The 7 Steps to Elevator Business Sales Process

We do not sell widgets, we sell relationships! I have continually told my entire team that for decades. As the saying goes, “Learn the rules like a pro so you can break them like an artist.” This is especially true in the elevator industry, where mastering the sales process is essential to delivering reliable results, but adapting to unique customer needs is what sets you apart. Once you've learned the seven basic steps of the elevator sales process, you can customize your approach to meet the specific needs of building managers, developers, or maintenance teams.

What is a Sales Process?  

A sales process refers to a series of repeatable steps your company takes to move a prospect from an early-stage lead to a closed customer. It is the backbone of any productive sales engagement as it gives you the structure, roadmap, and reference points necessary to pitch your elevator services with thoughtfulness and consistency. A strong sales process helps consistently close deals by giving your elevator business a framework to follow. 

Benefits of having a sales process for your elevator business includes:  

• Smooth onboarding: A clear process helps new technicians and sales reps get up to speed quickly. With a solid framework, training is consistent, and they know exactly what to do at each stage of the project or sale.  

• Predictable revenue: Without a strong process, it’s hard to predict revenue in the elevator industry. A structured approach helps you keep track of prospects and projects, giving you a more accurate picture of future earnings.  

• Continuous improvement: If you don’t have a process, it’s tough to improve when you miss goals. A clear process gives you a baseline to evaluate and make adjustments as needed. Without it, you’re essentially operating in the dark. 

The 7-Step Sales Process  

Here's a breakdown of the seven core steps every elevator business can follow to attract potential clients, close deals, and retain relationships for long-term success: 

1. Prospecting: Identifying Building Owners and Managers  

Prospecting means looking for building owners, developers, property managers, and facilities teams who need elevator services, whether it's for installation, maintenance, or modernization. Check if they have the budget and need for your services. Qualify prospects based on things like the age of their current system, any compliance issues, or future projects. In modern elevator sales, it's important to connect with more than one decision-maker. This could include engineers, contractors, and maintenance supervisors.

2. Preparation: Researching Clients and Projects  

In this step, your goal is to prepare for your initial client contact by thoroughly researching the building’s infrastructure, the type of elevator systems they currently use, and the specific challenges they face. Tailor your proposal to fit their needs, whether it's improving elevator performance, ensuring code compliance, or offering energy-efficient upgrades. The better prepared you are, the easier it will be to differentiate your elevator solutions from competitors.

3. Approach: Making the Initial Contact  

The approach is how you first engage with potential clients. In the elevator business, this could be a formal meeting with property managers or a site visit to review their current equipment. Use one of these three methods to make the best first impression:  

• Premium approach: Offer a free safety inspection or consultation.  

• Question approach: Start with a question, like "Have you considered how elevator downtime impacts your tenants' satisfaction?"  

• Product approach: Offer a free demo of a monitoring system or a maintenance plan for review.  

4. Presentation: Demonstrating Elevator Solutions

Your presentation is your opportunity to showcase how your elevator services meet the client’s specific needs. Whether you’re presenting a modernization package, a new installation, or a maintenance contract, it’s critical to focus on the benefits that directly address their concerns. Highlight your ability to reduce downtime, increase energy efficiency, or meet ADA and safety compliance. A successful presentation in this industry isn't just about slides—it’s about building trust and showcasing your technical expertise.

5. Handling Objections: Overcoming Client Concerns  

Handling objections is a pivotal part of the elevator sales process. Concerns about cost, timelines, or system reliability are common, so be ready to address them with confidence. For instance, if a client worries about high upfront costs, emphasize the long-term savings of energy-efficient systems or the lower cost of preventive maintenance over time. Remember, most sales require at least five follow-ups, so persistence is key in overcoming objections.

6. Closing: Sealing the Deal  

When it’s time to close the sale, choose a method that fits your client’s needs. Here are three common closing techniques for the elevator business:  

• Alternative choice close: "Would you like to move forward with the full modernization package or just start with safety upgrades?"  

• Extra inducement close: "If you sign today, we can offer you a complimentary first-year maintenance plan."  

• Standing room only close: "This pricing is available until the end of the quarter when new safety regulations might increase costs." 

7. Follow-Up: Building Long-Term Relationships  

In the elevator industry, sales don’t end when the contract is signed. Following up with your clients ensures you maintain a strong relationship, whether for ongoing maintenance, future upgrades, or referrals. Given that elevator systems are long-term investments, keeping in touch allows you to become the go-to service provider for future projects and referrals. 

In my opinion, this is one of the most important steps and often overlooked. Once a sale is done, it moves to operations and the follow-up sometimes gets dropped. This is a big mistake because additional sales can transpire throughout the project or following the project. Stay connected once you build the relationship and win the sale! 

After-Sales Service: What to Do After Finishing Your Elevator Sales Process  

After-sales service is the support you provide to clients after they’ve bought your elevator products or services. This can include a smooth onboarding process, extended customer support hours, and reaching out to solve small issues before they turn into big problems.

Many elevator businesses focus more on potential customers, trying to grow their client base. Converting leads into their first sale brings an immediate reward. However, this can create a pattern where businesses invest heavily in pre-sales efforts but overlook post-sales support. While pre-sales work is important to turn prospects into buyers, after-sales service is key for long-term success in the elevator industry for three main reasons:  

• Building repeat customers: Excellent after-sales service helps keep customers coming back. Think of your elevator business as a bucket filling up with sales. If there’s a hole at the bottom (customers leaving), no matter how many new clients you gain, the bucket won’t stay full. Great service after the sale plugs that hole, so clients stay loyal as you bring in new ones.  

• Encouraging word-of-mouth referrals: Happy customers are more likely to refer your elevator services to others. Referrals from satisfied clients are one of the most valuable ways to grow your business.  

• Strengthening your brand: A good post-sales experience boosts your brand’s reputation and encourages customer loyalty. When clients see you as reliable and helpful, they are more likely to return and recommend you to others. It also helps increase conversion rates and reduce customer turnover.

Customizing the Sales Process for Elevator Businesses  

Now that you understand the basic steps of the elevator sales process, you can tailor them to fit your specific business. Maybe your clients need more detailed safety analyses during the prospecting stage, or perhaps they prefer face-to-face interactions in the approach phase. By mastering these seven steps, you’ll be able to adjust and break the rules where necessary to better connect with your customers.  

Empowering Elevator Entrepreneurs Summary  

• Identify your clients' challenges and pain points: Whether it's elevator downtime, modernization needs, or regulatory compliance, your sales strategy should focus on solving their most pressing issues.  

• Offer tailored solutions: Once you’ve identified their problems, tailor your products and services to meet those specific needs. Demonstrate how your solutions improve safety, performance, and tenant satisfaction. Customized solutions have a better chance of landing with clients as you are focused on solving their specific needs.  

• Be persistent: Many deals in the elevator industry don’t close on the first attempt. Keep following up, addressing objections, and proving the value of your solutions. You know the old saying, the squeaky wheel gets the grease, so be the squeaky wheel in a respectable personable way.  

• Remember, the steps in the sales process are just a framework. Your real success lies in how well you adapt them to meet your clients' specific elevator needs. Keep refining your approach, and you’ll elevate your sales performance in no time.