Aug 2015 How to Sell on Value Rather Than Price
Every landscape contractor would love to charge more for their service but feel that they must deliver a competitive quote because price is the major determining factor a potential client uses to decide which company they use. Price is important but not as important as you may think.
Here are some points to help you think differently about selling a construction project or maintenance contract and how to charge more.
1. Don’t sell to your potential client
Go to your next sales meeting with the intention of just having a conversation. It will take the pressure off you and allow you to gain rapport and be trustworthy from the start. The guys that have the greatest sales records tend you make their prospects feel comfortable and trust them from the start. When you go along with the intention of having a conversation and not selling, you will ask better questions and let the client talk more and allow the connection to establish itself.
2. Listen, listen, listen and find out what your prospective clients value
Some sales people, just make sure the prospect is breathing … and then they dump all this info on them. It’s happened to me and I couldn’t wait to get away. One of the keys to having a highly effective sales process is to REALLY listen to your potential client, ask questions and find out what they want, what they need, want their concerns are, what they really value and expect. Perhaps its reliability, attention to detail, quality, a design that is aligned with their home. Whatever they value, find out and make sure it’s included in your follow up presentation.
3. Choose Your Targets Wisely
I know I have said this many times but it is an important point. Know which clients best suit your business and don’t waste time with those that don’t. An initial meeting with a prospect and creating an estimate generally takes between 8 -12 hrs so, I would suggest getting clear about which clients are good for your business and then ask some qualifying questions prior to visiting a potential client. Your time is too important to be throwing away. And your target market will not be so price driven.
4. Believe in the value you offer and show your prospect
If you feel, what you are offering is really just a service like your competitor that is a sign you need to up your game. You need to show your prospects that you service has heaps of value. How is your quality of the highest standard, how do you ensure quality assurance and let the prospect know, how well do you know your products (stones, timbers, plants, alternative products etc) and show the client, do your designs meet the brief and their expectations. How do you make them feel that your team will be punctual, clean, friendly, professional, communicative and deliver the best result.
5. Impress them
Build up your success stories by documenting testimonials from past successes. Tell potential clients some information about your company that builds their confidence in your business and team. Show them a professional visual presentation (laminated designs and pictures and/or ipad photos) of your gallery of works that are relevant impressive jobs. Show them some testimonials and a case study to highlight how you and your team met the expectations of a happy client (preferably a similar demographic so they can relate). Be organised, plan your meeting and connect with your prospect/s. Show them you really want to provide them with the best result that meets their needs and expectations and is common practice for you.
6. When you do all or most of the above, you can start increasing your labour and materials markups by small increments.
Think about the way you connect with prospective clients so you are not just like every competitor. How do you offer more value to your prospective clients so the price of the quote is less important and the value you provide becomes the determining factor?