September 01, 2015
Convert more estimates into jobs by educating your customers and get paid more by emphasizing the quality of the materials you're using. Customers that can see value in the product and service you’re offering are more likely to pay more for your services. Do you try to meet with your prospective customers when providing an estimate? If you’re just leaving an estimate without any customer interaction, you’re not giving them anything that would set you apart from the competition.
“All things being equal, people will do business with, and refer business to, those people they know, like and trust.”
—Bob Burg, All Things Being Equal…
If your competition is using a lesser material, you should make sure your customer knows the difference. Many of your customers don’t know the first thing about your industry—you need to make sure they know about any quality differences.
In addition to the material you’re using, explain the process, how jobs are scheduled, etc.—the more you share, the more trust you’ll gain.
“Just figure out what they want to buy, and let them know you’ve got it. Make them feel good about buying from you, and you’ll make more sales.”
—Charlie Greer, High Pressure Selling Doesn’t Work!
Information based selling is always better for repeat business. High pressure selling rubs customers the wrong way—it may get you one job, but the chance of gaining a long term customer is slim. Customers are looking for a contractor they can trust—the more information you give, the more comfortable they will feel doing business with your company.
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