SDI

Those of you who have seen this post now have some what of an good ideal of what to say or write in your next presentation. I hope it has given you some insigth on dealing with customers. just remember one thing, Don't let your company spent to much time on selling its self and working for the bottom line that you forget about the customer.work on the customer they will bring the money. And now some information on THE PSYCHOLOGY OF SALES AND MARKETING. Why People Buy: The Psychology Of Sales And Marketing by Marketing Basics © 2005 Did you know that when people make a purchase, they generally buy " with their emotions and then justify their decision with logic later " on? What? You didn't know that? If you truly want to succeed in " business, you need to learn and understand how using psychology can " set you apart from the rest of your competition and take your " business to the next level. Psychology can be applied to all aspects of your sales and " marketing efforts and will give you that all important "edge" over " your competitors. When you write an ad or sales letter, seek first to " understand, then to be understood. In other words, first " strive to understand what's going on in the readers mind, " and attempt to allay any fears or doubts. When you do this, the reader will have the perception that you " understand and care about him and he in turn will begin to care " about and understand you--thus greatly increasing your chances for " making the sale. People desperately want to feel cared for and understood more than " anything else, and the businesses that understand this vital " pyschological factor will gain a major advantage over their " competitors. Also, when writing your marketing materials, bear in mind, people " respond more to what they are going to lose than to what they are " going to gain. It's called "fear of loss." Ask yourself: What will my customers stand to lose if they " do not buy my product or service? In your sales letter, mention to your readers that it will only take " a few minutes, to show them how they can benefit from what you're " offering. This will mentally slow them down and partially alleviate " any hesitation on their part. In addition, reward them for taking the time to read your letter. " Offer to give them a free gift. For example: free reports or gift " certificates work extremely well as freebies. Why? Because they're " low-cost with a perceived high value--and perception is reality." " Did you know you can increase your sales by using pictures of " attractive people using your product or service? It's true. Why is this? Well, first of all, it humanizes your product or " service and prospects perceive you to be more professional and " trustworthy. Again, perception is reality. Secondly, people like looking at attractive people. Big business has " known this for years. Just look at how attractive those people are " in magazine ads and on television commercials. You can also use this knowledge to your advantage on your business " cards, brochures and website. This is especially true for small "mom " and pop" businesses. If you're reasonably attractive, always include " your photo on your website and marketing materials. The reverse also holds true. If you're not attractive, you're better " off not using a picture. You risk losing customers and turning " people off. The same rule applies if you're a minority. You're " better off not using your picture, regardless of how attractive you " are. Why? Unfortunately, we still live in a world where people have " prejudices. That's just the way it is. You don't want to lose sales " because someone has a problem with your nationality or the color of " your skin or the shape of your eyes. Please don't misunderstand what " I'm saying. I'm not suggesting that this happens a lot--but it does " happen. Why take the chance. No matter what type of business you have, in your marketing " materials you MUST sell benefits, not features. People only care " about one thing, "what's in it for me?" A feature is a characteristic of your product or service. A benefit " is what that feature does for a customer. Here are a couple examples " of features and benefits: Feature: At Consolidated Bank, there's NEVER a charge for using " other bank's ATMs. Benefits: You can get cash wherever you are, when you need it, and " save money. Feature: At ABC Employment Service, we test applicants office " skills, such as typing speed. Benefits: When we send you an applicant, they meet your minimum " requirements, and you don't have to waste valuable time testing them " yourself. Here's a little trick for finding the benefit within the feature. " List a feature then ask yourself, "So what?" What does that feature " do for my customers? For example: Feature: Personalized service. Benefit: The benefit of our personalized service is that we take the " time to understand your needs." Don't stop there. So what? What does working with people who take " the time to understand their customers needs do for your customers? Benefit: Since we take the time to understand your needs, we can " better anticipate potential problems and save you time, money and " aggravation. Bingo! Almost everyone likes to save time and money, and less " aggravation is always good, so this is a real benefit statement. Benefits Categories: Though benefits can be described in a million ways, there are really " only five main categories: 1. Convenience: Saves time or effort. 2. Saves money or increases money. 3. Provides peace of mind. 4. Appeals to image or ego. 5. Fun or enjoyment. In addition, one single feature can have lots of benefits to one " customer. Benefit statements don't necessarily have to include one " feature and one benefit, each. Also, keep in mind, just like beauty is in the eye of the beholder, " so too are benefits. One person might buy an SUV because he needs " room to transport five kids; another person buys the same SUV " because she likes the comfortable ride and enjoys sitting up high " overlooking other cars. Another powerful psychological strategy is using " a technique that appears to lower the price of your product or " service, without actually doing so. For example, if you charge $1000 per year for your product or " service, you can break it down for the reader so that they " understand it's really only $19.23 per week." It's the " exact same price, however, $19.23 per week is a lot easier to " psychologically digest and justify than $1000.

I want to thank those who have taken time to answer the post,we all know what we need in oder to help sell the job what I wanted to know is why you think the people buy on price. here is something you may find interesting. I was wondering why people buy things - things like new cars and expensive clothes and, yes, even SEGWAY HT's? It ranges from things I need - food, shelter - to things I want like a newer car, stylish clothes and even SEGWAY HT's. I ran across this. While it is primarily focused on Business Related Decisions there are implications for Personal Choices as well: WHY DO PEOPLE BUY? Five decisions or levels of buying: 1. The NEED to be fulfilled 2. The PRODUCT to fill the need 3. The SOURCE for the product 4. The PRICE to be paid 5. The TIME to buy All are RATIONAL CONCERNS, yet, only 10% of sales or buying are on Rational Levels. The PRIMARY concern is almost always rational – something the prospect thinks out, analyses, weighs or measures. DOMIMANT buying is almost always emotional. Ninety percent of the time it is beneath the surface, an underlying need or desire. How often is a buyer subconsciously motivated by a desire to make a buying decision based not only on getting a good product at a good price, but also, “If this will lower costs, my department will look good. Will I get an “attaboy?” Will my need to worry be reduced? Will I be comfortable with this buy?” WIIFM - What is in it for me?[/red] Three Underlying Fears of Buying 1. Will the product do what the salesman says it will do?Will I be caught with egg on my face if it won’t? How does this decision to buy this product reflect on my judgment, my job, and my peace of mind? 2. Fear that the price is wrong. Not worth the price, available at less cost somewhere else. Will I be praised or put down for paying too much or too little for the quality to do the job? Will I suffer Buyers Remorse later if there are Price Drops elsewhere? 3. Fear that others will not approve the purchase. Doubt may be cast upon my judgment, my standards, my motivation, my suitability to continue in my position. Motives for Buying People do not buy products or services as much as they buy Benefits – Facts translated into Human Values. From the Rational to the Emotional. Move from the WHAT - the FACTS/Logic - to the So What? (The BENEFITS – WIIFM?) It is important to remember: Buying Motives are NOT the Reasons to Buy; they are the reasons behind the reasons. Look at the emotionally charged Fears of Buying: 1. Fear that the Product will not do what it is supposed to do. The objection is that the Credibility of the seller is at question. Will my new SEGWAy last as long, go as far, be as dependable, provide the bebefits I expected before I boought one? CREDIBILITY: The weight given to assertions of an individual and the acceptance given by the listener. Overcome doubts by showing how IT has worked for others whom the buyer trusts and admires – referent credibility. A. Factors in Credibility 1) EXPERTNESS. The extent to which you are perceived to be a valid source of information. This includes Knowledge of the subject; understanding of the questions posed; position held; similarity of background; have information to share; have accuracy in describing product features and benefits; relational intelligence and establish an interpersonal relationship. 2) TRUSTWORTHYNESS: Confidence in your intent to communicate sound and valid assertions. A Yale University study showed that persuasion is up to four (4) times more likely if credibility is present. What can Destroy Credibility? 1. You are perceived to have selfish or personal motivations. 2. Manipulative Methods are used in the presentation. i. Telling Lies – making specious promises ii. Deliberately omitting certain facts iii. Inconsistency or Inaccuracy iv. Lack of Group Identity Remember: What the customer thinks is true, is true - to him. 2. Fear that the price is wrong. This is not Really a factor. Women will buy anything if it is half price and men will pay twice the price if it is something they want badly enough. Price concerns usually fall into one of these three categories: Do I really need to pay this much? Is this the price I expected to pay? I don’t think I can afford it. [red]3. Fear of what OTHERS will think (of his decision to buy.) Will the people whose positive opinion I seek, be in agreement with my decision to buy? My boss, My spouse and family, my co-workers, my employees?

I would like to hear from you out there as to the reason you think people buy on price? BOB V. SDI

no, they dont make sanders its one they carry for thier paint removel pads. the company thatmakes the sander is Dymabrade #716 631-0100 sdi

we been using cabot SPF and its been ok, the clear is a pain because you can"t tell if you apply the rigth amount. also you have to use thier conditioner 1st it helps to break the surface tension for the product to penetrate. we have found that many of the customers are going for the golden tan #3852 48 month,its not bad looking its different but nice. we have applied it to dry wood as well as wet wood. Rich sdi

jon, check out 3M they have what your looking for,we have one its quick and ligth. rich, sdi

We At SDi Have A Stain Authorization sign off form,explains the diffrent tyeps of stains and were they are most effective on. the customer is asked to put in the brand and color & type of product they want us to be used. this free us from any misunderstandings and puts them in the spot. on the back of the form we list 30 things that affect decks and coatings, and that theyer responsible for reasonable care of thier deck. (this protects us from any blames in the future). SDI

With things changing everyday,some times things you knew no longer applies don't know if it's age or the fumes. but I need to know what is being used for stripping the following? Laytex Alkyd & Acrylics. RON SDI

Has any one gotten thier order on defurring pads? we order 5 cases back in Feb 04. and have heard nothing is there some where else we can get them? sdi Just saw the post from Beth. Never mind

The Way to combat that is by finding out if they are licensed or not ,if not than report them to consumer affair. In fact there are talks for here in new york to place a fine on home owners who use unlicensed contractors. Terry SDI

for all your insurence needs in one spot,car home.business.... we found thur our oganization (PDCA) that FIRST NIAGARA, Risk Management group had the best overall savings for All your insurence needs. Contact person is Irvin P. Peterson phone # 716 505 2691 fax # 716 505 0375 give them a try. Bob Valentino

Our company here in New York,encounter at least 2 to 3 law suits each year on customers who don't want to pay,and we have won every single one in court. 1st start with your contract make sure you request a down payment 1st. (10% or 1/3 ). then put that at start of the work you are to be paid 1/3 and at the completion of the work the balance is due in full. in this way if your customer fails to pay you she then has breach the contract terms. also recommend that in your contract you put in that at any time you may request customer to sign off on an reasurence of payment. this is done if you feel along the way that there may be a problem in being paid. you can also request it if a customer claims thier not happy with the work and you agree to take care of thier concerns but they must sign off asurring that you will be paid once concerns are taken care of. another tip: make sure you docuement everything and invest in a camera to take pictures of before and after. tip #2 put in your contract under warrenty that within (put a time frame) that if owner discover a workmenship problem they have x # of days to inform you and thier sole remdy will be to repair the defective portion of the application. tip #3 always respond to a customer asap, by phone and then follow up by letter, if a customer does not want you back to take care of the problem and you have not been paid, send them a letter that you would like thier cooperation in allowing you to address there concerns immd. Now you have 1= Breach of contract. 2= lack of cooperation 3= not being allow to preform And if you have sent them a letter asking them for reasurrence of payment , and they refusse to sign it. the case is closed in your faver. make sure you have proof that you mailed out the letters thur by USPS proof of mailing cost about 90 cents. HOPE THAT I HAVE HELPED. SDI

Here Is The Phone # to Bio-Wash 1-800 858-5011 www.biowash.com ask them to send you a pack of flyers( biowash The one day deck) And send them out in your mailings. If you Need more info, ask our boss Bob Valentino he be more than happy to help you out. SDI Doreen Customer Service

About Spa & deck, we tried it for two weeks on 10 decks, it was surppose to help cut time for the contractor, it did not if fact it added more to our production rate. Our Company for the last 9 years have been using bio-wash natural deck oil. when the weather has not been cooperative or we are backed up, it allows us to wash and stain in the same day and paid the same day. I have seen it hold up well very close to two years. we have two ,two men crew who only wash and stain and average 50 to 60 decks per week. our strip & sand crew can do 3 jobs a day (1200s/f decks avg size). Followed by a refinishing crew when the decks are ready for refinishing. TIP. for extra income get into doing hot tubs, wash and stain in 45 min. and get $150. per hot tub with bio-wash. if your there doing the deck why not the hot tub and make an extra $900. per week. WE have hook up with seller of hot tubs for the maint. And were getting a good # of calls, if fact customers are asking if we can also clean the insides and fill up and add the chemicals we have just started just as a let me see what happens and so far we have 11 already booked at $250. a pop. The Guys From SDI. SAL, Rich, Kevin, And The Boss ( BOB) P.S. our boss read the post and we do an aveage of 40 to 50 decks per week, if the weather was always perfect then maybe 50 to 60 decks per week. Kevin-SDI :o