Value-based Selling

Value-based SellingBrian Fawcett

Truck Team Metrics

• On-site Conversion• Revenue per Hour• Average Daily Revenue• Average Job Size• Dump Percentage• Fuel Percentage• Net Promoter Score

AJS

NPS

OSC

The Big Three are Sales Metrics

AJS

NPSOSC

The Big Three

AJS

NPSOSC

The Big Three

AJS

NPS

OSC

Value- based Selling

The Big Three

27% increase = $148,680 in additional

monthly revenue!!

Leads: 2000Full Load Rate: $598

Scenario 1 Scenario 2 Scenario 3Conversion Rate: 85% Conversion Rate: 88% Conversion Rate: 91%AJS: 55% ($329) AJS: 60% ($359) AJS: 65% ($389)Total Revenue: $559,300 Total Revenue: $631,840 Total Revenue: $707,980

Money for Nothing...the power of Onsite Conversion Rate & AJS

Customer Personalities

Identifying Customer Personalities• Being prepared for the next customer• Builds rapport naturally• Synergies from the Sales Center• Leverage the Job Notes• Reconfirm and recognize the

personality type on call ahead

The Director• ‘Type A’ personalities – fast paced & assertive, little to no chit-chat• Rely on themselves for decision making• Control the situation The salesperson should:

• Avoid beating-around-the-bush• Speak confidently• Get right to it and talk about the bottom line• Downplay enthusiasm, directors view excessive enthusiasm as "hype"

NPS from a Director

“Quick, efficient, worth the money”- Chris Carter (Toronto, Ontario)

The Socializer• Relate topics of discussion to people they know or similar

experiences• They want to be known and liked by others • Fast-paced, higher priority on personal relationships

The salesperson should:

• Show an interest in them• Be flexible with your time, tolerate things such as stories and

anecdotes • Listen and support their ideas or dreams, and flatter them

NPS from a Socializer

“These guys (Brian and Montego) were the BEST! This is the second time I used these guys and I would recommend them to anyone. They arrived on time, got to work immediately and finished emptying my house in one hour. I couldn’t believe it…Plus, I loved how they took the time to chat and have fun!”

- Carolyn Bauer (Los Angeles, California)

The Thinker• Numbers-oriented, logical, seek a lot of information in making decisions • Ask lots of questions• Quieter, slower to decide, less assertive• Makes decisions privately The salesperson should:

• Ask their opinions and incorporate their opinion in the dialog • Follow their lead and listen more• Use lots of logic and facts• Do not push the process

NPS from a Thinker

“Your team delivered on everything they said they would. At first, I thought the price was a little high but after I thought about what it would have cost me to do the work myself, I’m a widow, it was well worth the price. Thanks!”

- Gary Cohen (Vancouver, BC)

The Relator• Similar to the Socializer but not as fast-paced or assertive• Need to build relationships first• Agreeable, warm, accepting, considerate   The salesperson should:

• Ask their opinions and incorporate their opinion in the dialog• Follow their lead, listen more than you speak• Share your feelings and show an interest in them• Be flexible with your time, tolerating digressions, such as stories and

anecdotes• Stress your warmth and sincerity

NPS from a Relator

“I use to do hard, labour intensive work like this when I was their age and believe me, it isn’t easy. I commend them for being so strong and efficient.”

- Peter Tobin (La Jolla, California)

Passive• Not much of a personality at all • Often speak deliberate and subdued• They will not volunteer information and need to be convinced to

make a decision• Monotone, no enthusiasm

 The salesperson should:

• Lead conversations, offer recommendations and advice• Dig deep to find out further information on their situation• Use assumptive phrases • Passive people give in to reasonable advice from others

NPS from a Passive

“My things were removed on time”- Karen Shultz (Danbury,

Connecticut)

Value-based SellingThe Key to REEAP Success

Value-based Selling

APPORT

STABLISH VALUE

STIMATE AND PRICE

SK FOR THE BUSINESS

OSITIVE ENDING

R

E

P

A

E

What is promised from ourSales Agents and on our Website?

Where does a Truck Teambegin building value?

Value in Delivering our Promises

The Truck Team Call Ahead

• No big deal right?• Just a formality right?• Customer really doesn’t care right?

WRONG!!!!!• First shot at making a connection &

being harmonious

87%

Value In Your Attention

Value inAcknowledging Loyalty

“I know this is your eighth appointment with us. Thank you for trusting us again!”

“It’s great to see you on our schedule again since the last time you used us was in 2009! Can you believe it’s been three years?”

“Sam & Justin are not schedule tomorrow, but I will be sending Bob & Simon, who will take great care of you and will be right on time.”

Onsite Introduction

• Value in Keeping Our Promises• On-time Service; Clean, Shiny Trucks; Friendly,

Uniformed Drivers• Value in Your Attention

• Compliment property, etc. and LISTEN• Value in Acknowledging Repeat Clients

The Challenge

The challenge our Truck Team Members have is closing a sale they

did not start

Value in Continuity• Continuity from the SC or Website

• Continuity with the Truck Team

APPORTR

What is the Value of our Service?

E STABLISH VALUE

The Value in REALLY Establishing Value

“We price by how much volume your junk takes up in the back of our truck. It

includes all the lifting, loading & clean-up.”

A large percentage of truck team members currently establish value like this:

ValueWhat is the primary value of our industry?

TimeUrgency – same day and ease of

booking; saving their weekendSpace

Junk removed, Space cleanedEffort

Customer can leave items as is. We come into the house. We do all the work.

ValueWhat else do our customer’s find valuable?

• Insured• Pricing model – all inclusive, not just up-front.• Reputation – World’s largest• Footprint

Value in Replacing Painwith Pleasure

Most of our customers have pain

1-800-GOT-JUNK? provides a solution

Sell the value of the solution, not the cost of the solution

Value in Empathy

FeelFelt

Found

Value in DiversionOur job doesn’t end here…

We don’t stop working when we leave here. We are proud of our Landfill Diversion Program which includes responsibly recycling metals, appliances, tires, t.v.’s, computers, yard waste and many other items.  Also, we make every effort to ensure reusable items are donated to one of several local charities that we work with including………

STABLISH VALUEE

Value in Volume

STIMATE & PRICE

Value in Volume

Value in Volume

Value in Volume

“My job is to provide the most value for you. So before I give you a quote, is there anything else you need us to take away today……because………..”

Value in Volume

“The more we take today, the more value you get per square foot of the truck.

We are a lot like…”

Value in Integrity

• QFA – Up-front Pricing• Fair, accurate price• Show the truck• Show the price list

STIMATE & PRICEE

Value in Confidence

SK FOR THE BUSINESS

ositive Ending

Value in Thoroughness• This is where you put the finishing

touches on the process.• Clients often remember how the process

ended.• This is your last chance to ensure client

was wowed!

ositive Ending

Value in Thoroughness• “Is there anything else we can do today

to make this an amazing experience?”• Walk Through• And of course………………… the

Super Sweep!!!

ositive Ending

ositive Ending

• Invoice Neat and Complete• Referral Materials • Lawn Sign

ositive EndingP

The Challenge

$500

Junk Removal

WOW!Value

Value-based Selling –The Key to REEAP

APPORT

STABLISH VALUE

STIMATE AND PRICE

SK FOR THE BUSINESS

OSITIVE ENDING

R

E

P

A

E

1. Value in Delivering our Promises2. Value in your Attention3. Value in Acknowledging Loyalty

4. Value in Replacing Pain with Pleasure5. Value in Empathy6. Value in Diversion

7. Value in Volume8. Value in Integrity

9. Value in Confidence

10. Value in Thoroughness

AJSSell

ValueNPS

OSC

Provide Value At Each Stage Of REEAP

The only difference between us and the competition is how we make our customers feel

when we drive away with their junk.

The Results…

VBS that Wows will Exceed Expectations

Exceeding Expectations will Generate Loyalty

Loyalty will Generate Repeat & Referral Revenue