intended to do one or all of these three things: establish trust, differentiate you from others and add value:

1. A custom-made folder

This folder should have your logo or company photo on the cover along with the logos of your key affiliated companies. That can include your equipment brand logo, Better Business Bureau, NATE, etc. The inside of the folder should have two pockets for inserting paperwork. The left pocket should have a slit for your business card. The right pocket should have customer testimonials printed on it. The back of the folder should have a “dare to compare” list. List the top 10 great things that you do with two check boxes next to each line. One of the check box columns is labeled with your company name and the other column has the word “Other” at the top. ALL of your boxes are checked off. You want the customer to compare you with other potential contractors.

2. Your proposal form

Leave a neat, legible copy of your proposal, or, better, leave the original.

There are still sales trainers who suggest you don’t leave your proposal unless they agree to buy. I believe that if our intention is to create a lifetime relationship with the customers, then we have to act in a trustworthy manner. If you trust someone you’d leave anything that could help the person make a decision.

3. Your company brochure

This doesn’t have to be fancy. The essentials include photos of your owners, group photos of your key people, including office personnel, technicians, installers and you. Add a few customer testimonials and a short list of your credentials such as time in business, licensed, bonded, insured, certifications, a smattering of your good stuff especially if you have some advantages over your competition. For example, if you’ve earned NATE certification and are drugfree and have 24-hour service, be sure to mention all of those.

If you don’t have a brochure yet then type something up on your stationary. These days it’s easy to import a few photos and make color copies. Do it.

4. Product literature

Leave information on whatever they bought. If you talked about upgrades and they had any interest, include them too. They can’t buy what they don’t have information about. Some people will surprise you with how cautious they were during the call and then later decided to upgrade everything.

5. Written summary of what’s next

This is so important. Many, even most people will have a twinge of buyer’s remorse. They need some re-assurance after you leave that they made a great decision. You’ll be telling them they did as you wrap up after the sale, but they need something that “holds their hand” when you’re gone. A simple remedy is to have a checklist including the next steps: who will call to confirm the installation, when they will call, what happens when the installers show up, what will happen while the installers are there, how the lead installer will wrap up the day’s work, what they can expect the first day/ night with their new system, whom to call if there are problems, when you will be contacting them again, and how to reach you any time for help. It’s all about peace of mind.

As you probably suspect it’s the same list, except for two things:

6. NOW is the time for your referral list.

This is a written list of past customers who have enthusiastically agreed to have their names, addresses and contact information given to potential customers who want personal assurance that you and your company are all that you claim.

Just having a list provides evidence that you are competent, confident and professional. For some, that will be all they need. A few will call someone and of course get a glowing recommendation— and the sale is yours.

7. Why paying less is a bad idea

Many people are going to shop you. It’s the way some are and there isn’t anything you can do about it. Except this: Create a story. I like the “iceberg story” that points out why your solutions to their problems cost as much as they do. You have to explain the “hidden costs” — the ones the customers don’t know about and will never see. These are very important, even critical to the systems performance and the customer’s satisfaction. This is the old “you get what you pay for” concept. As you are about to leave pull this out and suggest they be cautious about choosing any other contractor, making sure those contractors do all of the “hidden things” that you always do. And, if you have courage, ask them again to buy. You’ll get some to say yes!

Now you have some work to do. Get to it…and Good Selling!

Tom Piscitelli is president of T.R.U.S.T.® Training and Consulting. For more information on how his System Selling In-Home Sales Call Training DVD, CD and Self-Study Workbook can help you sell more jobs at higher margins and higher prices go to www.sellingtrust.com.

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