Floor coating contractors are extremely hard-working and talented.  Unfortunately many can’t seem to crack the code on getting customers consistently every. single. month.

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Sales Call Audit Series – Floor Coating Marketers – Episode 2


Sales Call Audit Series – Floor Coating Marketers – Episode 2

In my second episode of The Sales Call Audit Series, I talk about taking control of the SALE. This podcast is a perfect example of a call where you’re not in control of the SALE. When your customers do all the probing and you are just responding for the sake of responding, know that the ball is not in your court. The key to solving a customer’s problem is listening. It may seem like the best way of providing them with an answer, but if you really take your time and let me help out by asking open-ended questions then we’ll find just what they need at no cost! Do you struggle with closing leads? If so then watch this video.

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Audio Transcript


If you aren’t a concrete coating business, and you’re struggling to close more jobs than I invite you to watch this video



Okay, so before we get into this video, I want to explain what it’s about, what we actually do is listen to some of our client’s calls to make sure that the calls are going smoothly, leaving that if the leads are going well, and if the good quality leads. And during that process, I realized that there have been some struggles on the phone trying to deal with people and understand what it is that they’re trying to tell us when they’re talking to you on the phone. Much like a relationship building, you know, situation, whether you’re at a coffee shop, or a bar, or whatever it is trying to get a relationship started, if you start talking about yourself, the game’s over. So what I decided to do was create some videos. And this is going to be all part of a series, create some videos where I can provide some tips and tricks on how to overcome some of these things on the first initial call. Obviously, I can’t necessarily help you with the onsite estimation type situations, although there are some strategies for that too. But this will be a game-changer for you only because that’s the very first time that they ever get to talk to you. So this first initial call and conversation is the one that matters the most, and will be the deciding factor on whether or not this company is going to or this person sorry, is going to buy from you. So enjoy watching the video. And let me know what you think. Talk to you soon. All right, thank you for watching yet another episode of the call-on series for concrete coating contractors. This one is especially unique to this call because this gives you a perfect example of what happens when you’re not in control of the sale. Because let’s face it, even though it is that really initial call, it’s still part of the sales process and should be considered part of the sale. So when the prospect is answering or asking a bunch of questions, and all you’re doing is coming back with answers that are in control of the sale, you need to be asking the questions you need to be finding out more. Because if not, they’re just going to ask for the price. So let’s take a listen. And you’ll see what I’m talking about.



This is Jack. Yeah. Good afternoon. Hi, how you doing? Good. How are you?



Do you any work in the manosphere Manaphy area?



Say that one more time?



Do you do any work in Menifee area, Riverside?



Um, yeah, we can we can definitely travel. We’re out in the San Gabriel Valley. But we travel all over everywhere. Yeah, what are you looking for? Could you give me kind of rough estimate for that three car garage? Oh, do you have like a bass gas on the square footage or anything like that.



So this is very, very typical kind of call that you guys are receiving, like just right away, just want to know how much things cost.



Now, some may feel like this is a way to vet out calls. But you haven’t done any of the work yet. Right to to really establish whether or not whether or not they should be vetted. Right. If they’re asking for price right away. We don’t know what the reasons are for that they’re, you know, maybe they are a competitor or maybe somebody like that, let’s not think that way. Let’s think that this is a legitimate customer who’s really trying to figure out what he’s trying to do and solve his problem.



No, no, no. All I know, is a three car garage standing.



Okay, so normal to the wrong side. Gotcha. So it’s probably close to 600 square feet, I would imagine. I would say I mean, I. So I would say you’re probably looking at close to $3,000 for everything. It really depends wildly on the floor itself.



$6 a square foot. So what would he say? 600 square feet times $5. For a one day floor system. That’s not going to be – that’s bottom of the barrel, right? And so you’re already out of the gate for one you’re already out of the gate. It’s like lost the sale because it’s just there hasn’t been enough qualifying or probing With the customer to find out what’s going on, right?



It’s, I know, it’s difficult on the phone to do that, especially when you’re busy driving around, or you might have been in the middle of something. But if that’s the case, maybe you’re not the right person to be answering the answering these phone calls for first of all these these phone calls need, they need attention, right in order to increase your conversion rates, right?



And what exactly you’re looking for, we offer a couple of different like packages. By I would say you’re looking at probably starting at about six bucks a square foot.



I’ll tell you what, let me go ahead and take real measurements of this. The floor really smooth and I will see no chips, or cracks or anything like that. Let me let me take, take some measurements. I’m gonna call you back.



Okay, great. Yeah, you can also you can also text this number, if that’s easier. Okay.



So I feel like this possibly could be a competitor. Because he started talking a little bit Oh, there’s no chips, no cracks, like, how did he know that? Where did that come from? Right. But let’s, you know, for the sake of this scenario, let’s think that this isn’t the case. Maybe, this is also a sign that he has talked to somebody else and other competitor, right. So as soon as he said, $6 square foot, it was interrupted. He couldn’t he couldn’t do anything with this call, there was no way.



This call was already lost as soon as that price range went in. So you need to sell the appointment to the best of your ability. If there’s a lot of pushback, and they just don’t want you to come out, then that’s fine. That’s when you’re vetting that’s when you vet don’t vet right off the bat? Oh, yeah, it’s going to be $3,000. Just to see what they would say, that’s just not how this works, right?



People have so many, many things going on in their minds, when they’re trying to make a decision on buying something. Price is always going to be top of mind until they can match that value first. So the only way that they can match that value is by asking qualifying questions, like what do you know about this concrete?



Trying to figure out how digital marketing works is like trying to figure out a new language backwards. How do you build a website properly? How do you rank that website on Google? How does Instagram work? How does Facebook work? Should I use Facebook ads or Google ads? All of these things can be extremely daunting for a concrete coding business owner, especially if you’re just trying to grow your business.



Like? What do you know about you know, the, the epoxy system that that’s out there? Like, have you used epoxy before? Have you talked to anybody about this project? Have you talked to you, and the other epoxy floor coating companies? And just start asking to start probing like getting Oh, yeah, cool. Right on? Can you tell me a little bit more about that? Like, what are you going to be using this garage for? Like, do you have some fancy cars in there? Like, what is your what is your vision? Right? What’s your plan? And get them to talk get them to open up? Really good question is, before we get, you know, deep into the price, and kind of talk about that, you know, I want to get to know you a little bit more.



So tell me a little bit why you wanted to, you know, why you wanted to get this estimate, like or fill out the estimate form? Or why you call today? What? What’s really pressing that you want to get done? Like, why do you want to get concrete coating done? On your like, tell me a little bit more about what’s going on. And knots. I know it sounds stupid, into some cases, but it’s really not. Because what you’re trying to do is you’re trying to establish a relationship with them, you’re trying to, you know, make get them to feel comfortable with you and get them to trust you.



People will only buy from you, if they know you, like you and trust you. So always remember that. You got to get him to like you, you got to get him to trust you and get to know you a little bit. How did he get to know you, you can talk about the testimonials, you can talk about reviews, you can talk about warranties, you can talk about how long you’ve been in business for, you can talk about many different things, not to the degree of bragging but just say, Listen, we’ve been in business for a long time. So you know, we’ve seen everything from the worst quality epoxy floor systems to the top quality ones, we want to make sure that you’re going to get the best. So tell me a little bit more about how we can help you, you know, can we book call, let’s get on and get on our calendar.



 And I got time on Thursday, Thursday at eight o’clock, blah, blah, blah, whatever. We want to be more convenient than we want to be about price. Right. So that’s pretty much all I had to talk about on this call. Stay tuned for the next one. We’ll talk to you later. So these videos are going to be part of a series of videos that we’re going to be creating. For everyone that does concrete coding, just to try to see if we can help get over this struggle of sales, right? It’s one of the hardest things to get over. It’s not for everyone, it’s you know, maybe you’re at the level of your business where you don’t need to do it yourself.



You can hire a salesperson for it. Obviously, that’s ideal, but that’s not everyone, right? And so overcoming some of these objections is really critical in the growth of your business. If you can handle if you can nail that part of your business, you’re gonna crush it, you’re just gonna crush it in your market. No one will be able to compete with you if you know how to listen and talk to your prospects.



So that’s the point of these this series is to kind of help you guys through that stuff. Please feel free to you know, follow us on Instagram and Facebook, subscribe to our YouTube channel. These videos are all going to be laid out in the YouTube channel as well as the website. So you can go to for coding mocker Let me say that one more time floor coding And you’ll be able to, you know, go to the menu, choose sales learning, I think is what we’re going to call it. And basically, that’s where all the videos are going to be. So thanks for watching the video. And we’ll see on the next one, and we’ll talk to you soon. Thank you.



Your job your responsibility as a CEO of your company, is to automate and delegate. Your job is to make sure that everyone in your company is in the right seats, trying to figure out how digital marketing works, its strategies and its tactics. Honestly, it’s a complete waste of your time, resources and money. You need to hire a company that’s dedicated to you and to the industry. Like for quoting marketers, stop trying to weigh your options just hire for quoting marketers for your concrete coating business. If you own a concrete coating business, this is your best shot and your success. If you want to three times or even 10 times your revenue, this is the best way to do it.

Topic Discussed

  • How to handle sales objections
  • Why you should be asking questions on a sales call
  • What kind of sales strategy works best for concrete coating businesses
  • What to do if you can’t answer the phone

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You can take control of your market with the right strategy.  The days of just throwing up a website are over.  You need to be where your customers are.  Are you struggling to get the phone ringing more often?  Well, we can help with that.

Many floor coating contractors have tried many different ways, but they find it doesn't work. Using short-term lead generation will never help you in the long run.

Our proven Floor Coating Marketing Program can move the needle in the right direction.  It will ensure you get more leads, more often, and profitably.

If you're stuck just using a Pay Per Lead service like Home Advisor, then you are competing for the same lead, and everyone pays for the lead.  This always leads to the race to the bottom and the price will always be an objection.  Why not put your business in front of people you want to work with?

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