Maximizing Sales: The Secret to Quicker, Smarter Estimates

I see a problem over and over in my coaching calls with decorative concrete professionals -- spending too much time on the estimate. While it's a common issue, you can overcome it.

Be sure to stick around to the end because I will share the four steps I take in every estimate to earn new customers.

The Mighty Closing Ratio

You shouldn't spend more than 45 minutes with a new customer on your face-to-face estimate appointment.

The folks I coach who spend more than that have closing ratios below 25% -- and, in some cases, even in the teens.

That's not where you want to be.

But here's the exciting part – those who implement our strategies, training, and coaching can boost their closing ratios into the 40-50% range.

That's a game-changer!

Expert Tip: If your closing ratio is too low, you're burning through your funnel of leads.

This means more leg work, marketing dollars, and time invested to get the amount of work booked to meet your income goals. (If you don't know how to calculate your closing ratio, watch this video.)

Three Traps to Avoid

Here are three traps to avoid in your estimate appointments. When you successfully shed these habits, you'll make the most of your investing dollars and book more work.

 #1 The Time Trap

Don't spend an excessive amount of time with customers during the estimate.

Don't get me wrong; you want to provide excellent service, but sometimes less is more.

Most of the time, I see folks over-explaining things.

This sucks you right into the time trap and leads to customer confusion.

It's like giving them a firehose of information when they're just looking for a glass of water. 

This can drastically affect your closing ratio.

#2 Knowledge Overflow

Another common pitfall we see is decorative concrete professionals trying to share ALL their knowledge right from the get-go.

Now, we get it – you're the expert and want to impress your customers. But remember, it's better to listen and ask the right questions.

Instead of overwhelming your customers with everything you know, focus on solving their concerns, problems, and desires.

Be their guide, not their encyclopedia.

#3 Too many options

It's easy to fall into the trap of thinking more choices are better, but that's not always the case.

When you show a customer an overwhelming array of products or color schemes, you might think you're giving them options. But, in reality, you're making it harder for them to decide.

BONUS: The four steps I take on every estimate

As promised, here's a bonus list of my four steps on every estimate appointment.

Step 1: Make a good first impression.

I don't make a good first impression through mindless chit-chat. And I'm constantly learning how to improve in this area.

Step 2: Determine your customer's needs while reviewing the project area

What is your customer looking for? I go over some great questions to ask in this post.

This is the step where I look at the project area, measure, and look for areas I'll need extra preparation or repairs before installing my system.

Here's a tip: You can talk and measure simultaneously.

Step 3: Make your recommendation and pre-close

Notice I didn't say to show a portfolio of all the options known to man.

You've heard your customer's desires and concerns. You should have a pretty good idea of the system that will solve their issues and meet their design expectations.

We talk about mastering your top three systems in this post.

Step 4: Gain agreement with the project

You can't wait for the customer to say, "Hey, I'd really like to buy this from you."

You have to ask for the sale.

So, there you have it.

So there you have it: three habits to shed to conduct quicker, smarter estimates and four steps you should take on every estimate to maximize your sales.