In the contractor business, many times you talk to a homeowner and find yourself in the weird position of having to convince them to work with you. In a way, this is a similar feeling to a “cold call”, where you have to communicate your value to clients quickly and effectively, or risk losing their interest.
It’s not as bad as a “cold call” though since in this case, the homeowner is usually the one to seek your services first, meaning they are already interested in it to some degree. This puts you in a good place, but you still have a few barriers to overcome. Communicating your value to customers can be tricky, since it’s not really an exact science.
However, there are a few sure-fire ways to get your value across. Once these methods become part of your know-how, they will never fail you!
Provide sales material
Physical sales materials are always a great idea. It adds value to your service and works as an extra gift (such as a custom pen or calendar), which goes a long way. But as of right now, with meetings done via video call and personal contact being limited due to the pandemic, you can still come up with clever online sales material for basically no cost.
For example, a “before and after” section in your website or social media page is an excellent idea. Not only do people love these types of pictures to begin with, but it can really go a long way in showing how much of a difference a simple service can make.
But that’s not all. Here are other options to consider:
- Personalized budget spreadsheets
- Custom estimate page
- Testimonials from previous clients
- Up-to-date social media pages
- Good reviews
- Good online presence
Use actual numbers
Talking in real world numbers not only helps you come off as knowledgeable in the field, but also helps clients understand the value attached to your services. When you’re hearing out their ideas and taking notes, you can already give them some real numbers because that can help both sides figure out what’s best for the project.
For example, they might be thinking something will cost $5000, but you know it’s gonna cost double that value. But on the same note, they might be expecting it to cost a lot more than the real value – either way, you can quickly adjust their expectations and start the project with both sides on the same page.
And if they happen to be disappointed with the high cost, you can use your expertise to show them why it’s worth it or what they can do with a smaller investment.
Inform clients on the benefits of your service
Most homeowners think of projects in basic terms and not many go out of their way to preemptively fix or repair something before it’s broken. That’s why it’s important to know how to inform homeowners of the benefits that your work will bring in the long-run, not just in immediate terms.
A common example is a kitchen renovation. The client might be thinking of it only in terms “how will I benefit from this myself”, and they might come to the conclusion that if they decide to sell their home, then they’ll never use that kitchen again, meaning the renovation would be a waste. That’s not true at all– they will have a much better kitchen for as long as they stay, and if they happen to put their home for sale, that kitchen renovation adds a lot of value to the house. So all-in-all, it will be a great investment for them either way, and you need to remind them of that.
You should always look for ways to show potential clients this kind of long-term value, since it makes their investment much more rewarding.
Don’t be afraid to brag
This might seem a bit weird, so let me explain:
For homeowners, it might always seem like your job is simple. If you’re a plumber, they think all you have to do is direct yourself to whatever pipe is not working, tighten a few screws and job well done – a bit of an exaggeration, but you get the idea.
Regardless of your area of expertise, you shouldn’t be afraid to remind your clients of all the benefits of your work. As a plumber, you know not only how to fix a leaky pipe, but you also know how to make sure it doesn’t leak the same way in the future. You also know how to identify structural problems that might cause issues in the future and fix them before any damage is done.
Talking to clients about these details adds value to your work, but also makes them feel like you’re not just there to get their money and leave – you’re there to help them. You care about their home and want to prevent problems for them in the future. You know about these things that they don’t, so as long as you’re not being arrogant, don’t be afraid to show that you’re the expert, and then get them to trust your judgement with all of the other tips above.
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