Are your customers getting more “frugal” (cheap) by the day? Are you tired of hearing, “We’re getting it done cheaper than your bid!” Then listen up…
Your price haggling prospect views your cleaning/restoration as a “price-driven commodity”. Yet you know that your quality/reliability is superior to the competition. But how can you convince a property manager, adjuster or home owner that you are “worth it” when they haven’t experienced your service?
When you hit a price objection simply ask, “How far apart are we?” Then IF you really want the account hit them with a “getting to know you” offer…
“Tell you what. I’ll do the job for your price one time on a ‘trial basis’. Then we’ll talk. Even if we can’t work things out at the very least you’ll get a great job done at your price!”
True, on this first cleaning you won’t be getting your desired price. BUT you will be “getting paid for a demo” AND afterwards you will now know exactly how long the job will take you. So you’ll be able to “sharpen your pencil” with accurate and exact production numbers.
Even better, your prospect will have now experienced your quality, service and professionalism and will want you to keep on doing their work. Very likely they’ll pony up more money so you will have a “meeting of the minds”!
NOTE: This “loss leader” tactic works better with desirable “long term relationship” prospects such as contract commercial accounts or claims adjusters you want to develop.
Residential: Help the homeowner to visualize the final appearance of the carpet with a “show and tell” demo in the pre-inspection.
Commercial: Remember that after your “trial cleaning” you can also play with different areas, frequencies and methods to fit their budget.
Restoration: Adjusters need help from you in justifying your scope. So improve your adjuster communication with an easy, password-protected, “in the cloud” shared folder.
Steve Toburen
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that sounds great!
Use caution with this strategy by always qualifying your customer. A demo done in the right context may help a potential client overcome a fear or hestiation, but in reality, no customer should have to be “sold” on your service. If you clearly explain what you will do and won’t do and have a rock solid reputation as well as a strong satisfaction guarantee and a reputation for upholding that guarantee (which would be communicated if they were a referral most likely) any reasonable human being should be able to make a buying decision, if they are unsure, you missed something that a demo won’t fix OR they really aren’t a good fit and all you are doing is bringing clients who don’t fit you and/or your business into your life. Demo’s are for better used for products and/or service that require a very substantial investment or would be used for a very extended period of time, not for a cleaning service that is a consumable, reasonably easy to correct “mistakes” and is needed on a semi-frequent basis. Much like “let me demonstrate how I would cut your hair, but I’ll do it at a cut rate, then next time we can talk about the cost of a hair cut”. If they aren’t a good fit and don’t understand the value of your service either A) work on your presentation skills and communicate better or B) attract customers who are a better fit.