Finding Success with Personality-Based Sales

by Tom Luby, owner of Profit Builders International

Many in the fencing industry, or any industry for that matter, search for powerful sales tools. The truth is, the ultimate sales weapon is you.

Putting your potential customer at ease (comfort), getting to know them and letting them know you (confidence), then finding common ground upon
which to build a customer relationship (trust); that is what selling is all about.

Once you have found common ground and have put your potential customer at ease, they can develop confidence in you and your company and begin to trust you to deliver what you say.

When your customer trusts you, they are yours! If they buy a fence, they will buy from you; or at least give you the opportunity to sell to them.

By following these three simple steps of comfort, confidence and trust, your capture ratio will immediately rise along with commissions and profits.

For the most part, reputable and quality-conscious fencing contractors sell a similar fencing product that is aesthetically pleasing, sturdy and dependable with a reliable guarantee. Please note that I have taken care to specify reputable and quality conscious in my description of fencing contractors. There are always less reputable fence contractors in the market who do not carry quality products, or operate illegally without proper insurance, or avoid paying workman’s compensation insurance, taxes, etc. Along with them, there are always discount fence customers who are only looking for the very lowest price. Let the less qualified low-ballers compete for that non-profitable job.

So, what sets you apart from your true competition? You do! Your personality sets you apart. All other things being equal, and sometimes when they are not equal, it is your singular and unique personality that will make the difference in whether you make the sale, or the next person does.

For company owners, ensure your sales staff understands and implements the comfort, confidence and trust sales model. Beyond that, the notion that true salespeople are born, not made is true. Some people are simply more adept at selling than others.

For those who have a long history of success in the field of sales, their record speaks for itself. For those who are wanting to enter the sales field, the only way to know if you have what it takes is to try. Neither race nor gender has anything to do with being successful in sales.

If you’re curious about your sales potential, jump in and give it a try. Learn from successful salespeople, spend time with successful salespeople in the company or find a sales mentor in another field. Study my sales guide to the fencing industry, The Close, and then have at it. If it feels right, then you probably have the right personality for sales.

Always remember, in sales you are building relationships and selling yourself. No one else can be you. Your confidence and your belief in your product and company, along with your positive attitude will always make the difference.

Tom Luby has helped hundreds of contractors within the fence industry achieve success with maximum profitability and efficiency. With over 25 years of experience consulting in the fence industry, he developed the “Roadmap for Success”, a program that can help contractors succeed. The program is available on CD, along with the sales and marketing guide “The Close” by contacting him at:

Profit Builders International
3421 10th Lane West, Palmetto, Florida 34221
www.profitbuilder.org | [email protected] | 941-981-3677